B2B Product Marketing

We transform B2B product marketing efforts to drive smarter revenue. 

Ironpaper brings B2B products to the marketplace. We design messaging, positioning, campaigns, and communications to convert ideal buyers. Additionally, we help to educate customers on the value of the product to increase adoption rates and advocacy. 

Our work spans the product lifecycle from early awareness to customer happiness. We set up important feedback loops to drive customer intelligence.


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B2B marketing services - ABM, content, campaigns, demand generation, and sales content

B2B product marketing must address buyer needs.

We transform how products are brought to the market to find buyers. Our work spans early buyer awareness to customer adoption rates. Instead of relying on a single channel, product marketing ideally activates multiple channels and pathways for the buyer-to-customer engagement cycle. 

Articulate your value proposition clearly.

B2B organizations must address buyer needs instead of just outlining product features. We inspire buyers to take action by addressing their challenges and aspirations. 

Content marketing for B2B - articles, campaigns, SEO, eBooks, and longer-form content
buyer journey persona CIO

How to market B2B products

Customers need to understand how products and platforms will help them create value, solve problems, and unlock opportunities. Product marketing programs need to look at the entire product adoption cycle and measure engagement and conversion rates throughout. 

B2B product launch marketing plan

Product launch plans require a mix of components. These include messaging strategy, content, acquisition channels, engagement tools, customer education, stakeholder communications, etc. Plans need to be adaptive while informed by data, insights, and attribution measurement. 

hubspot reporting for marketing

How to do market research for a B2B product

Product marketing is better with research. Ironpaper builds research systems that include surveys, interviews, third-party data, and customer intelligence. Our mission is to build a powerful first-party data program to inform B2B companies on how to improve and position products for better adoption. 

What is involved in product marketing?

Product marketing involves the full lifecycle of product adoption, including addressing buyer needs. 

  • Research and insights
  • Product storytelling - value proposition
  • Content and messaging - how buyers are educated
  • Go-to-market plan
  • Campaigns and demand builders
  • Buyer engagement, education, and inspiration
  • Sales enablement
  • Measurement, reporting, and ROI
  • Customer adoption programs
  • Customer success

Product-market fit requires validation. 

By validating product-market fit early, B2B companies can adjust their offering, communications, customer development efforts, and content to improve results. This process of optimization improves outcomes. Companies that fail to test and optimize end up wasting resources in their go-to-market plan. 


Marketing and sales messaging strategy


Marketing and sales messaging strategy


Marketing and sales messaging strategy

b2b engagement journey

Content that builds a business case for purchase.

A strong product marketing program will build a business case for purchase. We address the underlying needs of buyers to ensure we are building a business case for various stakeholders. 


What is product-market fit?


Product-market fit is the amount of demand for a solution that allows for growth and profitability. Often product growth and adoption are not innate or immediate. Sellers must communicate the value and educate buyers on how to achieve their goals by using the solution or product. 

A B2B product marketing agency.

Ironpaper is a growth agency that takes B2B products to the market. Our specialization is in helping businesses sell complex solutions to other businesses. We build engagement, awareness, education, and conversions with ideal customers. 

The product lifecycle

Our work spans the buyer's journey--from early awareness to post-sale education. We speak to buyer motivations for purchase instead of relying solely on product information to carry the sale. 

Tel 212-993-7809  

Ironpaper ®
10 East 33rd Street 
6th Floor
New York, NY 10016

Ironpaper - B2B Agency

B2B Marketing and Growth Agency.

Grow your B2B business boldly. Ironpaper is a B2B marketing agency. We build growth engines for marketing and sales success. We drive demand generation campaigns, ABM programs, B2B content, sales enablement, qualified leads, and B2B marketing efforts. 

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