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How to compete in a saturated market

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Numerous facets of digital marketing are often underused and misunderstood, resulting in fragmented, incomplete, and ultimately suboptimal campaigns that dish out far more money than they should.

In this talk, you’ll learn:

Product marketing and branding strategies to help your business stand out, without needing to spend millions on advertising.
How to hyper-personalize your campaigns to touch people at every point in the buyer’s journey.
A go-to-market framework that you can apply right away.

Published in: Marketing
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How to compete in a saturated market

  1. 1. How to compete in a @alexa_hubley saturated market.
  2. 2. @alexa_hubley
  3. 3. Product-market fit. @alexa_hubley
  4. 4. Product-market fit. ● Value hypothesis is validated. @alexa_hubley
  5. 5. Product-market fit. ● Value hypothesis is validated. ● 100k+ in revenue monthly. @alexa_hubley
  6. 6. ● why a customer is likely to use your product. Value hypothesis: @alexa_hubley
  7. 7. @alexa_hubley
  8. 8. Product- market fit
  9. 9. Marketing. @alexa_hubley
  10. 10. ● Product marketing. Marketing. @alexa_hubley
  11. 11. Marketing. ● Product marketing. ● Product lifecycle marketing. Marketing. @alexa_hubley
  12. 12. Product marketing. @alexa_hubley
  13. 13. Product marketing. “Product marketing’s role is -Hana Abaza, Head of Marketing at Shopify Plus to define and operationalize the context.” @alexa_hubley
  14. 14. Product marketing. @alexa_hubley
  15. 15. Product marketing. ● What are we building? @alexa_hubley
  16. 16. Product marketing. ● What are we building? ● Who is it for? @alexa_hubley
  17. 17. Product marketing. ● What are we building? ● Who is it for? ● How do we talk about it? @alexa_hubley
  18. 18. Product marketing. ● What are we building? -Hana Abaza, Head of Marketing at Shopify Plus ● Who is it for? ● How do we talk about it? ● How do we go to market?
  19. 19. Product lifecycle marketing. https://conversionxl.com/blog/product-lifecycle-marketing/
  20. 20. Product lifecycle marketing. ● Mapping marketing to a product’s lifecycle stage. https://conversionxl.com/blog/product-lifecycle- marketing/
  21. 21. @alexa_hubley Product lifecycle
  22. 22. Product lifecycle stages Product lifecycle
  23. 23. Product lifecycle stages Dominance Product lifecycle
  24. 24. Mapping Marketing to Product Lifecycle Stages @alexa_hubley
  25. 25. Drive rapid market penetration Introduction Mapping Marketing to Product Lifecycle Stages Marketing goal @alexa_hubley
  26. 26. Growth Drive rapid market penetration Introduction Build brand presence, widen market share Mapping Marketing to Product Lifecycle Stages Marketing goal Marketing goal @alexa_hubley
  27. 27. Growth Drive rapid market penetration Introduction Build brand presence, widen market share Mapping Marketing to Product Lifecycle Stages Marketing goal Marketing goal @alexa_hubley
  28. 28. Growth Drive rapid market penetration Introduction Build brand presence, widen market share Mapping Marketing to Product Lifecycle Stages Marketing goal Marketing goal Both phases optimize for the next phase
  29. 29. Growth Drive rapid market penetration Introduction Maturity Build brand presence, widen market share Remain relevant, keep churn low* Mapping Marketing to Product Lifecycle Stages Marketing goal Marketing goal Marketing goal Both phases optimize for the next phase
  30. 30. Growth Drive rapid market penetration Introduction Maturity Build brand presence, widen market share Remain relevant, keep churn low Mapping Marketing to Product Lifecycle Stages Marketing goal Marketing goal Marketing goal Both phases optimize for the next phase
  31. 31. Growth Drive rapid market penetration Introduction Maturity Decline Build brand presence, widen market share Remain relevant, keep churn low Reinvent and milk the brand. Mapping Marketing to Product Lifecycle Stages Marketing goal Marketing goal Marketing goal Marketing goal Both phases optimize for the next phase
  32. 32. @alexa_hubley Product lifecycle marketing:
  33. 33. @alexa_hubley Product lifecycle marketing: ● Ensures you’re operationalizing the right context.
  34. 34. @alexa_hubley Product lifecycle marketing: ● Ensures you’re operationalizing the right context. ● Spot early signs of a pending transition.
  35. 35. @alexa_hubley Product lifecycle marketing: ● Ensures you’re operationalizing the right context. ● Spot early signs of a pending transition. ● Shape the curve of your business.
  36. 36. So how do you do it? @alexa_hubley
  37. 37. So how do you do it? ● STEP 1: identify the product’s lifecycle stage. @alexa_hubley
  38. 38. @alexa_hubley
  39. 39. @alexa_hubley Product lifecycle
  40. 40. @alexa_hubley Product lifecycle
  41. 41. Beacon, Live Chat
  42. 42. @alexa_hubley Product lifecycle
  43. 43. @alexa_hubley Product lifecycle
  44. 44. @alexa_hubley
  45. 45. Introduction Product Lifecycle Stage @alexa_hubley
  46. 46. Introduction Product Lifecycle Stage Marketing goal @alexa_hubley
  47. 47. Introduction Product Lifecycle Stage Drive rapid market penetration Marketing goal @alexa_hubley
  48. 48. Okay, so then what? @alexa_hubley
  49. 49. Okay, so then what? ● STEP 2: follow a rigorous go-to-market plan. @alexa_hubley
  50. 50. Build Set targets Map Launch Optimize PHASE 1 PHASE 2 PHASE 3 PHASE 4 Adapted from ‘Sprint: How to Solve Big Problems and Test New Ideas in Just 5 Days Key messaging Create assets Go to market LearnResearch @alexa_hubley
  51. 51. @alexa_hubley Marketing goal: Drive rapid market penetration Product lifecycle stage: INTRODUCTION
  52. 52. MAP BUILD LAUNCH OPTIMIZE Marketing goal: Drive rapid market penetration Product lifecycle stage: INTRODUCTION Set targets Key messaging Create assets Go to market LearnResearch @alexa_hubley
  53. 53. MAP BUILD LAUNCH OPTIMIZE Marketing goal: Product lifecycle stage: INTRODUCTION Set targets Key messaging Create assets Go to market LearnResearch @alexa_hubley Drive rapid market penetration
  54. 54. Competitor landscape Research:
  55. 55. CompetitorsCommon Flaws Support only has 60 seconds before people get impatient. You can’t hide chat based on queue volume or availability Self-serve content is often uncurated/unhelpful. Competitor landscape Research: Help bots are misleading re: availability.
  56. 56. Ask the experts Research:
  57. 57. Ask the experts Research:
  58. 58. Ask the experts Research: Any other advice?
  59. 59. Ask the experts Research: Any other advice? ● Be creative and get weird.
  60. 60. Ask the experts Research: Any other advice? ● Be creative and get weird.
  61. 61. MAP BUILD LAUNCH OPTIMIZE Marketing goal: Product lifecycle stage: INTRODUCTION Set targets Key messaging Create assets Go to market LearnResearch @alexa_hubley Drive rapid market penetration
  62. 62. MAP BUILD LAUNCH OPTIMIZE Marketing goal: Product lifecycle stage: INTRODUCTION Set targets Key messaging Create assets Go to market LearnResearch @alexa_hubley Drive rapid market penetration
  63. 63. Targets @alexa_hubley
  64. 64. Targets ● Currently 20% use a chat solution @alexa_hubley
  65. 65. Targets ● Currently 20% use a chat solution ● Migration + attraction of new customers = @alexa_hubley
  66. 66. Targets ● Currently 20% use a chat solution. ● Migration + attraction of new customers = Target: 70% of users enable Beacon.
  67. 67. MAP BUILD LAUNCH OPTIMIZE Marketing goal: Product lifecycle stage: INTRODUCTION Set targets Key messaging Create assets Go to market LearnResearch @alexa_hubley Drive rapid market penetration
  68. 68. MAP BUILD LAUNCH OPTIMIZE Marketing goal: Drive rapid product adoption Product lifecycle stage: INTRODUCTION Set targets Key messaging Create assets Go to market LearnResearch @alexa_hubley
  69. 69. Key messaging. ● What are we building? ● Who is it for? ● How do we talk about it? -Hana Abaza, Head of Marketing at Shopify Plus
  70. 70. If Beacon came in a box. Key messaging. @alexa_hubley
  71. 71. Benefits. HEADLINE SUB HEADLINE Feature 3 Feature 1 Feature 2 Front Back @alexa_hubley
  72. 72. Front Key messaging. @alexa_hubley
  73. 73. Beacon is way more than chat. Front Key messaging. @alexa_hubley
  74. 74. Beacon is way more than chat. Front Key messaging. ● Customer service that scales.
  75. 75. Beacon is way more than chat. Front Key messaging. ● Customer service that scales. ● Everything in one place.
  76. 76. Beacon is way more than chat. Front Key messaging. ● Customer service that scales. ● Everything in one place. ● Makes your website more human.
  77. 77. Key messaging. Back
  78. 78. Key messaging. ● Recommended articles. Back
  79. 79. Key messaging. ● Recommended articles. ● Embedded in the platform. Back
  80. 80. Key messaging. ● Recommended articles. ● Embedded in the platform. ● Help bot availability settings. Back
  81. 81. MAP BUILD LAUNCH OPTIMIZE Marketing goal: Drive rapid product adoption Product lifecycle stage: INTRODUCTION Set targets Key messaging Create assets Go to market LearnResearch @alexa_hubley
  82. 82. MAP BUILD LAUNCH OPTIMIZE Marketing goal: Drive rapid product adoption Product lifecycle stage: INTRODUCTION Set targets Key messaging Create assets Go to market LearnResearch @alexa_hubley
  83. 83. Awareness Consideration Decision Search Channels Channels Channels Paid Social Blog Gated content Nurture Buyer’s journey *Channels may change based on the product lifecycle or campaign goal.
  84. 84. SearchChannels Paid Social blog.hubspot.com/news-trends/topic-clusters-seo
  85. 85. Channels Blog Gated content
  86. 86. Channels Email
  87. 87. MAP BUILD LAUNCH OPTIMIZE Marketing goal: Drive rapid product adoption Product lifecycle stage: INTRODUCTION Set targets Key messaging Create assets Go to market LearnResearch @alexa_hubley
  88. 88. Launch!
  89. 89. Results so far.
  90. 90. Results so far. ● Target: 70% of customers enable Beacon
  91. 91. Results so far. ● Target: 70% of customers enable Beacon ● Achieved: 85% of customers enabled Beacon
  92. 92. @alexa_hubley Product lifecycle
  93. 93. @alexa_hubley Product lifecycle
  94. 94. @alexa_hubley Product lifecycle
  95. 95. @alexa_hubley Product lifecycle
  96. 96. Okay...now what? @alexa_hubley
  97. 97. MAP BUILD LAUNCH OPTIMIZE Marketing goal: Drive rapid product adoption Product lifecycle stage: INTRODUCTION Set targets Key messaging Prototype Go to market LearnResearch @alexa_hubley
  98. 98. MAP BUILD LAUNCH OPTIMIZE Marketing goal: Drive rapid product adoption Product lifecycle stage: INTRODUCTION Set targets Key messaging Prototype Go to market LearnResearch @alexa_hubley
  99. 99. Learn. @alexa_hubley
  100. 100. Learn. ● Identify tripwires
  101. 101. Learn. ● Identify tripwires ● Report on results
  102. 102. then... @alexa_hubley
  103. 103. MAP BUILD LAUNCH OPTIMIZE Marketing goal: Widen market share. Product lifecycle stage: Growth Set targets Key messaging Create assets Go to market LearnResearch @alexa_hubley Rinse & repeat.
  104. 104. @alexa_hubley

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