• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
The New Product Marketing Playbook
 

The New Product Marketing Playbook

on

  • 11,097 views

 

Statistics

Views

Total Views
11,097
Views on SlideShare
5,096
Embed Views
6,001

Actions

Likes
11
Downloads
216
Comments
0

9 Embeds 6,001

http://www.rocketwatcher.com 5978
http://translate.googleusercontent.com 15
http://www.slideshare.net 2
http://static.slidesharecdn.com 1
http://www.brijj.com 1
http://webcache.googleusercontent.com 1
http://cache.baidu.com 1
http://hbflynn.posterous.com 1
http://www.google.com 1
More...

Accessibility

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    The New Product Marketing Playbook The New Product Marketing Playbook Presentation Transcript

    • 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]