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Product Marketing Inside Out

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Slides from CTA Conf 2018 hosted by Unbounce

- How and when to invest in product marketing
- How product marketing work with other teams
- Positioning, messaging and go-to-market frameworks

Published in: Marketing
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Product Marketing Inside Out

  1. 1. Product Marketing, 
 Inside and Out Hana Abaza 
 Head of Marketing, Shopify Plus @hanaabaza
  2. 2. Revenue in Millions 0 175 350 525 700 2012 2013 2014 2015 2016 2017
  3. 3. Gross Merchandising Volume in Billions 0 7.5 15 22.5 30 2013 2014 2015 2016 2017
  4. 4. 4000+ Total number of Shopify Employees 60% Started after me (!) Shopify By The Numbers
  5. 5. 600K+ Number of Shopify Merchants 175+ Countries around the world Shopify By The Numbers
  6. 6. Starting from scratch #dreamjob
  7. 7. Hana’s Checklist Demand People Budget
  8. 8. Challenges: Chasing the firehose Low hanging fruit
 Pent up demand for marketing Sales was getting “creative" All the things changed Plus was different
  9. 9. Challenges: Chasing the firehose Low hanging fruit Pent up demand for marketing Sales was getting “creative" All the things changed Plus was different
  10. 10. Challenges: Chasing the firehose Low hanging fruit Pent up demand for marketing Sales was getting “creative" All the things changed Plus was different
  11. 11. Challenges: Chasing the firehose Low hanging fruit Pent up demand for marketing Sales was getting “creative" All the things changed Plus was different
  12. 12. Challenges: Chasing the firehose Low hanging fruit Pent up demand for marketing Sales was getting “creative" All the things changed Plus was different
  13. 13. Self-serve No Touch More like B2C One decision maker High Touch Longer sales cycle Multiple touch points Multiple decision makers
  14. 14. The job of marketing is different
  15. 15. The job of product marketing is different
  16. 16. Product Marketing didn’t exist
  17. 17. What the f&*k is product marketing?
  18. 18. “Product marketing is the process of promoting and selling a product to an audience. It includes assessing customer needs, customer type, and geographic area.” - Wikipedia
  19. 19. “7 P’s of marketing: Product, Pricing, People, Place Promotion, Process, Physical environment.” - A Marketing Professor
  20. 20. How is “product marketing” different from “marketing- marketing?
  21. 21. Product marketing uncovers and conceptualizes what we’re building and for whom…
  22. 22. …then figures out how to sell it
  23. 23. • What are we building? • Who is it for? • How do we talk about it? • How do we go-to-market? Define and Operationalize the Context
  24. 24. How & When to Invest in Product Marketing
  25. 25. It’s about size and complexity
  26. 26. 🤔 What does that really mean?
  27. 27. PRODUCT MARKETING 
 AS A ROLE PRODUCT MARKETING 
 AS A FUNCTION PRODUCT MARKETING 
 AS A CONCEPT PRODUCT MARKETING 
 AS A ROLE Small Simple Complex Large Adapted from First Round Capital SizeofCompany Complexity of product/feature/market/landscape
  28. 28. What exactly is the job?
  29. 29. pragmaticmarketing.com
  30. 30. What Product Marketers Do FOUNDATIONAL Positioning, Messaging, Segments, Personas 
 (Output: assets, sales deck, 
 product pages, website etc.) CAMPAIGNS Product/feature launches (GTM) 
 Product Adoption/Growth Customer Marketing RESEARCH & INSIGHTS Win / Loss Analysis Competitive Landscape Market Perception ENABLEMENT Internal Resources Education
 Feedback Loops
  31. 31. What Product Marketers Do FOUNDATIONAL Positioning, Messaging, Segments, Personas 
 (Output: assets, sales deck, 
 product pages, website etc.) CAMPAIGNS Product/feature launches (GTM) 
 Product Adoption/Growth Customer Marketing RESEARCH & INSIGHTS Win / Loss Analysis Competitive Landscape Market Perception ENABLEMENT Internal Resources Education
 Feedback Loops
  32. 32. What Product Marketers Do FOUNDATIONAL Positioning, Messaging, Segments, Personas 
 (Output: assets, sales deck, 
 product pages, website etc.) CAMPAIGNS Product/feature launches (GTM) 
 Product Adoption/Growth Customer Marketing RESEARCH & INSIGHTS Win / Loss Analysis Competitive Landscape Market Perception ENABLEMENT Internal Resources Education
 Feedback Loops
  33. 33. What Product Marketers Do FOUNDATIONAL Positioning, Messaging, Segments, Personas 
 (Output: assets, sales deck, 
 product pages, website etc.) CAMPAIGNS Product/feature launches (GTM) 
 Product Adoption/Growth Customer Marketing RESEARCH & INSIGHTS Win / Loss Analysis Competitive Landscape Market Perception ENABLEMENT Internal Resources Education
 Feedback Loops
  34. 34. What Product Marketers Do FOUNDATIONAL Positioning, Messaging, Segments, Personas 
 (Output: assets, sales deck, 
 product pages, website etc.) CAMPAIGNS Product/feature launches (GTM) 
 Product Adoption/Growth Customer Marketing RESEARCH & INSIGHTS Win / Loss Analysis Competitive Landscape Market Perception ENABLEMENT Internal Resources Education
 Feedback Loops
  35. 35. Great product marketing 
 fuels growth, enables teams and helps build product
  36. 36. Great product marketing is cross-functional
  37. 37. Customer Facing Teams Product Marketing
  38. 38. Customer Facing Teams Product Marketing That’s Product Marketing!
  39. 39. Bad product marketing 
 can kill your company
  40. 40. How do you know if your product marketing is bad? 1. prospects don’t get/believe the value 2. employees don’t explain it well 3. the marketing stuff isn’t working
  41. 41. Back to Basics 1. positioning 2. messaging 3. go-to-market
  42. 42. Positioning
  43. 43. How do we position 
 Shopify Plus?
  44. 44. But, what exactly is 
 positioning?
  45. 45. April Dunford CEO, Ambient Strategy Marketing is about making it easy for people to find, evaluate and buy your products. Positioning is figuring out what your product is in the first place. “
  46. 46. Marketing can polish a turd. Positioning can turn turds into fertilizer. “ April Dunford CEO, Ambient Strategy
  47. 47. How do people think about your product?
  48. 48. Positioning isn’t something you make up. It’s something you uncover by looking at the right inputs.
  49. 49. Inputs Internal teams Customers Lost customers (win/loss) Product usage Website data Campaign data Market insights
  50. 50. WHAT IS IT? Plain language. 
 No jargon. WHO IS IT FOR? Be as specific as 
 possible. WHAT CATEGORY? New vs. established. Frame of reference. HOW ARE YOU DIFFERENT? 
 Be honest. WHY SHOULD I CARE? What’s in it for me? 
 Benefits and value. ALTERNATIVES? Status Quo, Competitors, Frenemies
  51. 51. WHAT IS IT? Plain language. 
 No jargon. WHO IS IT FOR? Be as specific as 
 possible. WHAT CATEGORY? New vs. established. Frame of reference. HOW ARE YOU DIFFERENT? 
 Be honest. WHY SHOULD I CARE? What’s in it for me? 
 Benefits and value. ALTERNATIVES? Status Quo, Competitors, Frenemies
  52. 52. WHAT IS IT? Plain language. 
 No jargon. WHO IS IT FOR? Be as specific as 
 possible. WHAT CATEGORY? New vs. established. Frame of reference. HOW ARE YOU DIFFERENT? 
 Be honest. WHY SHOULD I CARE? What’s in it for me? 
 Benefits and value. ALTERNATIVES? Status Quo, Competitors, Frenemies Product Price Brand
  53. 53. You can also differentiate on experience
  54. 54. Hana’s checklist Same price Same quality Same effort to assemble Same number of f-bombs dropped during assembly
  55. 55. Messaging
  56. 56. How do people talk about your product?
  57. 57. Messaging and branding is an expression of positioning It should be clear but allow for room to customize/localize to the audiences
  58. 58. This is the “why” — what’s the guiding narrative? Secondary Message Secondary Message Secondary Message Secondary Message Expand upon key messaging. Why does this matter?
  59. 59. This is the “why” — what’s the guiding narrative? Secondary Message Secondary Message Secondary Message Secondary Message Expand upon key messaging. Why does this matter? Proof points
  60. 60. This is the “why” — what’s the guiding narrative? Secondary Message Secondary Message Secondary Message Secondary Message Expand upon key messaging. Why does this matter? Proof points Product Story
  61. 61. This is the “why” — what’s the guiding narrative? Secondary Message Secondary Message Secondary Message Secondary Message Expand upon key messaging. Why does this matter? Proof points Product Story “Big C” Content
  62. 62. For example, Shopify Plus 
 looks like this…
  63. 63. Your customers are ready for the future of commerce. Are you? Grow bigger, 
 faster Sell where your customers are, and where they will be Choose better software 
 (as a service) Stop worrying, 
 start selling Partners, not Vendors Focus on your business, not your website. Let Shopify Plus power your store while you focus on driving growth, boosting revenue and making customers happy. Commerce is changing fast and you need a platform that will change with it. Sell on social, mobile, in marketplaces, IRL - or anywhere else! Shopify Plus lets you be where your customers are now - and where they will be tomorrow. Leverage the benefits of a SaaS solution without losing the ability to customize and scale your business. Execute with speed and agility while we do the heavy (IT) lifting. There’s a lot to worry about when growing a business - your store crashing shouldn’t be one of them. We cater to the world's biggest brands, processing billions of dollars in sales without batting an eyelash. You’ll have an army of people behind you including a dedicated Merchant Success Manager, launch partners and access to a world-class app and partner ecosystem to grow your business.
  64. 64. Your customers are ready for the future of commerce. Are you? Grow bigger, 
 faster Sell where your customers are, and where they will be Choose better software 
 (as a service) Stop worrying, 
 start selling Partners, not Vendors Proof points Product Story “Big C” Content
  65. 65. Both will (and should) evolve over time. Market changes, feedback loops, competitive landscape, product evolution
  66. 66. These people self-educate. Historical search terms?
  67. 67. Content, tactics and channels change. Need case studies, proof, validation.
  68. 68. 2010
  69. 69. 2017
  70. 70. Does your product? Save time Save money Make money
  71. 71. So does everything else
  72. 72. Macro Benefit Too abstract Lots of “same-ness” Becomes meaningless
  73. 73. Macro Benefit Feature / function Too abstract Lots of “same-ness” Becomes meaningless Misses the “why” Company centric, not customer centric
  74. 74. Macro Benefit Feature / function Too abstract Lots of “same-ness” Becomes meaningless Misses the “why” Company centric, not customer centric The Space Between
  75. 75. Macro Benefit Feature / function Too abstract Lots of “same-ness” Becomes meaningless Misses the “why” Company centric, not customer centric The Space Between benefit + why it matters + how you help
  76. 76. Go-To-Market
  77. 77. Here’s what most marketers do
  78. 78. Product managers put a product on the shelf and product marketers get it off the shelf
  79. 79. Product managers put a product on the shelf and product marketers get it off the shelf
  80. 80. PHASES BUILD PLANNING GTM KICK-OFF PRE-LAUNCH What happens? Work with product teams to give and get insights and context Who is it for? What problem are we really solving? What are the goals? How do we talk about it? What kind of launch is it? Contributors and stakeholders to create a detailed plan: Distribution, PR, messaging, creative, enablement assets etc Internal communications to customer facing teams pre-launch Who is involved? Product Team Product Marketing Product Marketing Product Team Marketing Sales Customer Success Support Enablement Product Teams Marketing Sales Customer Success Support Enablement Product Teams What’s the output? Feedback loop Foundation for GTM plan and objectives/targets GTM Brief Training and education
  81. 81. PHASES BUILD PLANNING GTM KICK-OFF PRE-LAUNCH What happens? Work with product teams to give and get insights and context Who is it for? What problem are we really solving? What are the goals? How do we talk about it? What kind of launch is it? Contributors and stakeholders to create a detailed plan: Distribution, PR, messaging, creative, enablement assets etc Internal communications to customer facing teams pre-launch Who is involved? Product Team Product Marketing Product Marketing Product Team Marketing Sales Customer Success Support Enablement Product Teams Marketing Sales Customer Success Support Enablement Product Teams What’s the output? Feedback loop Foundation for GTM plan and objectives/targets GTM Brief Training and education
  82. 82. PHASES BUILD PLANNING GTM KICK-OFF PRE-LAUNCH What happens? Work with product teams to give and get insights and context Who is it for? What problem are we really solving? What are the goals? How do we talk about it? What kind of launch is it? Contributors and stakeholders to create a detailed plan: Distribution, PR, messaging, creative, enablement assets etc Internal communications to customer facing teams pre-launch Who is involved? Product Team Product Marketing Product Marketing Product Team Marketing Sales Customer Success Support Enablement Product Teams Marketing Sales Customer Success Support Enablement Product Teams What’s the output? Feedback loop Foundation for GTM plan and objectives/targets GTM Brief Training and education Go-To-Market
  83. 83. PHASES BUILD PLANNING GTM KICK-OFF PRE-LAUNCH What happens? Work with product teams to give and get insights and context Who is it for? What problem are we really solving? What are the goals? How do we talk about it? What kind of launch is it? Contributors and stakeholders to create a detailed plan: Distribution, PR, messaging, creative, enablement assets etc Internal communications to customer facing teams pre-launch Who is involved? Product Team Product Marketing Product Marketing Product Team Marketing Sales Customer Success Support Enablement Product Teams Marketing Sales Customer Success Support Enablement Product Teams What’s the output? Feedback loop Foundation for GTM plan and objectives/targets GTM Brief Training and education Go-To-Market
  84. 84. PHASES BUILD PLANNING GTM KICK-OFF PRE-LAUNCH What happens? Work with product teams to give and get insights and context Who is it for? What problem are we really solving? What are the goals? How do we talk about it? What kind of launch is it? Contributors and stakeholders to create a detailed plan: Distribution, PR, messaging, creative, enablement assets etc Internal communications to customer facing teams pre-launch Who is involved? Product Team Product Marketing Product Marketing Product Team Marketing Sales Customer Success Support Enablement Product Teams Marketing Sales Customer Success Support Enablement Product Teams What’s the output? Feedback loop Foundation for GTM plan and objectives/targets GTM Brief Training and education Go-To-Market
  85. 85. Launch the thing!
  86. 86. Channel Activations • Segmented Email • Paid campaign • Search • Social • Blog • Case Studies Objective Primary • Lead Gen • Installs Secondary • Engagement • Shares
  87. 87. • Value Prop & Key Messages • Platform Story Deck (+talk track) • Personas • Market Insights • Competitive Insights & Positioning • Case Study • Customer Videos • Product Videos • Content and Resources • Objection handling Platform Toolkit Platform Story Deck Merchant Personas Platform Brochure
  88. 88. Channel Activations • Segmented Email • Paid campaign • Search • Social • Blog • Case Studies Objective Primary • Lead Gen • Installs Secondary • Engagement • Shares What else can we do?
  89. 89. Channel Activations • Segmented Email • Paid campaign • Search • Social • Blog • Case Studies • Partner engagement Objective Primary • Lead Gen • Installs Secondary • Engagement • Shares What have we learned?
  90. 90. Launch is over… now what?
  91. 91. Product Growth: Rinse & Repeat Target Metrics: installs, usage, etc
 Is growth baked into the product experience? Seasonal opportunities to drive adoption? Tripwires that signal readiness? What insights can be fed into product dev?
  92. 92. Product Growth: Rinse & Repeat Target Metrics: installs, usage, etc
 Is growth baked into the product experience? Seasonal opportunities to drive adoption? Tripwires that signal readiness? What insights can be fed into product dev?
  93. 93. Product Growth: Rinse & Repeat Target Metrics: installs, usage, etc
 Is growth baked into the product experience? Seasonal opportunities to drive adoption? Tripwires that signal readiness? What insights can be fed into product dev?
  94. 94. Product Growth: Rinse & Repeat Target Metrics: installs, usage, etc
 Is growth baked into the product experience? Seasonal opportunities to drive adoption? Tripwires that signal readiness? What insights can be fed into product dev?
  95. 95. Product Growth: Rinse & Repeat Target Metrics: installs, usage, etc
 Is growth baked into the product experience? Seasonal opportunities to drive adoption? Tripwires that signal readiness? What insights can be fed into product dev?
  96. 96. Product growth might be a good place to start
  97. 97. Build a Foundation
  98. 98. There’s a lot more to product marketing
  99. 99. pragmaticmarketing.com
  100. 100. Back to Basics 1. positioning 2. messaging 3. go-to-market
  101. 101. @hanaabaza

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