Product Marketing Strategy

A systematic approach to product marketing.

For technology marketers who are launching, re-positioning, or expanding their reach into new markets.

Product Marketing QuickStart

Assess the health of your current marketing strategy across 25+ qualitative and quantitative dimensions. Gain key insights to better position, message, and visually represent your product. Start quickly, prioritize for impact, and establish benchmarks to measure progress over time.

Average timeframe: 2 weeks


  • Remote workshop
  • Marketing diagnostic and benchmark
  • Opportunity roadmap

Product Positioning

Align marketing and sales teams around your product’s core positioning, the foundation of your marketing strategy.

Average timeframe: 2-4 weeks


  • Competitive positioning audit
  • Competitive frame of reference and points of differentiation / parity
  • Persona development
  • Positioning statements

Product Messaging

Communicate your product’s unique value to the right audience, with the right language, in the right context. Empower marketing teams with messaging tools to create and target content faster and more effectively.

Average timeframe: 3-5 weeks


  • Product messaging pillars
  • Messaging architecture (a hierarchy of key messages)
  • Persona or industry-specific messaging
  • Voice and style guide

Product Naming Architecture

Bring structure and consistency to your product portfolio. Help customers find, understand, and buy more of what you sell.

Average timeframe: 2-3 weeks


  • Visualized product architecture
  • Naming convention guidelines
  • Name brainstorming resources

Product Identity Design

Express your product’s personality and positioning with a clear, cohesive visual system. Align your brand identity and marketing strategy to create campaigns that are more recognizable, memorable, and impactful.

Average timeframe: 3-5 weeks


  • Visual mark / logo
  • Visual design system (color, palette, type, imagery)
  • Product identity style guide

Go-to-Market Campaign Strategy

Drive engagement for product launches and new releases. Translate tech-speak into human-centered stories, benefits, and messages your target audience cares about.

Average timeframe: 3-6 weeks


  • Product launch / release story
  • Narrative and point-of-view development
  • Channel messaging

Interested in a Product Marketing Strategy project? Let's talk.

Why New Kind?

Getting this project across the finish line in time for Red Hat Summit was no small feat, but New Kind was up to the task. At every step in the process, their poise and professionalism — not to mention their creative skills — reinforced for us that they were the right team for the job. We're thrilled with the results.

Erin Rooney

Director of Marketing, Red Hat Developer