If launching a SaaS product is complex, marketing the same is even more challenging!
After you’ve slogged away at coding, designing, and launching your SaaS product, it's another struggle to survive in a world with over 7,000 other products just like yours scrambling for customers.
When it comes to selling your SaaS product, the competition is fierce. You'll need to differentiate yourself from other companies and describe your offering clearly in order to drive sales.
So, how can you find that elusive competitive edge and rise above the noise?
The answer is to leverage product marketing.
In this post, we have collected the top seven product marketing examples that help you to understand what product marketing is and how to use it to your advantage.
Let’s dive in.
7 Best Product Marketing Examples
We have listed examples of some of the best product marketing examples that you can use as a reference. These examples are simple, but they are also effective and will help you improve your own campaigns.
1. Toplyne
Channel used: Blog post.
Toplyne's platform simplifies the process of targeting and selling to a company’s best prospects, freeing up time for sales reps to work with customers more likely to buy.
They educated users about PLG marketing, why it is essential and how you should utilize it. As a result of this education, their customers could rank at the top of Google searches when people searched for “PLG Marketing” or whatever term their clients used to describe that service.
Moreover, they leveraged the use of interactive product demos at their site to capture the information of their leads. This product marketing technique helped them to 2X their revenue and grow their business.
On every blog they ranked, the company offered advice on how to solve people's problems and showed them how Toplyne could help.
Although the products themselves were excellent, it was still clear that their marketing team had done an excellent job at incorporating product marketing into all of their other marketing efforts.
2. Ignition
Channel used: LinkedIn.
Ignition makes accounting and running your business more efficient by automating tasks. Creating a post on social media about your product update is the best way to get your audience excited about your new features and to get them talking.
In their post, they used a gif of their product in action that shows exactly how it works. Moreover, they have added a link to check their product update in their post and embedded their product tour on the page.
This product demo allows visitors to get an idea of how their features work and help them decide if they want to try the product.
This is a great way to get people interested in your product and make it easy for them to learn about your product and how it can help them.
3. Slack
Channel used: Social media.
Using social media to announce a new product update is a great way to generate interest among prospects and customers. Yet, if readers cannot understand the value of your offering, then all that enthusiasm will be for naught.
Slack made sure its audience understood the value of the new features it announced by making them easy to use and understand.
In their Slack Canvas update, Slack made using their new product simple for audiences by expertly weaving gifs and product tours into the announcement.
4. Hubspot
Channel used: Blog posts.
Hubspot dominates the inbound marketing space through many different channels. One reason is that they offer a free trial version of most of their products, which acts as a great marketing tool and helps establish goodwill with new customers.
They dominate search engine results for keywords related to marketing and sales, offer free samples of their products, and encourage people to try out what they have to offer.
Moreover, they have added a freebie on every blog post to sweep the reader into their funnel. Hubspot is an excellent example of using free trials, free samples, and other freebies to increase revenue. The more people who try out your product for free, the more likely you are to convert them into paying customers down the line.
5. Calendly
Calendly is a free online scheduling tool that allows you and your clients to schedule meetings quickly. Calendly got their growth with an exciting product marketing approach.
Calendly is viral in nature. It’s only relevant when two people are involved—the meeting planner and the invitee—so its appeal grows exponentially with each additional user.
By inviting other people to Calendly, you are simultaneously promoting the product and creating a viral loop. The invite recipient can experience the solution firsthand and immediately see that it solves their problem with scheduling meetings.
They create their own meetings, booking them using the app. This repeats the viral loop of value that drives product growth.
This is a viral marketing strategy that creates a virtuous cycle of growth. With each new user, it drives more value for the company while also bringing more people into the fold.
6. Gladly
Channel used: Website product page.
Gladly is a radically personal customer service platform that focuses on helping people rather than simply handling cases or tickets.
Now that PLG is widespread, demonstrating—rather than explaining or describing—the benefits of your product to customers has become key during the sales process. And there’s no better way to do this than through interactive demos.
Gladly has made the most of this concept, turning its product pages into interactive demonstrations that showcase everything a new customer could want to know.
In the below-mentioned example, Gladly highlights how one can better address the needs of their customers by showing off their platform’s capabilities.
Gladly has done a great job of turning the page into an interactive demo that shows off everything the platform can do rather than simply telling users about it.
7. Dropbox
Dropbox is a perfect example of product marketing, and the brand has lent itself well to sharing and attracting more customers by creating an easy way for people to back up files.
Dropbox has created a simple, effective product that meets the needs of its target market. In addition to being easy to use, it also makes it highly convenient for consumers who want to share files with their friends and colleagues.
New users can receive more storage by sharing a referral page, while current customers are rewarded with better service. This tactic has helped Dropbox boost its customer base while improving overall satisfaction levels among its user community.
Dropbox’s referral program is an excellent example of attracting more customers while increasing your customer base. By offering an incentive for both new users and existing customers, Dropbox has created a win-win situation for everyone involved.
Going for product growth
From the top seven examples listed above, it’s evident that educating the prospects witty the value of the product is the key to establishing a product-led marketing strategy. When your prospect understands the value that your product brings to the table, they will be more willing to pay for it.
The best way to do this is to give your prospects a first-hand experience with your product. You can do this with the help of an interactive product demo. The interactive product demo allows your prospects to experience the product firsthand by giving them a glimpse of what you have in store for them.
Even if you have zero knowledge about how a demo platform works, you can create interactive product demos with the help of a no-code demo software like Storylane.
This helps you to track and gauge their reactions as they interact with your content. With rich features from auto personalization to advanced analytics, you will get everything that you need to educate your prospects under your fingertips.
Want to see how Storylane works for your product? Give it a test drive by scheduling a free demo. We will show how you can grow even better by including an interactive product demo.
Frequently Asked Questions
1. What are some examples of product marketing?
Similar to all the case studies that we have mentioned above, anything that highlights the product's real value to meet customer needs through messaging, go-to-market strategy, and positioning—throughout target markets—counts as product marketing.
2. What is product marketing?
Product marketing is the practice of aligning sales, customer success, and products by creating a cohesive product narrative. Therefore, any initiative designed to make a product accessible through free trials or freemium models (which leads to acquisition) can be considered product marketing.
3. What is the difference between product marketing and other marketing practices?
Product marketing is a subset of the overall marketing function. It focuses on promoting, positioning, developing, and distributing products and services to reach target customers. The goal is to create customer value by providing solutions that meet their needs better than competitors' offerings.
4. Why is product marketing important?
The importance of product marketing and promotion lies in the insight it gives you into your customers’ preferences. You can reach a wider audience with relevant content by targeting specific buyer personas.
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