Product Expertise provides extensive B2B and B2C product marketing expertise on-demand for software and technology companies looking to find product-market fit and deliver growth. Our boutique consultancy model allows companies access to niche product marketing talent for both strategic guidance and exceptional tactical execution.
Who you might be
Early-stage growth
We work with early-stage growth companies to help them build successful product marketing practices. Many early-stage tech or SaaS companies have an engineering-first mindset, but as they begin to reach an apex in their trajectory, establishing a product marketing function can help push them across the chasm and find true product-market fit. Typical partnerships with early-stage companies may include:
Company narrative and investor pitch development
Go-to-market strategy development and execution
ICP and persona development
Market & competitive research, analysis, and opportunity sizing
Positioning and messaging audit, templates, and workshops
Voice of customer development and analysis for product iteration or persona development
PMM hiring and interviewing strategy
PMM training and mentorship for employee development
Mid-stage or enterprise
We work with mid-stage and enterprise-level companies to help them realize the potential of product marketing by fully embedding an experienced product marketing pod into their organization. As tech and SaaS companies grow, many will recognize the need and begin to hire product marketing talent. However, most will struggle to successfully establish the product marketing function and fail to reap its benefits. Typical partnerships with mid-stage to enterprise-level companies may include:
Product marketing team development and mentorship
ICP and persona development
Win/Loss analysis
Organizational structuring, alignment, and implementation
Company acquisition or partnership strategy and portfolio marketing
Sales and product adoption funnel analysis
Product launch process framework development, training, and management
Go-to-market planning and implementation management
Client Interview
Learn what Product Expertise has accomplished with CM Group
Client interview
Learn what Product Expertise has accomplished with Diligent
Client Interview
Learn what Product Expertise has accomplished with Stack Overflow
OUR PROCESS
1) REVIEW & AUDIT
First, we work with our clients to understand their business and unique challenges through an introductory meeting and audit.
2) CONSTRUCT team & DEVELOP PROPOSAL
Next, we construct a team of consultants matched to client needs and create a custom proposal consisting of proven product marketing tactics and timelines designed to achieve client goals.
3) EXECUTE & DELIVER
Finally, as an extension of your team, we execute and measure results while providing full transparency into the process.
The Product Expertise go-to-market model
Tactics
Our arsenal of tactics consists of:
Advisory & Auditing
Product marketing team development and mentorship.
Messaging and value prop auditing and validation.
Sales and product adoption funnel analysis.
Ad/Mar tech auditing, selection, and implementation.
Product release process auditing. Selecting the right customers and defining exit criteria for MVPs, betas, and general available products.
Quantitative and qualitative voice of customer development and analysis for product iteration or persona development.
PMM hiring & interviewing strategy.
Strategy & planning
Company narrative and investor pitch development
Organizational structuring, alignment, and implementation.
Company acquisition or partnership strategy and portfolio marketing.
Go-to-market planning for new product or feature launches.
Positioning and messaging workshops.
Branding ideation and creation.
Target audience mapping and persona development.
Market & competitive research, analysis, and opportunity sizing.
Implementation & execution
Marketing copy and brand messaging development.
Video script writing and production management.
Sales enablement and product pitch development.
Website and landing page project management.
Product guides and one-sheets.
Customer surveying and interviews.
Blog writing and press strategy.
Case study and testimonial creation.