If you want to do product marketing effectively, you should know your product inside out - both strengths and weaknesses. This way, you can portray its strengths without overselling.
But, getting trained on the product is hard work.
It can tire you out and make you think of excuses like:
“I think I have learned enough.”
“I do product marketing only for a feature. I don’t have to learn about the whole product.”
Yet, you need to register the fact that learning the product and how it solves customer problems is crucial. It’s this knowledge that will give you an edge over your peers in the long run.
So, here are four ways you can understand your SaaS product:
1. Explore It Yourself
I know this is obvious. Still, I can’t leave out this point.
Sign up for a trial version and set it up from scratch. Whenever you hit a roadblock, note that down. You can pass it on as feedback to the product team.
Go through the existing solution articles and training videos. Try replicating the same scenarios in your trial account.
If you’re unable to understand something, ask around, and get answers from your colleagues.
2. Check Customer Feedback
This gives you a great understanding of your product’s shortcomings.
Obtain access to your customer support portal and search for the common complaints raised by customers.
If you’re unable to get access, meet someone from the customer service team and ask them if they get any common issues. They will surely have an idea.
Check review sites like G2, Capterra, etc
3. Product Usage and Adoption
You should know whether the customers are actively using your product and finding the features useful.
Get the adoption rate of various features from the data analyst team.
For features with a low adoption rate, get on feedback calls with a few customers along with the product team.
Get the list of feature requests from the product team. This will help understand which features excite the customers.
4. Send a Fill-up Form to Customer-facing Teams
Account managers, customer service specialists, and salespeople always have a bunch of product questions on behalf of customers. You can ask them to enter their questions in a fill-up form and take up the challenge of answering them. By searching for answers, you will learn a great deal about the product along with real-life use cases.
In addition to the above points, you can get creative too. For example, you can come up with quiz questions for yourself. This nudges you to explore the product and remember the minor details.
Along with learning your product, notice the competitors too. You don’t have to get intense training necessarily. Knowing their strong and weak areas would do.
Once you become well-versed with the product, it doesn’t stop there. You need to keep yourself updated with new feature releases. And still, there would be questions to which you wouldn’t have answers. This is normal, and there’s nothing to be embarrassed about.
That’s all for today!
In my next article, I will be writing about the Ask Me Anything session I conducted for my feature.
Stay safe :)
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