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The New Product Marketing Playbook


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Published in: Business, News & Politics

The New Product Marketing Playbook

  1. 1. The New Product Marketing Playbook <ul><li>April Dunford </li></ul><ul><li> @AprilDunford </li></ul>
  2. 2. The World is Changing <ul><li>Nobody believes vendors </li></ul><ul><li>Customers can broadcast to the world </li></ul><ul><li>Prospects can easily talk to each other </li></ul><ul><li>Product info is readily available </li></ul>
  3. 3. What Changes? <ul><li>Buying vs. Selling </li></ul><ul><li>Earned vs. Bought Media </li></ul><ul><li>Visibility vs. Branding/Advertising </li></ul><ul><li>Customer Service </li></ul>
  4. 4. Product Marketing: More Important Than Ever <ul><li>Traditional PR/Advertising/Branding are becoming less effective and relevant. </li></ul><ul><li>Engaging customers requires: </li></ul><ul><ul><li>Deep market understanding </li></ul></ul><ul><ul><li>Deep product knowledge </li></ul></ul>
  5. 5. The Old Playbook <ul><li>Too Much </li></ul><ul><ul><li>Product </li></ul></ul><ul><ul><li>Technology </li></ul></ul><ul><ul><li>Sales Support </li></ul></ul><ul><li>Not Enough </li></ul><ul><ul><li>Customer Value </li></ul></ul><ul><ul><li>Content </li></ul></ul><ul><ul><li>Community Engagement </li></ul></ul><ul><ul><li>Market Learning </li></ul></ul>
  6. 6. A New Product Marketing Framework
  7. 7. Key Elements Content Visibility Messaging Engagement
  8. 8. Messaging <ul><li>Clear and understandable </li></ul><ul><li>Free of unsubstantiated claims </li></ul><ul><li>Answers the question – Who is this for? </li></ul><ul><li>Stories, stories, stories. </li></ul>
  9. 9. Content <ul><li>Requires a strategy </li></ul><ul><li>Map to steps in buying process </li></ul><ul><li>Helpful AND engaging </li></ul><ul><li>Provides the benefit of your expertise in the market (not necessarily about product) </li></ul>
  10. 10. Engagement <ul><li>Community – an increasingly important communications channel </li></ul><ul><ul><li>Bring customers & prospects together </li></ul></ul><ul><ul><li>Help/incent customers to carry your message </li></ul></ul><ul><ul><li>How can Marketing help Customer Service </li></ul></ul>
  11. 11. Visibility <ul><li>How non-users observe that others are users: </li></ul><ul><ul><li>Product features </li></ul></ul><ul><ul><li>Shareable content </li></ul></ul><ul><ul><li>Reviews/awards </li></ul></ul><ul><ul><li>Independent analysis </li></ul></ul><ul><ul><li>Success marketing </li></ul></ul>
  12. 12. Questions <ul><li>April Dunford </li></ul><ul><li> @AprilDunford [email_address] </li></ul>