These are the 10 most important product marketing trends in 2023.

For product marketers, the deck is reshuffled in 2023. The demand for digital solutions has been growing rapidly for years and as more smart (SaaS) solutions come to market, there is an increasing need for companies to differentiate themselves. However, in practice this is not so easy. Only a small percentage of companies succeed in delivering on the “scale-up promise”. It’s no wonder then, that the demand for product marketing – now also in Europe – is increasing. It is even seen by marketers as one of the most sought-after marketing jobs (LinkedIn).

Product marketing is therefore a rapidly growing discipline, one that is primarily seen at fast-growing and technology-driven (international) companies, often with a SaaS solution. A competitive market that demands a refined marketing strategy, one that goes beyond traditional inbound content marketing and looks beyond the product: beyond products. Marketing has become more mature, strategies are becoming more advanced.

In this article you will find 10 product marketing trends that will help you to win a competitive market position in 2023

1. Hyper-personalization: The modern customer is becoming more critical. Today, they simply expect services, products and communication to be tailored to their individual needs. Personalised emails therefore lead to a 29% higher open rate and even a 41% higher click-through rate compared to non-personalized emails (Epsilon). The biggest challenge for companies is data. Hyper-personalization requires a well thought-out data strategy to collect customer data. There are various tools that can help with this, such as Google Optimize, Personize and Hyperise. The latter is the favourite of many marketers, allowing you to add texts and images that contain the business names or job titles of your prospect.

2. Authenticity in messaging: People connect with people more quickly and intensely than with companies. This explains why authenticity is considered so important. Companies that stay close to their purpose and values tend to be more successful in creating a real connection. And it pays off: consumers are becoming more discerning and are looking for authentic, transparent and sustainable brands. 66% of consumers say they are willing to pay more for products from companies that focus on positive social and sustainable impact (Edelman).

3. Customer Engagement: In the competitive arena, companies must work harder than ever to connect with customers. This can only be achieved if you can empathise with what is happening in the market. Tools that give you insight into the customer journey, such as Intercom or Pendo, are becoming more and more common for product marketers. The value of these tools is that they provide insight into important events, allowing you to respond with an appropriate message. At the same time, the reality is that customers are increasingly moving into dark social, such as closed communities on LinkedIn groups, Slack or Whatsapp. The characteristic of dark social is that it is not or only barely measurable, while it is part of the buyer journey and can lead to interesting customer insights because it is where people engage with each other. It is therefore more important than ever for companies to be top-of-mind. This also explains why companies are increasingly starting their own communities.

4. ABM Everything: Account-based marketing (ABM) is an effective way to target specific, high-quality accounts. According to a study by ITSMA, 77% of B2B marketers stated that ABM has a higher ROI than other marketing tactics. This is also because it requires close collaboration between marketing and sales. They are jointly responsible for identifying important accounts, also known as Ideal Customer Profiles (ICPs). The close alignment between these two teams leads to better messaging and timing to the market, increasing the chance of success. A more cost-efficient way to boost sales. “Marketing-driven sales is something we will see more of in 2023 and beyond.”

5. Increased Sales Automation: Tools that can automate repetitive tasks to create more profitable customer journeys remain popular. For example, solutions such as Walnut or Reprise make product demonstrations possible at any moment of the customer journey. You can fully customise, manage, and optimise product demonstrations to your liking.

6. Improved Pricing Strategies: The focus on pricing strategies is increasing, which is a good thing. “Many companies still determine their prices by simply setting a margin on their purchase price or aligning the price with that of their competitor” (from ‘determining the perfect price for your product’). While there are many alternative pricing strategies that can facilitate the growth of your business, especially in times when money is not (as) cheap. Consider what it does for your organisation (and customer) if you use a per-user price or dynamic pricing based on use. What works best? Edwin Vlems: “To determine the height of the price, it is smart to look at what is a logical price in the eyes of the customer: if perfume makers only set a margin on the purchase price, they miss 95% of potential revenue (!).

7. AI-Driven Content: There’s no denying it – AI is here to stay. In 2023, the use of AI solutions such as Chat GPT, Copy.ai, Jasper, etc. by marketing departments (and other departments) will intensify. The arrival of Google Palm, which is reported to be 5 times more powerful than Chat GPT, has also been announced later this year. This will change the type of work, and it will also affect the types of jobs that are in higher or lower demand. The key is to train ourselves to work with AI to our advantage. It is an opportunity to create better (interactive) content, which will truly connect us with our target audience.

8. Interactive Content: A scan, quiz, assessment, questionnaire, or poll – interactive content is becoming increasingly popular. The secret? The user is in control! Content is tailored in real-time to meet the needs of the user, making it inherently relevant. Did you know that interactive content can increase engagement by 82% (Content Marketing Institute)? And this trend is far from reaching its peak… At Beyond Products, we firmly believe in conversation over conversion. That’s why we use the Outgrow tool frequently, to engage with our target audience through interactive content and get to know them better and respond to their needs. We also use Flourish for all interactive data visualisations.

9. The Use of AI and ML: Artificial intelligence and machine learning are increasingly being used in product marketing to improve targeting, personalization, and automation. According to an Adobe study, 49% of companies are already using AI in their marketing. By automating repetitive tasks and processes, companies can reduce labour costs and increase efficiency. For example, just consider automating customer service, marketing campaigns, and financial reports, to name a few.

10. Product-Led Growth: This way of working was already on the rise in previous years, and we are now seeing that it is being implemented more and more, even among European companies. Product-led growth encompasses a growth strategy where the company’s solution is at the centre of the entire customer journey. This growth strategy relies on the power of the product itself, as well as its functionality, performance, and popularity. Users are the biggest promoters. Products like Dropbox, Expensify, and Calendly are examples of this bottom-up sales approach. The demand is generated by the product itself and not by traditional classic marketing tricks.

These are the 10 product marketing trends to watch closely in 2023. Do you have an important development to add? Let us know!