10 Product Marketing Agencies to Make Your Product Shine in 2024 [Full Review]

Are you gearing up to launch and advertise a new product? A run-of-the-mill marketing agency may not cut it if you’re looking for the best results, including visibility and conversions.

Product marketing agencies specialize in bringing new products to market using advanced marketing strategies that go far beyond demographics.

The scope of work differentiates these agencies from regular marketing agencies or even standard marketing campaigns for products. From researching whether or not your product is viable to creating effective, tailored marketing strategies for it, they’re your go-to.

As you can see, hiring a product marketing agency can be invaluable to your product launch. However, choosing the correct product marketing agency is equally as vital — and challenging. With so many agencies claiming to be the best, it’s hard to know which ones truly stand out.

Our list of the top product marketing agencies in America, Europe, and Australia is here to help you out.

That said, let’s first explain what product marketing is all about:

What is Product Marketing?

Product marketing is a type of marketing specifically focused on marketing products, be they goods, services, or even SaaS, with the aim of driving usage and sales. Product marketing differs from other forms of marketing in that it is product-specific, and primarily promotes that product rather a variety of the brand’s related products, or the brand itself.

Product marketing agencies specialize in this type of marketing through all its stages, from product development to maintenance and even re-launches.

There are generally three core stages to product marketing:

• Pre-launch – at this stage, market research may get done to develop the marketing agency’s product launch strategy. The research may also get used to shape and optimize the product in its development phase.
• Growth – this part of the cycle involves refining and optimizing marketing strategies based on statistics such as launch and sales data.
• Maintenance – once a product gets successfully brought to market, it will mature. Product marketing now focuses on keeping the product fresh and relevant at this stage.

Henry Wang‘s informative interview with Mike, an experienced senior product marketing manager at Google, explores product marketing more in-depth:

Do note that the above video focuses specifically on product marketing for digital products, such as software and features. However, product marketing applies to many things, including food, electronics, make-up, and even select services.

Product Marketing Goals and KPIs.

Just like any other type of marketing, product marketing has specific goals and KPIs (Key Performance Indicators) to measure progress towards those goals.

These goals and KPIs may vary slightly based on the product, brand, campaign, and the product marketing agency launching it, but the core KPIs for product marketing are:

1. Return On Investment (ROI)

Return on investment (ROI) is undoubtedly the most relevant product marketing KPI and goal. As product marketing campaigns are geared toward selling, not merely brand exposure or actions, their profitability is key. Product marketing agencies know that their campaigns are successful when they meet their financial goals. Other financial metrics like a steady uptick in revenue over time and higher-value sales are also good indicators.

ROI is essentially the profit that a product marketing campaign returns to a business. A product marketing campaign’s ROI can be measured with a simple formula:

(the campaign’s revenue ÷ its revenue) x 100 = % ROI

2. Cost Per Acquisition (CPA)

Online advertising is a key expense into which most businesses invest money. Luckily, it’s relatively easy to collect online advertising data, including cost per acquisition, otherwise known as CPA. CPA can be used to measure a product marketing campaign’s efficacy — particularly when comparing it to competitors or industry-specific data. A high comparative social media, PPC, or content marketing CPA tells product marketing agencies a campaign needs refinement.

CPA is essentially the average marketing price a business or brand pays to acquire a new customer or make a sale. It can be calculated by dividing your total cost for conversions by the number of new customers or sales you made:

total cost of conversions ÷ new customers = CPA

3. Customer Retention Rate (CRR)

Product marketing aims to do more than successfully launch a product. Its goals are to optimize products for success pre-launch, then launch them effectively, and keep them going strong thereafter. Customer retention, both from renewals and the up-selling of related products and services, is a key metric. A software product marketing agency, for example, may look at how many lifetime SaaS products an acquired customer purchases.

CRR is basically a good metric to gauge how satisfied customers — and effective your re-marketing campaigns — are. You can calculate it using data from select periods of time, like your financial year.

[(number of customers at the end of a given time period – minus the number of customers gained within this time period) ÷ total customers at the beginning of the time period] x 100 = % CRR.

4. Win Rate

Marketing is not a surefire guarantee of a sale or conversion of a lead. However, your win rate is a relatively accurate product marketing metric of the efficacy of a strategy. A low win rate typically tells a product marketing consultant that the campaign isn’t on-point. It also highlights the probability that the marketing content may not be targeting and reaching the right audience.

A win rate is essentially a good metric to gauge the interest of the targeted audience and the clarity of a campaign. You can calculate your win rate relatively easily with this formula:

number of deals/leads closed ÷ total deals/leads in the pipeline

5. Frequency of High-Value Actions

Actions are specific things that current or potential customers may do as a result of marketing campaigns. Signing up for a free trial, buying an accessory product, or upgrading are some examples of high-value actions.

That said, which actions are high-value will vary per business depending upon its specific goals. However, the additional revenue and positive results the action generates for a business may be the deciding factor of its value.

The frequency of high-value actions is a good metric to gauge if a product marketing campaign is achieving the right goals. You can calculate the frequency of high-value actions using data from your campaigns. Then, comparing it to historical sales and industry-similar data.

Top Product Marketing Agencies in North America

Amra & Elma

Amra & Elma is a New York-based full-service product marketing agency with its finger on the social media pulse. With a reputable list of world-renowned beauty and skincare brands on its books, the agency knows how to engage buyers.

Its team leverages its influencer marketing know-how to successfully launch products on social media and more channels. Besides product marketing, the agency can also take your content creation, PR, social media, event management, and planning off your hands.

Olivine Marketing

Olivine Marketing is an experienced full-service product marketing agency based in Beverly Hills, California. The agency was founded in 2016 with the express intention of meeting the growing demand for skilled, dedicated product marketing. Within the last six years, it has worked with many notable brands, including startups and public companies.

The marketing agency also aims to provide clients with a personalized service while still delivering on big projects. What makes Olivine unique is its diverse, talented multi-national team. Clients can also hire skilled, vetted freelance product marketing consultants all over the world directly via the Olivine website.

Total Product Marketing

Total Product Marketing is a specialized software product marketing agency with over a decade’s experience and almost three decades of expertise. Besides product marketing, the agency offers a full spectrum of services, including SEO and web design and development.

What makes Total Product Marketing stand out is its specialized knowledge of SaaS and software marketing. The agency has helped many notable clients launch successful tech product marketing campaigns. This skilled software product marketing agency and its services are not only top-rated but also reportedly affordable, as well.

Azola Creative

Founded by Greg Davis, a former marketer for brands like eBay and artists under top labels like Sony, Azola Creative delivers enterprise-level product marketing to SMBs. This top-rated, small-scale, local Jacksonville product marketing agency specializes in B2B, SaaP, and SaaS marketing for companies launching products online.

Graphos Product

Graphos Direct is one of the best product marketing agencies as far as eCommerce and consumer product marketing go. The team’s skill set also includes graphic, print, and packaging design, setting it apart from regular online-only digital marketing agencies.

Top Product Marketing Agencies in Asia

Kloud Portal

With a focus on SaaS, Kloud Portal is one of the stand-out software product marketing agencies globally. It has helped a number of businesses in the education, construction, food, and healthcare sectors launch successful marketing and product campaigns.

Overall, it’s one of the top affordable product marketing agencies in India to outsource to, servicing satisfied clients worldwide. While other agencies generally service mid- to enterprise-level companies, Kloud’s client base also includes small businesses.

Top Product Marketing Agencies in Europe

FMI Brand Engagement Agency

With a firm background in brand engagement and a distinguishable client base, FMI Brand Engagement Agency stands out from the crowd. This exceptional, top-rated product marketing agency brings its brand engagement know-how to the table to launch products successfully.

Aside from your run-of-the-mill marketing capabilities, such as website design and social media marketing, the agency specializes in events. Not only can the team plan your corporate and launch events from end to end, but it can also design exhibition collateral for you.

Tomorrow People

Tomorrow People is one of the UK’s top product marketing agencies, servicing customers across the globe. Its core client base and experience lie in the B2B, tech, IT, and telecommunications industries. The Tomorrow People team consists of specialists in all fields, from graphic design to copywriting and website design to product marketing.

Growth Minds

Growth Minds’ product marketing agency was founded with the aim of giving brands a competitive edge. The agency utilizes extensive data, including from competitors and customers, to supply businesses with easy-to-understand statistics and formulate effective strategies.

Its marketing specialization definitely falls in the growth and maintenance spectrum of a product launch. However, the agency also covers marketing throughout the pre-market or pre-launch phases.

Top Product Marketing Agencies in Australia

Nukind Digital

Nukind Digital is a top-rated, full-service digital marketing agency located in the heart of Melbourne. Its team comprises a varied skill set that enables them to excel in a number of areas, including product marketing. Besides working with local businesses, the agency has also teamed up with many notable international brands and companies worldwide.

3 Examples of Great Product Marketing.

Product marketing spans all stages of a product’s lifetime, from pre-launch to redesign and even discontinuation.

The product marketing examples below and the agencies behind them are some prime strategies and teams to inspire you:

1.Clear Messaging: Fenty Beauty’s Inclusive Foundation Range

Fenty Beauty is a brand synonymous with diversity and inclusivity, even going beyond skin tones. The brand message is clear: “all ages, ethnicities, types, shapes, and sizes are welcome here.” Most Fenty customers — and even some of those who aren’t — can clearly tell you what the brand is about.

Take a look at this video by Think with Google to see what the campaign was all about, and what it achieved:

It helps to have Rihanna at the reins. However, a lot of work went into the branding and messaging. Getting this message across involved a multi-faceted marketing approach, including hiring inclusive models and involving real, non-airbrushed customers. The real magic is in the products themselves, though — most notably, the vast array of foundation and powder shades.

2.Interactive Marketing: Coca-Cola’s ‘Share a Coke’ Campaign

Coca-Cola’s popular Australian 2011 “Share A Coke” campaign is a prime example of successful product marketing. The campaign didn’t even involve launching a new product, per se. Instead, the product marketers released limited-edition Coca-Cola’s with custom “share a Coke with …” labeling with popular first names. Fans and occasional Coke drinkers alike headed out to grab a can with their or a loved one’s name on it.

The marketing agency behind the product launch — Oligvy and Mather, Australia — managed to increase Coca-Cola’s revenue. No small feat considering the brand had held steady for decades. The campaign was such a hit that Coca-Cola exported it to the US, increasing revenue by 11%. And still occasionally releases limited-edition custom-labeled Cokes to this day.

This video by ThoughtCatalyst takes a more detailed look at the strategy that lead to the campaign:

3.Successful Brand-Product Marketing: Apple iPhone

Apple’s products and it’s brand are closely interwoven, in a way that few other brands have been able to emulate. For Apple, the brand is the product, and the product is the brand.

They focus on only a handful of product offerings and keep the product-brand association strong and undiluted.

Competitors who make a huge range of devices, and variations of device, cannot achieve the same effect.

Apple’s product marketing relies strongly on brand marketing and each product is simply promoted as the ‘latest Apple X device’.

Very little promotion of the individual products is needed in comparison to other brands. When you say “the latest Apple” people immediately know you mean the latest iPhone. When you say “the latest Mac”, they know what means too.

But when you say “the latest Dell/Samsung/Microsoft/Sony”, people will ask you which device you’re talking about.

And then they argue that X device by the same brand was great but this other device by another brand is way better… And right there, the product-brand association is lost to a comparison of specifications and features. That it is a Dell/Samsung/Microsoft/Sony now doesn’t hold much sway and product marketing becomes much harder.

Apple devices are seen as luxury, quality, and leading technological innovation. Incidentally, all features and promises the brand has continued to deliver on since day one. However, Apple is also synonymous with something else — its customers.

So much so that asking someone if they are an Apple user or not is as commonplace (and telling) as asking whether they prefer dogs or cats. The product marketing consultants behind Apple’s branding succeeded and Apple fans still line up in long queues to pick up the latest iPhone as soon as it releases.

Final Thoughts Product Marketing Strategy & Product Marketing Agencies

Marketing can be as varied as the goods, services, initiatives, organizations, brands, businesses, and people it promotes. Product marketing agencies specialize in bringing products, including goods, services, and SaaS/software, to market.

Every product marketing agency we have reviewed here is a an excellent option and when searching for a product marketing agency to collaborate with, it’s important to select the right one.

Besides being experienced, look at client reviews. Also, consider the product marketing agency’s background and specialization to gauge whether or not it is the right fit.

References

Hockey Stack: Product Marketing KPIs
Crayon: Product Marketing Metrics
Smartsheet: Product Marketing Strategies
Builtin: Top Product Marketing Examples