A Product Marketing Pulse

Garth Beyer

Great product marketing is not a straight line—it’s a constant rhythm, an inhale and exhale of strategy. Expand, contract. Think big, then tighten. Cast wide, then refine. It’s the paradox that separates amateurs from professionals: the ability to zoom out and dream, then zoom in and execute.

Here’s how this plays out across multiple dimensions of product marketing:

  1. Audience: Speak to Everyone, Sell to the Right Ones Expand
    • Understand all potential users—every industry, every persona, every niche that could benefit from your solution.
      Contract: Zero in on who actually converts, stays, and gets the most value. The biggest impact comes from the right few, not the most many.
  2. Positioning: Start Broad, Then Sharpen the Edge Expand
    • Explore multiple value propositions. How does your product matter in different contexts? How does it fit across categories?
      Contract: Sharpen the message. What is the most compelling narrative? What resonates best with your ideal customer?
  3. Go-to-Market: Cast the Net, Then Pull It Tight Expand
    • Test different channels, industries, and segments. Experiment. See what sticks.
      Contract: Double down on what works. Not all strategies deserve scaling—only the ones that drive meaningful growth.
  4. Content Strategy: Go Big, Then Get Precise Expand
    • Create broad, awareness-stage content that educates the market. Make noise. Start conversations.
      Contract: Nurture the best leads with hyper-targeted messaging, case studies, and personalized engagement.
  5. Product Evolution: Innovate, Then Specialize Expand
    • Think big—what’s possible? What could change the industry?
      Contract: Build what actually drives adoption and retention. Solve real problems, not just exciting hypotheticals.
  6. Impact: Make Waves, Then Go Deep Expand
    • Aim for high-visibility wins—brand awareness, large-scale adoption, market penetration.
      Contract: Drive deep, lasting impact with select accounts, top-tier customers, and strategic partnerships.

Product marketing is never just one thing, one direction, one focus. It’s the constant rhythm of expanding and contracting—of big thinking followed by sharp execution. If you only expand, you get lost in possibilities. If you only contract, you miss opportunities. True expertise lies in knowing when to do which.

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Garth Beyer
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