“Product marketing is the driving force behind getting products to market – and keeping them there. Product marketers are the overarching voices of the customer, masterminds of messaging, enablers of sales, and accelerators of adoption.” – Bryony Pearce via Product Marketing Alliance

My first experience with product marketing was when I was a marketing coordinator with CoStar. I had opportunity to participate in the launch of our Lease Accounting software.

There, though I was far from a mastermind of messaging, my boss gave me the chance to learn from him. He developed the core positioning and messaging and I got to help with the messaging for our content ( blog posts, email content, etc..).

The key benefit of our product was to provide lease accounting and finance professionals an easy and proven solution to comply with the new FASB lease accounting regulations.

Therefore all internal and external content need to point to those benefits. As a result, all content that I helped to produce centered around those benefits.

For example, notice in my Lease Accounting Blog Post Example 1 and 2 that I’ve bolded the parts that reference the ease of use and proven aspects of our product. My Lease Accounting Emails Examples also include the main product benefits.

My time at CoStar was fundamental to my product marketing journey. I cannot emphasize enough how important it was to make sure all content was aligned with a product benefit. Since our marketing team did this, our product sold very well and is still selling today!

Though I was just a young marketer then, the lessons that I learned at CoStar were foundational to my latter participation in product launches.