Vous êtes confronté à l’évolution des tendances du marché. Comment adapter votre stratégie de positionnement produit ?

Pra gente adaptar o posicionamento de produto de forma eficaz, precisamos evitar o pensamento de um mercado imutável. Em marketing, sabemos que tudo é dinâmico e as previsões de tendências anuais podem ou vão mudar. Entender as causas das mudanças + monitorar como nossa organização está se comportando a partir dessas mesmas mudanças (e ajustar a proposta de valor conforme necessário). Penso que chave é combinar muita pesquisa com uma compreensão estratégica do comportamento do cliente e das mudanças no setor.

In my experience, I would say focus on filling the gap! Let's imagine the trend is a growing focus on remote work. Look for what are the unmet needs in the market. Maybe existing project management tools are clunky for non-technical users. This is your chance to shine! Reposition your product as an intuitive, user-friendly solution for remote teams. We did this with our video conferencing software – we emphasized the ease of use and features specifically designed for geographically dispersed teams, capturing a new market segment.

When confronted with shifting market trends, adapting the product positioning strategy involves swiftly analyzing new market dynamics and customer preferences. By conducting thorough market research and gathering customer feedback, I can identify emerging trends and adjust our product's messaging and features accordingly. Clear communication within the team ensures alignment, while agile decision-making allows for quick adjustments to stay competitive and meet evolving market demands effectively.

You’d be surprised at how much data you have at your disposal to assess changing market trends. A leading indicator I’ve found helpful is analyzing our lead conversion and win/loss data. At one company, we had a solid benchmark for lead conversion, and the performance of our BDRs was dropping. “Better enablement!” came one suggested solution. “Fire the manager!” followed another. A closer look at the call data showed that messaging/terminology had changed, and the features we thought were important weren’t priorities for our prospects anymore. These insights led to productive and effective discussions with product management, sales, and engineering, which enabled us to get ahead of these trends and maintain sales growth.

The secret is leveraging customer insights to understand how their needs have evolved. Here's an example- Maybe the market trend is towards remote work – a perfect opportunity to reframe our project management tool as the ultimate facilitator of seamless collaboration, even across distances. We can showcase features like real-time communication and document sharing, highlighting how our product solves the new pain points of a distributed workforce.

Let's set sail for customer insights and competitor analysis. Maybe the market is embracing remote work, while our competitors are clinging to on-premise solutions. This creates a prime opportunity! We can reposition our project management SaaS as the ultimate solution for geographically dispersed teams. We'd showcase features like real-time communication and secure cloud storage, highlighting how we navigate the choppy waters of remote collaboration, unlike other competitors.

We should monitor how our competitors are marketing their products, as they are likely highlighting keywords related to the latest market trends. This can give us ideas for updating our own positioning. However, we need to be careful not to simply copy them, as our target customers may be different. Our positioning should focus on what makes us unique for our specific audience.

1. Analyze customer feedback- Collect and analyze customer feedback to understand changing preferences and needs. 2. Reevaluate your value proposition- Ensure it addresses current customer pain points and meets market demands. 3. Revise messaging- Update your messaging and branding to reflect the new positioning and ensure that your marketing materials, website and content communicate the updated value proposition effectively.