Product marketing vs. demand generation:
Rivals or perfect partners?
Many see these as separate functions. But in reality, they’re two sides of the same coin.
Here’s how they complement each other:
1. Objectives:
• Product marketing: Promote specific solutions
• Demand gen: Create awareness and interest
2. Audience focus:
• Product marketing: Active buyers
• Demand gen: Broader potential audience
3. Timing:
• Product marketing: Product-centric
• Demand gen: Ongoing, throughout customer lifecycle
When integrated effectively, magic happens:
• Consistent messaging across all touchpoints
• Targeted campaigns informed by deep product insights
• Seamless customer journey from awareness to purchase
But here’s the kicker: Even with this integration, there’s a critical piece missing in many B2B strategies.
Brand marketing.
Without strong brand efforts, even the best demand gen and product marketing can fall short. Brand building creates the foundation that makes all other marketing more effective.
The winning formula?
Brand + Demand Gen + Product Marketing
It’s not about choosing one over the others. It’s about finding the right balance for your business.
