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Marketing Plan - Prepare and Promote

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Defining and executing a marketing strategy includes many internal and external stakeholders. How do you quickly gain an overview of the key milestones, understand the cross-functional dependencies and allocate reasonable execution times?

“Marketing Plan: Prepare & Promote” helps you achieve just that:
- Prepare for success by aligning your roadmap, messaging and demos
- Promote your positions with analysts & media, via social channels & industry events
- Stay on top of both preparation and promotion activities at any time

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Marketing Plan - Prepare and Promote

  1. 1. Connect the dots looking forward! Marketing Plan: For Tech Start-ups (and not only) &Prepare Promote
  2. 2. Executive summary Defining and executing a marketing strategy includes many internal and external stakeholders. How do you quickly gain an overview of the key milestones, understand the cross-functional dependencies and allocate reasonable execution times? “Marketing Plan: Prepare & Promote” helps you achieve just that: • Prepare for success by aligning your roadmap, messaging and demos • Promote your positions with analysts & media, via social channels & industry events • Stay on top of both preparation and promotion activities at any time
  3. 3. About the author I’m a marketing strategist and an engineer passionate about helping fantastic tech products succeed in the marketplace. My experience marketing tech products includes: • mobile apps, devices and networks (Nokia) • cloud compute and video solutions (Cisco Systems) • container platforms (Apcera, acquired by Ericsson) • cloud networking and digital experience (Riverbed Technology) On the academic front, I studied Strategic Marketing Management and General Management at Stanford Global Business School after I graduated from the Technical University of Denmark and International Faculty of Engineering in Lodz, Poland with a double degree: M.Sc. E.E. in Telecommunications.
  4. 4. Connect with Justyna @justyna_bak linkedin.com/in/justynambaktechsurprises.com
  5. 5. How to use this template: Prepare 1. Take a look at the calendar in the next slide and mark two important dates: “Roadmap (key releases) and Messaging (including the positioning statement) ready”. 2. Now that you know your target release date, identify key Industry Events that your target audience will be attending. Rationale: I may make sense to launch at an event where you can compress multiple meetings with customers, prospects, analysts, reporters and partners in just a few days. 3. Set your Product Launch date. Then decide if you’d like to do a Stealth Launch with a limited number of customers, partners and media beforehand. 4. Finally, decide what Content assets and product Demos you’ll need to create. Set sufficient time aside.
  6. 6. By Justyna Bak - techsurprises.com January February March April May June July August September October November December Marketing Strategy – PrepareMilestones Product Launch Main launch for the year: product introduction supported by strong media/analyst coverage, customer success stories and rich content and demo assets RoadmapMessagingDemosReferences 2018 Roadmap Customer launch ambassadors identified 2018 Q2 Roadmap Update Press ReleaseContent assets & social media plan (blogs, videos, paid ads Messaging doc - Key Use Cases : Situation / Problem / Solution / Results Content assets - customer facing deck & solution architecture doc. Analyst / media follow up with the launch impact 2018 Q3 Roadmap Update 2018 Q4 Roadmap Update Post- Launch 2018 Positioning Statement / Messaging Theme Content assets & direct campaign plan (analyst decks, customer FAQ and email templates) Demos reviewed against customer facing content assets Demos scoped out and aligned with messaging Demo backup video ready Demos ready Customer success stories captured and quotes secured Customer ambassadors ready for media /analyst interactions Stealth Launch Limited preview of the main product launch to test the messaging and assets You are here
  7. 7. How to use this template: Promote 1. Decide the scope of your launch; you’ll typically issue a Press Release with a customer quote, schedule Analyst Briefings, update your Website and promote your launch message via Social Media. You also need to think of Customer Facing Content and Sales Enablement programs. 2. Estimate the time to prepare each of the launch elements and set the milestones on the calendar. 3. Create detailed plans for each of the launch elements. As a minimum, I recommend: Content Strategy, Website Strategy, Analyst Engagement Strategy, Social Media Strategy, Event Strategy and Sales Enablement Strategy.
  8. 8. By Justyna Bak - techsurprises.com January February March April May June July August September October November December Marketing Strategy – PromoteMilestonesEventsAR/PR Social +Web Enablement Pre-launch briefings with analysts and media Sales Kick-Off: Share the annual marketing strategy First sales training & feedback Social media plan, budget and assets identified Industry Event 1: Stealth launch with friendly reporters and customers – analyse feedback Launch roadshow Industry Event 2: Reinforce the launch message Press ReleaseEarly Briefing materials ready List of targeted analysts / reporters Secure customer / analyst quotes for press release Analyst / media follow up with the launch impact Product Launch Main launch for the year: product introduction supported by strong media/analyst coverage, customer success stories and rich content and demo assets Social media assets ready, website updated Second sales training Sales outreach in support of stealth launch Stealth Launch Limited preview of the main product launch to test the messaging and assets Website outline ready Website live You are here
  9. 9. Bringing it all together 1. Review the “10,000 feet view” marketing plan weekly to ensure you’re on track with the key deliverables. 2. Adjust the scope and the exact milestones if needed; make sure you understand the implications the changes have on the other work streams. &Prepare Promote
  10. 10. Have you seen my ”Marketing Plan Template for Tech Startups (and not only)?” Preview it on SlideShare Download it from TechSurprises
  11. 11. Bonus Materials
  12. 12. Positioning statement Positioning Statement Template For [target market] the [brand] is the [category] that [point of differentiation] unlike [competitive solutions] Every marketing strategy should begin with a clear positioning statement. Why? Because you need to know your target market, your product category and the exact point of differentiation before you can think of a strategy to address the needs of your audience. It’s the foundation of product marketing. Not sure you have your positioning statement in place? Ask 4-5 colleagues, ideally representing different business functions, such as Engineering, Product, Sales, Business Development or Support, and compare their answers with your intended one. If the answers don’t align, you know where to start.
  13. 13. Messaging - guiding principles Generosity Variety Consistency • Succinct, clear, to the point • Transparency and clarity on value proposition and unique selling points (USPs) • E.g. A single published roadmap, clear idea how our roadmap fits into roadmaps of other business units or technology partners • Across teams • Across types of content • E.g. Using consistent naming, once a product name is locked in and all the main features named, you should use the names in the exact same fashion across the different content pieces • Different content formats to match the audience preference • E.g. A range of collateral types from high-level and visionary to deeply technical; some of your customers prefer written content, while others may want to watch a video These are three guiding principles I try to adhere to in all of my marketing efforts.
  14. 14. Messaging hierarchy Main message Supporting messages Proof points After your concise positioning statement is complete, the messaging hierarchy exercise is the second step I recommend to document your top-line messaging. Main message – your key theme, the ideal sound-bite, the one key take-away from your launch that represents the value proposition of your product Supporting messages – ideally they come as a set of three key differentiators / use cases Proof points – these validate your messages: analyst quotes and data- points, customer quotes

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