--- title: A product marketing agency for the launch and everything after canonical: "https://firecask.com/services/marketing/product-marketing/" author: FireCask description: "FireCask is a product marketing agency helping B2B and B2C brands position, launch and grow products, backed by SEO, content, PR, social and paid media." --- Positioning, launch and the months of growth that follow, planned and run by one Manchester team across SEO, content, PR, social and paid media. A great product doesn't sell itself. It needs a clear position, a launch where every channel says the same thing, and an audience that keeps finding it long after launch day. We're a product marketing agency in Manchester, and we plan all three as one strategy, backed by the same [SEO](/services/marketing/seo/), [content](/services/marketing/content-marketing/), [digital PR](/services/marketing/digital-pr/), [social](/services/marketing/social-media/) and [paid media](/services/marketing/paid-media/) teams behind everything else we do.

Work with us

## Launch day is the start, not the finish line Product marketing used to mean a press release and a launch event. Now a product succeeds or stalls on four things: - **Positioning:** Whether people understand what it does, who it's for and why it beats the alternative, in one sentence. - **Discovery:** Whether it's found in search, in AI assistants and on the marketplaces your customers already use. - **Conversation:** Whether it's talked about by the press, by creators and by customers. - **Conversion:** Whether the product page turns that interest into a sale. Most of the growth happens in the months after launch, so that's where we keep working. ## Your product page now has two audiences People still read product pages. AI assistants read them too, and increasingly they compare products and complete purchases on someone's behalf, in Google's AI Mode and in ChatGPT. When an assistant chooses what to recommend, it leans on product data far more than on persuasion. So we build product pages and feeds for both: copy that sells to a person, and structured data, Merchant Center feeds and answers to the questions buyers actually ask (what it works with, what it replaces, how it compares) so an agent can include you with confidence. Our [AI SEO team](/services/marketing/ai-seo/) works on this alongside us. ## Our product marketing services ### Positioning, messaging and research Before anything launches, we make sure the product's story is clear and tested against the market. - **Audience and buyer research:** Who buys, why they buy and what they look for before they do. - **Competitor and market analysis:** Where the gaps are, and how competitors talk about the same problem. - **Value proposition and messaging:** The core message every channel will carry, written once and agreed early. - **Pricing and naming input:** A second opinion on the decisions that are hardest to change after launch. ### Launch campaigns A launch works when every channel says the same thing at the same time. - **Launch plan:** Timings, channels, budgets and what success looks like, agreed before anything goes live. - **Digital PR:** Stories and data that earn coverage, and the links that come with it. - **Paid search and social:** Campaigns that put the launch in front of the right people from day one. - **Organic social and creators:** Content and partnerships that get the product talked about. - **Landing pages and content:** Pages built to rank, to be cited and to convert. ### Ongoing product marketing - **[SEO for product and category pages](/services/marketing/seo/):** So the product keeps being found once the launch budget is spent. - **[Content and customer education](/services/marketing/content-marketing/):** Guides, comparisons and answers that help people choose. - **[Email and lifecycle campaigns](/services/marketing/email-marketing/):** Turning first buyers into repeat customers. - **[Paid media](/services/marketing/paid-media/):** Scaling what works and cutting what doesn't. - **Reporting:** Monthly, measured against sales and pipeline rather than vanity metrics. ## B2B and B2C launches are different jobs Most product marketing agencies specialise in one side of the market. We work on both, because the channels overlap even when the buyers don't. For B2B products, sales cycles are longer and several people sign off, so we weight the work towards messaging, content and digital PR that build credibility and give your sales team something worth sending. For consumer products, it's about awareness and purchase at speed, so paid, social and search carry more of the load. ## We've launched our own Our founders have been on the other side of this. Alex built Peadig, the WordPress framework that's now part of FireCask, and released free plugins alongside it that passed two million downloads between them. He co-founded Millie & Henry, a pet brand, and since 2023 has worked across the product and marketing teams at Yoast as its Principal SEO. So we know what it's like to name something, price it, launch it and hope people find it. We plan your launch with that in mind. ## Work with us We work with B2B and B2C brands across the UK, Europe and the US. After an initial chat about your product and goals, we'll send you a proposal. Once it's agreed, we start with research into your product, market and customers, so everything we build rests on evidence rather than guesswork.

Get in touch

## Product marketing FAQs ### What does a product marketing agency do? We position a product, plan and run its launch, and keep driving visibility and sales afterwards. That covers research, messaging, PR, content, social, paid and SEO, all working from one strategy rather than booked separately. ### How is product marketing different from a marketing campaign? A campaign promotes something for a set period. Product marketing follows a specific product through its life: how it's positioned, how it launches and how it keeps growing. It usually coordinates several channels around one message. ### How do I create a product launch marketing plan? Work through these, in this order: 1. **Positioning:** Write down who the product is for and why it beats the alternative, in one sentence. 2. **Audience:** Find out where those people research and buy, including search, AI assistants and marketplaces. 3. **Message:** Agree the core message every channel will use. 4. **Channels and timings:** Choose the channels, set the dates and decide what each one needs ready before launch. 5. **Measurement:** Decide how you'll judge success before you launch, not after. If you'd rather not do it alone, that's what we're here for. ### How far ahead should I plan a launch? Two to three months is ideal. It leaves time for positioning, content and press groundwork before anything goes live. We can move faster when we have to, but earlier planning usually makes for a stronger launch. ### Can you help with a product that's already on sale? Yes. Much of our product marketing work is for existing products: sharpening the positioning, improving product pages, and running the content and campaigns that keep them growing.