Webinar Session that I had taken talking about the essentials of a Product Marketing Strategy with Leadsquared

1. Essentials of a
Strategy
Rahul Thomas Mathew
Product Marketing @ Jifflenow

2. Agenda
• Overview of Product Marketing
• Introduction to the Product Marketing Framework
• Product Marketing Deliverables
Note: Please tweet questions to @LeadSquared @rahultm using the hashtag #LSQWebinar

3. Product
Marketing
&
Product
Management
Two sides
of the
same coin

4. What is Product
Marketing?
Sales
MarketingProduct

5. What does Product Marketing Really Do?
PRE-LAUNCH
POST-LAUNCH
• Positioning
• Messaging
• Collating customer Feedback
• GTM
• Sales enablement
• Driving demand
• Adoption
• Overall success of the product

6. Product Marketing from Dogbert’s eyes

7. Product Marketing Framework
Frame the
Problem
Identify Target
Audience
Develop
Positioning &
Messaging
Feed Different
Stages of Target
Audience
Executing Launch
Plan
Post Launch
PRE-LAUNCH POST-LAUNCH

8. Frame the Problem
How often buyers
think about their
problems
How often buyers
think about your
solution

9. Identify Target Audience

10. Develop Positioning & Messaging
Know the
audience
Know how
the audience
makes
decisions
Map available
content and
identify
content gaps
Know
audience
content
preference
Define
content goals
Measure
content
Effectiveness

11. Feed Different Stages of Target Audience
Awareness
Lead
Generation
Nurture
Sales
Enablement
STAGE
CONTENT
TYPE
• Infographic
• Presentation
• Blog Post
• Video
• Advertisement
• Press Releases
• eBook
• Whitepaper
• Workbooks
• Templates
• Third-party research
• Webinar
• Blog post
• Infographics
• Email
• Case study
• Testimonials
• Video demo
• Analyst report
• Spec sheets
• ROI calculator
• RFP template
• Pricing guides
• Competitive
differentiator guides
• Messaging
CHANNEL
• Website/blog
• SlideShare
• LinkedIn
• Twitter
• Facebook
• Social media management
(Hootsuite, Spredfast, etc.)
• SEO Optimization
• Youtube
• Website
• SlideShare
• Social media management
• Marketing automation
• Webinar platform
• Website/blog
• Marketing automation
• YouTube
• Email Marketing
• Website
• Marketing automation
• CRM
• Internal content repository

12. Enabling Internal Teams
TEAM ASSETS
SALES
Product demos, one-pagers, talking points, competitive differentiator docs,
pricing details, testimonials, case studies
CUSTOMER SUCCESS
One-pagers, detailed technical overview and/or requirements, implementation
guides, customer-oriented presentations, customer emails
MARKETING
Blog posts, social posts, one-pagers, feature descriptions for website, guides,
emails, one-pagers, event/tradeshow collateral, internal positioning documents,
videos
PR Press releases, analyst briefings, media outreach

13. Post Launch
Measurement
• Web Traffic
• Internal Content utilization
• New Prospects in Database
• MQL, Lead and Revenue by product launch
Gather Feedback
• Ask internal teams about feedback of enablement tools, messaging
• Feedback about product traction
• Did they feel prepared for the launch
• What can be done better
Develop continued awareness plan
• Develop a plan for the six to twelve months immediately after launch.
• Create content to drive continued awareness to fuel lead gen
• Opportunities to gain extra exposure for your product through a sponsorship, keynote, or
speaking engagement

14. Summary
So in conclusion what is Product Marketing ?
• Product Marketers understand the customer & the market
• Product Marketers position the products in the market
• Enable Sales & Marketing teams to attract new customers
• Drive Product demand and adoption
What are the Product Marketing deliverables?
• Buyer Personas
• Positioning & Messaging that attracts and converts prospects and leads
• Sales enablement material
• Competitive intelligence
• GTM and Launch plans for the product