A Product Marketing Framework
Part of the Periodic Table of Marketing
The elements of product marketing
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Product Marketing Plan
A product marketing plan is the blueprint for a product’s success. It aligns teams on goals and messaging, turning high-level strategy into actionable steps. This is essential for effective execution and for maximizing ROI.
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End-of-Life Plan
An end-of-life plan ensures a smooth, transparent transition for customers when a product is retired, which protects your brand’s reputation, preserves trust, and potentially boosts other products.
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E-Commerce Plan
An e-commerce plan is the strategic blueprint for a product’s online sales. It ensures a seamless customer experience and aligns with the broader marketing strategy, while optimizing the digital storefront.
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Google Merchant Center
The Google Merchant Center serves as the central hub for a brand’s e-commerce data. It allows you to upload product information and showcase it across Google’s services on Shopping and Performance Max campaigns.
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Product Feeds
Product feeds are the lifeblood of e-commerce marketing. They provide the rich, up-to-date data needed to power dynamic ads and product listings across major platforms, crucial for selling at scale.
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Product Launch
A product launch creates the all-important first impression, which sets the tone for a product’s entire lifecycle. A successful launch builds crucial market momentum, validating the strategy and driving early adoption.
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Product Lifecycle Plan
A product lifecycle plan is the strategic roadmap for a product’s journey. It allows marketers to define goals for each stage, ensuring efforts are aligned and maximizing a product’s total value over its lifespan.
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Product Presentation
How a product is presented to consumers is the culmination of product marketing. It shapes their perception of value and drives the purchase decision, which is crucial for a product to succeed in a crowded market.
A framework for product marketing
The Periodic Table of Marketing is a proprietary marketing strategy framework that enables organizations to:
- Audit the components of the marketing mix
- Identify marketing risks and opportunities
- Prioritize marketing tactics
- Optimize the marketing and sales funnel
This strategic marketing framework comprises 14 Tactical Groups, all representing a vital part of a high-performance marketing engine. Each group contains Marketing Elements, each a key component to tactical success.
Investigating and documenting the status, opportunities, and priorities of each Marketing Element provides organizations with a clear marketing roadmap, showing what they should do next to push the needle.
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Practical Use
The Periodic Table of Marketing framework is used to audit, document and prioritize marketing risks and opportunities. This typically starts with a full audit or a partial audit (limited to one or multiple Tactical Groups).
The audit provides a roadmap and a visual overview in a spreadsheet, showing the current status of each Element and providing practical recommendations to improve performance. The recommendations can be implemented in-house or through an agency.
As every component of the marketing mix acts as a multiplier, every improvement leads to a more effective and robust marketing engine, improving brand equity, conversion rates, and sales.
Give it a try!
A Google Ads account is a treasure trove of information, as it touches many parts of the marketing mix: targeting, messaging, KPIs, branding, budgets, CRO, and more.
Order your free Google Ads audit to see how the Period Table of Marketing can assist you in meeting your marketing goals.
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