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