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What Lean Brings To Product Marketing Management


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Silicon Valley Code Camp, October 12, 2014

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What Lean Brings To Product Marketing Management

  1. 1. What Lean Brings to Product Marketing Management by Cindy F. Solomon, CPM, CPMM Global Product Management Talk Startup Product October 12, 2014 © Cindy F. Solomon
  2. 2. Cindy F. Solomon, CPM, CPMM •Host, Global Product Management Talk •Founder, Startup Product movement for product excellence •Contributing author: ProdBOK, Product Management And Marketing Body of Knowledge and 42 Rules Product Marketing #13 Emulate Twitter •20 years of web development, services, consulting & software product marketing and management at Apple, Vadem, NetObjects and start-ups in Silicon Valley. © Cindy F. Solomon
  3. 3. Early Bird Tickets Available Now!
  4. 4. November 20-23, 2014 The Product Summit is the community conference for developers, designers, founders & product managers: 4 full days of interaction, workshops, experts, team challenge & unconference to forward your product management career, product team effectiveness & product excellence. Join the community:
  5. 5. WELCOME TO THE STARTUP PRODUCT FAMILY! Startup Product is a movement for product excellence. Startup Product welcomes everyone passionate about product excellence, regardless of title, industry, or stage of growth, to come together to share, learn and talk about what it really takes to produce products that people love and how to build sustainable businesses and revenue streams based on product excellence. There is a lifecycle that every product, startup, idea and project passes through to be realized. Focusing on where the product is in its lifecycle enables a conversation that brings us all together on what will serve the product most to arrive at product/market fit, scale, sustain growth, and generate revenue streams. Startup Product events and educational opportunities facilitate a holistic view of product and a strategic foundation for innovative approaches across disciplines.
  6. 6. WHAT IS SPECIAL ABOUT THE PRODUCT SUMMIT SF This year we bring even more activities and insights to make The Product Summit the only conference of its kind focused on achieving product excellence and forwarding product leaders across industry, function, product type and lifecycle. The Product Summit provides 4 days of interactive opportunities for executives, product teams and practitioners, who are passionate about product seeking to: learn how to manage products, find like-minded professionals and mentors, learn from the mistakes of others, get perspectives outside of their domain, acquire tools to forward their product at every stage of the product lifecycle, hone their craft for managing products across disciplines, discover the latest innovations and methodologies, and forward their careers.
  7. 7. 4 DAYS OF INTERACTIVE PRODUCT IMMERSION The Product Summit November 20, 2014 Workshop Day November 21, 2014 Design Thinking November 22, 2014 Product Camp SF November 23, 2014 Future of Product, Productivity and Product Management The single-track, lightning-talk format is designed to keep everyone in the same room, taking part in the same conversation. 2 Hour Workshops provided by practitioners to go deeper into subject matter. Participants may choose 4 workshops during the day. Challenge to design sustainable, profitable and scalable solutions starting from the knowledge of the consumer and innovating in the business models. Product Camp San Francisco is a community unconference: everyone is invited to propose topics and present and creating value throughout the day.
  8. 8. 1. What is Lean Product Marketing? 2. Distinctions between Product Marketing Management And Product Management 3. How is Product Marketing Management currently handled? 4. Move from Strategic View to Tactical implementation 5. Example of Lean Content Marketing Implementation © Cindy F. Solomon
  9. 9. © Cindy F. Solomon The Living Company The ability to learn faster than your competitors may be the only sustainable competitive advantage. Arie de Geus
  10. 10. © Cindy F. Solomon What is Running Lean? •Speed, learning & focus •Testing a vision by measuring how customers behave •Engaging customers throughout the development process •Product and market validation done in parallel using short iterations
  11. 11. © Cindy F. Solomon
  12. 12. © Cindy F. Solomon Lean Principles
  13. 13. Value at every step © Cindy F. Solomon
  14. 14. © Cindy F. Solomon View of Product Sales Support UX QA Dev Marketing Customer smells something grey
  15. 15. Goal of Product Marketing The goal and focus for any Product Marketing team is to conceive, develop, deliver, penetrate and end-of- life the most successful product(s) within its niche with successful repeat performances again and again. © Cindy F. Solomon -Peter Buscemi
  16. 16. Strategic Product Marketing Product marketing management plays a critical role in successfully driving products into the marketplace by understanding the current market environment and developing strategy to drive customer awareness of the benefits of adopting products and solutions. © Cindy F. Solomon - Cindy F. Solomon Product Marketing Management Manifest 2010
  17. 17. © Cindy F. Solomon
  18. 18. Product Marketing Activities • Strategic – Market problems, win/loss analysis, distinctive competence , market definition, distribution, product portfolio, business plan, pricing, buy/build/partner, product profitability • Technical – Competitive landscape, technology assessment, product roadmap, innovation, user personas, requirements, use scenarios, status dashboard • Marketing – Positioning, buying process, buyer persona, marketing plan, customer acquisition, customer retention, program effectiveness, launch plan, thought leadership, lead generation, referrals & references • Sales – Sales enablement, sales tools, sales process, collateral, channel training, presentations & demos, special calls, event support, channel support © Cindy F. Solomon
  19. 19. Cross Functional View Focusing on where the product is in its lifecycle enables a conversation that brings us all together on what will serve the product most to arrive at product/market fit, sustain growth and generate revenue streams. © Cindy F. Solomon Startup Product
  20. 20. © Cindy F. Solomon Defining Product
  21. 21. © Cindy F. Solomon Donald Norman mapped lifecycle of products why good products can fail…
  22. 22. Lifecycle of Products “In its early days, a technology cannot meet all the needs of its customers. Early adopters need the technology and they are willing to suffer inconvenience to get it. With time, the technology matures, offering better performance and higher reliability. When the technology exceeds the basic needs of most of its customers, there is a major change in customer behavior. Emotional reaction, pride of ownership, and pleasurability all can become major selling points.” © Cindy F. Solomon Donald Norman The Invisible Computer
  23. 23. © Cindy F. Solomon Product Growth Cycle
  24. 24. Product Management Lifecycle 1. Conceive 2. Plan 3. Develop 4. Qualify 5. Launch 6. Deliver 7. Retire © Cindy F. Solomon
  25. 25. AIPMM Product Management Framework Product Management Product Management Product Marketing + Product Marketing Product Management + Product Marketing Source: AIPMM © 1998-2014, All Rights Reserved. © Cindy F. Solomon
  26. 26. 1. CONCEIVE • To Answer – What is missing? • Is there a market? Opportunity? Need? • People buy products to get jobs done • Important to understand trends & needs better than competitors • Identify ubiquitous pains & unmet necessities © Cindy F. Solomon
  27. 27. There is a lifecycle that every product, startup, idea and project passes through to be realized that parallels the © Cindy F. Solomon “creative process.” Cindy F. Solomon, CPM, CPMM
  28. 28. © Cindy F. Solomon
  29. 29. 2. Plan To justify: Why Build it? • Market Requirements Doc (MRD) • Product Canvas / Business Model Canvas • One Page Overviews To justify: What to build? • Product Requirements Doc (PRD) © Cindy F. Solomon
  30. 30.
  31. 31. Positioning Statement Template To: is the one that (One Target/Persona Type) (Product/Company Name) (Category) unlike . (Key Customer Benefit) (Differentiator) 33 © Cindy F. Solomon
  32. 32. Lean Canvas © Cindy F. Solomon
  33. 33. © Cindy F. Solomon
  34. 34. 3. Product Development © Cindy F. Solomon “Product development is a process by which an organization transforms data on marketing opportunities and technical possibilities into information assets for commercial production.” - Kim B. Clark and Takahiro Fujimoto Product Development Performance
  35. 35. © Cindy F. Solomon MVP Minimal Viable Product “An MVP is about delivering real value to customers for the purposes of maximizing validated learning.” - Shardul Mehta “It requires judgment to figure out, for any given context, what MVP makes sense.” - Eric Ries
  36. 36. © Cindy F. Solomon 3. Develop Create & Communicate Roadmaps for stakeholders To showcase: What is being Built Aligned with business goals • Feature and schedule tradeoffs • Technical feasibility assessments • Slippage and risks
  37. 37. © Cindy F. Solomon
  38. 38. © Cindy F. Solomon 4. Qualify • Continuous iteration • Beta testing for real world usage & interest level
  39. 39. © Cindy F. Solomon 5. Launch
  40. 40. Product Marketing Drives Product Narrative © Cindy F. Solomon
  41. 41. © Cindy F. Solomon
  42. 42. © Cindy F. Solomon 6. Deliver = Market Contribute value in every interaction
  43. 43. Develop Lean Content • Write less and say more • Curate • Analyze Data • Create fast feedback loops • Provide on-demand messaging across platforms © Cindy F. Solomon
  44. 44. © Cindy F. Solomon
  45. 45. © Cindy F. Solomon
  46. 46. Lean Content Marketing 1. Develop strategies based on dynamics of online search, content marketing (brand journalism) and social media 2. Create great content that helps answer your target audience’s questions and solve their problems 3. Publish content on the web and across social media channels 4. Promote content using search engine optimization, permission based e-marketing and social media 5. Manage, maintain, review, update and archive content on an ongoing basis 6. Collect, measure and analyze marketing data to assess engagement, conversion rates, leads and sales © Cindy F. Solomon
  47. 47. © Cindy F. Solomon
  48. 48. Exploit Visual Content © Cindy F. Solomon
  49. 49. © Cindy F. Solomon Twitter • Twitter Is the Leanest Communication Vehicle • Twitter is a broadcast medium with no barrier to entry - anyone who is tuning into Twitter can pick up anyone else's signal.
  50. 50. © Cindy F. Solomon Why Twitter “The qualities that make Twitter seem inane and half-baked are what make it so powerful.” Jonathan Zittrain, Harvard Law professor, Internet Expert, Author
  51. 51. Global Product Management Talk Tweeted: “Let’s have a twitter chat for product managers!” Tweet traveled 7400 miles Designed Socratic Twitter Chat format Discovered Difficult to tweet & discuss complex issues Recorded thought leaders via Skype Became top 10 business podcast on BlogTalkRadio 3 years >100 podcasts >35k listeners/episode Community: >2000 SF members, >16 locations Conference: Startup Product Summit (2X SF) Unconference: Startup Product Open Trainings: Startup Product Academy © Cindy F. Solomon
  52. 52. Power of Twitter Chats • Enables a parallel threaded discussion where many people can talk at once • Every voice is heard and documented • Watch the conversation • Identify & reach out to target market/customers/interests • Respond to a tweet/conversation on demand © Cindy F. Solomon
  53. 53. Benefits of Twitter Chats • network • share knowledge • increase influence • showcase thought leadership • contribute value © Cindy F. Solomon
  54. 54. Recommended Tweet Format “Please Retweet: [article © Cindy F. Solomon name] [by @author] [shortened URL] [optional comment] [#hashtag]”.
  55. 55. © Cindy F. Solomon Anatomy of a Tweet
  56. 56. Twitter Chat Best Practices 1.Strategize 2.Plan 3.Promote 4.Produce 5.Lean Content Marketing © Cindy F. Solomon
  57. 57. Twitter Chat Format © Cindy F. Solomon Socratic Method • background content available prior to event • pre-posted questions provided by speaker for participants to answer • participants may answer on their social platform of choice • time boxed for live discussion • twitter conversation occurs before, during and after • enables capturing of educational material with conversation for on-demand viewing and consumption post event
  58. 58. © Cindy F. Solomon Twitter Chat Best Practices Post Event Following Each Twitter Chat 1. Capture tweets on storify 2. Post transcript to slideshare 3. Post and repackage content across mediums beyond Twitter 4. Blog 5. Reach out to local participants & meetup!
  59. 59. Daily Content Promotion Tools 1. storify 2. slideshare 3. 4. Bufferapp 5. Blog Medium, Tumblr, Wordpress, blogspot 6. Prlog © Cindy F. Solomon
  60. 60. Key Takeaway #1 Contribute Value in every interaction © Cindy F. Solomon
  61. 61. Key Takeaway #2 ASK QUESTIONS © Cindy F. Solomon
  62. 62. Key Takeaway #3 LISTEN to what IS & what is NOT being communicated © Cindy F. Solomon
  63. 63. Key Takeaway #4 STRATEGIZE © Cindy F. Solomon
  64. 64. Content Starts With © Cindy F. Solomon Who? Why? What? How? © Cindy F. Solomon
  65. 65. Thank you for sharing your precious time! Please connect! @cindyfsolomon Startup Product, movement for product excellence @startupproduct Global Product Management Talk, weekly broadcast @prodmgmttalk Webcast Digest, daily curated online events @WebcastDigest © Cindy F. Solomon