> ## Documentation Index
> Fetch the complete documentation index at: https://b2-b-playbook.mintlify.site/llms.txt
> Use this file to discover all available pages before exploring further.

# 02 · Product marketing

A buyer understands the features but still cannot explain why they should choose you. This chapter helps you make the offer easier to understand, show how it works, and answer the questions that come before a purchase.

**Last reviewed:** 2026-09-06 · **Reading edit:** 2026-09-12

<img src="https://mintcdn.com/b2-b-playbook/q7TWYNwkzB8FxVLt/assets/illustrations/02-product-marketing.webp?fit=max&auto=format&n=q7TWYNwkzB8FxVLt&q=85&s=23a0326bcb7f15ae96fa73b39fe360dc" alt="Explain the difference; Support it with evidence; Help buyers choose" width="1600" height="900" data-path="assets/illustrations/02-product-marketing.webp" />

## Start here

1. [Explain why someone would choose you](/playbooks/02-product-marketing/positioning) — Start with the alternatives the buyer is actually considering.
2. [Put the offer into clear words](/playbooks/02-product-marketing/messaging) — Give your contact an explanation they can share with a colleague.
3. [Show the useful part](/playbooks/02-product-marketing/demo) — Build a demonstration around the buyer’s task.

## Playbook map

| Guide                                                                                | What it helps you do                                                   |
| ------------------------------------------------------------------------------------ | ---------------------------------------------------------------------- |
| [Positioning](/playbooks/02-product-marketing/positioning)                           | Why would a suitable buyer choose us over the alternatives?            |
| [Messaging](/playbooks/02-product-marketing/messaging)                               | How can we explain the offer in words the buyer can share?             |
| [Competitive intelligence](/playbooks/02-product-marketing/competitive-intelligence) | What do we actually know about the alternatives, and what has changed? |
| [Pricing and packaging](/playbooks/02-product-marketing/pricing-and-packaging)       | What should each package include, and how should we charge?            |
| [Product launch](/playbooks/02-product-marketing/product-launch)                     | What needs to work before inviting people to try the product?          |
| [Sales enablement](/playbooks/02-product-marketing/sales-enablement)                 | What would help a salesperson answer the next buyer question?          |
| [Demo](/playbooks/02-product-marketing/demo)                                         | How do we show the product solving a task the buyer recognizes?        |
| [Change friction](/playbooks/02-product-marketing/change-friction)                   | What makes switching difficult, even when the buyer likes the product? |
| [Value proposition](/playbooks/02-product-marketing/value-proposition)               | What useful change can this customer expect from our offer?            |
| [Proof and claims](/playbooks/02-product-marketing/proof-and-claims)                 | What can we confidently say, and what evidence supports it?            |

<a id="coming-later" />

## Try one thing

Choose one sentence from your website. Explain it aloud as if a customer had just asked, “What would that help my team do?” Revise the sentence with that answer.

## Where to go next

Pick a guide above for the task you are working on, or browse [Brand, story & content](/playbooks/03-brand-story-and-content) for a related part of the work.

[Back to the playbook index](/playbooks)

**Status:** Domain guide published · 10 tactic playbooks published

***

Copyright © 2026 Ivan Xu. All rights reserved. See the [copyright and reuse terms](/copyright).

Canonical source: [github.com/weilun88313/B2B-Playbook](https://github.com/weilun88313/B2B-Playbook)