What happens between a brilliant idea and its first user?
Building relevance beyond innovation
🟣 But first, a quick update from us
Over the past few months, we’ve been reshaping 20tab: refining our positioning, expanding our offering, and evolving into a stronger, more integrated company.
We’ve joined the iBill Group, welcomed a new CEO, Aristide Ngantcha, and continued to grow our multidisciplinary team.
After an intense first half of 2025, marked by our presence at PyCon Italia and London Tech Week, we’re now back and working on some exciting developments - including a new edition of Product Management Day (and we can't wait to share what we’re working on!).
🔜 Stay tuned: we’re about to tell you more about what’s next for 20tab, and the future we’re excited to build.
In today’s digital landscape, it’s not uncommon to see products launched with great potential only to fade away quietly a few months later.
And we’re not just talking about underfunded startups. Even brands with excellent teams, generous budgets, and strong media exposure have faced the harsh reality: a well-built product is not automatically an adopted product.
So, what’s often missing?
A deep understanding of the problem to solve
A narrative that truly speaks the user’s language
Real alignment between those who build, those who communicate, and those who actually use the product
The outcome is always the same: a dangerous gap between the product and its market. And the data backs this up:
📉 35% of startups fail due to lack of market fit (CB Insights)
🎯 42% of new products fall short because of weak or inconsistent positioning (Harvard Business Review)
🫴🏼 companies that integrate Product Marketing from the start experience a +25% boost in Go-To-Market speed and a +20% increase in adoption within the first six months (Gartner, 2022)
But there’s more. In a world where new platforms, needs, and competitors emerge every month, being innovative is not enough.
You need to be relevant. You need to speak clearly, listen carefully, and evolve quickly.
And that’s exactly where Product Marketing comes in - a strategic bridge that connects three essential dimensions:
what we build (product)
how we tell its story (communication)
how people actually experience it (user experience)
It’s the intersection of technology, storytelling, and perceived value.
Not a new trend, but a new way of looking at what we already do - with more discipline, more listening, more impact.
Our approach to Product Marketing
At 20tab, we’ve built a Digital Product Management model where strategy, development, and marketing intertwine in a continuous and coherent flow - a model that starts with positioning and flows through data analysis, user insight, consistent messaging, and iterative learning.
For us, Product Marketing is the red thread that ties everything together.
What we actually do:
Build credible brands with meaningful positioning
Plan Go-To-Market as a journey (not a one-off event)
Gather insights to improve the user experience
Integrate tools and automations to make everything measurable
Experiment with data-driven growth roadmaps
Every area works in synergy - because an effective product is also a consistent experience.
Download the white paper
To clearly and thoroughly explain this approach, we wrote a white paper: “From Product to Impact: Why Product Marketing Matters”
Inside you’ll find:
Data, examples, and relevant insights
Our model and how we apply it
The five pillars of our Product Marketing offer
What it takes to truly make this strategy effective
It’s free, practical, and made for product teams, marketers, and founders.
🇮🇹 Prefer reading in Italian? No problem, you can download the white paper in Italian as well.