Top 10

Product Marketing

Trends & KPIs

for 2022
 Product Marketing
Trends Contents:

Product marketing has already consolidated its position among 1 Product-led growth

SaaS and continues gaining more and more relevance. Even 2 Communities

startups or smaller SaaS businesses, that don’t have a dedicated

3 Niche SaaS

employee for the role, are implementing their best practices.

4 Educational Resources

After 2 years of a pandemic and a massive shift toward remote 5 Monitoring the whole feedback loop

work and digitalization, most processes are being handled online

6 Data Enrichment

and SaaS tools emerged as an efficient and cost-effective

alternative to improve existing operations.

7 Mutual Partnerships

8 No-code tools

Product marketers now have the challenging and fascinating

task of making their products stand out! By targeting the right 9 Video marketing

buyer, having accurate product messaging, and positioning their 10 Multi-channel marketing and selling
digital tool as the perfect solution for each pain point.

As product marketing strengthens its importance, we’ll see more

and new strategies to increase product awareness, user
engagement, and growth.

Let’s dive in.

Product Marketing Trends 2

 Product-led strategy 1

SaaS companies no longer need a huge Sales team to manage as

many leads as possible. A product-led strategy places the
product as the core and value-adding asset to solve your user's
problems and needs. The new approach is just to target the right
prospects and show the product value to attract, convert and
upsell.

Product-led strategy will continue to be a preferred approach,

not only for startups or bootstrapped businesses but also for
publicly-traded companies. According to a recent report by
Openview Partners, almost all companies going public in 2021
mentioned product-led growth in their filings. That’s being
welcomed by investors for being a cost-efficient approach.

Product Marketing plays a key role here: understanding the

product-qualified lead profile, crafting the right messaging and
positioning, while gathering feedback to determine the
upcoming new features and updates needed to support the
changing demand and environment.

Product Marketing Trends 3

 Communities 2

Product Marketers need to engage with their target users and share a
common space with them to understand their pain points, analyze
first-hand data and know what the new needs or trends are.

There are many products that have already created public or private
spaces, where users can look for best-practices, share their questions
and seek advice. They are another layer of customer support, and at
the same time a great source of insights of the trends among existing
customers.

In addition, professional communities are growing as well! Social

media groups (mainly Facebook and Linked-in for B2B) and niche
communities like Reddit or Hacker News are being complemented by
Slack groups and private communities where product marketers can
ask for and share recommendations. Not only are they great ways to
learn and share knowledge, but they also give marketers the chance to
Niche SaaS 3
interact with tough leaders and be updated on the latest trends, tools
and industry news. We strongly recommend the Product Marketing
As all businesses start taking their processes online, available
Alliance Slack community!
tools might not be enough for newcomers, with specific needs
and particular requirements.

Something we already saw in 2021 and is expanding in 2022 are

niche SaaS, which will be created to attend special demands that
other general SaaS products cannot fulfill.

This will create huge opportunities in markets that might have

been ignored or generalized in a broader category. The result
will be a huge value creation for end-users, improved customer
experience and business opportunities for new SaaS or existing
SaaS companies launching new niche products.
Product Marketing Trends 4
 In addition, product marketing needs to properly announce
Educational Resources 4 latest product updates and new features to keep users engaged.
One of the trends that will continue growing in 2022 is the
implementation of in-app changelogs and segmented
Content marketing is still a crucial way for product marketing
notifications. In-app, in context announcements have a
teams to generate demand, attract product-qualified leads and
significant better performance and open rate and ensure a faster
become a trusted authority on their own niche.

new feature adoption.

Product Marketing should create content not only aimed to

improve the search engine rankings, but also specifically
designed to educate prospects, users and customers.

Webinars are a must-have for SaaS products nowadays, to reach

many potential leads and prospects and show the value of your
product at once. Some clients will prefer to jump on a more
personalized call, but a webinar gives you broader access and
less dependency on the sales team.

Product marketers will also need to ensure they educate their

users on the best practices and existing features of their
product. Many companies, especially those offering several
complementary or more complex products, have already
implemented a “University” or digital courses to educate their
users.

Product Marketing Trends 5

 Beamer is a complete platform to cover all feedback loop stages.
Monitoring the whole
5 You can collect in-app feedback, measure NPS and gather new

feedback loop features requests, while presenting a product roadmap with the
upcoming improvements to your product.

The role of Product Marketing has gained scope, becoming key

To complete the loop and improve customer retention, you can
to understanding the users’ feedback and closing the loop.

announce the latest product changes through a changelog and

keep receiving comments on the implemented updates. In
Closing the feedback loop implies having the right processes in
addition, all the data is centralized in a unique platform, easy to
place to gather and analyze feedback to improve your product
access, manage and analyze.
based on the market needs. Certainly, this is a joint endeavor,
where different teams apart from product marketing must be
involved: from the Sales teams and Customer Success, to
Product and Development.

The information silos and buried feedback in multiple platforms

are no longer acceptable. Product Marketing must ensure
feedback is gathered and centralized to understand patterns,
prioritize new feature implementation, define where the product
is heading to and ensure customer success.

Product Marketing Trends 6

 Data enrichment 6 Mutual Partnerships 7

Data is a very valuable asset for SaaS and, as users collaborate Many companies are joining forces to offer their target
and move their processes online, they also leave traces of their customers a blend of two of their favorite experiences. As
behavior and preferences. That’s where data enrichment can be naturally more products and services are connected and used in
a great resource to acquire new leads, personalize SaaS tandem online, companies are seeing opportunity for
messaging and engage users.

collaboration.

With data enrichment, Product Marketing can get additional Most examples of this are is software and apps, but there are
information from your website visitors, to have a deeper eCommerce products as well. Not only does the natural use help
knowledge of your audience, send targeted messages and marketing the products but often the co-branding combines the
automate SaaS marketing campaigns more efficiently.

strength and audience of two closely linked brands. Some

examples include Uber and Spotify (music on your ride), Bumble
This trend of additional information available, will lead to even + Instagram + Spotify (create a complete dating profile), and
more personalization, which will lead to better performing even us: Beamer + Intercom (live chat and news feed updates).

product marketing strategies and improved results.

Many of these brands cross over in target audience and a
partnership can really help boost sales for both. You can also
partner with your customers. Affiliate programs can be very
helpful in drawing new leads and customers just like your
current base by using their influence and reach to the mutual
benefit of you both.

Product Marketing Trends 7

 No-code tools 8
SaaS is about constant improvements and rapid changes. And
usually development teams are too busy to work on urgent stuff.
That’s why no-code tools are the perfect solution to implement
updates or have new data resources without coding skills.

The number of this type of tools is increasing (luckily) and they

can be applied to the most common digital marketing needs,
such as landing pages or email automations to more complex
processes such as heatmaps, or Artificial Intelligence driven
chatbots.

Video marketing 9
Thanks to no-code tools you can focus on your core business
and manage anything else with specific tools or platforms. Video has been outperforming other mediums heavily
Usually, a few initial settings are required, to have access to a exponentially over the last few years. Thanks to YouTube, it’s
complete dashboard of the information you need.

exploding on social as the preferred medium of social media

users.

Beamer is another example of a no-code tool. You can install it

on your website or app in a few minutes to have your own Marketers who use video grow revenue 49% faster than non-
product’s changelog, NPS, and roadmap. video users. Promotional videos and video content outperform
simple branded posts and are a great way to improve audience
engagement.

Video production can be expensive, especially for professionally

shot videos but there are also free video maker tools that
marketing teams can use to produce effective videos quickly.
Wave Animatron has a ton of stock video and photo and a drag
and drop editor that helps you make quick branded content.
Shakr is also amazing for making super graphic brand videos to
announce sales, new products, etc.
Product Marketing Trends 8
 Multi-channel
10
marketing and selling
The average customer of yours spends a long time of their day
checking multiple social media channels. They all make up their
collective profile and personality online.

Many companies are taking advantage to get to know and engage

their target customer across multiple channels. It’s imperative your
brand has multiple active profiles and you interact with your
customers across them. Many brands are taking advantage of using
social media profiles to present different offers and sell directly from
the platforms, which customers are moving towards. This is one of the
multiple touchpoints in your SaaS customer journey: so, be ready to
make the most of it as well!

As a product marketer, you need to ensure your customers get the

right understanding and value of your product, easily and quickly.
Jumping on board and understanding these trends well are imperative
to staying relevant and moving at the right velocity with your target
audience and competitors.

Product Marketing Trends 9

 Try Beamer for an easy way to
improve your Product Marketing
processes, engage and keep your
target audience up to date on and off
your site and close the feedback loop.

try now

Product Marketing Trends 10

 Product Marketing KPIs
Contents:
SaaS product marketing has its own complexities and strategies.
But, how can you measure if your approach is working? You
cannot just rely on your instinct and general marketing KPIs are 1 Trial and Demo Signups

just too broad…

2 Lead-to-customer rate

3 Product Usage

Product marketing is about generating demand, knowing exactly

who your target persona is and let your product, its 4 Customer Engagement Score

development, and its features sell for themselves. Some of these 5 Net Promoter Score

goals seem pretty hard to measure. However, there are certain

6 Feature engagement and adoption

indicators you can use to have a better understanding of how

your product marketing strategy is performing. 7 Usage of assets

8 Win Rate and Win rates in target market

9 Reasons for winning

10 Upsell
“Before you take on new work,
ask what metrics you’re driving.”

– Teresa Torres,

Product Discovery Coach at Product Talk

Product Marketing KPIs 11

 Trial and Demo 1
Signups
This may seem simple, but it is one of the most important KPIs
for your product marketing and sales team. Your product
marketing strategy should be bringing in qualified leads. The
number of demo or trial signups you have per month (for
example) is important for knowing if what messaging, content,
ads, and direct marketing is effective and speaking to the right
audience. Are you addressing the right pain points and
highlighting the true value of your product? Does your UI lead to
sign ups or do adjustments need to be made? These are the
areas that need to be addressed if this metric is falling behind
for product marketers.

Product Marketing KPIs 12

 Conversion rates on 2
inbound channels:
Lead-to-customer rate
Conversion rates on inbound channels takes a look at the health
and success of your inbound marketing strategy which should be
bringing you consistent leads to counteract churn and sustain
growth. It’s the best way to determine if your long term product
marketing efforts are paying off. To measure this, take a look at
all the efforts such as your web traffic, conversion content
pieces like eBook downloads, white papers, etc., as well as
places on your site where you collect lead information from
traffic and gauge what percentage of your inbound traffic and
leads convert to customers. It’s good to try to narrow down the
conversion rate for each inbound activity to determine which
are more lucrative.
Product Usage 3

Product usage overall is a metric that is really indicative of

success for both your marketing/sales teams and development
Keep your users
team. Your teams should determine which key features correlate

updated & engaded
Bamer is the #1 suite of product marketing tools
with higher rates of retention, higher revenue, and more upsells
for users. Tracking how these features are received and used can
indicate the overall health of product usage and highlight points
of tension. It’s the responsibility of both product teams and
product marketers to take a look at which features are doing
well and where customers are asking for improvement. Product
marketers can use this metric to determine which features are
best for marketing and sales purposes as well.

Product Marketing KPIs 13

 Customer Engagement 4
Score
A sign of a successful product is one that is heavily engaged
with. The more customers are engaging, the less likely they are
to churn out. As engagement drops, users are more likely to be
leaving soon, cancelling recurring revenue.

Keeping Customer Engagement Score up is key for product

marketers. Customer engagement is calculated through selected
variables that are most important to your team such as
frequency of usage, usage of certain features, certain actions
taken, etc. You then assign weight to these factors and calculate
a single number.

Customers stay engaged with products that meet their needs,

address their concerns, and develop over time to keep up with Net Promoter Score 5
the market. Product marketers need to communicate with
customers and leads about the product and its development to
Word of mouth marketing is of extreme value to your product
keep customers engaged. They need to properly educate users
marketing teams. What customers say about you is very
on how to use the product and its features to increase
powerful and can bring plenty of new, qualified leads to you
engagement and help them be successful to see this metric rise
exponentially. Your Net Promoter Score gauges how likely your
and avoid churn.
customers are to recommend your product to others. It’s a great
measure of overall satisfaction and loyalty to your product.
Measured through surveys, your Net Promoter Score helps your
product marketing team know where they are not doing a good
enough job in serving the needs of customers and where they
can do better as well as how they can use current customers to
reach new customers.

Product Marketing KPIs 14


Feature engagement 6 product updates is Beamer. Beamer is a changelog that opens
and adoption
As your product continues to develop, it’s important for product
marketers to continue to do their job “selling” new updates and
features to current and new customers. That ensures product
success and engagement over time. Feature engagement is a
metric to look at specifically each time your team releases a new
feature. It gives your product marketing team a lot of insight as
to how they are doing in both communicating with and engaging
customers but also delivering to their needs.
A great way to boost engagement and keep users in the loop on
directly within your app or site where you can post interactive
updates on new features, bug fixes, upcoming news, etc. All
users have to do is click an icon in your interface or a “What’s
New” tab in your navigation to open up a native-looking sidebar
of updates. You can add photos, videos, GIFs, and CTAs to
engage users and get them interacting with your new features.
You can also enable push notifications to bring users back to
your product every time you send out an update. Companies
using Beamer have seen 10x more engagement.

New features and updates should be an opportunity to bring

customers back in and re-engage as well as strong new selling
points for new customers. If features do not get a lot of
engagement, it’s vital that product marketers understand why.
Learn more on how to increase new features adoption for SaaS
here.

Learn more on how to increase new

features adoption for SaaS here.

g o a h e a d

Product Marketing KPIs 15

 Usage of assets: 7
content views, shares,
downloads, etc
This metric is more around the growth of your brand’s authority
and influence which is important for product marketing teams.
Being an authoritative figure in your space makes customers
more trustworthy of your products. Content marketing is a large
part of both growing that influence and growing organic traffic.
Potential customers do a lot of research. If leads are using and
engaging with the expert content you create, that means your
brand is authoritative and trusted. If your marketing assets are
overlooked and not engaged with, they make not be interesting
enough or resonate with your target customers.
Win Rate and Win rates 8
in target market
Win rate is a basic, very straight forward sales metric that can
determine how your product marketing team is doing compared
to competitors, substitutes, and if your messaging is winning
with customers. Your win rate is how many customers you win
when given the opportunity. It can be in the form of an
impression, demo, sales pitch, etc. You can also break down
losses by “losses to competitors” and “losses to no decision”, etc.
This can give you a good idea of how well your product and
message do against competition and other options. You can also
break down the win rate by target market to understand if your
product and message perform better in specific target markets
and how you can change to improve.

Product Marketing KPIs 16

 Reasons for winning 9 Feature engagement 10
and adoption
In addition to “winning” with customers, it’s vital to know why
they choose your product over another or why they choose to
A big part of SaaS product revenue model is upselling customers
buy into your solution. Knowing the reasons why you win will
in the form of premium features, extra services, or premium
help your product marketing team to understand what the key
levels of products. Increasing MRR, monthly recurring revenue,
competitive selling points are for your product. Your product
for many SaaS companies is easiest achieved through increasing
marketing team can use this to better shape the message for
upsells, especially if new users come in for free for a low fee.

customers around what “wins” and your product team can use
this to better understand what makes customers happy to keep
Knowing how many users go from free or low-level customers
on the same trajectory.
to premium customers or purchase additional features can help
your product team know what to expect in terms of lifetime
value of customers and helps identify where you can improve
upsells to increase MRR. Knowing what your customers are
willing to pay extra for can help determine what is the core
value of your product and what you should continue to deliver
on in the future.

Product marketing is a specific type of marketing that intersects

all parts of a SaaS company. All parts of the team are involved
and everyone needs to work together to ensure these are
successful KPIs. Your product needs to constantly evolve to
what customers want and its growth and development should
guide your marketing and sales strategy. For an easy way to
boost product engagement by 10x, try Beamer today.

Product Marketing KPIs 17

 Try Beamer for an easy way to improve

your Product Marketing processes,

engage and keep your target audience

up to date on and off your site and close

the feedback loop.

p u s h m e
try now

Product Marketing KPIs 18