The document outlines a webinar on positioning, messaging, and B2B social product marketing hosted by David P. Butler of iPositioning. It discusses the need for effective storytelling in complex B2B marketing environments, highlights the disruption caused by digital buyer journeys, and provides strategies for organizing teams and creating compelling marketing messages. Additionally, it includes interactive poll questions to engage participants on their challenges in social marketing.

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Positioning, Messaging, and B2B
Social Product Marketing
AIPMM WEBINAR
SERIES

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Follow: @AIPMM
Use: #AIPMM #ProdBOK
Let’s Tweet!

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David P. Butler – iPositioning Inc.
Our Speaker

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AIPMM Webinar:
Positioning, Messaging, and B2B
Social Product Marketing
David P. Butler
Founder and CEO
@david_p_butler
david.butler@ipositioning.com

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Poll Question
A. Emerging change, needs approach
B. Under control, with positive changes
C. Chaotic impact, no control or changes
How disruptive has social/digital marketing been to your
marketing lifecycle?
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Disruption: The New Digital Buyer Journey
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Awareness
Education
Evaluation
Purchase
Service
Social
Awareness &
Education
Social -
Engagement
Purchase
Social
Relationship
NEW
• Digital
• Buyer-
controller
OLD
• Traditional
• Vendor-
controlled
*Research from Google and Corporate Executive Board Study 1400+ B2B customers titled
“The Digital Evolution in B2B Marketing”

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Challenge: B2B Marketing is Complex
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Need: Can I
configure
the catalog
without IT?
Need: What
are the cost
savings of a
SaaS license?
On-line Business Manager Director of Purchasing
Need: Does this
support PCI and
secure
transactions
VP of eCommerce IT
Storytelling: Help Retail Business Managers move to On-line
Bottom line: Need to tell Stories to multiple Persona and Digital Channels

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Poll Question
A. Planning and organizing a social strategy
B. Generating ideas and stories
C. Understanding social networks & new tools
D. All
E. None
What’s your most demanding challenge in social marketing?
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Opportunity: B2B Social Product Marketing and
Storytelling
How can we bring
order to Digital
Marketing chaos?
http://ipositioning.com/ijust-presented-
creating-your-social-story-and-social-
marketing/

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Positioning Connects the Conversations
Positioning
Conversation
Message, Context
& Content
Target (Data)
Social
Conversation
Awareness &
Engagement
Metrics (CQL)
Web
Conversation
Engagement &
Conversion
Metrics (MQL)

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Getting Organized
Team: The Right People, Roles, Process
Strategy: Positioning, Messaging Strategy
Profiles: Target Social Rainforest, Persona
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Application: Themes, Ideas, Stories
Platform: Capture, Target, Test, Orchestrate

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Poll Question
A. Create marketing content for social channels
B. Publish marketing content to social channels
C. Analyze marketing on social channels
D. All
E. None
Currently, what’s your primary role in social marketing?
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Right People, Roles, Process
Product Marketing
& Creative
Managers
Product Marketing,
Social Media
Managers & Marcom
Product Marketing,
Subject Matter
& Media Experts
Product Marketing,
Web & Content
Managers

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Strategy: Positioning as Story Components
For [WHO],
Negative [NEED]
Positive [DESIRED IMAGE]
Uniqueness [USP]
Unlike [COMPETITION]
Time [WHEN]
Connection [MESSAGE]

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For [WHO] as a Story Component
Narrative [text]
Data: [Company, Company Size,
Culture, Group, Industry,
Location, Name, Role, Social,
Social Profile Address, Title]
Context: [related digital media]

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Negative [NEED] as a Story Component
Narrative: [text]
Data: [Budget, Culture, People,
Process, Social, Technology]
Context: [related digital media

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Positive [DESIRED IMAGE] as a Story Component
Narrative [text]
Data: [Culture, Feature, Service,
Solution]
Context: [related digital media]

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Uniqueness [USP] as a Story Component
Narrative: [text]
Data: [Better, Cheaper, Culture,
Faster, Social]
Context: [related digital media]

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Unlike [COMPETITION] as a Story Component
Narrative: [text]
Data: [Competitive: Company,
Culture, Image, Product, Unique
Value]
Context: [related digital media]

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Time [WHEN] as a Story Component
Narrative: [text]
Data: [Date, Place, Time]
Context: [related digital media]

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Connection [MESSAGES] as a Story Component
Narrative: [text]
Data: [Analyst, Customer, Media,
Sales, User]
Context: [related digital media]
Narrative: [text]
Data: [Analyst, Customer, Media,
Sales, User]
Context: [related digital media]

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What’s Your Authority vs. Competition
For [WHO],
Negative Pain [NEED]
Positive Solution [DESIRED IMAGE]
Your Uniqueness [USP]
Unlike [COMPETITION]
Time [WHEN]
Connection [MESSAGE]
Message
For [WHO],
Negative Pain [NEED]
Positive Solution [DESIRED IMAGE]
Your Uniqueness [USP]
Unlike [COMPETITION]
Time [WHEN]
Connection [MESSAGE]
Actions

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Getting Organized
Team: The Right People, Roles, Process
Strategy: Positioning, Messaging Strategy
Profiles: Target Social Rainforest, Persona
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Application: Themes, Ideas, Stories
Platform: Capture, Target, Test, Orchestrate

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Digital Marketing Message Authority
Target
Compelling message
foundation and content in
the context of your
• Competition
• Audience
• Product
Capture
• Capture ideas based on social conversations and intelligence
• Understand how and where your message is performing the best
Test
Quickly and easily test your
message and content
• Be part of all your most
active customers’
conversations
• Optimize and perfect the
message and content

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Next: Free, Personalized, On-line TuneUp
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www.ipositioning.com

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Q & A
Thanks for your time!
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38. © iPositioning
Thank You

39. Q and A …
Ask Questions. Our team is standing by
to help.
The webinar slides will be posted to our
website and our Slideshare.net/aipmm
page.
The webinar recording will be posted at
AIPMM.net for members.

40. Product Management Body Of
Knowledge
We will pick one
winner from our
attendees.

41. EARNING INFLUENCE AND AUTHORITY TO BE A MORE EFFECTIVE PRODUCT MANAGER April 24
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