If you’re in the marketing world (or working closely with it), you’ve probably come across two common strategies: product marketing and solutions marketing. While they may sound similar, they focus on different goals and approaches.
Let’s break down what each one means, how they’re different, and when to use which—so you can market smarter, not harder.
What is Product Marketing?
Product marketing is all about the product itself—its features, benefits, use cases, and competitive edge. The focus is on communicating what the product does, how it works, and why it’s better than the alternatives.
Key elements of product marketing:
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Feature launches and updates
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Product positioning and messaging
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Sales enablement content (like one-pagers and product sheets)
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Demos and technical documentation
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Competitor comparisons
Example:
A product marketer for a cloud storage app might highlight fast upload speeds, enhanced security, and flexible pricing plans.
What is Solutions Marketing?
Solutions marketing is more customer-centric. Instead of focusing on the product, it focuses on the customer’s problem and how your product solves it—often combining multiple products or services into a broader “solution.”
It’s about telling a story: “Here’s your pain point, and here’s how we help you solve it.”
Key elements of solutions marketing:
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Industry-specific messaging
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Customer pain points and outcomes
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Bundled product offerings
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Use-case-driven content
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ROI and business value storytelling
Example:
Instead of selling just a CRM system, a solutions marketer might present a “Customer Retention Solution” that includes the CRM, analytics tools, and an email automation system.
The Core Differences
| Aspect | Product Marketing | Solutions Marketing |
|---|---|---|
| Focus | Features and capabilities | Customer problems and outcomes |
| Messaging | Product-centric | Problem/solution-centric |
| Approach | Tactical and technical | Strategic and value-driven |
| Target Audience | Technical users, decision-makers | Business leaders, cross-functional teams |
| Scope | Single product | Multiple products or full-stack offerings |
When to Use Each
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Use product marketing when you’re launching a new product, targeting technical users, or entering a competitive space where features and specs matter.
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Use solutions marketing when you’re selling to executives, solving complex problems, or trying to increase customer lifetime value with bundled services.
Most modern businesses need both strategies. Product marketing builds awareness and credibility, while solutions marketing connects the dots between your offerings and the customer’s business goals.
Final Thoughts
In today’s market, buyers don’t just want to know what your product does—they want to know why it matters to them. That’s where solutions marketing shines.
But don’t throw out product marketing either. It’s still essential for positioning, training sales teams, and winning technical evaluations.
The sweet spot? Align both strategies. Use product marketing to build depth, and solutions marketing to build relevance.
Need help aligning your product and solutions messaging? Drop your questions below or let’s chat about your goals!
