It’s All About CodingSunday, November 11, 2012Coding without purpose doesn’t win
It’s All About ContentSunday, November 11, 2012Content without Context is a loser
Death of the MarketerSunday, November 11, 2012You don’t win by ﬁring the marketers, or forgetting the growth hackers
what’s going on!Sunday, November 11, 2012three shifts
Sunday, November 11, 2012It used to be “go ask Dad”, but Dad wasn’t very reliable
Sunday, November 11, 2012Now it’s go ask google, but we have content overloadContent is a commodity!
Sunday, November 11, 2012Andreessen Horowitz Enterprise portfolio, March 2012
Enterprise IT Cost Cloud Content Collaboration Transparency Management Software Business Virtualization Flash Storage Intelligence & Security Solutions Solutions Enterprise On Demand Virtualization Social Identity Software Software ManagementSunday, November 11, 2012Self described category
115,000 550,000 286,000 5,170,000 1,230,000 2,800,000 220,000 2,030,000 27,500Sunday, November 11, 2012“Quoted” Exact term search resultsEven in very specialized B2B markets, information is overabundant
57% of B2B sales cycle complete before ﬁrst contact to selected vendorSunday, November 11, 2012Second, we have self directed buyers
Crowded MarketsSunday, November 11, 2012Third we have overcrowded markets
what to do about it?Sunday, November 11, 2012How do we sell and market in content commoditized, over crowded markets with selfdirected buyers?
Viewpoint Sets the StageSunday, November 11, 2012In order to get attention, we have to set the stage with Viewpoint... this is our context...ExplainLet’s look at some examples..
Salesforce.com is the enterprise cloud computing company that is leading the shift to the Social EnterpriseSunday, November 11, 2012Note shift from end of software to Social Enterprise
Zuora Commerce has evolved. In the last 10 years, theres been a dramatic shift in the way both consumers and companies want to do business. Today, people would rather subscribe to services than to buy products. Its happening everywhere. And it will have a dramatic effect on your business.Sunday, November 11, 2012Entire Go to Market based on Viewpoint of “Subscription Economy”
Threats have changed radically from just a few years ago. Advanced malware has replaced the broad, scattershot approach of mass-market malware designed for mischief. Most of todays attacks are targeted to get something valuable.Sunday, November 11, 2012New threats, new needs.... SIMPLE AND POWERFUL
We’ve stocked our magniﬁcent ﬂying machines with everything your little heart could want. On-demand movies? Check. Tasty bites and satisfying libations? Check. In-ﬂight Wi-Fi? Check. An enjoyable ride youll actually look forward to? Check and doublecheck.Sunday, November 11, 2012Why should ﬂying suck? Flying is fun!
Focus on ValueSunday, November 11, 2012Then we have to ﬁnd our unique value in the context of this viewpointClassic positioning and messaging, but with VIEWPOINT as the CONTEXT
Execute with VelocitySunday, November 11, 2012Acquire users by DEMONSTRATING AND DELIVERY VALUE THROUGH EXPERIENCE EARLY ANDOFTEN
117-12Sunday, November 11, 2012If your a fan of American football, Coach Kevin Kelly, Pulaski acadamy, LR Ark. 3 state champ,117 -12...He learned that statistically punting doesn’t pay off, and that scoring is the essence ofwinning, and you can’t score when other team has the ball...1) He doesn’t punt, ever2) He onside kicks on every kickoff3) He runs off the ﬁeld when ﬁelding punts, does not risk fumbles and muffs...Why does this matter:1) Adopt a Viewpoint,2) Execute with commitment3) Don’t take excuses...LIKE, we can’t expose our product and service with experience, look atthese examples...
Experience Matters MostSunday, November 11, 2012
Dogfood http://www.youtube.com/watch?v=dpmX9yﬂ7no&feature=player_embedded Skippy http://www.youtube.com/watch?v=K- n8zFxUQ64&feature=player_embedded RiskCheck https://www.whitehatsec.com/riskcheck.htmlSunday, November 11, 2012See blog : http://ﬁrst-productmarketing.blogspot.com/2012/08/eat-this-dog-food-experience-marketing.html
Thinking Like an Engineer Orientation - Technology Perspective - Details Focus - Problem SolvingSunday, November 11, 2012
Thinking Like an Marketer Orientation - Revenue Perspective - Big Picture Focus - Solution SharingSunday, November 11, 2012
Thinking Like an Growth Hacker?Orientation - Technology Orientation - Revenue Perspective - Details Perspective - Big PictureFocus - Problem Solving Focus - Solution SharingSunday, November 11, 2012
Thinking Like an Growth Hacker? Orientation - Acquisition Perspective -Users and platforms Focus - Integration and ConversionSunday, November 11, 2012
ACTION PLAN 1) Adopt a velocity mindset 2) Get a viewpoint 3) Align Value 4) Double your experience deliverySunday, November 11, 2012
Breakthrough Twitter - Email - firstname.lastname@example.orgSunday, November 11, 2012