SERVICES
Product Marketing
Turn your product into a growth driver with product marketing services that define positioning, sharpen messaging, and align go-to-market strategy to increase adoption, pipeline, and revenue for B2B SaaS companies.
We’ve been helping high-growth tech companies since 2016
Why Product Marketing Matters
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Drive Product Adoption and Revenue
Even great products struggle without clear positioning and messaging.
Product marketing ensures your value is understood. In turn, this helps you increase adoption, improve conversion rates, and drive revenue growth.
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Differentiate in Competitive Markets
In crowded SaaS markets, most products sound the same.
Strong product marketing clarifies your unique value, enabling your brand to stand out and resonate with the right buyers.
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Align Product, Marketing, and Sales
Without product marketing, teams operate in silos.
Product marketing creates alignment across product, marketing, and sales ensuring consistent messaging, stronger go-to-market execution, and better business outcomes.
Bottom line: Product marketing helps you stand out, drive adoption, and turn your product into a scalable growth engine.
Product Marketing Offerings
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Persona & ICP Development
Define clear, differentiated positioning based on competitive insights so your product stands out in crowded markets.
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Positioning & Messaging
Define clear, differentiated positioning and messaging that communicates your product’s value and resonates with your ideal customers.
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Go-to-Market Strategy
Develop data-driven go-to-market strategies that align teams and drive successful product launches and sustained growth.
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Product Launches
Plan and execute high-impact product launches that generate awareness, drive demand, and accelerate adoption.
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Sales Enablement
Equip your sales team with messaging, content, and tools to effectively communicate value and win more deals.
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Customer & Market Insights
Leverage customer research and market analysis to inform product strategy, messaging, and go-to-market decisions.
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Product Narrative & Storytelling
Craft compelling product narratives that clearly articulate your value and connect with your target audience.
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Website & Conversion Messaging
Optimize website messaging and product pages to improve clarity, engagement, and conversion rates.
Driving Success for ServiceNow
The Olivine team partnered with ServiceNow to launch their newest Incident Response product. The ServiceNow team took this new product opportunity to disrupt themselves and the market using a product-led growth (PLG) initiative. Within the first few months of the engagement, ServiceNow acquired Lightstep, and thus Olivine was tasked to advise and guide the product positioning of this new product under the Lightstep brand, while integrating elements of the ServiceNow identity throughout all launch materials.
Approach
Conducted in-depth brand positioning workshops to define ServiceNow's unique market differentiation and value proposition
Developed detailed buyer personas, mapping target audience goals, pain points, motivations, and daily workflows
Applied a Jobs-to-Be-Done (JTBD) framework to uncover deep buyer motivations, situational triggers, and desired outcomes
Delivered positioning and messaging strategy to craft compelling, audience-resonant product narratives
Produced branded PDF and deck deliverables from each workshop, serving as cross-functional resources for product, sales, and marketing teams
Built strong product marketing foundations to align internal teams around a unified GTM approach
Validated key messages with real target audiences using tools like Wynter and SurveyMonkey, testing for relevance, clarity, and credibility
Deliverables
A new website, writing ad copy, creating one-pagers and sales decks, drafting email drip campaigns, and even coordinating an early access launch on Product Hunt which resulted in the #3 product of the day.
“The Olivine team played a crucial role in helping us craft and launch a new brand and website. Despite entering a competitive market, we were able to identify our unique value proposition as a brand and product, and clearly reflect that positioning in our overall marketing strategy. Olivine has been creative, thoughtful, and nimble throughout our partnership.”
TATIANA MOROZOVA
Director of Marketing
Frequently Asked Questions
Still have questions?
Explore our FAQ or connect with our team to get answers tailored to your market, competitors, and growth goals. We’re happy to help you think through your next steps.
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Product marketing is the function that connects your product to the market by defining positioning, messaging, and go-to-market strategy. It ensures your product resonates with the right audience and drives adoption, pipeline, and revenue.
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Product marketing is critical because it ensures your product is clearly understood and effectively positioned in the market.
Without it, companies struggle with weak messaging, low adoption, and missed revenue opportunities.
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A product marketing team is responsible for positioning and messaging, go-to-market strategy, product launches, sales enablement, and understanding customer and market insights. Their goal is to drive product success in the market.
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Product marketing is essential for B2B SaaS companies, especially product-led and growth-stage companies that need to differentiate, improve go-to-market execution, and align internal teams.
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Product marketing improves sales performance by equipping teams with clear messaging, competitive insights, and enablement materials that help them communicate value, handle objections, and close more deals.
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Product marketing focuses specifically on bringing a product to market: positioning, messaging, and go-to-market strategy.
Marketing more broadly includes demand generation, brand awareness, and campaigns.
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Companies should invest in product marketing when launching new products, entering new markets, struggling with differentiation, or experiencing slow growth due to unclear messaging or misaligned teams.
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We start each new product marketing engagement with a positioning and messaging strategy related to the product launch, brand, or re-positioning effort that is underway. We facilitate discovery and strategy through a series of product marketing workshops. This ensures that cross-functional teams are aligned and goals are clearly defined.
From there, our expert product marketing consultants will support your in-house team on efforts such as product positioning, product launches, sales enablement collateral, product landing pages, and pricing.
Learn more about how we work.