2017产品营销行业报告（英文版）

报告摘要

State of Product Marketing 2017 Summary

Introduction

The State of Product Marketing 2017 report highlights the evolving role of product marketing in the digital age. While technology enables more efficient customer engagement, it also increases complexity. The report explores how product marketers are navigating these challenges, focusing on their priorities, strategies, and challenges.

Core Content

Product Marketing Ownership

62% of organizations identified their product marketing teams as the primary owners of product launch activities.
85% of respondents stated that their organizations invested in product marketing, while 15% did not.

Digital Marketing and Strategy

89% of marketers consider digital marketing an integral part of their product marketing efforts.
However, only 57% have a clearly defined digital strategy, and 43% use digital marketing without a defined strategy.

Online Sales and Digital Budgets

64% of organizations have online sales less than 10% of their total product sales.
Despite this, 54% allocate over 25% of their product marketing budget to digital marketing, indicating a growing emphasis on digital channels.

Key Activities and Challenges

Top Activities

Sales enablement (71%) is the most time-intensive activity.
Understanding buyer needs or pain points (68%) and creating quality content (66%) follow closely.
Product launch (59%) and developing a marketing plan (46%) are also significant.

Key Challenges

Time constraints in producing quality content were cited by 56% of respondents.
Aligning objectives with sales teams (42%) and generating quality leads (42%) are also major challenges.

Digital Channels and Content Assets

Most Effective Digital Channels

Website (79%) remains the most effective digital channel for product marketing.
Organic search (60%) is the second most effective, while email (45%) and social media (41%) have seen a decline in effectiveness for product marketing goals.

Preferred Digital Content Assets

Case studies (68%) and product videos (64%) are the most preferred content assets.
Mobile apps (4%) and display ads (12%) are the least preferred.

Customer Engagement Strategies

Webinars (68%), emailers (66%), and social media updates (56%) are the most popular methods for regular customer engagement.
These methods are particularly effective post-sale, even though they are less favored as primary channels for product marketing goals.

Social Media Preferences

LinkedIn is the most preferred social media platform for B2B marketers, with 91% of respondents selecting it.
Twitter (68%) and Facebook (55%) follow, with other platforms like YouTube, Instagram, Slideshare, Google+, and Pinterest also being used, albeit less frequently.

Final Thoughts

Despite changes in technology and strategy, sales and revenue generation remain the primary focus for product marketers.
Customer engagement metrics are under-prioritized compared to sales-related KPIs.
The website continues to be a crucial digital channel, even as email and social media lose some of their former standing.
Mobile presents a significant opportunity for B2B marketers, but it is still underutilized.
Content creation remains a challenge, especially with the need for personalized messaging.
Customer journey mapping and buyer persona development are often neglected, despite their importance in driving effective sales enablement.

About Analysts

Ravish Kamath, Senior Director, Products at Regalix, brings over a decade of experience in product development and marketing strategy.
Arunh Krishnan, Senior Analyst, has a background in consumer product marketing and brand management, with expertise in consumer and product research.

About ShareDemos

ShareDemos is an enablement platform designed for sales and technical marketing teams, addressing issues like content authoring, organization, privacy, and analytics.
It is developed and managed by Regalix Inc., a digital marketing agency focused on enablement content.
The platform is currently used by companies like VMware, NetApp, and SilverPeak.

About Regalix Research

Based in Silicon Valley, Regalix Research provides research-based insights, consulting, and peer-to-peer programs to help marketers develop and execute strategies.
The firm specializes in helping technology companies leverage innovation and best practices for competitive differentiation.
For more information, contact Regalix at:
- Website: www.regalix.com or www.sharedmos.com
- Address: 2301, Leghorn Street, Mountain View, CA 94043
- Phone: (US) 1-888-683-4875 / (India) +91 80-49445010
- Email: research@regalix-inc.com or info@regalix-inc.com