This document outlines an agenda for a product marketing and go-to-market training session. The morning session focuses on product marketing topics like customer segmentation, positioning, pricing, and case studies. The afternoon session covers field marketing, digital marketing, and dashboards for measuring field and digital marketing efforts. Breakout groups will present case studies during the morning session.
A full text introduction to product creation, prepared as a speech #IDCEE2014. Can be used as questionnaire to take most important decisions on MVP and later on product creation and development.
A full text introduction to product creation, prepared as a speech #IDCEE2014. Can be used as questionnaire to take most important decisions on MVP and later on product creation and development.
Startup Feasibility Analysis is about checking the different aspects of a startup whether or not the idea will make into a viable business.
It is important to conduct feasibility analysis before investing any money in the idea. The four aspects of feasibility that are important are; Product Feasibility, Industry/Target Market Feasibility, Organizational Feasibility and Financial Feasibility.
Each aspect has been explained in detail with relevant examples.
An overview to the Lean Startup methodology and Lean Canvas tool, meant for an audience with little previous exposure to entrepreneurism or strategic project development. This overview can be provided in a 1-hour time slot, then follow-up can happen with an extended Lean Startup workshop or consulting session.
Business Model Canvas: Developing and Testing the Business ConceptTim R. Holcomb, Ph.D.
"Business Model Canvas: Developing and Testing the Business Concept" provides an overview of value creation and value capture concepts and introduces the basic framework of Ash Maurya's Lean Business Model Canvas template.
Introduction to Lean Startup tools - Bank of IrelandRaomal Perera
This is an introductory talk on the value of some of the tools we use in Lean Startup such as Business Model Canvas, Value Proposition Design & Mapping the Environment.
The session on Product Market Fit (PMF) introduces the concept of Product Market Fit and its importance in the early stages of the business.
The lecture, also highlights the importance of achieving PMF early on.
This is Part A of the three (03) segments on the topic.
Video lecture can be found at:
https://youtu.be/uATQAqM7Mug
Business Plan Template (Design Thinking Structure) Timothy Chan
This business plan template is structured based on the Multi-Dimensional Thinking (MDT) process. The MDT is a design thinking process conceived by Mark Phooi, CEO of First Media Design School.
Seminar 4 - From Business Idea to Business Model
OK, so you have a great business idea but is it a viable business?
It's one thing having a good business idea but to build a successful business you need to develop a strong business model. This interactive, hands-on, session will introduce participants to business model basics and look at the Business Model Canvas approach as an entrepreneurial tool for bridging the gap between business idea and business reality.
Speaker: Ben Mumby-Croft, Enterprise Education Manager, City University London
Ben is an experienced enterprise educator with a passion for helping young (and not so young) entrepreneurs turn great ideas into successful start-ups. Ben is currently responsible for Enterprise Education at City University London where he leads CityStarters, a University-wide initiative to provide extra-curricular enterprise and entrepreneurship education to all students. In addition to this, Ben is also the creator of Visual Marketing Plans – a business canvas style approach to marketing planning – and a seasoned marketer with 12 years’ experience helping entrepreneurs and high growth businesses to achieve their business goals through effective marketing strategy, branding and other intelligent sounding stuff like that.
Business Model Generation (Alex Osterwalder)Endrigo Ramos
Systematically understand, design & differentiate your business model.
Disruptive new business models are emblematic of our generation. Yet they remain poorly understood, even as they transform competitive landscapes across industries. Business Model Generation offers you powerful, simple, tested tools for understanding, designing, re-working, and implementing business models.
Written by Alex Osterwalder
Slides designed by Endrigo Ramos
http://businessmodelgeneration.com/book
Startup Feasibility Analysis is about checking the different aspects of a startup whether or not the idea will make into a viable business.
It is important to conduct feasibility analysis before investing any money in the idea. The four aspects of feasibility that are important are; Product Feasibility, Industry/Target Market Feasibility, Organizational Feasibility and Financial Feasibility.
Each aspect has been explained in detail with relevant examples.
An overview to the Lean Startup methodology and Lean Canvas tool, meant for an audience with little previous exposure to entrepreneurism or strategic project development. This overview can be provided in a 1-hour time slot, then follow-up can happen with an extended Lean Startup workshop or consulting session.
Business Model Canvas: Developing and Testing the Business ConceptTim R. Holcomb, Ph.D.
"Business Model Canvas: Developing and Testing the Business Concept" provides an overview of value creation and value capture concepts and introduces the basic framework of Ash Maurya's Lean Business Model Canvas template.
Introduction to Lean Startup tools - Bank of IrelandRaomal Perera
This is an introductory talk on the value of some of the tools we use in Lean Startup such as Business Model Canvas, Value Proposition Design & Mapping the Environment.
The session on Product Market Fit (PMF) introduces the concept of Product Market Fit and its importance in the early stages of the business.
The lecture, also highlights the importance of achieving PMF early on.
This is Part A of the three (03) segments on the topic.
Video lecture can be found at:
https://youtu.be/uATQAqM7Mug
Business Plan Template (Design Thinking Structure) Timothy Chan
This business plan template is structured based on the Multi-Dimensional Thinking (MDT) process. The MDT is a design thinking process conceived by Mark Phooi, CEO of First Media Design School.
Seminar 4 - From Business Idea to Business Model
OK, so you have a great business idea but is it a viable business?
It's one thing having a good business idea but to build a successful business you need to develop a strong business model. This interactive, hands-on, session will introduce participants to business model basics and look at the Business Model Canvas approach as an entrepreneurial tool for bridging the gap between business idea and business reality.
Speaker: Ben Mumby-Croft, Enterprise Education Manager, City University London
Ben is an experienced enterprise educator with a passion for helping young (and not so young) entrepreneurs turn great ideas into successful start-ups. Ben is currently responsible for Enterprise Education at City University London where he leads CityStarters, a University-wide initiative to provide extra-curricular enterprise and entrepreneurship education to all students. In addition to this, Ben is also the creator of Visual Marketing Plans – a business canvas style approach to marketing planning – and a seasoned marketer with 12 years’ experience helping entrepreneurs and high growth businesses to achieve their business goals through effective marketing strategy, branding and other intelligent sounding stuff like that.
Business Model Generation (Alex Osterwalder)Endrigo Ramos
Systematically understand, design & differentiate your business model.
Disruptive new business models are emblematic of our generation. Yet they remain poorly understood, even as they transform competitive landscapes across industries. Business Model Generation offers you powerful, simple, tested tools for understanding, designing, re-working, and implementing business models.
Written by Alex Osterwalder
Slides designed by Endrigo Ramos
http://businessmodelgeneration.com/book
Necessary Elements of Digital Marketing to Grow Your BusinessDigital Vidya
Care about how to leverage 'Necessary Elements of Digital Marketing to Grow Your Business'. You will find this deck presented by the industry expert Srihari Palangala, Director and Head of Marketing at EMC during Webinar for Digital Vidya. Interested in attending similar Webinar Live? Register Now at http://www.digitalvidya.com/webinars/
Why And How to Transition into Product Management by Google PMProduct School
Nabil Shahid walks through their journey to Product Management in the world of tech, talking about how to market your skills and how to get into the industry. He also touches on balancing knowledge and personal experience with what's best for a wider user group.
Zero to 100 - Part 2: Building a Repeatable, Scalable Growth ProcessDavid Skok
Zero to 100 is a learning program from David Skok. It is a detailed instruction manual for how to take your startup from zero to $100m, with a particular focus on the area of building a go-to-market machine. So many of today’s founders come from a product or technical background, and have never been involved with sales and marketing. Right after starting their venture, they are hit with the huge problem of how to build their go-to-market organization and processes. It breaks the journey down into 9 steps, and explains why it is crucial not to skip steps in this journey in the rush to get ahead. The major emphasis of the course focuses on building a repeatable, scalable and profitable growth machine. Once you have that in place, you are ready to hit the gas and scale like crazy.
To see videos of the presentations, click here: https://www.forentrepreneurs.com/matrix-growth-academy-zero-to-100-videos/
Marketing Funnel, Customer Journey & Persona Mapping by VirtualCMO Feb 2014Shane Lennon
This is part 2 of multi-part series of frameworks, practical tools, skills and examples of tools to help marketing teams (and organizations) adopt in the digital world.
There are plenty of other approaches and some are more 360 customer relationship – we took these approaches as they fit most organizations and cultures we work with or where they are in the adoption curve and are stepping stones towards that 360 degree approach. We focused on the digital funnel for use in marketing, customer journey and persona profile mapping.
This is part 2 the basic frameworks for a digital (any/all) marketing core competency and team – the focus on being customer centric and taking an outside-in view of the market.
Early Stage Product Development - Incubadora SinergiaRiley Maguire
The talk we give at the beginning of a program about how to think about building products for startups, how to maintain a focus, and how to limit features to keep a product simple. We also talk a lot about the impact of startup from a smaller county and the macrotrends that Latam startups should be aware of that could affect their market.
Going from message nightmare to message delight CompellingPM
A nightmarish scenario for product management/product marketing is to hear a multitude of different messages communicated to the market about your product. Executive management says one thing, the sales team has a variety of messages and marketing is communicating yet another message. This results in significant marketplace confusion, impacts revenue generation and reflects poorly on your product. We like to blame others for this, but the likely reality is that we are at fault. As PMs, we must own the message and then enable the organization to take this message to the market.
In this presentation, we will have an interactive discussion on how to improve upon your message and then define best practices in enabling the sales team to communicate it.
Marketing for Startups - Incubadora SinergiaRiley Maguire
This is the talk we give to new batches to establish basic principles and a framework for marketing. It helps analyze what assets a startup has to share, how channels are a function of their business model, and basics about acquisition costs and AARRR funnels. We end looking at landing pages, as a basic marketing tool that can put this all together.
Designing a Business Model - Business Model Canvas Class 5 2024Alok Nikhil Jha
he BMC provides a holistic view of your business model, fostering strategic clarity and alignment.. It is key driver of the business. It is how you create and deliver value to your customers, make money, and operate it sustainably.
It has 9 key pointers to work on and could also be considered as a starting point of a venture
Going From Messaging Nightmare to Messaging Delight, How to Create a Powerful...CompellingPM
If you were to do a survey of executives, sales people, marketing and other market facing personnel within a company and ask them how they would describe a specific product to a potential prospect, I bet in the majority of cases, you would hear almost as many explanations as there were people interviewed. This really is a messaging nightmare that might be undermining the success of your product(s). This results in significant marketplace confusion, impacts revenue generation and reflects poorly on your product. We as Product Managers and Product Marketers like to blame the messenger for this problem, but the likely reality is that we are at fault. As PMs & PMMS, we must own the message and then enable the organization to take this message to the market. The starting point for doing this is a Powerful Messaging Platform.
Key Takeaways:
* Understand the key business drivers for developing a messaging platform
* Discover the most important, but yet often overlooked, starting point for your messaging
* Learn the five key components of a successful Messaging Platform
* Understand how the Messaging Platform contributes to more success in the market.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
2. Who you are, What you do and What you want out of this day
Images for the examples from basic Google searches.
3. 1. Morning Session – Product Marketing
• 9:30 AM – 10:00 AM: Introductions
• 10:00 AM – 10:45 AM: Customer segmentation & Business Positioning
(Srihari Palangala)
• 10:45 AM – 11:30 AM: Product Positioning and Messaging (Kashyap
Dalal)
• 11:30 AM – 11:45 AM - Break
• 11:45 AM – 12:15 PM - Pricing (Srihari Palangala)
• 12:15 PM – 1:15 PM – Case studies and presentation (break into 4-5
groups, 30 min prep for groups, 5 min each presentation); Each group
picks a business from within the team itself
4. 2. Afternoon Session - Go To Market
• 2:00 – 2:45 PM - Field marketing overview (Srihari Palangala)
• 2:45 – 3:30 PM - Digital marketing deep dive (Kashyap Dalal)
• 3:30 – 3:45 PM – Break
• 3:45 – 4:15 PM – Digital marketing dashboard discussion (Kashyap Dalal)
• 4:15 – 4:45 PM – Field/Sales interlock dashboard (Kashyap Dalal)
• 4:45 – 5:00 PM – Closing remarks/Q&A and Open Discussion
• Spill Over topics if time permits – Tools & Automation, Branding and PR
5. • Product Management
• Internal and inward organizational focus
• Translating external market & segment requirements to
product roadmap
• Engagement with cross functional teams to build and ship
the product
• Product and Field Marketing
• Product marketing – external focus – reaching target
segments with product messaging, pricing and offers
(more classic “4 Ps”)
• Field marketing – reaching specific geos/regions carrying
forward all products, engaging with local sales, driving
closed business in the regions
Org: Product or
Service
Product
Mgmt.
Product &
Field
Marketing
External
Market
6. “Because the purpose of business is to create
a customer, the business enterprise has two--
and only two--basic functions: marketing and
innovation. Marketing and innovation produce
results; all the rest are costs. Marketing is the
distinguishing, unique function of the business.“
– Peter Drucker
8. • Why is Segmentation Important
• Reach audiences where the resonance for your message is highest
• Tailor your messages to the audiences – based on profile, pain areas etc.
• As a business you can evaluate product implications based on priority
segments being targeted
• Segmentation develops focus which is important to build customer
acquisition velocity
• With effective segmentation, you can find the most appropriate marketing
vehicles to reach audiences
• Content building - Building References, Case studies and Testimonials more
easily
Segmentation makes you start seeing your target as “chunks” of addressable
market.
9. Addressable “chunk” - Youth in middle class
families
Adjust your message to cater to the segment
(“father’s motorbike”)
Marketing vehicles - Use social media to reach
the young audiences
10. • Creating Customer Segments
• (Geo location, Biz Size/Vertical) AND (Buyer Characteristics OR Buyer
Behavior)
• Target characteristics - Geo Location, Business size/vertical (e.g., US
market – SMBs; India – Higher education institutes; India – Android
phone buyers; India – K-12 parents)
• Buyer Characteristics – where they are looking to address specific
pain points/wants (e.g., Parents monitoring and concerned about child
safety)
• Buying Behavior – where they are looking in specific areas – can we
attach (e.g., SMB DSL buyer – Cloud solutions)
Find segments where your product/Service is a Need (vs. a Want) (“Must have”
vs. “Nice to have”).
11. Clean drinking water and Data safety are examples of a strong need among
certain sections of people.
Foot massage and spa are a need for distance runners.
12. • New Products – Building to first 100 customers and Beyond
• Listen closely to customer voices in the market; Social is a great vehicle to
listen to relevant conversations (Google Alerts to get the latest
conversations/posts/etc. happening)
• Through the listening keep a keen ear to observe patterns of sections that
are interested
• Identify the highest affinity sub-segment (niche)
• Bowling Pin Strategy - Identify First Pin and then Second, Third etc. Try to
identify neighboring pins so transferring content/messages is easy
Broad awareness is not important here; You are laser focused on a specific sub-
segment – create a dent in the sub-segment (In the extreme, a sub-segment is an
individual prospect – that’s where marketing personalization kicks in fully).
13. Not just any taxi ride – but laser focus on ONLY those trying to get to the
airport.
Over the course of time, expand to offer auto rides as well.
14. • Considerations in segmentation for established products
• Can you attach to segments where your other products are sold
• Migrate customers from older product versions
• Explore messaging & reaching New segment/verticals
• Expand geographic footprint/reach (while keeping the same verticals);
• Tweak product/pricing for selling to newer segments, e.g., lower cost
variants of your product
Explore which of the above options works for you to grow your established
product business.
15. Building websites is not a new proposition – but GoDaddy and Google are
reaching new segments among SMBs in India.
Migrate older phone users with a switching benefit to the iPhone 4.
16. • B2B: Segmentation gets you to identify the target
accounts/spaces
• You will need to have tailor made messages and content for the
various profiles/personas in the target accounts (user, influencer,
buyer etc.)
More about the messaging to various stakeholders in a bit, after we cover how
we can position the business.
18. 1. Provide a wedge to open doors
• An Elevator pitch version
• A Longer version
2. Highlight product differentiators vs. the direct and indirect
available alternatives
• Overarching differentiators (e.g., “we support ALL platforms”)
are better than trying to get into nitty-gritty feature comparison
at the outset
• Lower price is not a sustainable differentiator
3. Create some FUD about other solutions
4. Create an inbound pull, people start seeing you as the
answer to an oft repeated question (or pain point)
You are an answer to a common question asked by your target segments
19. Creating an inbound pull (“Proof October 14th”) and differentiator (“…is faster
in performance”).
A conversation starter when you say you are “#1 in Social Marketing”).
Creating FUD around email solution.
20. • At the Customer
• Technology beneficiary (Segment of people who
experience a tangible impact because of your
technology)
• This defines the set of industry vertical segment(s)
you target
• The more you refine this, the better your targeting
– so try to get as specific as possible in identifying
this group (e.g., End users doing ABC & working in
ABC vertical & company size > ABC with globally
distributed offices etc.)
• Influencer (Person(s) in the account who emerge as
your champions)
• Buyer (People who make decisions and sign the check)
• It is possible that the same people are playing one or more
of these roles in the customer account
21. • The Partner
• Go to market partners
• Reseller partners
• The Investor
• The people who back you
• Key external stakeholders - the Partner and Investor, complete the
gamut to be addressed
• Clear positioning is also helpful to attract the right talent, but we
will not get in to that here
22. • At the Customer
• Technology beneficiary – How does it improve my
workflow?
• Influencer – How does it make my job easier/more
effective?
• Buyer – What is the ROI? Is there a strategic impact?
• The Partner
• Is this mutually beneficial?
• The Investor
• What is the opportunity?
23. TCO benefits (for buyer) and end user benefits (“deliver results faster”)
discussed in the above messaging from AWS.
Improvement in workflow when employee attendance can be tracked anywhere
(content for the technology beneficiary).
MessagetargetedtoTechnologyBeneficiary.
MessagetargetedtoBuyer.
24. • At the Customer
• Influencer,
• Establish trust, credibility and confidence since you are a new player; Co-
Marketing and References are helpful here
• Access to, and showcase detailed technology benefits, including feature
matrix (Industry awards also help)
• Have a compelling set of collateral to help your Sales win against
competition
• Technical (before & after) comparison studies – e.g., Whitepapers;
• That this is quickly becoming an industry best practice with business benefits
• Answer FAQs;
• Show how it makes their job easier – for e.g., fewer things to do; fewer
decisions to take; fewer trouble tickets; ease of setup/deployment and
maintenance etc.
At the customer, establishing and winning the Influencer is the first step.
Influencers need to be champions for your product cause
25. • Customer
• Technology beneficiary,
• Improved productivity benefits;
• Easier to use than what you are accustomed to;
• Show how their peers are benefiting – through case studies; If relevant,
how other departments in the organization also benefit
• Drive the urgency – why should they have the technology now?
• Buyer,
• Show the business benefit in the investment;
• Third party validation voices (e.g., Analyst);
• Partner
• Content to show the interlock, i.e., how the technologies complement each
other
• Content to help them make the sales pitch (for resellers)
• Investor
• Your (& team) conviction, backed with data
26. Some things that your marketing content is covering – removing myths &
establishing credibility and responding to FAQs; and showing how others are
benefiting from a solution (peers benefiting).
27. • Like everything in your venture journey, it is “never
a done deal”
• You have placed a stick in the ground, but be ready to
pivot where necessary in terms of refining the messaging
and content
• Be particularly ready to iterate and refine the
‘technology beneficiary’ Segment, Segment, Segment
– your success around customer acquisition velocity
largely depends on nailing this
• Build your first version of the positioning and collateral
after you have the first few (4-6) customers – so you have
some external validation & input
• Your marketing collateral (blogs, whitepaper, data sheets,
website etc.) should continuously reflect your positioning
29. • Product Trials and Seeding – get prospects to try the
product/service before buying
• Importance of Seeding
• Prospects self-select when they choose to evaluate your product
• It is a good indicator for qualified interest
• You have a qualified base; Better chances to nurture the prospect to drive
conversion to paid
• Target and Improved Personalization - Send tailored communication
based on what the prospect is evaluating/trying to do
• Demonstrate network effects where possible (increased value of a product
by virtue of others having it) – important when you are trying to create a
standard across a community
30. Free trials – who should be eligible? All visitors? A section of them?
31. • Considerations
• Remember it is a first experience of the product – so it is important to
provide a great customer experience
• People might prefer to try before purchase (especially if high value
product) – also depends on the regions (behavior in emerging markets
different from developed markets for instance)
• Effectively & clearly including this in the Call To Action on the web pages
32. • Building a Successful Experience
• Low touch model for trials – so prospects get the product and relevant content
easily; Building an effective self-serve model (easy to get started)
• Monitor the metrics – e.g., (a) on conversion of trial-ers to paid members
(promos if necessary) (b) active use of the product during the trial etc.
• What information to collect prior to allowing the trial (optimum balance –
collect only that data which can be meaningfully used to increase conversion
to paid)?
• What is a the critical point when a trial user is “hooked” (quick proof points)?
E.g., is it engagement or is it a successful POC?
• Evaluate the duration of trials (30 days? 60 days?) – what is a convenient
duration?
• Evaluate the scope of trials (will you offer full product or only parts of the
product selectively)
• Trials can be instrumented – with Product hooks to know what features are
being used, frequency of use etc. – important input to product management
• Personalized communications can be sent based on prospect’s trial experience
– plenty of optimization and A/B testing options on conversion
33. Make your trial sign-up easy – for e.g., allowing prospects to use other popular
authentication mechanisms
34. • Product Pricing options to consider
• How is competition pricing the product? How do you want to price relative
to competition? Is it a new product with no competition (in which case you
have more freedom on pricing decisions)?
• Value based pricing (what are the Alternate options for the user/what
benefits does it offer to users – evaluate this and base your price on the
value offered to the user)
• Cost+ : Mark up a price based on the cost for building the product; This is
probably the worst option since it ignores demand and top line value
elements
• Premium Pricing: Price to what the market will bear (sustained or price
skimming)
35. • Pricing – Fixed price (upfront) payment or Subscription?
Subscription pricing also changes the dynamics of marketing to
the customer
• What is your Free Strategy?
• Freemium - Give basic product (limited use of features) or some parts of
the product free and charge for others
• Freemium is an extended trial; Prolonged seeding mechanism
• Freemium options, e.g., Free product to specific segments; Free users are
customers as well since they invest time using the product – so product
needs to perform well and deliver value;
36. Product can be made free for certain segments – like Education in this Autodesk
example.
Service can be free for a certain time (Spotify, though not in India). Other
options – limit features, capacity, users, limited/no support, time.
37. • Introducing Product SKUs
• Aim to maximize your share of wallet from the prospect
• Recognize that prospects are at different requirement levels
• For e.g., introducing SKUs for Enterprise (Premium), SMBs (Intermediate),
Individuals/Consumers (Basic) (Free product can be outside of this)
38. • Co-marketing helps when
• Partners are trying to reach the same sub-segment, but cross footprint
expansion is possible to each other marketing databases OR
• Sum is greater than the parts (bundling opportunities – e.g., better
workflows/value for customer) OR
• Special pricing or promotion incentives can be offered
• Marketing to/through top influencers in the space
39.
40. 2. Afternoon Session - Go To Market
• 2:00 – 2:45 PM - Field marketing overview (Srihari Palangala)
• 2:45 – 3:30 PM - Digital marketing deep dive (Kashyap Dalal)
• 3:30 – 3:45 PM – Break
• 3:45 – 4:15 PM – Digital marketing dashboard discussion (Kashyap Dalal)
• 4:15 – 4:45 PM – Field/Sales interlock dashboard discussion (Kashyap
Dalal)
• 4:45 – 5:00 PM – Closing remarks/Q&A and Open Discussion
• Spill Over topics if time permits – Tools & Automation, Branding and PR
42. • Direct (from you) or Indirect (through a partner)
• Direct
• Online purchase & fulfilment (e.g., eCommerce, SaaS subscriptions)
• Direct Field Salesforce (Inside sales, Account Managers, Business
Development)
• Indirect
• Reseller partner
• Solution partner
• Via partner bundling
43. Pros Cons
Build a direct relation with customer Legal contracting etc. will be required
for every transaction through salesforce
No margin loss Direct liability/exposure to
solution/product deployment & use
People costs with Salesforce (not
applicable with online fulfilment though)
Pros Cons
Leveraged model – build scale and
reach quickly
Provide margin for intermediate
partners
Lesser exposure/risk Invest to build relevant mindshare and
business growth
Direct
Indirect
44. • Online – Digital Marketing
• Offline
• Events, Tradeshows, Sponsorships
• Other media – TV, Radio, Print
• Tele-calling
• Contact discovery
• PR, references
• Industry awards
45. • Content driven marketing (Drives Inbound, Self Selected audience largely)
• Company Website & Visitor Conversion
• Blogs
• Whitepapers
• Online Videos
• Social
• Search SEO
• Online seminars
• Online forums
• Content on 3rd party sites
• Mobile (App)
• Reaching prospects (Advertising to prospects)
• Email
• Banner (Display)
• Search SEM
• Mobile (SMS)
Time and effort;
Generally low on $
cost though
Time, effort &
involves $ cost
46. 1. A blogger had posted an online review about a competing product – we
immediately found this online
2. We were able to engage with the blogger and highlight our product differences
3. As a result, the blogger posted a review of our product as well and amplified
our message to his audience (all of whom are again relevant readers)
4. All this happened in 2 days! With <1 hour of effort from us. How would this have
worked in an Offline world?
47. Content
Objective
Marketing
Collateral
Awareness Lead Gen Nurture Thought
Leadership
Website X
Blog X X
Search SEO X X
Online Forum X X
3rd party
Articles
X
Email X X
Social X X
Mobile (SMS) X X
Whitepaper X X X
Online Seminar X X
Banner X X
Search SEM X X
Online Video X
48. Must Have Good to Have Nice to Have
B2B • Website & Visitor Conversion
• Blog
• Search SEO
• Email
• Whitepapers
• Social (e.g., own LinkedIn,
Facebook, Twitter)
• Online seminars
• Banner
• Search SEM
• Online forum engagement
(3rd party)
• Mobile (SMS or App)
• Contributing to Third
party website – content
• Online videos
B2C • Website & Visitor Conversion
• Social (e.g., own LinkedIn,
Facebook, Twitter)
• Search SEO
• Banner
• Email
• Blog
• Online videos
• Mobile (SMS or App)
• Online forum engagement
(3rd party)
• Whitepapers
• Search SEM
• Contributing to Third
party website – content
• These are broad guidelines for a marketing mix;
• You must determine the exact mix based on your specific
product/service and business
49. • B2B
• LP needs to provide information relevant to the
incoming segment traffic; Customize the
information highlighted on LPs
• Have 1 or 2 prominent calls to action on the LP
(Register Here, Download Trial etc.); Don’t go
overboard asking for Info when they register
• Monitor bounce rates of the landing page
• B2C
• It is more important to get the visitor to engage –
e.g., on a travel portal, visitor could buy a ticket
without having to create a log-in
• Some form of ‘instant gratification’ is more
important (e.g., quickly finding what they are
looking for)
Example: Salesforce page with
‘Contact Me’ as a CTA
50. Tactic Challenges Some things you could try
Website Conversion Build segment based messaging; Try A/B tests; Bring in
external credibility/references
Blog Creating relevant and interesting content;
Frequency of posts
Engage the entire team to contribute – this is a culture;
Discipline to 2 Posts/week
Search SEO Showing up among top results for keywords Get expert help on SEO; Are there related words you
can optimize for?
Online Forum Finding the right forums;
Engaging with caution (avoiding backlash)
Setup Google alerts; Learn Advanced Google search
really well! Don’t be pushy about your agenda
3rd party article This requires time! Make product marketing responsible for this
Email Low open rates (<8-10%) Try other formats – e.g., plain text; Pick different days;
Some vendors give great reports on email tracking;
Social Sustaining engagement Build a content roll out calendar; Stick to it!
Whitepaper Creating engaging content Hire techno marketers (i.e., your marketing person
should have a good technical background)
Online Seminar Driving the right audience Co-marketing; Try renting external databases
Banner Click fraud Pay per lead; Move away from CPM
Search SEM Conversion Improve your CTA; Try a different CTA
Online Video Expensive, if you engage external vendors Record and build your own videos – tools available
51. • Build your persona slowly, do not be brash or impose yourself
(or your brand) online
• Invest the time to find the online influencers in your business; and
then build engagement with them; e.g. – offer to do a guest
post on their blog etc.
• Be ready for positive and negative comments – take them in
your stride and make corrections where necessary
• People are generally approachable and they help – so engage
when you are ready
52. • My recommendation
1. Start with Online – build up your ‘Must have’ tactics
2. Add Offline when you have the resources
3. Then leverage your established Online presence to amplify your
Offline
• Offline marketing vehicles
• Events, Tradeshows & Sponsorships
• Other media – TV, Radio, Print
• Tele-calling
• Contact discovery
• PR & building customer references
• Industry awards
53. Awareness Consideration Purchase
Ensuring that
the prospect is
aware of the
product
Getting the
prospect to try
or consider
your product
prior to
purchase
decision
Driving the
purchase of
the product
(closure of
business with
prospect)
56. • Marketing – generates qualified leads that have the potential
for business closure (in a certain time period)
• Marketing hands off the leads to Sales
• Sales converts a portion of the leads to closed business
• Marketing – should ideally influence 15-20% of the closed
business (i.e., 20% of the closed business in a quarter should
come from Marketing leads)
• Marketing generates qualified leads to support the Sales funnel
from opportunity identification to closure
57. • spalangala@gmail.com
The content in the deck is what I am sharing based on my experience and learning over the years; I
hope it helps you in your startup journey as you distil some of the information and apply some of
the points in your own context(s).