essentials of a product marketing strategy
Post on 12-Apr-2017
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Essentials of a
Strategy
Rahul Thomas MathewProduct Marketing @ Jifflenow
Agenda
• Overviewof Product Marketing
• Introductiontothe Product Marketing Framework
• ProductMarketingDeliverables
Note:Pleasetweetquestionsto@LeadSquared @rahultm usingthehashtag#LSQWebinar
ProductMarketing
&Product
Management
Twosidesofthe
samecoin
WhatisProductMarketing?
Sales
MarketingProduct
WhatdoesProductMarketingReallyDo?
PRE-
LAU
NCH
POST
-LA
UN
CH
• Positioning• Messaging• Collating customer Feedback• GTM
• Sales enablement • Driving demand• Adoption • Overall success of the product
ProductMarketingfromDogbert’seyes
ProductMarketingFramework
FrametheProblem
IdentifyTargetAudience
DevelopPositioning&Messaging
FeedDifferentStagesofTarget
Audience
ExecutingLaunchPlan PostLaunch
PRE-LAUNCH POST-LAUNCH
FrametheProblem
Howoftenbuyersthinkabouttheir
problems
Howoftenbuyersthinkaboutyour
solution
IdentifyTargetAudience
DevelopPositioning&Messaging
Knowtheaudience
Knowhowtheaudience
makesdecisions
Mapavailablecontentandidentify
contentgaps
Knowaudiencecontent
preference
Definecontentgoals
Measurecontent
Effectiveness
FeedDifferentStagesofTargetAudience
Awareness LeadGeneration Nurture Sales
EnablementSTAGE
CONTENTTYPE
• Infographic• Presentation• BlogPost• Video• Advertisement• PressReleases
• eBook• Whitepaper• Workbooks• Templates• Third-partyresearch• Webinar
• Blogpost• Infographics• Email• Casestudy• Testimonials• Videodemo• Analystreport
• Specsheets• ROIcalculator• RFPtemplate• Pricingguides• Competitive
differentiatorguides• Messaging
CHANNEL
• Website/blog• SlideShare• LinkedIn• Twitter• Facebook• Socialmediamanagement
(Hootsuite,Spredfast,etc.)• SEOOptimization• Youtube
• Website• SlideShare• Socialmediamanagement• Marketingautomation• Webinarplatform
• Website/blog• Marketingautomation• YouTube• EmailMarketing
• Website• Marketingautomation• CRM• Internalcontentrepository
EnablingInternalTeams
TEAM ASSETS
SALES Product demos, one-pagers, talking points, competitive differentiator docs, pricing details, testimonials, case studies
CUSTOMER SUCCESS One-pagers, detailed technical overview and/or requirements, implementation guides, customer-oriented presentations, customer emails
MARKETINGBlog posts, social posts, one-pagers, feature descriptions for website, guides, emails, one-pagers, event/tradeshow collateral, internal positioning documents, videos
PR Press releases, analyst briefings, media outreach
PostLaunchMeasurement• WebTraffic• InternalContentutilization• NewProspectsinDatabase• MQL,LeadandRevenuebyproductlaunch
GatherFeedback• Askinternalteamsaboutfeedbackofenablementtools,messaging• Feedbackaboutproducttraction• Didtheyfeelpreparedforthelaunch• Whatcanbedonebetter
Developcontinuedawarenessplan• Developaplanforthesixtotwelvemonthsimmediatelyafterlaunch.• Createcontenttodrivecontinuedawareness tofuelleadgen• Opportunitiestogainextraexposureforyourproductthroughasponsorship,keynote,orspeakingengagement
Summary So in conclusion what is Product Marketing ?
• Product Marketers understand the customer & the market
• Product Marketers position the products in the market
• Enable Sales & Marketing teams to attract new customers
• Drive Product demand and adoption
What are the Product Marketing deliverables?
• Buyer Personas
• Positioning & Messaging that attracts and converts prospects and leads
• Sales enablement material
• Competitive intelligence
• GTM and Launch plans for the product
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