Product Marketing Strategy.
Foundational product marketing initiative focused on competitive intelligence, positioning, and go-to-market strategy and execution for SketchUp. The project was designed to strengthen both strategic and tactical product marketing capabilities, sharpen competitive differentiation, and support broader market share growth.
Project Scope.
Six-month project working with specialist GTM agency, Olivine to more broadly develop our PLG strategy, value proposition, market positioning and value-chain frameworks.
Stakeholders: GTM team, Product Marketing, Product Management, Sales and Exec Leadership.
The scope of work focused on strengthening market positioning through competitive intelligence, ICP and persona development, and product marketing analysis. The engagement identified key market trends, customer needs, and competitive gaps, while also delivering a broad range of GTM and sales enablement assets including battle cards, product teardowns, refreshed web experiences, and supporting marketing materials.
Project Deliverables.
Phase 1:
Defining proto-personas: identifying goals, pain points, motivations of target audience.
JTBD mapping to unlock product development and marketing strategies.
Positioning and messaging: how to position product in target markets and crafting clear, compelling messaging.
Identifying the ICP; Market research and competitive analysis; prioritizing high-impact customer segments.
Phase 2:
Story-First Product Development (Amazon press release approach) and Build-a-Box Messaging.
Product Launch strategy and execution.
Website: product and Industry page redesigns.
Sales enablement: pitch decks, 2-pagers and expanded battlecards; SDR talking points and kill points.