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What Is Product Marketing?

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What is Product Marketing?
How and when do you invest in it?
What do product marketers do?

Published in: Marketing
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What Is Product Marketing?

  1. 1. Hana Abaza, Head of Marketing, Shopify Plus @hanaabaza PRODUCT MARKETING WHAT, WHEN & HOW
  2. 2. What the f&*k is product marketing?
  3. 3. “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
  4. 4. “7 P’s of marketing: Product, Pricing, People, Place Promotion, Process, Physical environment.” - A Marketing Professor
  5. 5. How is “product marketing” different from “marketing- marketing?
  6. 6. Different ways to look at it (questions, product, funnel and functions)
  7. 7. Who are we building it for? What are we building? How to we “go- to-market”? How do we talk about it? Product Engineering Customer facing teams Marketing
 Sales Product Marketing
  8. 8. Customer Facing Teams Product Marketing
  9. 9. Customer Facing Teams Product Marketing That’s Product Marketing!
  10. 10. Great product marketers help build product
  11. 11. Problem/ Scoping Build Launch 
 (“Go-To-Market”) Adoption Product Growth Product Teams Marketing/Sales Teams ?
  12. 12. Problem/ Scoping Build Launch 
 (“Go-To-Market”) Adoption Product Growth Product Teams Marketing/Sales Teams ? Product Teams Product Marketing Go To Market Team Product Growth
  13. 13. Problem/ Scoping Build Launch 
 (“Go-To-Market”) Adoption Product Growth Product Teams Marketing/Sales Teams ? Product Teams Product Marketing Go To Market Team Product Growth
  14. 14. Great product marketing 
 fuels growth
  15. 15. CLOSE CONVERT ATTRACT
  16. 16. lead generation, content marketing, SEO, paid campaigns, email marketing CLOSE CONVERT ATTRACT
  17. 17. conversion optimization, landing pages, marketing automation, lead scoring lead generation, content marketing, SEO, paid campaigns, email marketing CLOSE CONVERT ATTRACT
  18. 18. conversion optimization, landing pages, marketing automation, lead scoring lead generation, content marketing, SEO, paid campaigns, email marketing positioning, personas, messaging, sales enablement, collateral, case studies, customer feedback, market insights CLOSE CONVERT ATTRACT
  19. 19. positioning, personas, messaging, sales enablement, collateral, case studies, customer feedback, market insights CLOSE PRODUCT MARKETING!
  20. 20. conversion optimization, landing pages, marketing automation, lead scoring lead generation, content marketing, SEO, paid campaigns, email marketing positioning, personas, messaging, sales enablement, collateral, case studies, customer feedback, market insights CLOSE CONVERT ATTRACT
  21. 21. Great product marketers enable everyone
  22. 22. (EVERYTHING) ENABLEMENT Operationalize strategy Internal communications Education & training Arm your teams - Sales assets - Content - Resources
  23. 23. Bad product marketing 
 can kill your company
  24. 24. 1. people don’t understand what you do
 2. your employees don’t know how to explain it 3. none of the marketing stuff is working How do you know if
 it’s bad?
  25. 25. FROM STARTUP TO SCALE UP HOW AND WHEN TO INVEST IN PRODUCT MARKETING
  26. 26. It’s about size and complexity
  27. 27. 🤔 What does that really mean?
  28. 28. 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
  29. 29. THE JOB Ongoing strategic initiatives and tactical execution.
  30. 30. pragmaticmarketing.com
  31. 31. STRATEGIC vs. TACTICAL
  32. 32. pragmaticmarketing.com
  33. 33. But, what exactly is 
 positioning?
  34. 34. April Dunford CEO, Sprintly 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. “
  35. 35. Marketing can polish a turd. Positioning can turn turds into fertilizer. “ April Dunford CEO, Sprintly
  36. 36. How do people think about your product?
  37. 37. CONTEXT…
  38. 38. IS EVERYTHING
  39. 39. What’s the context that frames your product? Price, customers, competition, brand, channels, message
  40. 40. What language do people use? How do customers explain your product? What would they search?
  41. 41. 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
  42. 42. Messaging is an expression 
 of positioning It should be clear but allow for room to customize/localize to the audiences
  43. 43. Both will (and should) change over time.
  44. 44. These people self-educate. Historical search terms?
  45. 45. Content, tactics and channels change. Need case studies, proof, validation.
  46. 46. 2010
  47. 47. 2017
  48. 48. This is the “why” — what’s the guiding narrative? Secondary Message Secondary Message Secondary Message Secondary Message Secondary Message Expand upon key messaging. Why does this matter? Expand upon key messaging. Why does this matter? Expand upon key messaging. Why does this matter? Expand upon key messaging. Why does this matter? Expand upon key messaging. Why does this matter? Proof Points? Product Story Big “C” Content
  49. 49. For example, Netflix might 
 look like this…
  50. 50. The best entertainment, straight to your device. We know what you’ll love before you do. Great Content Straight to Your Device Recommendations Convenience Low Cost Expand upon key messaging. Why does this matter? Expand upon key messaging. Why does this matter? Expand upon key messaging. Why does this matter? Expand upon key messaging. Why does this matter? Expand upon key messaging. Why does this matter?
  51. 51. The best entertainment, straight to your device. We know what you’ll love before you do. Great Content Straight to Your Device Recommendations Convenience Low Cost Expand upon key messaging. Why does this matter? Expand upon key messaging. Why does this matter? Expand upon key messaging. Why does this matter? Expand upon key messaging. Why does this matter? Expand upon key messaging. Why does this matter? Proof Points: • Point #1 • Point #2 Proof Points: • Point #1 • Point #2 Proof Points: • Point #1 • Point #2 Proof Points: • Point #1 • Point #2 Proof Points: • Point #1 • Point #2
  52. 52. The best entertainment, straight to your device. We know what you’ll love before you do. Great Content Straight to Your Device Recommendations Convenience Low Cost Expand upon key messaging. Why does this matter? Expand upon key messaging. Why does this matter? Expand upon key messaging. Why does this matter? Expand upon key messaging. Why does this matter? Expand upon key messaging. Why does this matter? Proof Points: • Point #1 • Point #2 Proof Points: • Point #1 • Point #2 Proof Points: • Point #1 • Point #2 Proof Points: • Point #1 • Point #2 Proof Points: • Point #1 • Point #2 Product Story: • Point #1 • Point #2 Product Story: • Point #1 • Point #2 Product Story: • Point #1 • Point #2 Product Story: • Point #1 • Point #2 Product Story: • Point #1 • Point #2
  53. 53. The best entertainment, straight to your device. We know what you’ll love before you do. Great Content Straight to Your Device Recommendations Convenience Low Cost Expand upon key messaging. Why does this matter? Expand upon key messaging. Why does this matter? Expand upon key messaging. Why does this matter? Expand upon key messaging. Why does this matter? Expand upon key messaging. Why does this matter? Proof Points: • Point #1 • Point #2 Proof Points: • Point #1 • Point #2 Proof Points: • Point #1 • Point #2 Proof Points: • Point #1 • Point #2 Proof Points: • Point #1 • Point #2 Product Story: • Point #1 • Point #2 Product Story: • Point #1 • Point #2 Product Story: • Point #1 • Point #2 Product Story: • Point #1 • Point #2 Product Story: • Point #1 • Point #2 Content • Search • Owned • Contributed Content • Search • Owned • Contributed Content • Search • Owned • Contributed Content • Search • Owned • Contributed Content • Search • Owned • Contributed
  54. 54. ONGOING vs. ONE TIME
  55. 55. ONGOING PRODUCT MARKETING Market intelligence Competitive research Positioning Personas Value prop Messaging Customer feedback Win/Loss analysis Market segmentation
  56. 56. Let’s talk about how we 
 go-to-market
  57. 57. Build
 Pre-Launch Go-to-Market
 Launch Growth
 Post-Launch
  58. 58. PRODUCT/FEATURE LAUNCHES Pre-Launch Launch Post-Launch
  59. 59. PRODUCT/FEATURE LAUNCHES Pre-Launch Launch Post-Launch Spec sheet / brief Product positioning Figure out messaging Market insights Train internal teams Create marketing assets Create sales collateral
  60. 60. Product Management Product reaches a certain phase of ideation/ completion, triggers marketing.
  61. 61. Brief / Spec Sheet - name - value prop (problem/ solution) - who is it for? - product description - plans/pricing - market insights - customer examples - testimonials - links to resources, content etc. Product Management Product reaches a certain phase of ideation/ completion, triggers marketing.
  62. 62. Brief / Spec Sheet - name - value prop (problem/ solution) - who is it for? - product description - plans/pricing - market insights - customer examples - testimonials - links to resources, content etc. Product Management Product reaches a certain phase of ideation/ completion, triggers marketing. What kind of launch is this? (go-to-market) Internal Comms - Sales team - Success team - Support team - Marketing (content, email, PR etc.)
  63. 63. Brief / Spec Sheet - name - value prop (problem/ solution) - who is it for? - product description - plans/pricing - market insights - customer examples - testimonials - links to resources, content etc. Product Management Product reaches a certain phase of ideation/ completion, triggers marketing. What kind of launch is this? (go-to-market) Internal Comms - Sales team - Success team - Support team - Marketing (content, email, PR etc.) Tier 1 - Tell the world! Tier 2 - Tell customers/prospects Tier 3 - Support docs
  64. 64. GTM Brief - name - value prop (problem/ solution) - who is it for? - product description - plans/pricing - market insights - customer examples - testimonials - links to resources, content etc. Product Management Product reaches a certain phase of ideation/completion, triggers marketing. What kind of launch is this? (go-to-market) Internal Comms - Sales team - Success team - Support team - Marketing (content, email, PR etc.) Tier 1 - Tell the world! Tier 2 - Tell customers/prospects Tier 3 - Support docs MARKETERS BEST FRIEND
  65. 65. It doesn’t have to be fancy, but it does have to exist. Here’s a template. :)
  66. 66. PRODUCT/FEATURE LAUNCHES Pre-Launch Launch Post-Launch Campaigns Landing pages Email marketing Channels Website update Content marketing Press release Re-engage lost deals
  67. 67. Let’s talk about we 
 product growth
  68. 68. PRODUCT/FEATURE LAUNCHES Pre-Launch Launch Post-Launch Experimentation Product adoption Product usage Customer growth Qualitative feedback Quantitative feedback
  69. 69. “Product marketing is….? - New Wikipedia Entry

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