MM8 - Pilot Program

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The Pilot Program

@MMIMATTERS #MFGMARKETING MMMATTERS.COM PODCAST: MANUFACTURING MARKETING MATTERS @BRUCEMCDUFFEE


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Pilot Programs get Approved Don’t try to boil the ocean or

change Rome in a day.

Tie your pilot proposal to innovation.

Choose a best chance tactic.

Be ready to show meaningful numbers.

Align with your AFMS.

Do not build a pilot around a product.


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Success Indicators1. Must show meaningful numbers

2. Must be capable of capturing contact information

3. Topic must resonate and be highly relevant to the audience


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Best Chance Tactics Subscription eNewsletter

Educational webinar or webinar series

Combination eNewsletter + blog

eBook series


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Align with your AFMS?1. You might get pressure to include product promotion

with the pilot. DO NOT AGREE!

2. The most successful pilot programs address a common pain point with basic knowledge.

3. Educational webinars can be extremely successful as “New Way” pilot program initiatives.


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Shout out your success! Don’t be shy about sharing your success.

Share meaningful numbers, especially not marketing vanity metrics.

Talk about revenue metrics.


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Be ready to ask for more. Be prepared to expand your pilot program or propose a new pilot program.

Strong product cultures will take time to convert.

Eat the elephant one bite at a time.


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Takeaways1. Do not promote a product as your pilot.

2. Choose a tactic that will prove results.

3. Good tactics are◦ Webinars◦ eNewsletter◦ eNewsletter + blog◦ eBook series

4. Be prepared for success and pilot expansion.


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