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Michele PerryTechnology Marketing Alliance – July 2016
©2016 PerryBridge Partners 2
Highlights Marketing Audit Confusion between Motion & Progress Eight Exercises to enhance your go-to-market
execution Budgeting – how to slice your marketing pie Why the Message Map is the most critical tool to
speed your execution
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My Background Education
– Wharton School - University of Pennsylvania - Undergraduate degree in Decision Science and Finance– Harvard Business School MBA– Mindshare graduate
Experience– 25 years of B2B experience – database, data warehouse, SaaS, cloud, network security, CRM, patient
engagement– 3 IPO’s, one acquisition, one PE Exit, many bags under eyes!
Currently– Boards - ThreatConnect, Unanet and several advisory boards– TEDCO Loaned Executive– Teaching – UMBC, UMD– Consulting and interim executive
Awards– Many team and company awards throughout the years
2008 Markies Award for Marketing Excellence– 2016 Power Woman of DC Tech
Marketing Methodology
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what does marketing do?
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good marketing requires a solid, structured approach
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A Definition for Marketing Taking actions to create, grow, maintain or defend
markets.
Marketing’s purpose is to develop and shape something that is real, and not, as people sometimes want to believe, to create illusions.
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Go-To-Market (GTM) Methodology
CustomerNeed Whole Product
Execution &Measurement
Marketing Ecosystem
MarketSegmentation
MarketStrategy
Mapping to TechnologyAdoption Curve
ValidationMarketing Plan
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the perry pyramid
lead generation
branding & communications
core positioning
product requirements
market requirements
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the top of the pyramid is fun,
lead generation
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PerryismsDon’t confuse MOTION
with PROGRESS!
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PerryismsDon’t confuse HubSpot templates for a marketing plan!
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start at the bottom of the pyramid
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market requirements
market requirements
identifying market segmentation
crossing the market chasm
listening to the voice of the customer
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#1 The Buyer
What does a DIAL (Day in A Life)
of your buyer look like?
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Voice of Customer (VOC) is Critical
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Market Requirements
WHAT is the pain? WHO has the pain?
– How do you identify the pain in an organization?– Is it measurable?
WHO is willing to pay to alleviate or remove the pain?– How much are they willing to pay?
WHEN will they pay? What is the trigger point? The compelling event?
Market Requirements Document (MRD) identifies the important Who, What, Where, Why, When and How
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Customer Buying Criteria
WHY will the customer buy? Does the customer have a compelling reason to buy? NEEDs versus WANTS– Does the customer NEED this product?– Does the customer WANT this product?– Does the customer actually NEED this product but doesn’t know
it yet? HOW will the customer buy?
– Will this replace something else attempting to solve the problem?
– What budget would this product fall under?– Is it a line item in the budget yet? Is this a replacement for
something they already pay for or is new budget $$ required? WHERE will the customer buy?
– What trusted partners will help them address this pain?
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Compelling Reason(s) to Buy It enables a previously unavailable strategic
capability that provides a dramatic strategic advantage
It radically improves productivity on an already well-understood critical success factor
It visibly, verifiably, and significantly reduces current total overall operating costs
Financial/Legal Decisions – Insurance Policy – Limit Liability - Protection of integrity/brand
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#2 – Market Maturity
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product requirements
product requirements
market requirements
understanding the whole product
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core positioning
core positioning
product requirements
market requirements
understanding exactly who and what you’recompeting with for the available dollars
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Why is positioning so important?
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Cutting through the Clutter
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Positioning Statement
For (target customers) Who are dissatisfied with (the current market
alternative) Our product is a (new product category) That provides (key problem-solving capability) Unlike (the product alternative) We have assembled (key whole product features
for your specific application)
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Positioning Quadrant
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EXERCISEWhat is your Secret Sauce?
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Secret Sauce Exercise
Company is first to do _________
Company is best at __________
Company is the only company to _____________
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EXERCISEPosition your competitors
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Share of Wallet/Attention Don’t have any competitors
– Nobody does exactly what we do! Reality – You have hundreds of competitors Compete
– For attention– For time– For budget– For resources
Biggest competitor- Do Nothing!
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branding & communications
branding & communications
core positioning
product requirements
market requirements
engagement with, education of, and connection toyour prospective buyers
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Simplify the Message c
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branding & communications
1. What are you going to say? Message Map
2. Who are you going to say it to?
Influence Matrix
3. How are you going to say it? Content Map
c
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Sample Message Map TemplateYour Company Name Here Message Strategy
POSITIONING: What position does your company want to occupy in the
mind of the customer?
ESSENTIAL BRAND VALUE:
What is the single issue of customer value around which your
company can claim superiority?
Why Do Buyers Need a Category Name?
List three category benefits here
Why is your company the Leader in Category Name?
List top three reasons that you are the leader
OFFERING:Example - these are either the product
compeoents or the whole product areas that should always be talked about and featured
Elevator Speech This is the short description of this Offering
PROOF POINTS: Patents? Other IP? Key Partnerships? Marquis Customer Names?
MANDATORIES:
c
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Sample Market Influence MatrixTYPE EXAMPLESBusiness Press HBR, WSJ, NYT, Fortune, Forbes,
McKinseyTrade PressStart-up PressIndustry AnalystsFinancial AnalystsSocial Media (Channels)Distribution ChannelsWhole Product Distribution PartnersAlliancesStandards GroupsEmployees
c
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lead generation
lead generation
branding & communications
core positioning
product requirements
market requirements
database funnel management
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The Top of the Pyramid is the FUN!
• Website updates• Content and
graphics• Videos• Blog (also
branding/sales tools)
• Events & Tradeshows• PR (Media, Awards)• Social Media (Twitter, LinkedIn,
Facebook)• “Snackable” content
• Marketing Automation (Lead Scoring, Lead Nurturing)
• Content Marketing• Sponsored webinars• Targeted events• Adwords/SEO• Digital Marketing• Advertising• Retargeting
• CRM Tools• Collateral/content (case studies,
datasheets, white papers, ebook, etc.)• Analyst reports/marketplace
credibility• Competitor Battlecards• Product Reviews Sales
ToolsLead Gen
Website
Branding
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Go do a marketing audit - how does your marketing measure up?
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the perry pyramid
lead generation
branding & communications
core positioning
product requirements
market requirements
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Thank You!
Michele Perry703 622 5015
michele@perrybridge.com
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