Product Marketing Framework for Product or Service Launch

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A framework to launch a product or a service in either the B2B or B2C space. Shows step-by-step what to do and how to prepare to release a product to the market that's successful from the first day.

Also covers 7 lessons learned in launching online products and services in the past.

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Product Marketing Framework for Product or Service Launch

  1. 1. Go-To-Market Framework for Product Managers Janet Jaiswal, Tealeaf Technology Sr. Director of Global Product Marketing0 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  2. 2. Agenda › Background › Definition of go-to-market › A framework › Lessons Learned › Q&A1 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary. 2012
  3. 3. Janet’s background: 8 products launched, 3 more launches this year Helped launch catalogs eBay functionality for buyers and sellers (books, movies, music and games)Launched a mobileand contact centerproduct globally to Launched theonline businesses.Three more are Tealeaf PayPal Security Key toWIP PayPal consumers and Products merchants in 3 Launched continentsLaunched a mobile and aservice provider data Launched a mobile TRUSTe Infosys product and a serviceprivacy certificationservice to online Tech- partnership with Ciscobusinesses nologies globally to businesses 2 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary. 2012
  4. 4. Tealeaf is the leader in onlinecustomer experience management • ~450 Enterprise Customers • 7 of the 10 largest US banks • Increase website and mobile conversion and adoption rates • Improve customer satisfaction and retention • Reduce IT and Support costs • Improve customer service efficiency • Founded in 1999 and based in San Francisco, CA Improving online customer relationships one experience at a time3 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary. 2012
  5. 5. Hundreds of companies rely on Tealeafincluding 30% of the Fortune 100 More E-businessFinancial Services Retail Travel Insurance Leaders Including 1/3 of all Including 25% of the Including more than Telco, Pharma,Including 7 of the 10 Utilities, etc. with Internet Retailers > leading Travel 40 P&C Insurance Largest U.S. Banks B2C & B2B Sites $100M Providers & Portals CompaniesNote: Tealeaf only uses the names and logos of customers who have given us prior permission.4 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary. 2012
  6. 6. Go-To-Market Framework5 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary. 2012
  7. 7. Go-To-Market Framework Strategic Tactical Phases Market Go-to- Market Product Develop Execute Launch Monitor & Market Plan Analysis Strategy Plan Adjust Requires $$$ to create awareness; Leverage consumer-focused B2C Social media such as Facebook, Twitter, Pinterest Events and associations; Leverage business-focused social media B2B such as LinkedIn, Twitter, Pinterest etc. Encourage trials and endorsements from influential usersProduct Use testimonials, case studies and ROI models to prove valueService 6 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary. 2012
  8. 8. Digital Marketing Framework Strategic TacticalMarketing Phases Product Develop Execute Monitor & Launch Plan Market Strategy Market Plan Adjust Analysis 1. Market problem & business objectives 2. Market size & growth rate 3. Target market characteristics (buyer function, vertical, company size etc.) 4. Competitive analysis 5. Capabilities analysis 6. Build, buy or partner?7 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary. 2012
  9. 9. Digital Marketing Framework Strategic TacticalMarketing Phases Develop Execute Market Product Market Plan Launch Monitor & Adjust Analysis Strategy Plan 1. High-level use cases 2. Product positioning 3. Product capabilities analysis (ID unique differentiators) 4. Sales compensation structure 5. Pricing & packaging 6. Product delivery plan & roadmap 7. Sales & revenue forecast8 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary. 2012
  10. 10. Digital Marketing Framework Strategic TacticalMarketing Phases Product Develop Execute Monitor & Market Launch Strategy Plan Adjust Analysis Market Plan 1.Develop budget 2.Customer acquisition strategy (trial, direct, indirect etc.) 3.Online marketing (website, email campaigns) 4.Market awareness & lead generation budget (events, advertising, SEM/SEO, direct media etc.) 5.Social media plan 6.Mobile marketing plan 7.Advertising & direct mail strategy 8.Public Relations & Analyst Relations plan 9.Sales training plan 10.Sales enablement (tools, collaterals) 11.Partners & alliances plan9 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary. 2012
  11. 11. Digital Marketing Framework Strategic TacticalMarketing Phases Product Develop Monitor & Market Launch Analysis Strategy Market Execute Adjust Plan Plan 1.Execute online strategy (website, analytics, email campaigns) 2.Create sales collaterals, tools, presentations & demos 3.Recruit influencers (social media) 4.Create profile & post on social media (Facebook, Twitter, Pinterest, blogs, communities, LinkedIn etc.) 5.Create mobile web page, mobile and SMS campaigns / advertising 6.Perform training (Sales reps, SEs, Support, Prof. services, Partners) 7.Customer support enablement 8.Brief analysts 9.Execute PR, advertising & partner/alliance plan10 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary. 2012
  12. 12. Digital Marketing Framework Strategic TacticalMarketing Phases Product Develop Market Strategy Market Execute Launch Monitor Analysis Plan Plan & Adjust 1.Launch product/service/program 2.Define metrics 3.Develop dashboard 4.Measure, measure, measure 5.Review results & adjust 6.Readiness for next phase 7.Review budget (plan vs. actual) Metrics: http://www.marketingsherpa.com/11 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary. 2012
  13. 13. Lessons learned the hard way12 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  14. 14. Seven lessons learned 1. Communicate broadly within your organization 2. Do a beta/trial or phased launch 3. Develop the right message 4. Be a good project manager 5. Measure performance 6. Do not ignore social media or mobile 7. Monitor and adjust strategy after launch13 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary. 2012
  15. 15. Lesson #1:Communicate broadly within your organization Reduce the chance of a stakeholder holding up the launch or reducing its effectiveness by communicating broadly and often • The goal is to obtain buy-in or some level of ownership for part of the launch so if anything goes wrong, they are more likely to help • Identify stakeholders • Communicate key activities to core and extended team, on a regular basis14 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary. 2012
  16. 16. Lesson #2: Beta or phase launch, where possible › A beta or trial allows us to learn about the issues our customers face, what they value and how they view our product. Use it to also test key messages, pricing, features and functionality • Phone or survey feedback • Seed references, case studies and early customers › A phased launch (launch full or partial functionality to a subset of users, usually existing customers, F&F) reduces risk esp. when launching a substantially different product or to a new target vertical or buyer • AKA “Exclusive sneak peek”, “Invite only” launch15 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary. 2012
  17. 17. Lesson #3: Develop the right message › The right message informs many of your marketing efforts and if done right makes the rest of the work easier. › The wrong message causes confusion among customers and users and reduces your marketing effectiveness › Test it › Test it again16 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary. 2012
  18. 18. Lesson #4: Learn to be a good project manager When executing a go-to-market plan, good project management can reduce costly mistakes  Develop a plan with inputs from key stakeholders.  Meet regularly with core team  Hold core team and stakeholders accountable  Use milestones to communicate status widely  Identify critical milestones early so you know if your launch date will be impacted17 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary. 2012
  19. 19. Lesson #5: Measure performance› If you don’t have measures in place, how will you know if you have been successful? • Marketing effectiveness – # of mentions in key publications – # of site registrations – # of product inquiries – # of webinar attendees – eMail open rates – User reviews/ratings, etc. • Revenue goals – # of followers, re-tweets etc. – # of qualified leads Good benchmarking sources: 1. Marketing Sherpa – Quality and size of pipeline 2. Pragmatic Marketing – Sales revenue, etc. • Review your budget18 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary. 2012
  20. 20. Lesson #6: Do not ignore social media or mobile Social media is time consuming and difficult to measure. If done right, it can lead to success • There are more channels than time: Social networks, microblogs, blogs, meetups, etc. • Identify your goals (increase traffic, revenue, search ranking etc.) • Profile your audience • Identify which social media channel is most effective for each audience • Develop a plan to create content and interact regularly with your audience Social Media marketing certification program Mobile is widely adopted; having a mobile presence is a must • Understand your mobile users with mobile analytics • Optimize your web site for the small screen • Explore advertising on mobile or do SMS or MMS campaigns19 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary. 2012
  21. 21. Bad customer experiences are more dangerous than ever20 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  22. 22. 78% of users who encounter problems completing mobile transactions share those experiences with others21 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  23. 23. Example:Tealeaf customers assess the following for their mobile channel› User Behavior • Detect customers struggling to • Screens viewed, Referring screen change reservation or order • Text field, Text Field value • Isolate by application version, by • Touches, Motion error, by input • App launched, Entered background • Quantify users impacted› Environmental • App version, iOS/Android version, • Analyze customer behavior – • Device Model sequence of events, screen logs, • Device orientation, IP, Memory server calls • Connectivity, Carrier, GPS • Search to find other impacted› Application Health users • Exception, Crash • Server connection success / error Mobile marketing certification program22 Mobile Site Native Apps © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary. 2012 Hybrid Apps HTML5
  24. 24. Lesson #7: Monitor and adjust strategy after launch Despite the best planning, some adjustment will have to be made • What is the feedback from Sales? • How did campaigns perform against KPIs? • How did the media respond? • How did your best customers respond to your new product? • What are your users saying on social media channels? • How well did you do against your budget? • Marketing is about trial and error; it is not an exact science so expect to adjust your go-to-market strategy23 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary. 2012
  25. 25. Go-to-Market StrategyKey takeaways for product marketers 1. Create a plan before you start 2. Leverage multiple channels for greater success 3. Test, measure, monitor and adjust. Then do it again. 4. Don’t forget to market on an ongoing basisIf you don’t, your competition will24 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  26. 26. Thank YouJanet A. JaiswalSr. Director of Product Marketingjjaiswal@tealeaf.comTwitter: JanetJaiswal© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

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