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Marketing is Dead (long live product marketing)


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My keynote presentation from ProductCamp Amsterdam. This deck talks about how traditional push marketing tactics have become increasingly ineffective as power has shifted from sellers to buyers. Product Marketing on the other hand is becoming increasingly important.

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Marketing is Dead (long live product marketing)

  1. 1. Marketing is Dead* *long live Product Marketing April Dunford
  2. 2. My Background • Big Companies • IBM (Launch and growth of InfoSphere) • Siebel (Global Marketing Financial Services) • Nortel (head of incubation) • Startups • Infobright • DataMirror (exit to IBM) • Janna Systems ($1.4B exit to Siebel Systems) • In-Between (as of a few weeks ago) • Solarsoft ($100M revenue) 2
  3. 3. Marketing Sucks • Untargeted and generic • Interrupt-driven • Way too pushy (most marketing doesn’t care if I’m ready to buy yet) Marketers are yelling, and not even yelling at me in particular…
  4. 4. Plus There’s the Lying….
  5. 5. Nobody Believes Marketing Anymore ….and can you blame them?
  6. 6. The World has Changed Vendors are no longer THE source of Information • Customers can broadcast to the world • Prospects can easily talk to each other • Product info is readily available Prospects are far along the buying path before vendors know about them
  7. 7. What Changes? Buying vs. Selling Earned vs. Bought Media Customer Service Visibility vs. “Branding”
  8. 8. Who Will Get us Out of This Mess? You. Yeah, Ms./Mr. Product Marketer, I’m looking at you.
  9. 9. Why Product Marketing? • We get segmentation • We understand the market needs of our segments • We have deep product knowledge • We know how those fit together
  10. 10. A New Marketing Framework
  11. 11. Key Elements in this New Environment Content Visibility Messaging Engagement
  12. 12. Messaging Needs to answer 3 questions for prospects: • What is it? • Is it for me? • Why should I buy it from you? Stories, stories, stories.
  13. 13. Paris Hilton Marketing 13 beautiful but makes no sense
  14. 14. What You Do? 14 Netflix – Watch as many movies as you want for one low monthly price. – the world’s favorite CRM software as a service. Wikipedia – A free encyclopedia built collaboratively using Wiki software.
  15. 15. You do WHAT? 15 Sun Microsystems – Innovative products and services that power the network economy. Sterling Commerce – helps companies optimize and transform their dynamic business network to accelerate revenues and reduce costs. Any internet b2C startup – Personalizes the Internet!!
  16. 16. Step 1: What the Heck is it? Keep it brief Use simple language Just come out and say it! 16
  17. 17. Segmentation is not a Dirty Word 17 Market to Everyone, Sell to No One
  18. 18. Explicit Targeting is Powerful 18 ThinkGeek: Selling geek t- shirts for programmers, linux hackers, and open source geeks. VS Customink: your t-shirt expert for companies and individuals.
  19. 19. Go Deep – The Janna Example 19 CRM for Investment bankers: • Use cases, day in the life of a banker • Demos, example data • Whitepapers, articles, opt-ed • Sales Enablement: the IB dictionary
  20. 20. Step 2: Is it for Me? Be explicit about who you target Use their language Go as deep as you can 20
  21. 21. Why Buy From You? The terrible secret they don’t teach you in engineering school: 21
  22. 22. Why Buy From You? The terrible secret they don’t teach you in engineering school: Customers Don’t Care about FEATURES 22
  23. 23. Why Buy From You? Value Features Make sales more productive Integrates customer data from any source, show relationships between customers. Deploy new applications 20% faster Extract and transform data from heterogeneous sources Resolve IT issues faster Monitor cpu and memory usage in real time. Pay off your debt sooner View all account information in one place, graph spending patterns. Sharper, more realistic images Megapixels 23
  24. 24. (do that and you won’t need to lie)
  25. 25. Step 3: Why Buy it from You? Value not Features Focus on Differentiators 25
  26. 26. Bring it to life with Stories Go ahead April, tell them a story…..
  27. 27. Content for Customers (not sales) Content needs to be helpful Requires a strategy Map to steps in buying process Provides the benefit of your expertise in the market (not necessarily about product)
  28. 28. Engagement Community – an increasingly important communications channel • Bring customers & prospects together • Help/incent customers to carry your message • How can Marketing help Customer Service
  29. 29. Visibility How non-users observe that others are users: • Product features • Shareable content • Reviews/awards • Independent analysis • Success marketing
  30. 30. Thanks! Twitter: @aprildunford 30