- 1. Optimal Product Management and ProductMarketingTM Forty Two
Ways to Up Your Game in Product Marketing Brian Lawley and Phil
Burton, 280 Group Gary Parker, FalconStor 2011 280 Group LLC.
2. The Book 42 Rules of Product Marketing - Rules to achieve
Product Marketing success, by experts from all over the world -
Published March 23, 2012 by 280 Group Press Todays panel - Selected
Rules on different aspects of Product Marketing 2011 280 Group LLC.
3. THINK BIG!, start small, move fast To think big is to dream big.
Imagine you are at the end of the process and define what success
looks like Being busy all the time makes it hard to what actions
most effective to achieve specific objectives. Define success, then
identify few small things that can be started now, linked to the
big idea. 2011 280 Group LLC. 4. Learn from Your Customers Digital
BodyLanguage Buyers are now different - They dont learn from sales,
they learn from your site What they do on your site is their
digital body language - Learn to read it and respond their level of
involvement - Stay at their pace Feed it back to your sales team -
But, only when the prospect is ready! 2011 280 Group LLC. 5. Help
Your Prospect Know WIIFM Use Whats In It For Me to work the
marketing funnel - Have a conversation with your prospects - Less
is moreDont send too muchNot too many questions - Electronically
tailored 2011 280 Group LLC. 6. Follow the New Rules of PR
Traditional media - 90% of time on 8-12 editors/reporters Now 50/50
media and press - Fewer press around, more bloggers Start by
monitoring - Look for hot buttons - Set rules and guidelines for
your team 2011 280 Group LLC. 7. Work Effectively with Analysts
Analysts are a vital part of your marketing Prepare well - Read
their recent writings - Make your presentation brief and to the
point - Be honest always - Be knowledgeable - Listen to their
advice - Ask questions and learn about the market 2011 280 Group
LLC. 8. Remember Your Internal Customers Sales teams - Learn which
marketing assets work Support - Real world insights Finance -
Pricing, margins Other - Marcom, PM, Web, Execs 2011 280 Group LLC.
9. Prepare for Final Three Feet In retail, final selling is left to
associate - Often expected to be wide ranging expert Make your
selling channel your target - Think from end users and channel
perspective Involve your channel in strategy - Bring them in early
2011 280 Group LLC. 10. Use Online Metrics for PMM Success
Acquisition - Cost per acquisition Conversion - Conversion rate
Retention - Retention rate Lifetime value 2011 280 Group LLC. 11.
Emulate Twitter Follow Twitters Pattern - Concise - Open -
Cross-platform - Scalable Set Strategy - Listen, Create, Broadcast
- Analyze, Engage, Dialogute 2011 280 Group LLC. 12. Have Courage
at Launch Oftentimes the courage they had to build the product
turns into denial about what it really takes to build a viable
business Companies spend millions and many months developing
product, but dont plain realistically for launch and marketing
costs - E.g. $3M for development, only $50K for launch Start
marketing and go-to-market planning even before product build
commitment Without Marketing Courage dont build product 2011 280
Group LLC. 13. Make Your CFO a Social Media Fan Social media
definitely pays off, but youve got to focus on the approach, not
the tools How to justify the ROI? - Recent Chief Marketing Officer
(CMO) survey - only 20 percent felt social media produced
measurable ROI and 62 percent hoped it may someday Not just another
media channel Holistic approach for improved customer support and
customer collaboration Result of survey (B2B customers) - Users
Generated 32 percent more ideas - Employees Spent 42 percent more
time communicating with customers, better retention rate - Support
calls dropped 28 percent (Lower costs!) - Sales to new customers
jumped 27 percent (More revenue!) 2011 280 Group LLC. 14. Apply SEO
Fundamentals Everywhere You are writing for two audiences: the
search engines that index the content and the people who read it
Key approaches blogs, webpages, videos, slides, etc. - Identify
target keywords and phrases - Use target keywords repeatedly in
domain name, account names, file names, H1 H3 elements, ALT text,
first sentences of paragraphs - Good meta description 160
characters used as snippet by search engineincreases clickthrough
rates - Avoid same cointent at separate URLs on website -
Syndicated copies link pack to original - Trademarks at end of
title 2011 280 Group LLC. 15. Help Customers Cost-Justify Your
Product ROI calculator should show current costs and how your
product/ service will directly save the customer money B2B
customers have approval process that requires justification for
purchasing product ROI calculator is key sales enablement tool -
Show current costs and potential savings - Show increased revenues
- You supply the spreadsheet to calculate ROI - Customer supplies
numbers Keep it simple to encourage usage 2011 280 Group LLC. 16.
You Are Not Your Customer If you cant convey your product and its
benefits to customers in two sentences or less, something is wrong
Customer can be buyer or influencer Must know demographics, buying
cycles, price sensitivity, past experiences You cannot know all
this in advance you must ask Your mother actually does need to
understand what you do dont assume audience 2011 280 Group LLC. 17.
Unite Sales and Marketing to Drive Revenue Successful marketing
companies are learning to transcend the old silos of sales and
marketing to form teams that jointly manage both marketing and
sales pipelines Really single revenue funnel - not separate
marketing and sales pipelines - Make critical allocation decisions
- Need solid understanding of costs at each stage with detailsby
campaign Team monitors web traffic / inquir y / marketing qualified
lead, / sales accepted lead / opportunity /closed deals Results are
increased revenues and more pleasant way to work 2011 280 Group
LLC. 18. Keep Sales Messages Different from ProductDocumentation
Effective marketing messages are structured around each step in the
sales cycle and focused on the people who make the decision or
recommendation Product documentation aimed and users and support
people Marketing collateral educates prospect about product,
differentiation, benefits Understand sales cycle and decisions at
each stage - collateral addresses issues and concerns at each stage
- Objective is to get agreement to move to next stage of
cycle,leading to sale 2011 280 Group LLC.
