The New Product Marketing Playbook

The New Product Marketing Playbook
April Dunford
RocketWatcher.com @AprilDunford

The World is Changing
Nobody believes vendors
Customers can broadcast to the world
Prospects can easily talk to each other
Product info is readily available

What Changes?
Buying vs. Selling
Earned vs. Bought Media
Visibility vs. Branding/Advertising
Customer Service

Product Marketing: More Important Than Ever
Traditional PR/Advertising/Branding are becoming less effective and relevant.
Engaging customers requires:
Deep market understanding
Deep product knowledge

The Old Playbook
Too Much
Product
Technology
Sales Support
Not Enough
Customer Value
Content
Community Engagement
Market Learning

A New Product Marketing Framework

Key Elements Content Visibility Messaging Engagement

Messaging
Clear and understandable
Free of unsubstantiated claims
Answers the question – Who is this for?
Stories, stories, stories.

Content
Requires a strategy
Map to steps in buying process
Helpful AND engaging
Provides the benefit of your expertise in the market (not necessarily about product)

Engagement
Community – an increasingly important communications channel
Bring customers & prospects together
Help/incent customers to carry your message
How can Marketing help Customer Service

Visibility
How non-users observe that others are users:
Product features
Shareable content
Reviews/awards
Independent analysis
Success marketing

Questions
April Dunford
RocketWatcher.com @AprilDunford [email_address]

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The New Product Marketing Playbook

by April Dunford on Jun 24, 2010

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The New Product Marketing Playbook — Presentation Transcript