Que faites-vous si votre stratégie de marketing produit s’appuie fortement sur les nouvelles technologies ?

Test and Test more. When looking for new technology for your strategy, first understand the value it will add. Then look at a bunch of tech that can provide that function fully and partially. Test all of them, based on your requirement, cost etc pick a winner and a backup. Since it's a new technology there might be a scenarios that restrict you to use it further. So, it's always good to have a backup. Complete reliance on one is not recommended. But I would definitely urge everyone to use new tech. Use new LLMs, new AI tools as much as you can to improve your productivity.

When using new technology in product marketing, one key consideration is ensuring your team is well-trained and up-to-date on the latest advancements. This may require investing in ongoing training programs or hiring specialized experts to help navigate the complexities of emerging technologies. Additionally, it's important to carefully monitor market trends and consumer preferences to ensure that your product remains relevant and competitive. By staying agile and adaptable, you can leverage new technology to reach your target audience and drive business growth effectively.

Before incorporating new technologies into your product marketing strategy, it's essential to understand market needs. This involves analyzing existing gaps in competitor products, identifying areas where technology can provide significant improvements, and evaluating how the new technology can add value to customers.

As a Marketing leader, often YOU'RE the voice of the customer. In many organizations, R&D is tasked with driving the product innovation process. But if they're obsessed with spin speed, run rate, or some other performance spec, it is up to you not only to translate that into a meaningful benefit, but to take it one step further and make sure R&D knows the benefits your customers are actively seeking. What are the truly unmet needs in your category? If you can nudge R&D to focus their development on the unmet customer needs you have shown them, the sky is the limit.

When leveraging new technology in marketing, deeply understand its benefits and limitations. Work with your development team to align product capabilities with market needs. Craft clear messages that articulate the technology's value to your customers. Utilize educational content and demos to demonstrate its impact, making it accessible. Collect feedback to gauge market reception and address adoption barriers with robust support and resources. Stay flexible, ready to adjust your strategy based on feedback and technological evolution. This approach ensures your marketing remains effective and relevant.

Understanding your target audience is critical to the success of any marketing strategy. When incorporating new technologies, it's important to know how your audience interacts with technology, what their preferences and needs are, and how they can benefit from the innovations you're offering.

For You: Dive deep into your target audience. Understand their roles, challenges, and aspirations. How does this existing/new technology align with their needs? For Your Sales Team: Equip them with insights about how the existing/proposed technology addresses specific pain points faced by potential customers. For Your Customers: Clearly communicate how adopting this technology will make their lives easier, more efficient, or more profitable.

Knowing your audience is always key in any industry. When it comes to technology, understand the landscape. There will always be people who are tech-savy individuals who know & understand cutting edge technology. However, that doesn't necessarily mean your product can only serve those individuals. For example, AI is the new wave - AI can be useful for tech-savvy and non-tech people. How you show up to your audience will determine the adoption of that technology.

Identify who your product is for and what their specific needs, preferences, and technological proficiency are. Understand their pain points and how comfortable they are with adopting new technology. Tailoring your strategy to match your audience's expectations and capabilities is crucial for adoption and satisfaction.

If your product marketing strategy heavily relies on new technology, it's crucial to focus on educating your target audience about its benefits and applications. Highlight how the technology solves specific pain points or improves their lives. Utilize demos, case studies, and clear messaging to communicate its value proposition effectively. Additionally, establish thought leadership through content marketing, speaking engagements, and industry partnerships to build trust and credibility around your innovative solution. Regularly update your marketing materials to reflect the latest advancements and maintain relevance in the market. Trends changes very often and flying over the trends can make the product best remembered by target audiances.

Technology is constantly evolving, and it's crucial to keep up with emerging trends. This includes not only specific technologies relevant to your product but also changes in consumer behavior, government regulations related to technology, and developments in the global market.

For You: Stay informed about industry trends and emerging technologies. Attend conferences, read reports, and engage with thought leaders. For Your Product Team: Leverage insights to align your technology roadmap with market demands and map the additional value you expect to deliver through innovation. For Your Customers: How does these new/existing tools help in your GTM to Position your product in the as forward-thinking that will keep them ahead of the curve and not just deliver value, but in the long run capture value as well.

Keeping an eye on emerging trends within your industry and the technological landscape is vital. This insight helps you anticipate shifts in consumer behavior, regulatory changes, and potential technological advancements or setbacks. Staying informed enables you to position your product as a leader rather than a follower.

To test a new technology in your marketing strategy involves several key steps: 1. Clearly outline what you aim to achieve with the new technology. 2. Determine the key performance indicators (KPIs) you will use to measure the technology’s effectiveness. 3. Divide your audience into test groups to compare the new technology against the existing strategy. 4. Use A/B testing to compare the new technology (version A) against the existing strategy (version B) with a subset of your audience. 5. Gather data on the performance of both versions. 6. Evaluate the data to determine which version performed better based on your KPIs. 7. Use the insights gained from the test to refine the new technology and your overall marketing strategy.

Before launching a new technology, it's important to conduct extensive testing to ensure its functionality, reliability, and usability. This may include usability testing with real users, performance testing to ensure that the technology works as expected in different scenarios, and security testing to protect customer data.

For You: Ensure thorough testing of the technology. Understand its limitations, scalability, and potential risks. For Your Development Team: Collaborate closely to address any glitches or performance issues.

Before a full-scale launch, conduct thorough testing of the technology with focus groups, beta testers, or pilot programs. This helps identify any usability issues, bugs, or areas for improvement. Testing rigorously ensures that when your product hits the market, it offers a seamless and positive user experience.

The marketing and sales team should be well-trained to understand new technologies and effectively communicate their benefits to customers. This may involve training sessions to ensure that the team fully understands the capabilities of the technology, as well as marketing and sales materials that highlight its features and competitive advantages.

Enablement is not only limited to sales teams! I cannot stress enough how important it is to train your marketing peers in-depth and often if you're dealing with a highly technical product. It's also a very good way to validate how your messaging resonates and if it's clear enough.

Make training an ongoing activity for your team. It is easier to break up learning so that there is an opportunity to practice what was learned and solidify that knowledge before returning for more training. Be realistic about how much information is digestible, and start with the basics, then build on those skills. Keeping a regular cadence of training also makes it easy to cover new capabilities as they are released.

Ensure your sales, marketing, and support teams are well-versed in the new technology. They should understand not just the features but the real-world benefits it offers. Comprehensive training enables your team to communicate effectively with your audience, enhancing customer trust and satisfaction.

Technology is always changing, and your marketing strategy should be flexible enough to adapt to these changes. This may involve adjustments to the marketing message, audience segmentation, or incorporation of new technologies as they become available.

First before embracing a new technology for product marketing, you need an assessment to understand if it’s best interest of your business to embrace the new tech. Also understand, if it’s what resonates with your customers ( or you will be requiring them to change behavior- we don’t want that). This two needs must align. Then develop capability and expertise in the use and optimization of this technology for the advancement of your business. Keep monitoring your business growth with respect to your overall plan and tech adoption, as we are in a fast paced business environment and the tech landscape changes very quickly.

In addition to technical and marketing aspects, it's important to consider external factors that may affect the adoption and success of the new technology. This may include government regulations, cybersecurity issues, consumer privacy concerns, and even ethical issues related to the use of technology. Being aware of these factors and addressing them proactively can help ensure the success of your product marketing strategy.

Think about developing your own software! You can achieve this cost-effectively by outsourcing your development requirements to other countries. Building your own software offers the advantage of tailoring it precisely to your clients' needs while mitigating the risk of new technologies causing disruptions or failures.