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Futureprodmarketing (2)

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Futureprodmarketing (2)

  1. 1. 1 Michelle L. Harper michelle.lynn.harper@gmail.com The Future of Product Marketing
  2. 2. 2 The Future of Product Marketing The Future is…. 1.Solution Oriented 2.Collaborative/Social 3.Data Driven 4.Agile
  3. 3. 3 From Product to Solution • Product: Addresses Only Part of the Customer’s Need -- Stresses Features/Functionality • Solution: Addresses the Entire Customer Need in an Ecosystem. -- May be bundled with other products -- Includes services and training -- Includes support and integration (particularly for a digital solution)
  4. 4. 4 From Product to Solution con’t
  5. 5. 5 Social Media has become all pervasive — 72% of all internet users are active on social Social media has become part of our everyday lives • 74% of B2B marketing companies use Twitter to distribute content (Content Marketing Institute) Social is now the top of internet activity: Americans spend more time on social media than any other major Internet activity, including email. Social-mobile rules: 60% or so of social media time is spent not on desktop computers but on smartphones and tablets. Product Marketing is Social….
  6. 6. 6 Social media is a tool to be leveraged across the fabric of a company: different functions, uses and values.
  7. 7. 7 Product Marketing is Data Driven Quantitative Qualitative Lead generation (contact info) SEO stats (clicks, performance, trends) Email metrics Web analytics Social media engagement Sales/download figures Post-campaign sales/download Publicity placement & reach/circ. Product reviews (stars) Product user data (must be built in) Lead generation (interest categories) SEO (keywords, negative words) Representative comments from social media Representative comments from product reviews Representative comments from email Customer service inquiries (keywords, negative words)
  8. 8. 8 Product Marketing is Agile • Agile product marketing is an iterative and experimental approach to marketing that values adaptability and responsiveness to change over long- term planning • Responding to change over following a plan. • Testing and data over opinions. If you’re iterating, how do you know something is working or not working? Data makes the difference. • Individuals and customization for an individualized buying experience • Collaboration with customers.
  9. 9. 9 About me: I’m Michelle L. Harper. I’m passionate about helping companies develop and market digital solutions that change the way people live and work. I have led product management and product marketing teams for over a decade for global organizations in the information industry. Connect with me at @mlharper. Email: Michelle.Lynn.Harper@gmail.com Thank you!
  10. 10. 9 About me: I’m Michelle L. Harper. I’m passionate about helping companies develop and market digital solutions that change the way people live and work. I have led product management and product marketing teams for over a decade for global organizations in the information industry. Connect with me at @mlharper. Email: Michelle.Lynn.Harper@gmail.com Thank you!

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