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How to align technical product management with product marketing and integrated marketing for maximum effectiveness. A framework from my 20+ years in B2B marketing at leading technology companies.
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© 2011 Todd Ebert | 1.25.11
Product Management/Marketing Value Chain
How to Align for Success
My perspective from 20+ years in B2B/Tech marketing@ToddEbert
www.toddebert.com
© 2011 Todd Ebert | 1.25.11
Common gaps in the marketing value chain
2
Missing dedicated Integrated/Field Marketing roles• No/little integration of marketing
strategies & tactics• Poor communication to the Field• No systematic feedback loop
from Field/Customer to Product
Marcom /Creative Agency
TechnicalProduct
Management
SalesServicePartners
GAP GAP
Missing dedicated Product Marketing role• Insufficient
market/customer/competitive analysis
• Underdeveloped value prop & key messages
• Lack of focus on customer/UX/UI
© 2011 Todd Ebert | 1.25.11 3
Business Product Mgt./Marketing is critical to success
Integrated & Field Marketing
Product Marketing
© 2011 Todd Ebert | 1.25.11
An ideally structured marketing value chain
4
Business Product
Mgmt./Mktg.Owns Product Mktg Use Cases, Feature set,
Plans, Compet. Analysis, Pricing,
Positioning, Value Prop, Key Mssgs,
Differentiation, etc.
Owns Content CreationWeb Sites, Wiki, Blogs, Social Media Mktg, Reputation Mgmt., Webinars, Videos, Testimonials, etc.
Owns Brand ExperienceCorp Brand, Web Sites, SEO/WPO, Campaigns, Advertising, Presos, Collateral, Videos, Demos, etc.
Field Mktg
Owns Customer Mktg Go-to-Market Plans,
Customer Messaging, Sales Tools, Marketing
Plans, Campaigns, Collateral, Lead Gen, etc.
Creative & Web Marketing
Content Marketing
Integrated Marketing
Customer-centered marketing, messaging & execution from beginning to end
Sales ServicePartner
s
Tech Prod
Mgt.
© 2011 Todd Ebert | 1.25.11
Business Product Manager/Marketer“Owns” the business line & orchestrates all functions
Development
Finance
Mark
eti
ng
& T
rain
ing
Sal
es &
Ser
vice
PR & Analysts
Customers &
Partners
Info. Technology
• Business mgt.: owns the P&L/forecasts, seeks new opptys, conducts mkt analysis, SWOT, segmentation, competitive analysis, etc.
• Product mgt: defines products based on customer/mkt analysis, owns the roadmap, use cases, features, external components, UX, usability, customer feedback, dev priorities
• Pricing: develops business cases, price tiers, what-if analysis, sales projections, promotional offers, etc.
• Place: develops roll-out strategy for direct and indirect channels.
• Promotion: creates detailed messaging brief with target segments, pain points, positioning, value prop, key messages, competitive differentiators, etc.
• Systems: drives required bus. processes & internal systems to achieve objectives
• Planning: orchestrates launch planning/calendar across functions
• Evangelism: assists on big deals, helps train, gives demos, acts as spokesperson for Media/Analysts
• Reporting: creates and analyzes Dashboard of KPIs (leads, revenue, profit, tickets, customer sat. etc.)
Responsibilities:
Internal focus External focus
5
© 2011 Todd Ebert | 1.25.11
Example: Product Manager, Peripheral Arterial Disease, PfizerResponsible for managing the lifecycle of the product portfolio (full P&L responsibility)
6
Business ManagementBuilt annual plan in sync with corp. strategic plan/objectives : • Mkt assessment for peripheral
arterial disease• Mkt Size & growth rate for
each procedure• SWOT analysis• Decision maker pain points
• Segment analysis (targets)• radiologists• cardiologists• neurologists• thoracic surgeons
• Geographic analysis• US• Europe• S. America
• Competitive analysis• Medtronic• Boston Scientific• Guidant
• 12 mo. rolling calendar• Clinical trials• FDA approvals• Feature updates• Line extensions• New products
• Rev forecasts by prod line & geos
Product Management Lead PAD cross-functional team:• Partnered with R&D Mgr.
to plan product roadmap based on customer needs and clinical trial timelines
• Visited leading doctors/researchers to gather requirements
• Organized & hosted doctor advisory board
• Worked with Clinical to host animal labs for docs to evaluate new devices
• Acquired & tested competitive devices• Created collateral
highlighting our advantages
• Trained sales on how to use the data
• Researched new growth segments (neuro, tracheal, enteral, etc.)
• Built business cases for developing new prods or acquiring them
• Developed launch plans
Product Marketing • Developed positioning/key
message document• by target customer type
and decision-making unit• Developed training mtls for
new products & helped train sales force
• Organized & hosted qtrly Sales advisory council
• Worked with MarComm to develop, plan and execute marketing strategy and tactics• Sales tools• Advertising• Direct marketing• Customer events• Trade shows
• Briefed Ad agency, served as SME for all mtls & campaigns
• Orchestrated launch events• Worked with Finance on
pricing models• Worked with Regulatory on
insurance reimb. strategy• Developed Sales contests• Assisted on sales calls with
key influencers & major accts
Corporate Development• Briefed industry analysts
on new products• Worked with PR to
develop media plan• Lead spokesman for
product line• Lots of interviews
with key medical trade pubs
• Attended key medical symposia & shows• Spoke at doctor case
reviews• Conducted demos• Got input from
leading researchers• Got compet. info
• Worked with Business Development on acquisitions related to my portfolio (neuro wires, catheters, balloons, occlusion)
• Travelled quarterly to Europe & S. America to meet key docs and coordinate plans with Country Managers
Onboarding/Training:• 1 week biology/physiology/medical device training • 1 week product and sales training• 1 week field sales ride-alongs • 1 week shadowing cardiologist/radiologist
Product Suite:• Balloon angioplasty catheters• Guide wires• Guide catheters• Stents (endovascular prosthesis)
Description:Lead the cross-functional team responsible for the PAD portfolio in order to meet corporate targets for revenue and operating income
© 2011 Todd Ebert | 1.25.11
Integrated Marketing Manager“Owns” the marketing/communication to the customer
Branding & Design
Messaging &
Content
Fie
ld C
om
m.
&
Train
ing
Sal
es T
ools
&
Col
late
ral
PR, AR & Social
Media
Inte
grate
d
Campai
gns
Marketing Plans &
Budgets
• Develops integrated marketing plan including quarterly programs for awareness, acquisition, upsell, retention and win back
• Creates and manages marketing budget• Translates positioning and key messages
from Product Mgt. Into brief for creative team/agency [value prop, differentiators, voice & tone, etc.]
• Leads team in development of brand, positioning and graphic look/feel
• Project manages content/creative/web teams to execute integrated campaigns with advertising, landing pages, PR, lead-gen, events, social, etc.
• Creates draft content for web, PR, social and Field [internal] communications
• Works with PR/AR team on media/analyst briefings & speaking opportunities
• Develops sales tools including: presentations, collateral, demos, testimonials, videos, apps, emails, etc.
• Syncs/coordinates marketing plans with partners and International teams
• Plans/coordinates master schedule for launches including training, field communications and customer communications
• Tracks effectiveness/ ROI of marketing campaigns & tactics; makes adjustments
• Gathers feedback from the Field & Mgt.
Responsibilities:
7
© 2011 Todd Ebert | 1.25.11 8
Branding/Messaging/Content• Own, lead and manage
development of the portfolio brand, positioning and graphic look/feel
• Translate key message doc from Product Mgr. into creative brief for design team & agencies • Weights on top value props
& competitive differentiators• Voice & Tone• Stakeholder & Legal approval
• Create “cheat sheets” for Sales with customer targets, qualifying questions, value props, key differentiators, elevator pitch & objections
• Develop sales tools including• Presentations• Brochures & data sheets• Proposals• Demos• Success stories• Savings calculators• Email templates &
newsletters• White papers• Competitive comparisons
Marketing Planning• Member of the cross
functional product team. • Assists product mgt. in
building annual strategic plan, then develops 2 quarter plan of key marketing programs including vertical specific programs.
• Develop and manage master budget and calendar with prioritization by strategic /revenue impact
• For each program develop an integrated marketing plan that drives:• Awareness (PR, AR,
advertising, events, etc.)• Demand Generation
(email, direct mail, tele-prospecting, webinars, etc.)
• Retention/upsell (database analysis, email campaigns, CRM, etc.)
• Coordinates planning with International counterparts
• Analyze results and report on success vs. objectives
Tactical Execution• Work with in-house creative
team, ad agency, PR agency to execute integrated campaigns• Advertising (print, online)• Search (PPC) ads• Viral video• Landing pages• Emails• Webinars• Events & sponsorships
• Select, negotiate and manage relationships with vendors• Agency, PR firm, media
planning, Web design, SEO, telemarketing, events, etc.
• Develop web strategy and work with design and SEO firm to optimize content• Web pages, e-books, online
demos, videos, savings calculators, etc.
• Work with Events manager on trade shows, customer seminars, road shows, etc.
• Work with PR/AR team on media/analyst briefings & speaking opportunities
• Liaison with International mktrs
Analytics/Reporting• Work with Database/CRM
manager to analyze segments and develop campaigns (acquisition, retention, upsell, winback)
• Build and maintain Dashboard to track effectiveness of marketing campaigns & tactics:• Unique visits• Traffic sources• Keywords• Top content pieces• Conversion rates• Abandon rates• Inbound leads• Outbound leads• Cost per lead• Share of Voice• Ad equivalency value
• Track and manage all program expenses against the master budget• Determine ROI for each
tactic and program• Update plans and
budget based on key learnings
Example: Integrated Marketing Manager, Identity Solutions, EntrustResponsible for global marketing plans & execution (awareness & demand gen)
Onboarding/Training:• 1 week new hire training on products• 1 week shadowing product manager• 1 week in field with Sales
Product Suite:• GetAccess (single-sign on)• Digital Certificates (SSL)• IdentityGuard (2-factor authentication)• TransactionGuard (fraud detection)
Description:Plan, manage and execute integrated marketing strategies encompassing: branding/positioning, advertising, sales tools, web marketing, events, direct marketing and PR/AR in order to increase brand awareness & drive qualified leads.
© 2011 Todd Ebert | 1.25.11
The three P’s are the key to success
Assign one overall owner for each product portfolio with full P&L responsibility [skin in the game]
Get the right people in right roles going in the right direction
Use product marketing best practices to stay market-driven, customer-focused and differentiated
People
Possession
Process