Regalix-2017产品营销行业报告（英文版）-2017.8-28页

State of Product Marketing 2017 Summary

Core Content

The State of Product Marketing 2017 report provides insights into the evolving role and practices of product marketing teams in the digital age. It highlights the increasing integration of digital marketing into product marketing strategies, while also identifying persistent challenges and areas for improvement.

Main Findings

1. Product Marketing Ownership and Investment

• Product marketing teams are primarily responsible for product launch activities, with 62% of organizations identifying them as the main owners.
• 85% of respondents confirmed that their organizations invest in product marketing, indicating its importance in the overall marketing strategy.

2. Digital Marketing Integration and Strategy

• 89% of marketers view digital marketing as an integral part of their product marketing efforts.
• However, only 57% have a clearly defined digital strategy, with 43% admitting to using digital marketing without a defined strategy.
• Online sales account for less than 10% of total product sales in 64% of organizations, but digital marketing budgets make up over 25% of total product marketing budgets.

3. Top Product Marketing Activities

• The top 5 activities that product marketers invest time in are:
  • Sales Enablement (71%)
  • Understanding buyer needs or pain points (68%)
  • Creating quality content (66%)
  • Product launch (59%)
  • Developing a marketing plan (46%)
• Customer journey mapping and building buyer personas are underrepresented, with only 14% and 20% of respondents mentioning them, respectively.

4. Effective Digital Channels and Content Assets

• Website is the most effective digital channel for product marketing goals, with 79% of marketers selecting it.
• Organic search follows with 60% of effectiveness.
• Email and social media are less effective for product marketing goals, but are still used for post-sale customer engagement.
• Case studies (68%) and product videos (64%) are the most preferred digital assets, reflecting the growing importance of video in B2B marketing.

5. Key Metrics for Measuring Impact

• Revenue (61%), number of leads (61%), and customers acquired (51%) are the leading metrics used to measure the impact of product marketing efforts.
• Customer engagement (35%) is underrepresented in the metrics used.

6. Challenges in Product Marketing

• Creating quality content is the primary challenge, with 56% of marketers citing time constraints.
• Other top challenges include aligning objectives with sales teams (42%) and generating quality leads (42%).

7. Preferred Social Media Platforms

• LinkedIn is the most preferred social media platform for B2B marketers, with 91% of respondents selecting it.
• Twitter (68%) and Facebook (55%) follow, while YouTube, Instagram, Pinterest, and Google+ are less popular.

Key Insights

• Despite the growing role of digital marketing, many organizations lack a clear digital strategy.
• Website remains the most effective digital channel, even as email and social media lose some of their appeal for product marketing goals.
• Sales enablement is a top priority, but understanding the customer journey and building buyer personas are often neglected, despite their importance in personalized messaging.
• Mobile engagement is underutilized by B2B marketers, presenting a growth opportunity.
• Content creation is a major challenge, especially with the increasing demand for high-quality, personalized content.

Conclusion

The report underscores that while product marketing has evolved significantly in the digital era, the core focus remains on sales and revenue generation. There is a clear need for strategic support in digital marketing, better alignment between marketing and sales, and greater investment in customer understanding and content quality. The website continues to be a central hub, but mobile and other digital channels offer untapped potential. Overall, the findings suggest a call to action for marketers to refine their strategies and leverage technology more effectively.

About the Report

• Analysts: Ravish Kamath (Senior Director, Products) and Arunh Krishnan (Senior Analyst)
• ShareDemos: An enablement platform developed by Regalix Inc. for sales and technical marketing teams.
• Regalix Research: A digital marketing research firm focused on helping CMOs leverage emerging practices for product marketing.

Contact Information

• Regalix Inc.
  Address: 2301, Leghorn Street, Mountain View, CA 94043
  Phone: (US) 1-888-683-4875 | (India) +91 80-49445010
  Email: research@regalix-inc.com | info@regalix-inc.com
  Website: www.regalix.com | www.sharedmos.com