8 product marketing projects that drive SaaS growth

1. Pricing and Monetization Moves

Changing pricing tiers, packaging features differently, or creating add-ons is as much a marketing job as it is a product decision.

Few decisions shift the trajectory of a SaaS company more than pricing. A change in packaging, a new tier, or a premium add-on can transform your revenue curve overnight. But pricing is not just finance. It’s narrative.

When you introduce a new model, you’re telling customers a story about value: what your product is worth, which outcomes you prioritize, and where you fit in the market. If that story isn’t clear, you risk confusion, backlash, or lost trust. If it’s crafted well, pricing becomes a growth lever: existing customers happily expand, new segments open up, and sales reps feel confident selling upmarket.

At ++addmore, we help founders turn pricing into a market moment. We work with leadership to craft the “why,” with sales to prepare for tough conversations, and with marketing to launch the change with confidence. Pricing is rarely just a spreadsheet exercise — it’s a positioning reset.

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2. Feature Adoption Campaigns

It’s not just building features, it’s making sure users adopt them. Targeted comms, walkthroughs, and in-app nudges = product marketing.

Launching a feature is not the same as getting it adopted. Countless startups ship brilliant functionality only to see it gather dust because users never understood why it mattered. Adoption is a communication challenge before it’s a product one.

Think of adoption as a mini-launch: you need crisp messaging, contextual education, and often a mix of in-app nudges, lifecycle emails, and customer success scripts to drive awareness. Done right, a new feature doesn’t just add utility: it deepens the stickiness of your platform, drives expansion, and reduces churn.

What do people need to hear, see, and try first? Which customers should get early nudges? How should sales and CS talk about this in their next touchpoint? A feature only creates impact if it’s used, and product marketing makes sure your launches don’t disappear into silence.

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3. Competitive Positioning

Those “vs. competitor” pages that sales keeps asking for? Classic product marketing. It frames your product in the category and arms sales with arguments.

Every sales team eventually asks for them: the “vs. competitor” pages. But competitive positioning isn’t just about throwing shade at rivals. It’s about clarifying the playing field and showing buyers why your product is the obvious choice.

For founders, this can feel uncomfortable. You want to believe the market will see your unique brilliance unaided. But the reality is: buyers compare. And if you don’t frame the narrative, your competitors will.

Product marketing turns competitive pressure into strategic clarity. We identify where you win, where you concede, and how to frame the trade-offs in your favor. Then we turn that into sales-ready tools: battlecards, objection-handling scripts, and web pages that attract exactly the prospects who are already in research mode.

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4. Market or Vertical Expansion

Opening a new geography or industry isn’t just sales. You need narratives, case studies, and campaigns that make you credible in that space.

Breaking into a new industry or geography is rarely about having the right features. It’s about credibility. Buyers want to see themselves in your story — to feel like you “get” their problems and have solved them before.

That credibility doesn’t appear out of thin air. It’s built through messaging tailored to the vertical, through case studies that highlight relevant wins, through landing pages that speak the industry’s language. Sales teams can’t brute force this alone; they need narratives that open doors.

At addmore, we build the vertical playbook: messaging frameworks, case studies, geo-specific positioning, and campaigns that signal expertise. We partner with founders and sales leads to make sure expansion isn’t a blind push, but a structured entry with a story that resonates.

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5. Onboarding Redesigns

Smooth onboarding is a growth lever. Product marketing defines what users need to understand first — and helps design the journey.

Onboarding is where your growth either accelerates or stalls. Most churn happens not because the product lacks value, but because users never experience that first “aha” moment. And the sad truth is: most onboarding flows overwhelm, confuse, or bore users before they ever get there.

Product marketing’s role is to define what a new user needs to understand first, and how to get them to activation as quickly as possible. That means scripting the welcome email, guiding in-app flows, and training customer success teams on what to emphasize. Done well, onboarding isn’t just smoother — it’s faster time-to-value, higher retention, and more upsell opportunities down the line.

We map the first-week experience, highlight the key “aha” moments, and craft the comms that move users forward. Think of it as growth by design — not accident.

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6. Win-Back Motions

Churned users often left because the story wasn’t right. Crafting win-back campaigns and offers sits squarely in PMM’s lane.

When users churn, most teams move on. But churned users are not gone forever. In fact, they’re often your warmest leads — they’ve tried your product, understood some of the value, and might just need the right trigger to come back.

The problem is that most win-back attempts are generic discounts or half-hearted emails. They fail because they don’t address why customers left in the first place. Was it price? A missing feature? Poor onboarding? Unless you reframe the story, you won’t re-earn their trust.

Addmore helps segment churn reasons and craft campaigns that feel personal, not transactional. We design messages that spotlight new features, reposition your product against old objections, or offer new pathways in. A good win-back motion doesn’t just recover revenue — it proves your story has evolved.

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7. Category POV Content

Thought leadership isn’t fluff. A sharp point of view can position you as a category creator — another growth engine.

In markets that move fast, being “another tool” is a recipe for obscurity. Founders who win are those who plant a flag: they don’t just sell software, they shape the conversation. That’s what category point-of-view (POV) content does.

A sharp POV isn’t fluff. It clarifies what you believe, what problem you exist to solve, and why the world should care. It can take the form of a manifesto, a series of thought-leadership pieces, or a deck that becomes your cultural calling card. But at its heart, it’s a story that reframes the space in your favor.

We take the ideas you’ve been repeating to investors, early adopters, or your team — and sharpen them into content that scales. Done right, category POV doesn’t just attract attention; it builds authority and rallies a community around your product.

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8. Sales Enablement Kits

Pitch decks, battlecards, demo scripts: all product marketing. They multiply sales efficiency and consistency.

Even the best product won’t sell if every rep tells the story differently. Inconsistent pitches erode trust, confuse prospects, and waste opportunities. That’s why sales enablement kits exist: to codify the talk tracks, arguments, and materials that multiply sales efficiency.

Battlecards, demo scripts, pitch decks — these are not “nice-to-haves.” They are the backbone of predictable sales. But they only work if they’re built on sharp product marketing. They need to highlight outcomes, simplify complexity, and resonate with buyers’ actual priorities.

At addmore, we build kits that sales teams actually use. We translate product strengths into buyer-friendly narratives, create decks that flow, and arm reps with responses to the toughest objections. The result isn’t just prettier slides — it’s sales conversations that close faster, more consistently, across the entire team.

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Wrap-Up

If these projects sound familiar, but you never thought of them as “marketing,” that’s the point. They’re growth levers hiding in plain sight.

That’s what our Growth Lab is built for: structuring and running these kinds of projects, one KPI at a time.