An Inbound Marketer's Guide to Product Marketing

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A tactical guide to product marketing in an inbound world. The presentation covers best practices for buyer personas, buyer's journeys, product launches and sales enablement.

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An Inbound Marketer's Guide to Product Marketing

  1. #inbound2013 An Inbound Marketer’s Guide to Product Marketing How marketers can improve the top line with product content and sales enablement tools. Rick Burnes
  2. 1 What is Inbound Product Marketing? 2 The Starting Point: Your Buyer Persona 3 7 Steps Needed to Nail a Product Launch 4 4 Pieces of the Sales Enablement Foundation
  3. 1 What Is Inbound Product Marketing?
  4. “Don‟t talk about the product.” David Meerman Scott Inbound Marketing Godfather
  5. HubSpot‟s early growth was fueled by its inbound marketing story, not its product story.
  6. Here’s the problem with that ... Answers to „What does HubSpot Sell?‟ Survey conducted in November 2011.
  7. No Product Knowledge Deep Product Knowledge
  8. No Product Knowledge Deep Product Knowledge No Product Knowledge No Product Knowledge
  9. What‟s HubSpot? SEO Website Social Media Blogging Landing Pages Lead Management Email Marketing Marketing Automation Marketing Analytics
  10. So we started to do product marketing. Product content.
  11. Great product marketing is a great product story.
  12. It‟s told through product launches and sales enablement.
  13. And in an inbound world, it‟s driven by content & data.
  14. 2 The Starting Point: Your Buyer Persona
  15. Who are you writing your product story for? Image: Kadient marketing team, via David Meerman Scott.
  16. • Formalize your persona profile in internal documents • Follow your customers home • Collect assets and documents they use • Conduct win/loss interviews • Conduct user testing • Keep updating the profile Buyer Persona Tips
  17. To teach the persona, have new hires write case studies.
  18. Once you know your buyer, map their journey to your company.
  19. Once you know your buyer, map their journey to your company.
  20. Step #1: Find the Right Interview Subjects 50% From Your Funnel 50% Not From Your Funnel LinkedIn Groups, social networks, and PPC can all work. Closed won and lost deals are usually best.
  21. Step #2: Interview to Document the Path Forks: Which ebooks did she read? Who did she talk to? Routes: What steps did she take to make a decision?
  22. Use Sources to See How Buyers Find You
  23. Use Conversion Assists to See Buyers’ Influences
  24. Step #3: Share and Implement Framework Route-Level Data Fork-Level Data Brand Awareness Search Searched for “small business heathcare plans” Triggering Event Executive identifies need. Board decides to improve benefits. Research & Evaluation Product research via content. Downloaded pdf of healthcare services. Decision Contract signed. Negotiated for security and consulting exceptions. ATypicalJourney Core knowledge for your team. Guide for launch and enablement priorities. +
  25. 3 7 Steps Needed to Nail a Product Launch
  26. 1. The story clarifies 2. It has reach 3. It sells
  27. Let‟s look at 7 steps to executing a product launch effectively. Flickr Photo: SeanJCPhoto
  28. • Sit in on product testing • Test your messaging • Use social networks + Amazon gift cards to get participants • Keep testing lightweight • Participate in the beta program (encourage development of one if you don‟t have one) Step #1: Product Research Flickr Photo: Barack Obama
  29. Important information to spell out early on: • Elevator pitch • Target audience • User benefits (problems it solves) • Key features • Competitive positioning & differentiation Step #2: Spell Out the Story
  30. Focus on the buyer‟s journey, e.g.: • „What is [Your Company]?‟ video • „What is [Your Company]?‟ page • Launch video (what‟s new?) • Product web pages • Product deck for sales • Case studies • Related top-of-the funnel content Step #3: Start Creating Your Content
  31. Make the audience forget you‟re pitching them.
  32. It‟s easy to forget case studies. Don‟t.
  33. Polish product content.
  34. Step #4. Setup a launch war room.
  35. • Who‟s most likely to create content about your launch? Maybe: – Partners – Customers – Analysts – Influencers • Create content and resources that make it easy for them to write about your product. • Create sample or template blog articles. Step #5: Engage Your Community Pre-Launch
  36. Step 1: Create an exclusive sales beta program staffed with top-performing reps. Step 2: Work with top reps to identify and create key sales collateral for launch. Step 3: Train the rest of the team based on what you‟ve learned in steps #1 & #2. Step #6: Prepare Your Sales Team
  37. If you‟re launching via a big presentation, d o an internal dry-run.
  38. Step #7: Spell Out a Launch Plan *Directly Responsible Individuals, a concept HubSpot borrowed from Apple. Create a document that spells out the plan minute-by- minute, with DRIs* for each action.
  39. How do you know if you‟ve been successful?
  40. 1. Did the story clarify? 2. Did it get reach? 3. Did it sell?
  41. Does your persona understand your product and its positioning?
  42. Bounce Rate Is a Signal of Comprehension
  43. Was your message amplified by on- message third- party content?
  44. Did your launch generate a bump in coverage of your product?
  45. Did you generate good leads from launch-related offers?
  46. Are more customers using the new products? Share of customers using HubSpot‟s Salesforce.com connector, by cohort.
  47. 4 4 Pieces of the Sales Enablement Foundation
  48. Why sales enablement? Launches drive awareness here Sales takes over here … … but there‟s a lot marketing can do to make sales more productive.
  49. Sales Yield: % of leads worked by sales that convert to customers. More productive = higher sales yield.
  50. “Could you write this email to my prospect.” A Typical Sales Enablement Pitfall But of course!
  51. Thank you. I looked at one of them. Another Typical Sales Enablement Pitfall Sir, I created 100 PowerPoint decks for you.
  52. Let‟s look at 4 pieces of a strong sales enablement foundation. Flickr Photo: Martin Lopatka
  53. • What is the sales process? – What are the steps in the sales process? – What‟s the best process for training? – How do you hold reps and managers accountable for learning? • What is the product story? – Who are you selling to? – What is the value? #1 Push for Sales/Marketing Alignment Flickr Photo: QUEEN YUNA
  54. Create content to answer common questions, in a scalable way: • What is it? • How is it different? • How much does it cost? • Your most frequent objections. #2 Focus on Content for the Buyer’s Journey
  55. Are your key content assets being used?
  56. Throw Out Your Demo Decks Website content is richer, and you control the story.
  57. Are there survey tools you can create? HubSpot‟s 40- question assessment tool has a 25% close rate vs. 9% for all worked opportunities.
  58. Make sure your happy customers are creating content, too.
  59. Some channels that can work well: • Internal wiki (eg, Confluence) • Inside the CRM (eg Salesforce, Chatter) • Sales ideas site • Q&A forum • Email • Internal meetings • Webinars (large teams) #3 Build Effective Communication Channels
  60. When you create internal forums, reps answer their own questions.
  61. Measure the Content Your Reps Are Using
  62. Possible elements of a scalable training: • Use multiple channels • Regular product quizzes • Wiki pages with Q&A forums • Manager-driven assessments • Certifications #4 Create Scalable Product Training
  63. Publish Results So Reps Take Quizzes Seriously
  64. How do you know it‟s working?
  65. Percentage of the Reps Who Demo‟d Specific Apps Measure What Your Reps Are Selling
  66. Did you improve sales yield?
  67. 5 Final Thought
  68. Great product marketing is a great product story.
  69. But your ability to tell that story depends on big assumptions that may be out of your control.
  70. What can an individual do to ensure success?
  71. Work at a company you believe in.
  72. Thank You. Questions?

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