Product Marketing

A successful go-to-market strategy includes product marketing which considers the following: product definition and value, unique selling points and market differentiators, target audience, and the sales enablement methodology. Christina’s background in graphic design and extensive knowledge of the hospitality and tech industries elevate her in the product marketing field and allow her to have a unique competitive edge.

“I have a deep appreciation for the human experience. I believe that a great product marketing strategy begins with understanding the people you are striving to solve a challenge for first. The second piece is about crafting the right solution and messaging that will resonate and create a unique experience.”

— Christina Tomlinson

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1 | Define The Product & Value Proposition

Understand the business intimately by asking questions, conducting interviews, and learning the business’ “why us”. It’s challenging to articulate the value without a clear understanding of the business model and product definition.

2 | Go-to-Market Strategy

After taking time to thoroughly understand the business, products, objectives, and buyers, it’s important to create a thoughtful product marketing strategy that will achieve the business’ commercial goals and arm the sales team with the assets they need to succeed.

3 | Sales Enablement

Create evergreen assets that are multipurpose and multifunction. Steer clear of the ‘one-offs’ unless the purpose outweighs the lift. It’s important to partner with the sales team and key stakeholders to understand what assets would be most effective for each buyer persona.