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Steve Robins
June 2020
Product Marketing Framework
steve-robins.com
s.robins@solutionmkt.com
©2020 Steve Robins
p2
Then What?
Product Marketing Framework
Market Insight
Product StrategySales & Prospect
Enablement
Go-to-Market StrategyProduct Launch
Message
Product Usage
© Steve Robins 2020
©2020 Steve Robins
p4
Detailed Product Marketing Framework
Ÿ Optimal product marketing encompasses each of the areas of the
framework. How you cover it will depend on your company and need.
Ÿ The framework slides that follow show representative scope, actions,
and sample outputs. The slides are not meant to exhaustive.
Ÿ Product marketing exists in partnership with other functions
– While product marketing may be involved in different aspects, the function does not necessarily own
execution, of for example, demand gen campaigns
– Product marketing must collaborate with product management. In many cases, both functions will team
on projects such as customer interviews.
©2020 Steve Robins
p5
Market Insight
Scope Actions Outputs
Understanding of…
• Users/buyers
• Potential & current buyers
and users - needs,
challenges, business
drivers
• Competition
• Who they are, SWOT vs
the product, positioning &
competitive sales strategy
• Customer & prospect interviews
• Win/loss interviews
• Competitor research
• Information sharing with other
teams
• Market segmentation -
identification, prioritization,
value
• Buyer personas
• Overall competitive SWOT
analysis
• Competitive recommendations
©2020 Steve Robins
p6
Message
Scope Actions Outputs
• Use understanding of
customers and product to
create compelling and targeted
value propositions
Gain 360 degree perspective on
product value from…
• Customers, CAB
• Prospects
• Sales
• Product team
• Technical
• SEs
• Support etc.
• Analysts
• Create message
• Vet and test the message
• Message test plan
• Messaging document
• Core messaging presentation
• Keywords
©2020 Steve Robins
p7
Product Strategy
Scope Actions Outputs
• Contribute to product strategy
• Contribute to user requirements
• Contribute to roadmap, roadmap
prioritization
• Contribute to product feature groups
& features
• Market drivers for roadmap such as
industry conferences & launch
dates
• How roadmap fits into message
• Timing
• Handoff process from PM to PMM
• Clear delineation AND collaboration
between PM & PMM
• Market insight feeds into product
plans, roadmap
• PMM participation in agile
ceremonies, time permitting
• Cooking demos
• “Amazon style press release” before
start of development
• Market requirements
• Handoff documents from PM to
PMM
©2020 Steve Robins
p8
GTM Strategy
Scope Actions Outputs
• Business strategy for the
product – how will it drive
profitable revenue?
• Target market/segment, ICP
• Personas
• Packaging
• Pricing
• Sales strategy
• Lead gen strategy
• Revenue, lifetime value
projections
• Success metrics
• Research, market sizing
• Customer, prospect, partner
research
• Build out plans for each of items
in Scope, partnering with the
appropriate functions
• Business plan/GTM plan
• Persona documents
• Each of the items in Scope
section
©2020 Steve Robins
p9
Product Launch Planning/Execution
Scope Actions Outputs
Process to bring the product to
market including:
• Message
• Competition
• User/buyer personas
• Marketing/amplification
• Demand gen
• Sales enablement
• Content
• Create and track progress of
plan with key stakeholders
• Create metrics
• Create plans for items in Scope
• Launch plan
• Periodic launch meetings
©2020 Steve Robins
p10
Enablement
Scope Actions Outputs
Product marketing drives
“enablement” of other functions
including:
• Sales, BDRs
• Marketing team
• Customer support
• Broader company
• Determine requirements for
enablement by meeting with
stakeholders
• Map enablement needs against
sales stages and/or buyer
journey
• Create messaging doc and
reusable core enablement tools
• Determine sales and marketing
demo strategy (e.g., how demo
is used in sales cycle and
demand gen, should it be
recorded or delivered live?)
• Messaging document which will
drive creation of some content
such as website, datasheets,
social media, lead gen, sales
demos
• Base content including
• Standard reusable copy
blocks (descript, value etc.)
• Sales presentation
• Sales training
• Company announcement
• Competitive tools
©2020 Steve Robins
p11
Buyer/Customer Journey – The Road to Revenue
Stage Scope Actions SAMPLE Outputs
Awareness • Message and tactical guidance on
marketing & product opportunities to
drive awareness
• Work on awareness campaigns with
marketing, product team and others
• Create programs to promote this
product within other company
products
• Blog posts
• Thought-leadership content
• Speaking
• Partner marketing
Consider-
ation
• Message and tactical guidance on
marketing, product, and sales
opportunities to drive consideration
• Work on demand gen campaigns
• Identify needed sales tools based
on sales enablement framework,
past history
• Coach sales people
• Sales tools & Training
• Analyst reports
• Case studies
• Product datasheets
• In-app promotions
• Partner marketing
First-Time
Purchase
(new logo)
• Sales enablement & training • Same as above except demand gen
campaigns
• Sales enablement
• Buyer’s guide
• Competitive tools
©2020 Steve Robins
p12
Buyer/Customer Journey – The Road to Revenue
Stage Scope Actions SAMPLE Outputs
Onboarding • Message
• Programs for successful
onboarding
• Provide message
• Lead onboarding/usage
team
• Onboarding tools
• In-app messages
Increased
Usage
• Message
• Programs that drive usage
• Provide message
• Lead onboarding/usage
team
• In-app messages
Cross-Sell/
Up-Sell
• Cross-sell/up-sell programs for
this product in the company’s
other products
• Prioritize the company's
complementary products
• Create programs to
promote this product within
other company products
• Work with sales and
marketing to create cross-
sell programs
• In-app promotions
©2020 Steve Robins
p13
Buyer/Customer Journey – The Road to Revenue
Stage Scope Actions SAMPLE Outputs
Referral/
Reference/
Case study
• Build this into onboarding data
capture
• Capture customer case
studies
• Establish referral bonuses
• Reference database
• Case studies
Renewal • Provide message: why renew • Create in-app renewal
campaigns
• Renewal promotions
PURCHASE
RENEWAL/
CROSS-SELL/
UP-SELL
REFERRAL
INCREASED
USAGE
ON-
BOARDING
CON-
SIDERATION
AWARENESS
©2020 Steve Robins
p15
Thank You
Steve Robins
Mobile 617.633.6876
snrobins1@gmail.com
©2020 Steve Robins
p16
Backup
©2020 Steve Robins
p17
Services
Typical Customer Wants…
Customer,
Pains,
Outcomes
User
Experience
Process
Content/Data/
Community
Tech-
nology
Complete Solution
Everything to solve the customer’s problem
©2020 Steve Robins
p18
The 4 P’s – All About the Company
Place
Product
Pro-
motion
Price
Company
“Build it and
they will come”
Outbound,
interruption
marketing
Cost-plus;
margin is king
Best channels
for us to sell
the product
©2020 Steve Robins
p19
Strategy, Metrics
Place
Product
Pro-
motion
Price
Company
Solution Marketing – All About the Customer
Customer
---
Pain
Points
Solution
Access
Education
Engagement
Value
End-to-End Marketing for Today
Customer-Focused Marketing
“How can I solve
my problem?”
“How can I
learn more
about it?”
“How will it help me and
what is my total sacrifice
to get this solution?”
“Where can
I find it?”

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Product Marketing Framework

  • 1. Steve Robins June 2020 Product Marketing Framework steve-robins.com s.robins@solutionmkt.com
  • 3. Product Marketing Framework Market Insight Product StrategySales & Prospect Enablement Go-to-Market StrategyProduct Launch Message Product Usage © Steve Robins 2020
  • 4. ©2020 Steve Robins p4 Detailed Product Marketing Framework Ÿ Optimal product marketing encompasses each of the areas of the framework. How you cover it will depend on your company and need. Ÿ The framework slides that follow show representative scope, actions, and sample outputs. The slides are not meant to exhaustive. Ÿ Product marketing exists in partnership with other functions – While product marketing may be involved in different aspects, the function does not necessarily own execution, of for example, demand gen campaigns – Product marketing must collaborate with product management. In many cases, both functions will team on projects such as customer interviews.
  • 5. ©2020 Steve Robins p5 Market Insight Scope Actions Outputs Understanding of… • Users/buyers • Potential & current buyers and users - needs, challenges, business drivers • Competition • Who they are, SWOT vs the product, positioning & competitive sales strategy • Customer & prospect interviews • Win/loss interviews • Competitor research • Information sharing with other teams • Market segmentation - identification, prioritization, value • Buyer personas • Overall competitive SWOT analysis • Competitive recommendations
  • 6. ©2020 Steve Robins p6 Message Scope Actions Outputs • Use understanding of customers and product to create compelling and targeted value propositions Gain 360 degree perspective on product value from… • Customers, CAB • Prospects • Sales • Product team • Technical • SEs • Support etc. • Analysts • Create message • Vet and test the message • Message test plan • Messaging document • Core messaging presentation • Keywords
  • 7. ©2020 Steve Robins p7 Product Strategy Scope Actions Outputs • Contribute to product strategy • Contribute to user requirements • Contribute to roadmap, roadmap prioritization • Contribute to product feature groups & features • Market drivers for roadmap such as industry conferences & launch dates • How roadmap fits into message • Timing • Handoff process from PM to PMM • Clear delineation AND collaboration between PM & PMM • Market insight feeds into product plans, roadmap • PMM participation in agile ceremonies, time permitting • Cooking demos • “Amazon style press release” before start of development • Market requirements • Handoff documents from PM to PMM
  • 8. ©2020 Steve Robins p8 GTM Strategy Scope Actions Outputs • Business strategy for the product – how will it drive profitable revenue? • Target market/segment, ICP • Personas • Packaging • Pricing • Sales strategy • Lead gen strategy • Revenue, lifetime value projections • Success metrics • Research, market sizing • Customer, prospect, partner research • Build out plans for each of items in Scope, partnering with the appropriate functions • Business plan/GTM plan • Persona documents • Each of the items in Scope section
  • 9. ©2020 Steve Robins p9 Product Launch Planning/Execution Scope Actions Outputs Process to bring the product to market including: • Message • Competition • User/buyer personas • Marketing/amplification • Demand gen • Sales enablement • Content • Create and track progress of plan with key stakeholders • Create metrics • Create plans for items in Scope • Launch plan • Periodic launch meetings
  • 10. ©2020 Steve Robins p10 Enablement Scope Actions Outputs Product marketing drives “enablement” of other functions including: • Sales, BDRs • Marketing team • Customer support • Broader company • Determine requirements for enablement by meeting with stakeholders • Map enablement needs against sales stages and/or buyer journey • Create messaging doc and reusable core enablement tools • Determine sales and marketing demo strategy (e.g., how demo is used in sales cycle and demand gen, should it be recorded or delivered live?) • Messaging document which will drive creation of some content such as website, datasheets, social media, lead gen, sales demos • Base content including • Standard reusable copy blocks (descript, value etc.) • Sales presentation • Sales training • Company announcement • Competitive tools
  • 11. ©2020 Steve Robins p11 Buyer/Customer Journey – The Road to Revenue Stage Scope Actions SAMPLE Outputs Awareness • Message and tactical guidance on marketing & product opportunities to drive awareness • Work on awareness campaigns with marketing, product team and others • Create programs to promote this product within other company products • Blog posts • Thought-leadership content • Speaking • Partner marketing Consider- ation • Message and tactical guidance on marketing, product, and sales opportunities to drive consideration • Work on demand gen campaigns • Identify needed sales tools based on sales enablement framework, past history • Coach sales people • Sales tools & Training • Analyst reports • Case studies • Product datasheets • In-app promotions • Partner marketing First-Time Purchase (new logo) • Sales enablement & training • Same as above except demand gen campaigns • Sales enablement • Buyer’s guide • Competitive tools
  • 12. ©2020 Steve Robins p12 Buyer/Customer Journey – The Road to Revenue Stage Scope Actions SAMPLE Outputs Onboarding • Message • Programs for successful onboarding • Provide message • Lead onboarding/usage team • Onboarding tools • In-app messages Increased Usage • Message • Programs that drive usage • Provide message • Lead onboarding/usage team • In-app messages Cross-Sell/ Up-Sell • Cross-sell/up-sell programs for this product in the company’s other products • Prioritize the company's complementary products • Create programs to promote this product within other company products • Work with sales and marketing to create cross- sell programs • In-app promotions
  • 13. ©2020 Steve Robins p13 Buyer/Customer Journey – The Road to Revenue Stage Scope Actions SAMPLE Outputs Referral/ Reference/ Case study • Build this into onboarding data capture • Capture customer case studies • Establish referral bonuses • Reference database • Case studies Renewal • Provide message: why renew • Create in-app renewal campaigns • Renewal promotions
  • 15. ©2020 Steve Robins p15 Thank You Steve Robins Mobile 617.633.6876 snrobins1@gmail.com
  • 17. ©2020 Steve Robins p17 Services Typical Customer Wants… Customer, Pains, Outcomes User Experience Process Content/Data/ Community Tech- nology Complete Solution Everything to solve the customer’s problem
  • 18. ©2020 Steve Robins p18 The 4 P’s – All About the Company Place Product Pro- motion Price Company “Build it and they will come” Outbound, interruption marketing Cost-plus; margin is king Best channels for us to sell the product
  • 19. ©2020 Steve Robins p19 Strategy, Metrics Place Product Pro- motion Price Company Solution Marketing – All About the Customer Customer --- Pain Points Solution Access Education Engagement Value End-to-End Marketing for Today Customer-Focused Marketing “How can I solve my problem?” “How can I learn more about it?” “How will it help me and what is my total sacrifice to get this solution?” “Where can I find it?”