What’s the story with Product Marketing? Product Camp Dublin 2014 Session Idea * Product marketing isn’t a real job is it, it’s just a sub task for a product manager? * Managing the areas of conflict with product management, it doesn’t all just come together * The end of the data sheet and the rise of content marketing, linking all go to market activity with transparent engagement and lead generation metrics Moderator: Oisin is director of product marketing at Openet where he is responsible for the market strategy, positioning and go to market execution for a global telecoms software company. He brings 20 years of commercial experience across B2B marketing, product marketing, product development and product management through leadership roles with eMobile/Meteor, 3 UK, 3 Australia and IDA Ireland.

1. What’s the story with
Product Marketing?
Oisin O’Connor, Director of Product Marketing, Openet
Product Camp Dublin, 5 June 2014
Slides: www.slideshare.com/OisinOConnor

2. What is Product Marketing?
 Dilbert knows best

3. What is Product Marketing
 Classic definition (From Wikipedia)
.. deals with Product, Pricing, Place, Promotion,
Physical Environment, Process & People from the "7P"'s
of marketing
.. deals with outbound marketing tasks such as marketing
the product to prospects, customers, and others.

4. What is Product Marketing
 I prefer this contemporary definition (adapted from April Dunford)
 Market Knowledge: Segmentation, use case scenarios, customer problems,
customer value proposition
 Business Strategy: Go to Market strategy, messaging & positioning
 Tactics: Lead generation plans, customer retention programs, branding,
awareness, analyst relations and media relations
 Content: Sales decks, whitepapers, demos, web site content, ROI calculators, blog
posts, case studies, partner enablement collateral & press releases
 Optimization and Market Learning – ROI tracking, pipeline/engagement tracking,
website metrics tracking & customer marketing workshops

5. Messaging & Positioning Example

6. Go to Market Plan Example
2014 Jun Jul Aug Sep Oct Nov Dec 2014
Today
Webinar
3
19/9/2014
Conference
Event 3
12/9/2014
Webinar
2
6/8/2014
Conference
Event 2
17/7/2014
Webinar
1
1/7/2014
Conference
Event 1
4/6/2014
Campaign X
White Paper 1
Research Findings 1
Campaign Y
White Paper 2
Press Release 1
Press Release 2
Partner Campaign Z
Press Release 3
Joint Whitepaper 3
Conference
Event 4
5/11/2014
Events
Webinars
Campaigns
Partner Marketing

7. Product Marketing & Product Management
Product
Marketing
• ‘Communication
to the market’
Product
Management
• ‘What to build’

8. Product Marketing v Product Management
 From pragmatic marketing

9. Overlap with Product Management
Product Marketing
• Value Proposition
• Positioning/Messaging
• Go to market plan
• Demand Generation
• Lead Management
• Content Marketing
• Business Value
Workshops
• Competitive analysis
(Messaging/positioning)
Product
Management
• Product Requirements
• Product Strategy
• Product Roadmap
• Product Portfolio
Management (resource
allocation)
• Competitive Analysis
(technical)
• Product
collateral
• Sales
Interaction

10. Overlap with Product Management
 If you don’t manage the conflict

11. Where should product marketing fit?
Marketing
Product
Marketing
Senior
Management
Product
Management
Sales
Engineering
Professional
Services

12. A better way of Marketing
 The death of the data sheet  Hello Content Marketing

13. Many thanks
Oisin O’Connor
http://ie.linkedin.com/in/oisinoconnor

14. Useful Links & Tools
Links
 http://www.rocketwatcher.com/blog/2010/06/how-do-cmos-define-product-
marketing.html
 http://www.slideshare.net/randfish/why-content-marketing-fails
 http://www.marketo.com/ebooks/demand-generation-strategy-guide/
 http://www.amazon.co.uk/Creating-Delivering-Your-Value-
Proposition/dp/0749455128j
 http://futurecurve.com/resources/white-papers/value-proposition-white-paper/
Tools
 http://www.officetimeline.com/videos.aspx
 http://www.mindjet.com/mindmanager/