What are product features and how to make the most of them

Product features are more than just bullet points on a sales page—they’re the building blocks of what makes a product unique and valuable. Whether you’re a business creating products or a consumer evaluating options, understanding features is key to making informed decisions.

What is a product feature?

Simply put, a product feature is a specific characteristic or functionality of a product that defines what it can do or how it performs. These can be tangible, like the size of a laptop screen, or intangible, like a software tool’s ability to integrate with other platforms.

It’s essential to distinguish product features from benefits. While features describe what a product does, benefits explain why those features matter. For example, a camera's "high-resolution lens" is the feature, but the benefit is that it delivers crisp, professional-quality photos.

Different types of product features

Product features come in various forms, depending on the type of product. Here are the main categories:

• Physical features: Characteristics like size, weight, color, or material. For example, a smartphone’s lightweight design is a physical feature.

• Functional features: These describe product functionality, like a software app’s ability to automatically back up files.

• Aesthetic features: These relate to the product’s look or feel, such as a sleek interface or modern design.

Identifying which type of feature resonates most with your audience helps you position your product effectively.

Product functionality

At the heart of every feature is product functionality—what the product actually does. If a feature is the “what,” functionality is the “how.” For instance, a feature like "collaborative whiteboarding" in a software tool like Miro demonstrates its functionality through seamless, real-time team collaboration.

Features with clear functionality often stand out because they provide users with tangible ways to solve their problems or enhance their workflows.

Why product features are key in marketing

For SaaS companies, product features aren’t just selling points—they’re your product. Unlike physical goods, where customers can touch and feel the value, SaaS offerings rely on features to demonstrate their functionality and solve real-world problems. Here’s why SaaS product features are the backbone of effective marketing:

1. They differentiate your SaaS from competitors

The SaaS market is crowded, and standing out requires more than just offering a solution. Highlighting unique features—like AI-driven insights, real-time collaboration tools, or advanced integrations—gives customers a reason to choose your product.

Tip: Use feature comparison charts to show how your product offers more value than competitors. This is especially effective in SaaS, where buyers often research multiple tools before making a decision.

2. They solve specific customer pain points

SaaS features are only valuable if they address users’ challenges. For instance, offering “customizable dashboards” can resonate with project managers who need flexibility to track team performance, while “one-click integrations with tools like Jira and Slack” solves the pain of disconnected workflows.

Tip: In your marketing, pair every feature with a clear explanation of the problem it solves. Instead of saying, “We offer automated workflows,” try, “Automated workflows eliminate repetitive tasks, giving teams back hours each week.”

3. They demonstrate measurable value

SaaS customers care about ROI, and features are often the easiest way to show it. For example, highlighting a CRM tool’s “real-time analytics” can emphasize how it helps sales teams make data-driven decisions, improving conversion rates.

Tip: Provide data and case studies that show how specific features deliver tangible results, such as reducing churn or boosting productivity.

4. They build trust through transparency

SaaS buyers often scrutinize features closely before committing to a subscription. A clear, detailed breakdown of what your product can do—and how it works—builds trust with prospective customers. Transparency about limits (e.g., feature availability by pricing tier) also reduces friction during the decision-making process.

Tip: Include feature walkthroughs or live demos in your marketing. This approach lets potential users see your SaaS in action and better understand its capabilities.

5. They align your product with user workflows

The most successful SaaS features are those that integrate seamlessly into your users’ existing workflows. Features like “single sign-on (SSO)” or “cloud storage sync” simplify adoption by working with the tools users already rely on.

Tip: Use messaging like, “Works where you work,” to emphasize compatibility. List integrations prominently, as they are often deciding factors for SaaS buyers.

6. They drive upsell and retention opportunities

In SaaS, features don’t just attract new customers—they keep existing ones engaged and can drive upsell opportunities. For instance, offering “advanced analytics” as part of a premium tier encourages users to upgrade, while continuously releasing new features keeps your product fresh and relevant.

Tip: Use feature announcements in email campaigns or in-app notifications to keep users excited about what’s next.

7. They support feature-led marketing strategies

Feature-led marketing (FLM) is a particularly effective strategy for SaaS. By focusing campaigns around a standout feature, you can target specific personas or industries. For example, Miro might launch a campaign around its “real-time collaboration” feature, specifically targeting remote teams struggling with disjointed workflows.

Tip: Create feature-focused landing pages, social ads, and case studies that demonstrate how a single feature solves a pressing problem for a specific audience.

In SaaS, your product’s features are your story. They’re how you show customers the value of your offering, connect with their needs, and differentiate yourself in a competitive landscape. By building your marketing strategy around standout features, you create a clear, compelling narrative that resonates with your audience and drives results

How to identify your product's standout features

Finding and promoting key product features isn’t always straightforward. Here are some tips:

1. Focus on customer needs: What problems does your audience want to solve? The features addressing these needs should take center stage.

2. Analyze competitor products: Look for gaps in their offerings that your product can fill.

3. Leverage customer feedback: Reviews and surveys often reveal which features customers love most—or wish existed.

4. Use data: Analyze usage patterns to uncover which features are most popular or impactful.

For example, a team collaboration tool like Miro might discover through user feedback that its visual templates are one of its most-loved features and highlight this in marketing materials.

Examples of winning product features

Effective SaaS product features solve specific problems and enhance user experiences. Here are practical examples:

• Miro's innovation workspace: Real-time collaboration lets remote and hybrid teams brainstorm, plan, and execute seamlessly, whether working asynchronously or in live sessions.

• Slack: Instant messaging with threaded conversations keeps team communication organized and easy to follow, reducing email clutter.

• Zoom: Breakout room functionality makes it easy to facilitate group discussions during virtual meetings, perfect for workshops or team collaboration.

• Asana: Task dependencies allow teams to map out project workflows and identify blockers, ensuring smooth project execution.

• Grammarly: AI-powered writing suggestions help users improve grammar, clarity, and tone in real-time, enhancing productivity and professionalism.

• Notion: Customizable templates for project management, note-taking, and goal tracking allow teams to tailor their workspace to fit unique workflows.

• HubSpot: Integrated email tracking alerts sales teams when prospects open emails, enabling timely follow-ups and improving conversion rates.

• Zapier: Automated workflows connect apps like Google Sheets and Slack, saving time by eliminating repetitive tasks.

These features stand out because they address real needs and deliver tangible value, making the products indispensable to users.

Ready to unlock better product features?

Understanding and leveraging product features is crucial for creating standout products and delivering exceptional user experiences. Use the feature canvas or feature planning template from Miro's library to get started faster.

Or, if you need to review your existing features offer, use Miro's feature audit template to help your team brainstorming on next product plans.

Whether you’re refining your offerings or just getting started, Miro’s product development tools can help you visualize, collaborate, and iterate with confidence. Try Miro today and see how features can transform your workflow!