Product Marketing Strategy & Execution

Product marketing is the sum of all efforts to research your space, frame your message, and promote your product to ensure it resonates with your target customer. We work with nearly every team in an organization to align and strategize go to market efforts resulting in wider reach, higher conversions, faster sale cycles, and increased retention.


Our Process

We start each new product marketing engagement with a positioning and messaging workshop related to the product launch, brand, or re-positioning effort that is underway. This ensures that cross-functional teams are aligned and goals are clearly defined.

From there, we work collaboratively with our collective of PMMs to support your in-house team with efforts such as product announcement strategy, sales enablement collateral, product landing pages, pricing, and feature announcement.

We provide templates, resources, support and high-level management to ensure each project is seamlessly executed.



  • Positioning Workshops

  • Product Positioning Guides

  • Product Landing Pages

  • Product Launch Plans

  • Product Launch Management and Strategy

  • Feature Announcement Workshops

  • Feature Announcement Management and Strategy

  • PMM Hiring & Interviewing Strategy


Example Work

Envoy is modernizing the workplace experience.

Envoy asked Olivine to establish product marketing best practices and take their newest product to market.

We led the Envoy team in developing a go to market strategy and execute the announcement of their latest product, Rooms, into private beta. To prepare for the announcement, we conducted the Product Messaging Workshop and introduced new best practices to execute the announcement.

Here is a look at our work with Envoy.

The Olivine team have been incredible partners as we’ve defined our go-to-market strategy: from naming to positioning and overall strategy.
— Sebastien Magoutier, Director of Product Marketing at Envoy

To help Envoy beta launch their new product, we started by defining what our announcement tactics and strategy would be.


We led a persona workshop to define who our target customers were for this launch and Envoy’s customers in general.


For the beta launch announcement at an NYC conference, we oversaw the booth design and marketing build up to the event.

Launching a new product is always high stakes and stressful but Olivine guided us through it with competence and confidence—helping us make the biggest impact possible.
— Sebastien Magoutier, Director of Product Marketing at Envoy


Want to discuss a similar project for your company?