Crucial part of building product marketing materials is highlighting the value proposition and use cases, not just the features. People want to understand what problems does the feature solve, not just stop at the feature. So, in your marketing materials, make sure to highlight the key value proposition of your key features. Below are a few strategies: [1] Structure problems in the form of questions People will be able to relate more and understand the value in a much better way. [2] More visuals, less textual Nobody likes to read text and people have limited attention span. Get the best in just 30 seconds. [3] Omni-channel presence Reinforce the same message at multiple places for better recall. Train sales team for B2B products.

Work backwards from a user. Think like them. That way you'll know that the product or feature you are building is less important. What Problem you are solving and how well does the story resonates with the audience is FAR for important. Thats how Advertisements win. Have a hook for 1. the problem you are solving and the people you are solving for and 2. Have a storytelling element - visual or a hook line etc. that stays with the audience (this is essential for product recall) 3. Always know that you will not get this right at the first go. Learn the art of A/B testing, experimentation, iteration etc.

"Don't make better cameras. Make better photographers." Katty Sierra Stop the outdated focus on features. Focus on stories. Great products upgrade the users. Share stories. Nobody cares about your features. They care what it enables them to do. I don't use Grammarly because it has many cool features but because it makes me a better writer. I don't use Canvas because of its cool templates but because it makes me a better presenter. Stories > features.

⚪ Align with Customer Needs: I work closely with marketing to highlight the features that address core customer pain points—making sure we connect benefits directly to user needs. ⚪ Tell a Story: I collaborate on storytelling that centers around key features—using real user scenarios to illustrate how the product solves problems in a relatable way. ⚪ Prioritize Feature Value: I ensure marketing materials focus on the features that offer the most impact—less is more when communicating value effectively. ⚪ Consistent Messaging: I keep messaging consistent across channels, reinforcing the key features in a way that resonates with the target audience.

Drawing from both technical and product experience, I focus on translating complex features into clear customer benefits. Highlight ROI-driving capabilities with concrete metrics (e.g., "Reduces processing time by 40%"). Create digestible visual demos showcasing real-world use cases, not just feature lists. Partner with marketing to develop technically accurate yet compelling stories. Most importantly, emphasize customer pain points being solved rather than technical specifications. Include customer success metrics and testimonials to validate claims. Keep messaging focused on 2-3 core value propositions rather than overwhelming with features.

Innovate, validate, launch! 🚀 Here's my plan for a successful product launch: 1. Research thoroughly: Understand your target market and competition deeply. 🔍 2. Prototype rapidly: Create and test minimal viable products with real users. 🛠️ 3. Gather feedback: Iterate based on user insights and market demands. 👂 4. Build anticipation: Create a pre-launch marketing strategy to generate buzz. 📣 5. Train support team: Ensure customer service is ready for post-launch queries. 🎓 6. Monitor metrics: Track key performance indicators to guide quick adjustments. 📊 This approach maximizes your product's market fit, minimizes risks, and sets the stage for a successful launch and sustained growth.

To make key features stand out in marketing materials, I’d first focus on defining the unique value each feature brings to users. By clearly highlighting how these features solve real problems or offer distinct benefits, we can capture interest and show potential customers why our product matters. Next, I’d ensure these features are showcased visually and through simple, impactful language. Engaging visuals, testimonials, or demos can bring the product to life, helping users easily understand and connect with the value. Finally, I’d collaborate with the marketing team to create consistent messaging across all channels, reinforcing these key features in a memorable way that builds excitement and drives interest.

Find what user problems are being solved by the new features and highlight those. In a way that your customers will appreciate and understand. It's not enough to focus on the technical aspects ("1 GB storage" or "480 Mbps data transfer") - identify what they do for the user. These are better explained as "1000s of songs in your pocket" or "Transfer dozens of photos in seconds" And use graphics and visuals showing folks using your new features in relatable scenarios. Include testimonials from early users, if you have them And refine the message as you get feedback on early marketing materials.

To make your product's key features pop in marketing materials, here's a nut-shell of my learnings: a) Focus on Benefits, Not Just Features: Don't just list specs; explain how those features improve users' lives. ("Capture stunning low-light photos" vs "f/1.8 aperture"). b) Show, Don't Just Tell: Use visuals like product demos, lifestyle shots, and infographics to illustrate the features (in-action). c) Prioritize: Highlight the most important features that differentiate your product. Don't overwhelm with information. d) Customer-Centric Language: Frame features around solving customer pain points. ("Never lose your keys again" vs. "Bluetooth tracking"). e) Strong Call to Action: Tell people what to do next (e.g., "Shop now," "Learn more").

The product owner needs to work closely with the Product Marketing to be sure that they have what they need. This isn't just a matter of a hand-off meeting. Product, marketing, and customer success all must be involved in the project from the beginning. It should be abundantly clear to all involved what the customers asked for, and how the product delivers that for them. I personally believe that the Product Marketing Manager should be in the Product Organization to ensure that they have comprehensive product knowledge.