Lean Product Marketing
by Cindy F. Solomon
Dec 8, 2014 Leancamp SF
Cindy F. Solomon, CPM, CPMM

• Founder, Global Product Management Talk and Startup Product
movement for product excellence...
Questions

Who’s here?
What do YOU want?

© Cindy F. Solomon
cfsolomon@gmail.com
Key Takeaway #1

Contribute
Value
in every interaction
Key Takeaway #2

ASK
QUESTIONS
Key Takeaway #3

LISTEN
to what IS & what is NOT
being communicated
Key Takeaway #4

STRATEGIZE
Content Starts With

Who?
Why?
What?
How?
© Cindy F. Solomon
cfsolomon@gmail.com
Define

Lean Content
Product Marketing
Lean Content
•
•
•
•
•

Write less and say more
Curate
Analyze Data
Create fast feedback loops
Provide on-demand messaging...
http://leanentrepreneur.co/tech-product-marketing-channel-segment
Lean Marketing

http://gigaom.com/2012/12/03/marc-andreessen-not-every-startup-should-be-a-lean-startu
Product Marketing

http://www.consumerpsychologist.com/intro_Product.html
http://corcom-inc.com/?p=1054
Stories Start With

Who?
Why?
What?
How?
© Cindy F. Solomon
cfsolomon@gmail.com
http://www.cyberalert.com/blog/index.php/better-content-marketing-core-components-l
http://www.informing-arts.biz/cco-magazine-good-enough/
The Global Product Management Talk
•
•
•
•
•
•
•
•

Tweet that traveled 7400 miles
Socratic Twitter Chat format
Difficult ...
Recommended Tweet Format

“Please Retweet: [article
name] [by @author]
[shortened URL] [optional
comment] [#hashtag]”.
© C...
Twitter Chat Best Practices
Post Event
Following Each Twitter Chat
1. Capture tweets on storify
http://storify.com/prodmgm...
Daily Content Promotion Tools
1. storify http://storify.com/prodmgmttalk/
2. slideshare http://www.slideshare.net/CFSolomo...
@cindyfsolomon
@prodmgmttalk
@startupproduct
Please connect with me on linkedin!
www.linkedin.com/in/cfsolomon/
Startup Pr...
Lean content marketing
Lean content marketing
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Lean content marketing

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Lean content marketing

  1. 1. Lean Product Marketing by Cindy F. Solomon Dec 8, 2014 Leancamp SF
  2. 2. Cindy F. Solomon, CPM, CPMM • Founder, Global Product Management Talk and Startup Product movement for product excellence • Pioneered Socratic format for Twitter Chats to cultivate global knowledge communities • 42 Rules Product Marketing #13 Emulate Twitter • ProdBOK, Product Management And Marketing Body of Knowledge • 20 years of web development, services, consulting & software product marketing and management at Apple, Vadem, NetObjects and start-ups in Silicon Valley. www.linkedin.com/in/cfsolomon/ © Cindy F. Solomon cfsolomon@gmail.com
  3. 3. Questions Who’s here? What do YOU want? © Cindy F. Solomon cfsolomon@gmail.com
  4. 4. Key Takeaway #1 Contribute Value in every interaction
  5. 5. Key Takeaway #2 ASK QUESTIONS
  6. 6. Key Takeaway #3 LISTEN to what IS & what is NOT being communicated
  7. 7. Key Takeaway #4 STRATEGIZE
  8. 8. Content Starts With Who? Why? What? How? © Cindy F. Solomon cfsolomon@gmail.com
  9. 9. Define Lean Content Product Marketing
  10. 10. Lean Content • • • • • Write less and say more Curate Analyze Data Create fast feedback loops Provide on-demand messaging across platforms
  11. 11. http://leanentrepreneur.co/tech-product-marketing-channel-segment
  12. 12. Lean Marketing http://gigaom.com/2012/12/03/marc-andreessen-not-every-startup-should-be-a-lean-startu
  13. 13. Product Marketing http://www.consumerpsychologist.com/intro_Product.html
  14. 14. http://corcom-inc.com/?p=1054
  15. 15. Stories Start With Who? Why? What? How? © Cindy F. Solomon cfsolomon@gmail.com
  16. 16. http://www.cyberalert.com/blog/index.php/better-content-marketing-core-components-l
  17. 17. http://www.informing-arts.biz/cco-magazine-good-enough/
  18. 18. The Global Product Management Talk • • • • • • • • Tweet that traveled 7400 miles Socratic Twitter Chat format Difficult to tweet & discuss complex issues Recorded thought leaders via Skype Top 10 business podcast on BlogTalkRadio 2 years >100 podcasts >35k listeners/episode Community: >1800 SF members, 10 locations Conference: Startup Product Summit (2X SF – next Sydney, Australia Vivid June 6, 2014) • School: Startup Product Academy http://www.blogtalkradio.com/prodmgmttalk © Cindy F. Solomon cfsolomon@gmail.com
  19. 19. Recommended Tweet Format “Please Retweet: [article name] [by @author] [shortened URL] [optional comment] [#hashtag]”. © Cindy F. Solomon cfsolomon@gmail.com
  20. 20. Twitter Chat Best Practices Post Event Following Each Twitter Chat 1. Capture tweets on storify http://storify.com/prodmgmttalk/ 2. Post transcript to slideshare 3. Post and repackage content across mediums beyond Twitter scoop.it 4. Blog 5. Reach out to local participants & meetup! © Cindy F. Solomon cfsolomon@gmail.com
  21. 21. Daily Content Promotion Tools 1. storify http://storify.com/prodmgmttalk/ 2. slideshare http://www.slideshare.net/CFSolomon/ 3. scoop.it http://www.scoop.it/u/startup-product 4. Bufferapp 5. Blog Medium, Tumblr, Wordpress, blogspot 6. Prlog http://startupproduct.com/broadcast-news/ © Cindy F. Solomon cfsolomon@gmail.com
  22. 22. @cindyfsolomon @prodmgmttalk @startupproduct Please connect with me on linkedin! www.linkedin.com/in/cfsolomon/ Startup Product http://startupproduct.com Local Meetups: http://www.meetup.com/StartupProductTalks/ http://www.meetup.com/StartupProductEastBay/ http://www.meetup.com/StartupProductAcademy/ © Cindy F. Solomon cfsolomon@gmail.com
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