Product Marketing Brief
Shopify, the world's leading e-commerce platform, gets their team on the same page prior to a product launch with a Product Marketing Brief—an essential document outlining the core benefits and marketing strategy for their latest product launch. With a target audience in mind, Shopify introduces the new product with messaging that resonates with potential users and conveys the value proposition of their new offering.
The brief highlights the significance of the product and its inherent value to businesses. Shopify's goal is to showcase the positive impact it brings, positioning it as a transformative solution. With a clear and concise core message, communication is across all channels in order to effectively reaching the target audience.
Supported by key insights and data, Shopify's marketing decisions are well-informed and data-driven. The brief includes relevant charts and information, enabling a strategic and evidence-based approach. From projected launch dates to success metrics and a channel plan, Shopify provides a comprehensive framework to guide their marketing efforts and measure their progress.
As the launch date approaches, Shopify's Product Marketing Brief serves as a powerful tool, outlining their product's unique selling points and the marketing strategies needed to captivate their target audience. With a focus on value and a data-driven approach, Shopify is poised to make a significant impact in the e-commerce landscape.
Product Marketing Brief
Product Overview
Target Audience
- Specific, animated detail about who we’re talking to and their state of mind related to the product launching
Core Benefits
- List each one using bullet points for easy reference
Marketing Strategy
Key Audience
Core Message
Not copy, but the primary message you want all channels to convey.
Value Proposition
Value Prop #1:
- What are we selling?
Value Prop #2
- What makes it valuable?
Value Prop #3
- What is the positive impact?
Secondary message
- Use sparingly. Try to keep your messaging single minded.
Notes
- Key things to be aware of.
Channel Plan
- Channel | Tactic | Owner | Due date
- e.g. Email Marketing | Create a series of emails for the product launch to send to priority customer accounts | Josh | March 20
Success Metrics
- [Project name], led by [marketing champion name] aims to increase [primary metric] from X per week to Y per week within Z weeks or by [date].
For example:
- Awareness (increase site traffic to XX page reviews)
- Acquisition: (increase installations by XX)
- Activation ( increase % of referrals)
Key Dates
Projected launch date:
Comms launch date:
Key Insights & Data
Summary
Data
Any relevant charts or data
Shopify, the world's leading e-commerce platform, gets their team on the same page prior to a product launch with a Product Marketing Brief—an essential document outlining the core benefits and marketing strategy for their latest product launch. With a target audience in mind, Shopify introduces the new product with messaging that resonates with potential users and conveys the value proposition of their new offering.
The brief highlights the significance of the product and its inherent value to businesses. Shopify's goal is to showcase the positive impact it brings, positioning it as a transformative solution. With a clear and concise core message, communication is across all channels in order to effectively reaching the target audience.
Supported by key insights and data, Shopify's marketing decisions are well-informed and data-driven. The brief includes relevant charts and information, enabling a strategic and evidence-based approach. From projected launch dates to success metrics and a channel plan, Shopify provides a comprehensive framework to guide their marketing efforts and measure their progress.
As the launch date approaches, Shopify's Product Marketing Brief serves as a powerful tool, outlining their product's unique selling points and the marketing strategies needed to captivate their target audience. With a focus on value and a data-driven approach, Shopify is poised to make a significant impact in the e-commerce landscape.
