Product marketing

A marketing strategy that positions a company’s product and services to multiple audiences.

Overview

  • Strategic Positioning

    Aligns product messaging with audience needs across channels.

  • Engagement Activation

    Uses webinars and digital experiences to drive product demand.

  • Cross-Audience Impact

    Supports customers, prospects, and partners with tailored content.

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What Is Product Marketing?

Product marketing is the strategic practice of positioning a company’s product or services to multiple audiences, including prospects, customers, partners, and internal teams. It combines messaging, enablement, content creation, and competitive intelligence to help organizations clearly articulate product value.

Within the ON24 Intelligent Engagement Platform, product marketing teams use webinars, multimedia assets, content hubs, and digital experiences to educate audiences, launch new products, run demonstrations, and support customer adoption. To explore how ON24 supports product marketing initiatives, visit the ON24 Product Marketing Solution Page.

Why It Matters

Product marketing ensures that the right audiences understand not only what a product does, but why it matters. Clear positioning and messaging help differentiate offerings, accelerate sales cycles, and build consistent brand perception. Using digital experiences—such as webinars, content hubs, and personalized landing pages—product marketers can deliver compelling narratives and demonstrate product value in interactive ways.

With ON24, product marketers can gather powerful engagement signals across every experience, informing future content, messaging, and campaigns. These signals also fuel better personalization, helping marketers deliver content and recommendations tailored to role, industry, or behavior. Learn more about digital experience capabilities at https://www.on24.com/platform/.

How It’s Used

  • Product Launches: Many teams use ON24 webinars and virtual events to announce new features, showcase product roadmaps, and deliver live demonstrations. The engagement tools within ON24 events—such as Q&A, polls, and downloadable resources—help identify what resonates most with audiences. See webinar capabilities at https://www.on24.com/platform/capabilities/webinars/.
  • Customer Education: Product marketers rely on ON24 to build always-on educational experiences, such as training hubs or on-demand learning paths. These experiences help customers adopt new features, discover best practices, or deepen their product knowledge.
  • Competitive and Market Positioning: Interactive content hubs allow product marketers to assemble competitive differentiators, case studies, and white papers in a single destination. These hubs can be dynamically personalized to reflect audience needs. Explore content hub strategy examples at https://www.on24.com/resources/propel-your-pipeline/.
  • Sales Enablement: By analyzing engagement data across webinars and digital experiences, product marketers create targeted messaging and tools for sales teams. The engagement signals help sales prioritize conversations and tailor their product demonstrations.
  • Campaign Amplification: Upcoming webinars and product-focused digital events help drive awareness, lead generation, and top-of-funnel education. Examples can be found at https://www.on24.com/resources/upcoming-webinars/.

Key Benefits

  • Stronger Product Positioning: Delivers messaging that clearly communicates product value.
  • Improved Product Adoption: Supports customers with live and on-demand training experiences.
  • Higher-Quality Engagement: Interactive events drive meaningful participation.
  • Better Sales Alignment: Engagement data supports enablement and follow-up strategies.
  • Scalable Content Delivery: ON24 allows product marketers to deliver consistent messaging globally.

Frequently Asked Questions

  1. What Is Product Marketing?
    • Product marketing is the strategic practice of positioning and communicating product value across multiple audiences, including customers, prospects, and partners.
  2. How Does Product Marketing Use ON24?
    • Teams use ON24 webinars, content hubs, and digital experiences to launch products, educate users, and generate engagement signals for personalization and sales alignment.
  3. Why Is Digital Engagement Important For Product Marketing?
    • Digital experiences allow product marketers to scale messaging, measure audience intent, and tailor content to specific needs.
  4. Does ON24 Support Product Demonstrations?
    • Yes. ON24 webinars and interactive experiences provide an ideal environment for product demos, feature walkthroughs, and customer Q&A sessions.

Editorial & Methodology Notice

This article adheres to ON24’s editorial and data integrity standards, referencing only verified ON24 benchmark sources and official platform documentation. Updated: November 2025