Being the Voice of the Customer: 10 Kinds of Product Marketing Presentations and Best Practices

Samantha Pratt Lile
Presentation Tips
9
Min Read
Being the Voice of the Customer: 10 Kinds of Product Marketing Presentations and Best Practices Being the Voice of the Customer: 10 Kinds of Product Marketing Presentations and Best Practices
“Good marketing makes the company look smart. Great marketing makes the customer feel smart.” — Joe Chernov, VP Marketing, Pendo.io

Product marketing is the bread and butter of much entrepreneurship. It won’t matter how ingenious the invention if people never learn about it. But effective product marketing involves so much more than placing an advertisement. 

A full marketing strategy is necessary to successfully launch— or relaunch— any new or improved product. What better way to communicate that strategy than through a visual presentation?

An effective product marketing plan presentation requires great attention to detail, as well as a clear roadmap defining current and future product releases and how they correlate with marketing goals. Product marketing presentations like Beautiful.ai’s marketing plan presentation template can remove some of the pressure by offering a customizable presentation design and effective product marketing presentation example for inspiration.

Hoping to successfully present your product marketing plan? Check out the following 10 best practices for developing an effective product marketing presentation:

1. Map your course

Just as developing a new product or launching a business requires a structured plan, product marketing plans require a product marketing roadmap presentation and follow-up. 

Before you begin designing your marketing presentation, be sure you outline how you want your message to flow and what you want to include in your presentation’s beginning, middle and end. This marketing roadmap will help you retain your focus and remain on course throughout the presentation’s design phase.

2. Identify your objective

It’s hard to accomplish a mission if you don’t know what it is, and how can you design a roadmap if you don’t know where it’s supposed to lead? Define your marketing goals so you can ensure each slide of your presentation supports that objective.

3. Speak to and for your target audience

It’s easy for marketers to focus their entire presentation on the product, but an effective product marketing presentation also focuses on the audience. How can the product be presented in a way that it becomes something the audience wants? Why should the audience care about the product?

Obviously, you can’t focus on the audience if you haven’t defined your target customer. Any product marketing presentation worth its salt will be personalized for its audience. But speaking for the audience also requires identifying the customer’s voice.

Voice of the Customer is a marketing strategy that focuses on customers’ likes and dislikes, wants, needs and expectations. Modern-day marketers who are serious about VoC can take advantage of various analytics software that evaluates what a target audience is saying about a product or brand.

4. Grab attention

If you don’t capture your audience’s attention at the start of your product marketing presentation, there’s a good chance you won’t be able to attract much enthusiasm later, either.

Start your presentation with a bang by connecting emotionally with your audience, whether that is accomplished through a humorous story, a dramatic question, an emotional video or exciting special effects. Once you’ve ignited your audience members’ emotions, you can spark their empathy and inspire them to care about your product.

5. Provide a company overview

Should your audience trust the company presenting a product? Including a company overview within a product marketing presentation helps to establish a business’ credibility, which fosters trust among potential customers. In addition to a brief description of what the company does, the overview can also offer an abridged history of the business and a short list of the company’s successful endeavors and accomplishments.

6. Include a product description

It might sound like a no-brainer, but a successful product marketing presentation will clearly describe the product in language appropriate for the target audience. Don’t use the same product description when presenting to a room of IT professionals, for example, as you would use presenting to a group of farmers or a room full of children.

7. Feature product benefits

It’s not enough to describe your product in your marketing presentation. To truly excite your audience, you also should clearly communicate how the product benefits whatever audience demographics to whom you happen to be presenting. How does the product benefit the customer, and what perks does it provide their lifestyle, their business or their friends and family?

8. Include data and examples

Even the most vivid product description won’t carry the same impact on audiences as real-world examples and supporting data. After all, numbers don’t lie, and customer testimonials have served an important marketing function for as long as there have been products to market. 

Don’t bore your audience with slides crammed full of data, however. Instead, help your audience to visualize the data and present it through engaging infographics that help tell the story of a product. Beautiful.ai users can choose from a host of infographic-laden smart slide templates. Just enter your data and watch our AI-powered software design all sorts of charts, graphs and pictographs.

9. Tell a story

Humans have been telling stories to convey messages since long before the advent of written communication. Today, storytelling is just as effective when used as a product marketing tool. 

Telling a story in which your audience is the main character or bears a striking resemblance to the protagonist is another effective way to connect with target customers. If the story conveys how the product benefited the protagonist, then audience members can more clearly see themselves in similar shoes. 

10. Position your product

Product positioning might be the last on our list of product marketing presentation best practices, but it’s a strategy that should be used throughout the entire slide deck. Each stage of the presentation must be used to build value for the audience. 

How is the product worth the investment, and how does the brand stand up to any competition? Through effective product positioning, marketers can highlight a greater vision for the product and transform interest into a call to action. 

Of course, using each of the above best practices to a tee will be for naught if it’s not included in a professional-level presentation. For best product marketing results, be sure to follow principles of good design including an effective use of color, fonts, space and movement. 

The good news is Beautiful.ai makes it simple to design visually-appealing presentations. Users can choose to customize pre-designed presentation templates curated with the perfect slides for a plethora of uses, goals and messages. 

Or, they can create their own presentations with an assortment of the free PowerPoint-alternative presentation sofware’s smart slide templates, which automatically adjust their layout and design as content is added, providing a professional-level result every time.

Samantha Pratt Lile

Samantha Pratt Lile

Samantha is an independent journalist, editor, blogger and content manager. Examples of her published work can be found at sites including the Huffington Post, Thrive Global, and Buzzfeed.