Can enterprise products succeed without support from marketing?
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Director of Product Marketing8 months ago
There's more emphasis on organic, product-led growth today than on traditional marketing. But to do product-led growth well requires not just easy access and in-product tooling to collect data about product usage but a cross-organizational collaboration with marketing to ensure clear communication, point prospects to other relevant assets and activities for each stage of adoption, reconnect with stalled users, and track progress in line with strategic goals.VP of Product Management in Software8 months ago
Agreed. Bottom-up enterprise adoption is hard to achieve, the few that have (Slack, Atlassian) have done a great job driving it, but have eventually come to doing top-down, which in turn needs marketing / traditional GTM motions.
So I'd say no, but would love to hear other perspectives from the community as well.
VP, Product & Engineering8 months ago
It depends on the stage of the company. Early on product must focus on product-market fit. Once the company has crossed the chasm, driving growth with the help of marketing is critical. Head of Product and Engineering in Finance (non-banking)8 months ago
Most enterprise products are heavily dependent on sales if not marketing. Marketing plays a bigger role in <$100 annual/monthly subscriptions where as B2B enterprise products are usually expensive even on monthly subscriptions and clients need to be pitched well by the sales team before closing a dealDirector of Product Management in Telecommunication8 months ago
In my opinion, achieving success without doing a lot of marketing can be tough, but there are ways to make an enterprise product somewhat successful. This is especially true if you have a great product and know your target market well.Here are some straightforward strategies:
* - Creating a product focusing on a niche market
* - Offer rfee trials and spread the word leveraging referral programs
* - Use partnerships to spread the message
* - Build a strong online presence and working on SEO strategy
* - Engage in community outreach
Even though these strategies can help your product get some attention without spending a lot on marketing, it's crucial to keep checking how things are going and make changes based on feedback. If your product is getting good reviews, you might want to re-think about your decision on investing in marketing to grow even more and reach more people.