Here's my collection of Marketing & Product Management best practices, appropriate to B2B tech companies. Would love to hear from comments and suggested improvements and additions!
LEARN WHAT A GREAT TECHNICAL SUPPORT EXPERIENCE AND PASSIONATE CUSTOMER COMMUNITIES CAN DO FOR YOUR BUSINESS- This powerful measurement and focus within your organization can align your business with your customers, deeply understand how your customers feel about you and your products/services and (if leveraged) can propel your business to unprecedented growth.
NPS is a simple measurement but sometimes challenging to implement. Please complete this form to receive a brief summary of:
-Methodology for NPS
-Practical tips for implementing and establishing a customer centric mindset
-Statistical abstracts and results of other practitioners
7 steps to successful customer experience measurement programsDatafield
Customer experience (CX) measurement is essential: Without a disciplined customer experience measurement program, companies will struggle to understand what’s working and what’s broken. This report provides a framework for key decision-making in a seven-step process that CX pros must follow if they’re going to design and execute a successful customer experience measurement program.
Ransys Feedback Technology is a leading global provider of Enterprise Feedback Management solutions that has developed Attentive ACE® (Attentive® Customer Experience); a platform that allows organizations to reduce costs by managing all of their feedback needs using one consolidated feedback platform.
Attentive ACE® is a daily operational tool for front line mangers that improves employees’ and customers’ engagement by utilizing the voice of the customer at the right time and place. Attentive ACE® built-in coaching, recovery, and change requests workflows, which are based on aggregated front line managers’ conclusions and recommendations, drives higher customer satisfaction, loyalty and retention and leads to operational cost savings and improved revenues.
LEARN WHAT A GREAT TECHNICAL SUPPORT EXPERIENCE AND PASSIONATE CUSTOMER COMMUNITIES CAN DO FOR YOUR BUSINESS- This powerful measurement and focus within your organization can align your business with your customers, deeply understand how your customers feel about you and your products/services and (if leveraged) can propel your business to unprecedented growth.
NPS is a simple measurement but sometimes challenging to implement. Please complete this form to receive a brief summary of:
-Methodology for NPS
-Practical tips for implementing and establishing a customer centric mindset
-Statistical abstracts and results of other practitioners
7 steps to successful customer experience measurement programsDatafield
Customer experience (CX) measurement is essential: Without a disciplined customer experience measurement program, companies will struggle to understand what’s working and what’s broken. This report provides a framework for key decision-making in a seven-step process that CX pros must follow if they’re going to design and execute a successful customer experience measurement program.
Ransys Feedback Technology is a leading global provider of Enterprise Feedback Management solutions that has developed Attentive ACE® (Attentive® Customer Experience); a platform that allows organizations to reduce costs by managing all of their feedback needs using one consolidated feedback platform.
Attentive ACE® is a daily operational tool for front line mangers that improves employees’ and customers’ engagement by utilizing the voice of the customer at the right time and place. Attentive ACE® built-in coaching, recovery, and change requests workflows, which are based on aggregated front line managers’ conclusions and recommendations, drives higher customer satisfaction, loyalty and retention and leads to operational cost savings and improved revenues.
Creating The Best Customer Experience CX Strategy Complete DecksSlideTeam
Customer Experience CX is the interaction between a customer and the business. Customer service is just one aspect of customer experience as CX involves all interactions with a business. A great customer experience ensures brand loyalty. It results in lower churn and increased revenue. Companies are, therefore, giving importance to developing a customer experience strategy to ensure a positive and seamless experience across all touchpoints of the customer journey, be it online or offline. For businesses wishing to learn how to go about building a CX strategy or reviewing theirs, this complete deck walks you through developing the perfect customer experience strategy from scratch. This involves developing customer personas to have a better understanding of the customers needs and wants and mapping customer journey to know their thoughts, feelings and behaviour at each stage of the buying journey. The customer experience templates provided in this extensively researched deck help you list out the pain points of the customer, identify their root cause and find solutions. These steps help you in developing the CX strategy and creating a roadmap to ensure successful implementation of the project. https://bit.ly/2WN0o8i
25 Lenses for Customer Experience - PeopledesignPeopledesign
We can't actually design a person’s experience – we create opportunities to affect an experience. If we think proactively and strategically about a user or customer experience, we increase the odds of improving it.
Article from Business Management magazine: ClearAction and Seybold Group discuss the business case for a customer-centric organization. See http://ClearActionCX.com Contact us at OptimizeCX@ClearActionCX.com
To differentiate customer experience, do something your competitors aren't doing in customer experience management. Re-examine how you're listening to customers, viewing customers' expectations, and focusing your employees and business rituals on customers. See http://ClearActionCX.com Contact us at OptimizeCX@ClearActionCX.com
A CEO once made the case that business success is built on the millions of brief interactions between a business and its customers.
Those interactions were referred to as "Moments of Truth".
Since then, the importance of flawless customer service has become accepted across most industries.
The essential role of measurement in customer satisfaction improvement is well recognized.
However, measurement must be tied to management action to create a truly world-class customer satisfaction
Explore the bottom-line payoffs for building customer satisfaction and you'll discover elements of an effective customer satisfaction system.
The objective of usability activities at the implementation stage are to ensure that detailed design takes account of usability principles.
This can be achieved by:
use of style guides and design guidelines
ensuring that rapid prototyping activities incorporate usability
These are slides from the ADPList mentoring session.
https://app.adplist.org/dashboard/sessions/details/how-to-measure-and-communicate-the-impact-of-ux/about
A timeless question and heavily debated one. I have been dumbfounded, defensive, even taken offense to this question in my career. With experience and willingness to revisit my opinions, I have learned that this complex question requires a considered response.
Join this session if you want to explore the intent behind the question, the role of the product's maturity, the useful approaches to calculate the impact, the challenging circumstances, and craft a thoughtful point of view.
By the end of this session, you should feel ready to discuss this question with empathy, confidence, and conviction.
Measuring and Managing Customer Satisfaction ProgramsMARY MALASZEK
The customer relationship life cycle has many touch points. Measuring satisfaction levels at all points had an immediate impact on the organization and provides strategic significance.
We are here to help organizations to become agile and efficient during their digital transformation, we help them to create competitive edge, increase customer satisfaction, minimize the overheads and eventually increase revenue.
What it takes to achieve customer experience excellence, including your expectations, capabilities, and all hands on-deck approach.
See https://ClearAction.com
Customer centricity: still in its infancy? presented by Ramon Pardo, Managing Director InSites Consulting NL for SAS. The purpose of this SAS research in collaboration with InSites Consulting was to validate a customer centric framework across industries and thus understand the progress organisations from different service industries have made in becoming more customer centric.
This presentation on Customer Experience Management was delivered at The Social CRM Conference in Singapore on the 21/01/2014. The event was attended by Senior Marketing Executives from around the Asia Pacific and Japan region.
11 Proven Approaches to Customer Feedback Employee EngagementGenroe
Customer feedback and the Net Promoter® process can drive customer engagement and improvement in your business but only if you first engage your employees.
But how, exactly, do you do that?
Creating The Best Customer Experience CX Strategy Complete DecksSlideTeam
Customer Experience CX is the interaction between a customer and the business. Customer service is just one aspect of customer experience as CX involves all interactions with a business. A great customer experience ensures brand loyalty. It results in lower churn and increased revenue. Companies are, therefore, giving importance to developing a customer experience strategy to ensure a positive and seamless experience across all touchpoints of the customer journey, be it online or offline. For businesses wishing to learn how to go about building a CX strategy or reviewing theirs, this complete deck walks you through developing the perfect customer experience strategy from scratch. This involves developing customer personas to have a better understanding of the customers needs and wants and mapping customer journey to know their thoughts, feelings and behaviour at each stage of the buying journey. The customer experience templates provided in this extensively researched deck help you list out the pain points of the customer, identify their root cause and find solutions. These steps help you in developing the CX strategy and creating a roadmap to ensure successful implementation of the project. https://bit.ly/2WN0o8i
25 Lenses for Customer Experience - PeopledesignPeopledesign
We can't actually design a person’s experience – we create opportunities to affect an experience. If we think proactively and strategically about a user or customer experience, we increase the odds of improving it.
Article from Business Management magazine: ClearAction and Seybold Group discuss the business case for a customer-centric organization. See http://ClearActionCX.com Contact us at OptimizeCX@ClearActionCX.com
To differentiate customer experience, do something your competitors aren't doing in customer experience management. Re-examine how you're listening to customers, viewing customers' expectations, and focusing your employees and business rituals on customers. See http://ClearActionCX.com Contact us at OptimizeCX@ClearActionCX.com
A CEO once made the case that business success is built on the millions of brief interactions between a business and its customers.
Those interactions were referred to as "Moments of Truth".
Since then, the importance of flawless customer service has become accepted across most industries.
The essential role of measurement in customer satisfaction improvement is well recognized.
However, measurement must be tied to management action to create a truly world-class customer satisfaction
Explore the bottom-line payoffs for building customer satisfaction and you'll discover elements of an effective customer satisfaction system.
The objective of usability activities at the implementation stage are to ensure that detailed design takes account of usability principles.
This can be achieved by:
use of style guides and design guidelines
ensuring that rapid prototyping activities incorporate usability
These are slides from the ADPList mentoring session.
https://app.adplist.org/dashboard/sessions/details/how-to-measure-and-communicate-the-impact-of-ux/about
A timeless question and heavily debated one. I have been dumbfounded, defensive, even taken offense to this question in my career. With experience and willingness to revisit my opinions, I have learned that this complex question requires a considered response.
Join this session if you want to explore the intent behind the question, the role of the product's maturity, the useful approaches to calculate the impact, the challenging circumstances, and craft a thoughtful point of view.
By the end of this session, you should feel ready to discuss this question with empathy, confidence, and conviction.
Measuring and Managing Customer Satisfaction ProgramsMARY MALASZEK
The customer relationship life cycle has many touch points. Measuring satisfaction levels at all points had an immediate impact on the organization and provides strategic significance.
We are here to help organizations to become agile and efficient during their digital transformation, we help them to create competitive edge, increase customer satisfaction, minimize the overheads and eventually increase revenue.
What it takes to achieve customer experience excellence, including your expectations, capabilities, and all hands on-deck approach.
See https://ClearAction.com
Customer centricity: still in its infancy? presented by Ramon Pardo, Managing Director InSites Consulting NL for SAS. The purpose of this SAS research in collaboration with InSites Consulting was to validate a customer centric framework across industries and thus understand the progress organisations from different service industries have made in becoming more customer centric.
This presentation on Customer Experience Management was delivered at The Social CRM Conference in Singapore on the 21/01/2014. The event was attended by Senior Marketing Executives from around the Asia Pacific and Japan region.
11 Proven Approaches to Customer Feedback Employee EngagementGenroe
Customer feedback and the Net Promoter® process can drive customer engagement and improvement in your business but only if you first engage your employees.
But how, exactly, do you do that?
DataDreamin presents: A Cup of Data vol 4 - Spilling the Tea on UX Design Principles - November 12th, 2021 by Elena Migunova.
You know how to build recipes and dashboards, got your Tableau CRM skills. But how do you create EFFECTIVE dashboards? This session will teach you how you can become a design hero and give you the right tools to apply UX design principles to your Tableau CRM dashboards.
Digitizing the Customer Experience within a Utility Robert Simon
Welcome to Transistor! The first ever strategic planning approach to taking the first steps towards building a digital customer experience within a Utility.
Drawing upon our independent research, workshops and extensive experience in customer experience, we have developed a foundational model for any utility looking to chart the course to stay relevant, be more effective (and competitive) as a digital customer centric organization. So what you’ll find inside this guide is a way to get the planning and preparing process started immediately to determine the roadmap you are going to need to build out, manage, and operationalize a lot of change.
Join this webinar with Peter Armaly, Senior Director and Adviser for Customer Success at Oracle, who will share his experiences, discuss some research, and offer guidance and opinions on the issue of Customer Success programs not being treated equal to its Sales peers.
Join this webinar with Peter Armaly, Senior Director and Adviser for Customer Success at Oracle, who will share his experiences, discuss some research, and offer guidance and opinions on the issue of Customer Success programs not being treated equal to its Sales peers.
Whether you are starting or an experienced practitioner, here are 7 CX initiatives that don't take too long to prepare and will bring ROI results - from quick wins to big wins. If you have some time this summer, have a look.
Are your Product Managers using an appropriate framework? What do Sales, Implementations and your customers say about your products? Is too much time spend on process, and not enough on value and outcomes?
These are some ideas on a simple framework for Product Management that might work for you.
Creating Actionable Product Strategy by Turo Director of ProductProduct School
Main Takeaways:
- Measure what matters – Establishing the right metrics and KPIs early on can provide tremendous clarity. Driving towards the wrong goals can result in team misalignment, at best, and a failed product strategy, at worst.
- Distinguish the highest impact ideas from the good ideas
- Most companies have lots of good ideas. PMs must separate the great from the good, and craft product strategies that yield the highest impact outcomes for their customers and business.
Iterate, based on customer feedback & data – Great product strategies should evolve over time, with the ongoing incorporation of customer feedback, data, and stakeholder input. Strategies developed in a vacuum are unlikely to succeed, as are strategies that fail to evolve with the changing needs of customers.
Key Trends Shaping the Future of Infrastructure.pdfCheryl Hung
Keynote at DIGIT West Expo, Glasgow on 29 May 2024.
Cheryl Hung, ochery.com
Sr Director, Infrastructure Ecosystem, Arm.
The key trends across hardware, cloud and open-source; exploring how these areas are likely to mature and develop over the short and long-term, and then considering how organisations can position themselves to adapt and thrive.
GraphRAG is All You need? LLM & Knowledge GraphGuy Korland
Guy Korland, CEO and Co-founder of FalkorDB, will review two articles on the integration of language models with knowledge graphs.
1. Unifying Large Language Models and Knowledge Graphs: A Roadmap.
https://arxiv.org/abs/2306.08302
2. Microsoft Research's GraphRAG paper and a review paper on various uses of knowledge graphs:
https://www.microsoft.com/en-us/research/blog/graphrag-unlocking-llm-discovery-on-narrative-private-data/
Kubernetes & AI - Beauty and the Beast !?! @KCD Istanbul 2024Tobias Schneck
As AI technology is pushing into IT I was wondering myself, as an “infrastructure container kubernetes guy”, how get this fancy AI technology get managed from an infrastructure operational view? Is it possible to apply our lovely cloud native principals as well? What benefit’s both technologies could bring to each other?
Let me take this questions and provide you a short journey through existing deployment models and use cases for AI software. On practical examples, we discuss what cloud/on-premise strategy we may need for applying it to our own infrastructure to get it to work from an enterprise perspective. I want to give an overview about infrastructure requirements and technologies, what could be beneficial or limiting your AI use cases in an enterprise environment. An interactive Demo will give you some insides, what approaches I got already working for real.
Generating a custom Ruby SDK for your web service or Rails API using Smithyg2nightmarescribd
Have you ever wanted a Ruby client API to communicate with your web service? Smithy is a protocol-agnostic language for defining services and SDKs. Smithy Ruby is an implementation of Smithy that generates a Ruby SDK using a Smithy model. In this talk, we will explore Smithy and Smithy Ruby to learn how to generate custom feature-rich SDKs that can communicate with any web service, such as a Rails JSON API.
Essentials of Automations: Optimizing FME Workflows with ParametersSafe Software
Are you looking to streamline your workflows and boost your projects’ efficiency? Do you find yourself searching for ways to add flexibility and control over your FME workflows? If so, you’re in the right place.
Join us for an insightful dive into the world of FME parameters, a critical element in optimizing workflow efficiency. This webinar marks the beginning of our three-part “Essentials of Automation” series. This first webinar is designed to equip you with the knowledge and skills to utilize parameters effectively: enhancing the flexibility, maintainability, and user control of your FME projects.
Here’s what you’ll gain:
- Essentials of FME Parameters: Understand the pivotal role of parameters, including Reader/Writer, Transformer, User, and FME Flow categories. Discover how they are the key to unlocking automation and optimization within your workflows.
- Practical Applications in FME Form: Delve into key user parameter types including choice, connections, and file URLs. Allow users to control how a workflow runs, making your workflows more reusable. Learn to import values and deliver the best user experience for your workflows while enhancing accuracy.
- Optimization Strategies in FME Flow: Explore the creation and strategic deployment of parameters in FME Flow, including the use of deployment and geometry parameters, to maximize workflow efficiency.
- Pro Tips for Success: Gain insights on parameterizing connections and leveraging new features like Conditional Visibility for clarity and simplicity.
We’ll wrap up with a glimpse into future webinars, followed by a Q&A session to address your specific questions surrounding this topic.
Don’t miss this opportunity to elevate your FME expertise and drive your projects to new heights of efficiency.
Slack (or Teams) Automation for Bonterra Impact Management (fka Social Soluti...Jeffrey Haguewood
Sidekick Solutions uses Bonterra Impact Management (fka Social Solutions Apricot) and automation solutions to integrate data for business workflows.
We believe integration and automation are essential to user experience and the promise of efficient work through technology. Automation is the critical ingredient to realizing that full vision. We develop integration products and services for Bonterra Case Management software to support the deployment of automations for a variety of use cases.
This video focuses on the notifications, alerts, and approval requests using Slack for Bonterra Impact Management. The solutions covered in this webinar can also be deployed for Microsoft Teams.
Interested in deploying notification automations for Bonterra Impact Management? Contact us at sales@sidekicksolutionsllc.com to discuss next steps.
The Art of the Pitch: WordPress Relationships and SalesLaura Byrne
Clients don’t know what they don’t know. What web solutions are right for them? How does WordPress come into the picture? How do you make sure you understand scope and timeline? What do you do if sometime changes?
All these questions and more will be explored as we talk about matching clients’ needs with what your agency offers without pulling teeth or pulling your hair out. Practical tips, and strategies for successful relationship building that leads to closing the deal.
JMeter webinar - integration with InfluxDB and GrafanaRTTS
Watch this recorded webinar about real-time monitoring of application performance. See how to integrate Apache JMeter, the open-source leader in performance testing, with InfluxDB, the open-source time-series database, and Grafana, the open-source analytics and visualization application.
In this webinar, we will review the benefits of leveraging InfluxDB and Grafana when executing load tests and demonstrate how these tools are used to visualize performance metrics.
Length: 30 minutes
Session Overview
-------------------------------------------
During this webinar, we will cover the following topics while demonstrating the integrations of JMeter, InfluxDB and Grafana:
- What out-of-the-box solutions are available for real-time monitoring JMeter tests?
- What are the benefits of integrating InfluxDB and Grafana into the load testing stack?
- Which features are provided by Grafana?
- Demonstration of InfluxDB and Grafana using a practice web application
To view the webinar recording, go to:
https://www.rttsweb.com/jmeter-integration-webinar
Smart TV Buyer Insights Survey 2024 by 91mobiles.pdf91mobiles
91mobiles recently conducted a Smart TV Buyer Insights Survey in which we asked over 3,000 respondents about the TV they own, aspects they look at on a new TV, and their TV buying preferences.
Accelerate your Kubernetes clusters with Varnish CachingThijs Feryn
A presentation about the usage and availability of Varnish on Kubernetes. This talk explores the capabilities of Varnish caching and shows how to use the Varnish Helm chart to deploy it to Kubernetes.
This presentation was delivered at K8SUG Singapore. See https://feryn.eu/presentations/accelerate-your-kubernetes-clusters-with-varnish-caching-k8sug-singapore-28-2024 for more details.
3. Brand according to Me
•
Brand Strategy flows from, and supports Business Strategy
•
“Brand" is the full experience and the associations that result from
interactions of all kinds with our company.
•
Brand Management is not limited to the logo and look and feel of collateral.
•
It is communicated in every touch point any given person has with
us, regardless of whether he is a prospect, a customer, an
analyst, blogger, competitor, vendor, investor or even a casual observer. It
encompasses management of communication and full brand experience
processes across the full customer journey / lifecycle
(awareness, prospect, customer, upsell, upgrade, retirement).
•
The tone and manner in which the receptionist answers the phone, the visual
appearance and helpfulness of our website, the focus of the support team on
solving the problem for the customer rather than deflecting blame to
competitors, the ease of use of our solutions, the professionalism of our sales
staff, the logo and our collateral, our marketing programs and content, and our
predictable and consistent delivery on our promises are all supportive of the
brand. Consequently, everyone in the company participates in Marketing.
3
4. B2B Brand Strategy
•
•
Define the desired Brand
attributes
Focus the Brand
definition on
– business value, not
features
– Identify an “emotional
hook “
•
•
Pricing is set based on
Brand Equity (the
premium a customer will
pay for your offering)
Goal is to move your
prospects from Brand
Awareness to Brand
Insistence
http://www.marketingmo.com
4
5. Brand
Ricardo Guimares, Thymus Branding
São Paulo, Brazil
“Your brand is what your customers say it is.”
“The value of a brand belongs to the market,
and not to the company. The company in this
sense is a tool to create value to the
brand…Brand in this sense lives outside the
company, not in the company… Brand is an open
structure”
5
7. B2B Technology Brand Components
Value Prop
(Promises)
Business Buyer
Credibility
(Proof Points)
Business Value: The decision to
deploy this product is justified
and proven by metrics. (low
professional risk.)
Thought Leadership: The
vendor is the (perceived)
innovation leader.
Technical Evaluator /
User
Job Effectiveness: This
solution helps me do
my job better.
Momentum: The
business is growing and
accelerating.
NPS/Customer Sat:
Their customers are
happy; proactively
recommend.
Value Delivered: The
business and functional
promises made were
realized.
7
9. It all comes down to this:
Successful Businesses Rest on the Golden Rule
• In business as in life, you must treat others
(customers, prospects, and colleagues) the way you wish to be
treated. Strong, positive human relationships are essential.
• There is nothing more powerful that the word of mouth effect
spread by happy and passionate customers who will eagerly
recommend your company to others. It is the source of all
market momentum.
• Well performing, customer-driven organizations are committed
to elating their customers, so that they come back for
more, and evangelize to others on your behalf.
• Companies that do this well are able to scale back marketing
costs, and become unbeatable in their markets.
• This is what being “customer led” is all about.
9
10. Fred Reichheld
Fellow, Bain & Co.
Father of NPS (Net Promoter Score)
The Ultimate Question is this:
“On a scale of 1 to 10, how likely is it that you would
recommend this company to a friend or colleague?”
10
11. Good Profits or Bad Profits?
•
Bad Profits
–
–
–
–
–
•
Good Profits
–
–
•
Profits earned at the expense of customer relationships
Whenever a customer feels misled, ignored, or coerced, then profits from that customer are “bad”.
Bad profits arise when companies save money by delivering a lousy customer experience.
Bad profits are often driven by the relentless focus of management on making the numbers in the short
term, and the incentives they consequently drive into the organization.
Bad Profits create a legion of “Detractors” who tell others not to do business with you, which is
impossible to overcome.
Profits earned with customers enthusiastic cooperation by delighting them so they willingly come back
for more, and tell others
Satisfied customers become strong “Promoters”. They are in effect part of your marketing organization.
Net Promoter Score (NPS) works because (unlike other metrics) it is linked to both market share
and profitability.
–
–
It is therefore the only measure of customer satisfaction that matters.
NPS needs to be a part of every executive’s bonus. It is a business-critical priority, and your most
important metric.
11
12. Why NPS matters
• In a socially connected world, there is no
substitute for positive word of mouth
– Detractors are far more vocal than Promoters
• Without customers happily willing to support
your brand, it is difficult to achieve rapid growth
• NPS has to be a way of life. Make it part of your
bonus and incentive structure.
– Business Unit GMs at GE who have falling NPS for two
consecutive quarters are fired.
12
14. Geoffrey Moore Positioning Statement
• For (target customers)
Who (have the following problem)
Our product is a (describe the product or
solution)
That provides (cite the breakthrough capability)
Unlike (reference competition),
Our product/solution (describe the key point of
competitive differentiation)
•
http://newsletter.beaupre.com/e_article000209887.cfm
14
15. Business Model Generation
• what are you offering them? what is that
• getting done for them? do they care?
• which activities do you need to perform
well in your business model?
• what is crucial?
key activities
value
proposition
• what relationships are you establishing with each
segment?
• personal? automated? acquisitive? retentive?
customer
relationships
key
partners
customer
segments
• which partners
and suppliers
leverage your
model?
• who do you need
to rely on?
• what is the
resulting cost
structure?
• which key
elements drive
your costs?
cost
structure
• which customers and
users are you serving?
• which jobs do they
really want to get
done?
key
resources
• which resources underpin your business model?
• which assets are essential?
revenue
streams
channels
• how does each customer segment
want to be reached?
• through which interaction points?
• what are customers really willing
to pay for? how?
• are you generating transactional
15
or recurring revenues?
16. Don Thorston’s “Whole Product” Concept
The solution must solve the customer’s whole problem, not be
an interchangeable a piece of the solution
The Rules:
1. Does It Solve A Problem? - Have you solved a problem the
customer recognizes. Have you identified the customers pain. If
not, you have a vitamin and not a pain killer. You want a pain killer.
2. Is It Easy To Understand? - Seriously, 5 words should do it. 2
words is better. Do the "mom test”: If mom doesn't understand
it, change something until she does.
3. Is It Easy To Get? - Have you removed the barriers between you
and having your customers use your product? In a 2.0 world we
are talking free trials, no cost, fast, easy. Get it in their hands or
nothing good will happen.
4. Is It Easy To Use? - At Apple the rule was, "1 minute after they
start to use it , they feel like calling their friends”. " You will not
believe what I just got".
5. Is It Easy To Share? - In this ultra-connected world, your
customers are your marketing department. If your customers are
not marketing your product, you have problems. We used to call it
evangelism, now we call it sharing. Your product needs to have
"embedded viral components" - active mechanisms built directly
into the application that assume your customers will want to tell
everyone they know. Make it easy for them to do so.
Source: Don Thorston, Marketing 2.0
http://donthorson.typepad.com/don_thorson/2006/10/whole_product.html
16
17. Product Strategy & Management
•
Managing Existing Products
–
–
–
–
•
“Simple” Wins. Investing in Ease of Use tends to be your most powerful lever
EOU is more appreciated by customers than new features (“The Excel Effect”)
Focus on making your existing products simpler and more intuitive to install and use
Get a User Experience (UX) specialist involved
Finding New Growth Opportunities
– Starts with intimacy with customers, and developing a deep understanding of their most
pressing problems effecting their ability to get things done
– The thought process should be independent of bias from your existing product set. Don’t
approach it by first asking, “How can we extend what we already have to sell more of it?”
•
Make plans that are aligned with the broad trends of our time
– The Cloud : Data and Applications are being drawn there; Internal IT is going away, evolving
away from management of plumbing to management of data, applications
– Mobile: The PC/Desktop as we’ve known it is going away
– Analytics: Extracting business value and intelligence from data
– Collaboration: The next source of competitiveness , internally and with customers
– SaaS and Managed Services: There is little interest in deploying new enterprise software
apps on prem
17
18. High Tech Differentiation
Differentiation Strategy
Description
Unique Features
• Most commonly used; an ”easy” strategy
• Endlessly adding new features does not give sustained
differentiation (”trench warfare”)
• Can contradict ease of use
Measurable Benefits
• Reduced electricity bill
• Longer recording time
• Faster Internet access
Ease of Use
• A very important vector of differentiation
• Sometimes technology advances do not deliver enhanced
productivity, because of usability problems
• A big challenge in an era when everything is integrated in a
single device (mobile phone)
Unique Fundamental
Characteristics
•
•
•
•
•
Design
• More and more important in maturing markets
• Hardware Design & User Interface Design (Apple)
Longer battery life
Better quality
More responsive UI
Technology advances complemented with good usability
Often a crucial factor in buyer’s decision making process
18
19. First to Market, or Fast Follower?
First to Market
Fast Follower
• Market share advantage
• Earlier market & customer
experience
• Influence on markets and
standards
• Possibility to build entry barriers
• Image benefits, a glamorous
strategy
• Big risks!
• Wait until market is clarified
• Avoid market education costs
• Nearer in time to eventual
market, easier to predict
• Ability to use newer technology
• Fast means fast!
• Advantages of being fast:
Jump ahead and stay ahead
• Managed risk
Key Question: How confident are you that you have
the market timing right?
19
22. Product Portfolio Management:
Where to Invest
• Program States
State
Invest
Sustain
Sunset
Revenue
Future Growth
Current
Decline
Resources
Heavy
Moderate
Light or Zero
Objective
Strategic
Make the numbers
EOL
• Resource Maps: invest in growth
Resource Map
Product/Program
Product A
Product B
Product C
Product D
Product E
Product F
Product G
Posture
Invest
Sustain
Sunset
Invest
Sustain
Sunset
Invest
2011
100
4,800
2,500
100
2,800
1,500
11,800
Bookings
2012
2013
1,000
2,000
5,100
4,800
2,250
2,000
1,000
2,500
3,100
3,200
1,200
900
1,000
2,500
13,650
15,400
2014
3,000
4,800
1,750
5,000
3,000
600
5,000
18,150
3-Yr CAGR
67%
-2%
-7%
133%
-1%
-17%
133%
11%
Resources
25
8
2
25
7
2
12
81
$/Head
240
1,238
2,125
140
900
1,050
292
359
22
23. Evaluating Product Opportunities
• Checklist for making the “Go / No Go Decision”: Do we need an
Offering in this (new) space?
Market Opportunity (e.g. size, growth)?
Unresolved problems that the product will address?
Is the problem urgent and pervasive?
Are there buyers who are willing to pay to have them resolved ?
Does the product fit the strengths and competencies of the organization?
Does this product provide the organization with a sustainable competitive
advantage?
• Then decide HOW to address it: the BUY/BUILD/PARTNER Decision
BUY
BUILD
PARTNER
Time to Market Need
Urgent
Moderate
N/A
Expertise
Weak
Strong
None
Strategic Value
High
High
Low
23
31. Metrics
• Funnel Behavior
– Conversion Rates: between deal stage
– Close Rate
– Duration of deals in each stage
• Win/Loss Ratio
• ACV: Annual Contract Value
– by segment, vs time
• Margin
• CAC: Customer Acquisition Cost
• LTV: Lifetime Value
31
33. The Emerging Social Enterprise
•
•
•
•
•
•
•
•
The existence of relationships between people that drive mutual benefit are what
defines “a society”
The Social Web is enabling human relationships and the ways we communicate
It is set to turbo-charge productivity and innovation through ubiquitous and effective
collaboration. It is the next major driver of competitiveness.
Enterprises will become increasingly transparent
Customers Relationships become personal and intimate
Those who nurture and develop the deepest, most intimate relationships will win
Those who collaborate well will get a big velocity advantage
Everyone will participate
33
34. David Meerman Scott
•
•
•
•
•
•
•
•
•
•
•
•
•
Marketing is more than Advertising
PR is for more than just a mainstream media audience
You are what you publish
People want authenticity, not spin
People want participation, not propaganda
Instead of causing one-way interruption, marketing is about delivering content at
just the precise moment your audience needs it
Marketers must shift their thinking from mainstream marketing to the masses to a
strategy of reaching vast numbers of underserved audiences via the web
PR is not about your boss seeing your company on TV. It’s about your buyers
seeing your company on the web.
Marketing is not about your agency winning awards. It’s about your organization
winning business.
The Internet has made public relations public again, after years of almost exclusive
focus on media.
Companies must drive people into the purchase process with great online
content.
Blogs, online video, e-books, news releases, and other forms of online content let
organizations communicate directly with buyers in a form they appreciate.
On the web, the lines between marketing and PR have blurred.
34
35. Personas
• Developing an understanding
of the personal motivations
and professional goals of all
those who influence decisions
about your solution is key to
understanding how to best
communicate with them in a
way that (a) is welcome, and
(b) has impact.
• “Know the goals, and let
content drive the action.”
35
36. Inbound Marketing
• Search Engine Optimization &
Inbound Marketing
–
–
–
–
–
Blog Platform
Social Media Integration
Content Management
SEO Tools
Email Manager
• Lead Nurturing
• Newsletter & Media Room
– Content Curation
– Thought Leadership
36
41. Listening: Surveys
• They can answer any question you can think up
• But they can’t tell you what you never thought to ask
• What you never thought to ask might be the most
important question for your business
• You only hear from people willing to respond; You can’t
assume the results are truly representative
41
43. Criteria for selecting new social
technologies
1. Does it enable people to connect with each other in
new ways?
2. Is it effortless to sign up for?
3. Does it shift power from institutions to people?
4. Does the community generate enough content to
sustain itself?
5. Is it an open platform that invites partnerships?
43
44. Participation in Social Web Activities
(at least monthly)
Watch video from another user
Read online forums
Visit social networking sites
Read customer ratings/reviews
Read blogs
Update/maintain a profile on a social networking site
Add comments to someone's page on a social networking site
Contribute to online forums
Listen to or download audio
Comment on someone else's blog
Upload photos to a public website
Post ratings/reviews
Post/update/maintain a blog
Listen to podcasts
Use a desktop widget
Upload video
Use RSS
Upload audio you produced
Tag webpages, photos
Contribute to a wiki
Use Twitter
29%
28%
25%
25%
25%
20%
18%
18%
18%
14%
13%
11%
11%
11%
10%
8%
8%
8%
7%
6%
5%
44
45. Blogging Program
• Pre-requisite: Writers have to want to engage in dialogue. You need drive.
• Know who you want to reach and what you want to accomplish
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
Start by listening
Identify the goal for the blog
Estimate ROI
Develop a plan: One blog or many?
Rehearse: Write 5-10 posts before going live
Develop an Editorial Process: For Planning & Review of Content
Design the Blog and it’s connection to your site
Marketing plan: to help people find the blog
Authenticity: Be honest, even when things go wrong
Write in first person; be helpful, not partisan
45
46. Social Media Management Systems
Enable social media teams to manage multiple accounts and
workflow across cross-functional teams
46
47. Social CRM
•
•
•
Allows teams to organize customer data into one repository across the enterprise
It’s more than just adding fields to an existing database.
SCRM requires corporations to connect APIs from brand monitoring and customer
databases, like e-mail marketing and CRM systems
Apparent Leaders
Start-Ups
Incumbents
47
48. Listening Strategies
•
Objectives
–
–
–
–
–
–
Find out what your brand stands for as perceived from the outside
Understand how buzz is shifting
Save research money
Find sources of influence
Manage PR crises
Generate new product and marketing ideas
•
Private communities
•
Brand Monitoring & Analytics
48
49. The Social Web, Step1: Talking
Brian Haven, former Forrester Analyst
“The funnel has outlived its usefulness as a metaphor. Face
it: Marketers no longer dictate the path people take, nor do
they lead the dialogue.”
Once people are aware of you product, a new dynamic kicks
in: people learning from each other
Good methods for Talking to the Social Web
1.
2.
3.
4.
Post a viral video: Great for punching through the noise
•
Tap an emotional thread based on Personas
Engage in social networks and user-generate content sites
•
Best solution for word of mouth problems
Join the blogosphere
•
Good fit for complex solutions, technologies
Create a community
•
When customers insist on depending on each other, not you
49
51. Step 3: Energizing Passionate Advocates
•
•
•
The most honest form of marketing is word of mouth from
rabid fans
Can’t be faked, but can be encouraged
Techniques:
– Tap into enthusiasm with Ratings & Reviews: Works best in retail and
others with direct customer contact
– Create a community: For customers who are truly passionate
• ConstantContact “ConnectUp” gets 10% customer participation. 30%
generate referrals for $60 credit: Customer LTV is $1,500
• High failure rate overall
– Participate in and energize online communities of your brand
enthusiasts
•
Consider propensities of the customer base first. Design
strategies that match existing relationships, an provide ways
for customers to extend those relationships.
51
52. Step 4: Embracing
• Embracing means making customers an integral part of the way
you innovate, with both products/services and process
improvements
• Borders of the Enterprise become porous
• Passionate fans and SME’s get directly involved
• A “customer advisory board on steroids”
• Leading Authors
Eric von Hippel
MIT
Democratizing Innovation
link
Patricia B. Seybold
Patricia Seybold Group
Outside Innovation
link
Don Tapscott & Anthony Williams
Moxie Insight / New Paradigm
Wikinomics
link
52
54. Lean Start-Up Model
Lean Start-Up Model
•
•
•
Steven Gary Blank: “The Four Steps to the Epiphany”
Eric Ries: “Lessons Learned: The Lean Start-Up”
– www.startuplessonslearned.com; HBS EIR
Marty Cagan: “Inspired: How to create products customers love”
The (broken) Product Development Model (An “all in” bet on nailing the plan up front)
Concept
/Seed
Product
Development
Alpha/Beta
Test
Launch
& FCS
Pray you
got it
right
Customer Development Model (Build concept, test, validate before scaling the company)
Customer
Customer
Discovery
Discovery
Customer
Validation
Customer
Creation
Company
Building
54
55. The Customer Development Process
Customer
Customer
Discovery
Discovery
Customer
Validation
Customer
Creation
Company
Building
Customer
Development
Product
Development
Scale the Company
•
Customer Discovery
–
•
Customer Validation
–
–
•
Build a repeatable, field-tested sales roadmap for the sales/mktg team to follow later
Prove the model by taking money from customers (confirm the “willingness to pay”)
Customer Creation
–
•
Find out who the customers for your offering really are; Whether the problem you believe you are
solving is important to them; No guesswork, “get out of the building”; Confirm there are customers and
a market for the vision.
Create end user demand and drive it into the sales channels
Company Building
–
Transition out of informal, learning, discovery-oriented mode, to formal departments with VPs of
Sales, Marketing and BusDev.
55