Product Marketing Consulting • Product Launch • Product Marketing Strategy

Product Launch Strategy and Product Marketing Consulting that generates sales, not just demand and leads.




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Product Marketing Consulting

Drive Product Prosperity

Product Marketing consulting that creates awareness, drives demand and generates sales at higher margins.  For over a decade, Business-to-Business (B2B) and Direct-to-Consumer (D2C) companies have relied on our expertise to successfully launch new products and services, or increase sales of existing offerings.

Buyers purchase products, however, what they are really paying for is perceived value. Persuading buyers to choose your product requires much more than a great product, the right price, compelling content, and promotional advertising. Great features and benefits mean nothing if they do not deliver value to the target audience.

History is full of examples of great products crafted with impeccable quality, that have experienced dismal sales or failed altogether. Yet, plenty of mediocre products were very successful because they developed the right Go To Market strategy and implemented highly effective product marketing. We drive prosperity with the right strategies and tactics to sell more of your products at higher margins.

Product Marketing Strategy

We address the difficult challenges

  • How to gain a strong competitive advantage and leverage it?
  • How to create demand and drive adoption?
  • Who is the ideal customer, what is the right message, and how do we deliver it?
  • How to increase sales and gain market share?
  • What is the right content for each audience and phase of the purchasing process?
  • How to achieve optimal Product Market Fit?
  • What is the right value proposition for each target market?
  • How do we utilize sales channels to sell more?
  • How to drive loyalty and referrals?

Optimize Product Launch

Start strong by creating awareness of your great new product or service, penetrating target markets, and attracting buyers. 

Improve Profit Margins

Align product-market fit to deliver greater value to ideal customers that want and need your products. Strategically set pricing for optimal margins. 

Exemplify Greater Value

Position products for ideal market fit with targeted value propositions, that clearly differentiate from competitors, to win more sales.

Drive Adaptation and Loyalty

Exemplify features and benefits with informative and compelling content, to deliver tailored messaging via the right channels to ideal customers.

Seize New Opportunities

Gain deep insight to truly understand what your customers truly value and identify new opportunities with similar needs to shorten cycles and sell more.

Product Launch and Marketing Statistics

You Should Know

An average of 30,000 new consumer products are launched every year and about 95% of these new products fail. (Harvard)

B2B buyers are usually 57% of the way toward a decision before engaging with sales teams.

The number #1 selling point for B2B buyers is insightful content, with 51% relying on content for pre-purchase research. (Zippia)

Product Marketing Strategy

Your Challenges

  • Launch new products
  • Increase sales of existing products
  • Enter new markets
  • Improve profit margins
  • Conquer market share
  • Improve perceived value 

Product Marketing Consultancy

How We Help

  • Strategically develop a powerful competitive advantage and capitalize on it
  • Develop and implement a Go-To-Market Plan that drives prosperity
  • Devise sound segmentation, targetting, and positioning strategies to precisely align product-market fit
  • Create a compelling value proposition especially for each target market which generates rational and emotional appeal
  • Identify sales channels that reach target markets and empower them to expand reach and increase sales

The Astute Approach to Product Marketing Consulting

Our Approach


  • Primary research (direct from customers)
  • Feedback from staff
  • Market and competitor research
  • Go To Market strategy
  • Product Marketing strategy
  • Segment and target markets
  • Position for competitor differentiation
  • Channel strategy
  • Pricing strategy
  • Competitive advantage
  • Tailored value proposition
  • Go-To-Market plan
  • Product launch plan
  • SWOT Analysis
  • Features Advantages Benefits Analysis
  • Ideal Customer Profile
  • Buyer Persona
  • Content plan
  • Messaging Framework
  • Sales Enablement tools
  • Case Studies

Product Marketing Strategy and Consulting

The Path to Prosperity

We identify the path to prosperity and navigate the journey to create demand and deliver profitable revenues. As you can see below, the path is difficult and treacherous. Competitors and markets constantly change, creating potential threats and road blocks. Our guidance will overcome the challenges and deliver greater profit margins, increase sales, and conquer market share. 

Product Marketing and Product Launch Process

Market Intelligence

Go To Market Strategy

Product Marketing

Sales Enablement

Product Launch

Product Marketing Consulting


We don’t just advise you on what to do, we fill the gaps by providing the right product marketing strategy, implementation, and ongoing consulting services.  Our services are Al-a-carte to fit your needs and provide the greatest possible value to your business.

Product Marketing

Product Marketing Strategy

Go To Market Strategy

Targeted Value Propositions

Product Launch Plan

FAB Analysis

Content Plan

Ideal Customer Profile

Persona Development

Messaging Framework

Competitive Intelligence

Sales Enablement

Case Study Development

Product Marketing Consulting

Optimal Product Market Fit

The driving force behind a powerful product marketing strategy is perceived value. Buyers purchase products and services that add value by fulfulling their needs and wants. Value perception improves as product market fit improves. In other words, the more a product satisfies the needs of a market, the more valuable it is to buyers in that market.

Go-To-Market Strategy

A market is a group of potential customers categorized by similar characteristics, demographics, or other attributes. A single product can provide different benefits to each target market or segment.

Devising a go-to-market strategy specifically for each target market ensures a better product-market fit which improves the value proposition and positions your product or service offering as the right choice.

Product Launch Plan

We will make sure your products takes off and gets attention with a thorough and highly effective product launch plan that address every aspect. Our comprehensive product launch services ensure that every resource is available to successful launch your new product and drive its success.

Often confused with a Go-To-Market Plan which is a strategic plan, the product launch plan is a tactical plan that identifies the activities that need to be executed to effectively launch a new product.

Business Development - Strategic Alliances

In some cases, a strategic alliance with complimentary product or service offering can create synergies that can attract new opportunities and increase demand to generate growth. Rely on us to identify new opportunities for alliances and help you make the most of the right ones. To ultimately turn potential opportunities into actual revenues.

More about Business Development

Sales Enablement

Knowledge is power, especially when competitive intelligence and product knowledge are in the hands of your entire sales force. Our sales enablement services will empower your sales team and any sales channels to sell more with knowledge, resources, and tools.

More about Sales Enablement


Product Line Revenue Growth

+ 3

Additional Product Line Extensions


Industry Leader in Market Segment


Our client had an innovative product that provided significant improvements and benefits in the right application. The sales team was leading with this product on sales calls and losing opportunities. We interviewed customers and lost opportunities to completely understand what drove their decisions. We then conducted testing, market research, and competitive analysis to develop the Go To Market strategy and created a plan.

By identifying market segments that were a fit for the product line, training sales, and distributor channels, developing internal tools for sales, developing the right messaging, and sharing it through the best mediums, we were able to drive a total of 1000% growth (10X) increase in sales within just two years.

Product Marketing Strategy and Consulting Blog Articles

Sales Enablement Product Marketing

Product Marketing and Sales Enablement

Sales enablement and product marketing are a dynamic duo that helps drive product sales

Go To Market -Marketing Growth Strategy

What is a Go To Market Strategy?

Gain a better understanding of What a Go To Market strategy is and its impact on product and service offerings..

Segmentation for targeting and positioning

Segmentation, Targeting, & Positioning - STP Marketing

STP Marketing strategies are the secret sauce in product marketing. They guide how to divide and conquer markets.




Positioning for Differentiation

With so many choices in todays extremely competitive global marketplace, differentiation is critical. Identify target markets and position products to clearly convey why they are a great fit for those markets. The better the Product Market fit, the greater the value, which negates the importance of price.

Market positioning enable organizations to clearly differentiate their offerings from competitors. We focus on clearly identifying why your offerings are the right choice for the customers targeted.

You can rely on our expertise to develop the right strategies to launch, position, target, and promote products within markets that are a good fit. Aligning product market fit greatly increases a product’s perceived value in the eyes of a prospective customer, and makes it clear why that product is the right choice while minimizing the impact of price on purchasing decisions.

Pricing Strategy

Improve profit margins while increasing market share

Price is a primary component of a positioning strategy.  A product or service that is positioned as superior to others will increase value perception. The greater the perceived value, the less price is a factor. After all, every product is purchased for either price or value. A strategy of being the least expensive is not a strategy at all, it’s a sacrifice.

The foundation of the Astute Difference is generating a strong Return on Marketing Investment (RoMI). We approach marketing as a profitable investment, not an expense. Price is a critical factor of that return.

Of course, pricing directly impacts ROI, the higher the price, the greater the profit margin. That is the easy part. The challenge is determining what is the ideal price that achieves a delicate balance between demand and profitability. If priced too high, sales volume will decline. If priced too low, sales volume will increase, while margins suffer and money is left on the table.

We have the experience and expertise needed to develop the right pricing strategy(ies). Strategies that perfect the balance between profit margins and sales volume.

Some products or services may require a pricing table for the above-mentioned factors, we have developed hundreds of them. Including a pricing formula for a client that had over 3,600 products that were available through various channels, and had four levels of volume discounts. We developed a formula for each product line that calculated all of the pricing tables.

Pricing Challenges

It is not uncommon for one product offered by the same source, to have various prices in today’s digitally-driven business world. Automation has made it easy to quickly calculate cost factors and adjust prices accordingly. The challenge is developing the right strategy for each channel and its numerous factors. That’s where we come in, we have developed pricing strategies for,

  • Volume discounts
  • Distributors
  • Resellers
  • Indirect sales channels
  • White-label (nonbranded offerings)
  • eCommerce

Product Branding

Given a choice, most buyers prefer the product with a brand name. Branding a product adds value and can create a perception of higher quality that is worth more. Branding also increases profit margins and overall sales!

In today’s information-overloaded world, effective branding requires much more than a catchy name and a logo. A brand needs to connect with people, it needs to have a purpose and a mission.  There are numerous factors to consider when determining the right strategy for your brand.

Some of the greatest brands in the world use one brand identity for the organization and its product offerings. While others separate the organization’s brand name from the brand identity of its products. A smaller organization may stick with one brand to generate awareness as quickly and efficiently as possible, which could create issues later.

On the other hand, having distinct brands for the organization and product offerings requires greater effort, may take longer, and increases cost. Yet, the long-term rewards may be financially advantageous.

Furthermore, as product offerings and product lines increase, the challenge becomes more complex. Fortunately, a Product Marketing Consultant from Astute Group will develop the optimal strategy for your situation, one that will convey the desired perception and achieve your goals.

Marketing Channels 

What’s the most effective way to get your product out to buyers?

That’s different for every product. Don’t worry, we got this. We will identify the right sales channels, develop the sales tools, train the staff to expand the reach of your products out as far as possible. Then we’ll implement the tactics to gain the greatest return through each channel.

product positioning map

Fractional CMO services for strategic business development, marketing, and sales enablement.

What We Do

Our Fractional CMO services are developed on the premise that marketing, business development, and sales are one team whose ultimate objective is generating profitable revenue growth.  Savvy CEOs look to the CMO to lead that team in today's business environment.


  • Competitive intelligence
  • Growth and expansion strategies
  • Market development strategy
  • Market penetration strategy
  • Product development strategy
  • Marketing strategies
  • Segment and Target strategy
  • Positioning strategy (competitive differentiation)
  • Channel strategy
  • Unique value proposition


  • Competitive advantage
  • Go To Market Strategy
  • Marketing Plan
  • Lead generation and nurturing
  • Business development plan
  • Sales enablement tools
  • Objectives, metrics, and KPIs
  • Content plan
  • Product requirements
  • Product marketing plan
  • Product launch plan


  • Go To Market Plan
  • Marketing programs
  • Business development initiatives
  • Sales and marketing collaboration
  • Annual, semi-annual, or quarterly planning
  • Product Marketing
  • Special projects
  • Coaching
  • Workshops
  • Digital sales transformation


Fractional CMO Services -  Strategic Marketing Expertise

Brand Strategy

Product Marketing

Strategic Marketing

Digital Strategy

Outsourced CMO

Fractional CMO Services are available in:















Ft. Wayne

Grand Rapids





Jersey City


Los Angeles





New Orleans

New York








San Diego

St. Petersburg


Traverse City

Washington DC





Virtual CMO Services available throughout the entire United States and Canada

Strategic Business Development

Go-To-Market Strategy

Sales Enablement

Growth Strategy

Innovation Enablement

Digital Transformation