MassTLC product launch campaign strategies, ben austin, Carbon Black
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In June of 2018, MassTLC's product marketing peer group met to discuss product launch campaign strategies. Ben Austin from Carbon Black facilitated one of the conversations, here is his presentation.
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MassTLC product launch campaign strategies, ben austin, Carbon Black
- 1. I © 2017 Carbon Black. All Rights Reserved. I CONFIDENTIAL1 The Product Launch Process
- 2. I © 2017 Carbon Black. All Rights Reserved. I CONFIDENTIAL2 Ben Austin Product Marketing Manager Carbon Black
- 3. I © 2017 Carbon Black. All Rights Reserved. I CONFIDENTIAL3
- 4. I © 2017 Carbon Black. All Rights Reserved. I CONFIDENTIAL4 What is the most important role Product Marketing plays in the product launch process?
- 5. I © 2018 Carbon Black. All Rights Reserved. I CONFIDENTIAL5 ESTABLISHING... INTERNAL MOMENTUM EXTERNAL DEMAND INDUSTRY REQUIREMENTS
- 6. I © 2018 Carbon Black. All Rights Reserved. I CONFIDENTIAL6 ESTABLISHING... INTERNAL MOMENTUM EXTERNAL DEMAND INDUSTRY REQUIREMENTS
- 7. I © 2017 Carbon Black. All Rights Reserved. I CONFIDENTIAL7 WHAT DOES “INTERNAL MOMENTUM” MEAN? FIELD READINESS Executive Buy-In Sales EnablementSales Training Authentic Excitement Ongoing Communication Personal Incentives
- 8. I © 2017 Carbon Black. All Rights Reserved. I CONFIDENTIAL8
- 9. I © 2017 Carbon Black. All Rights Reserved. I CONFIDENTIAL9 INTERNAL READINESS TIMELINE APRIL MAY JUNE JULY AUGUST SEPTEMBER Education & Planning Leadership Meetings Campaign Planning Sales All-Hands Meeting Q2 Q3 Sales Enablement Demo Training Regional Meetings PM/PMM Weekly Office Hours Momentum Channel Webinar Internal Blog Series Comprehensive Sales Training Go Live! SE Training (Update) Customer Case Study GA Announcement
- 10. I © 2017 Carbon Black. All Rights Reserved. I CONFIDENTIAL10 Enablement Content: The Market
- 11. I © 2017 Carbon Black. All Rights Reserved. I CONFIDENTIAL11 Enablement Content: Product & Process
- 12. I © 2018 Carbon Black. All Rights Reserved. I CONFIDENTIAL12 ESTABLISHING... INTERNAL MOMENTUM EXTERNAL DEMAND INDUSTRY REQUIREMENTS
- 13. Target Audiences: Roles Clever Name Title • Instill confidence in IT • Don’t disrupt business • Don’t shake things up • Fix problems PAIN POINTS • Lack of information • Often in quick-fix mode • Poor security GOALS INFOSEC TECHNICAL EXPERIENCE FREQUENCY Clever Name Title • Protect company assets • Fast time-to-resolution • Continuous improvement • Smooth communication PAIN POINTS • Alert fatigue • Triage with limited visibility • Too many clicks • Backlog of alerts to assess • Lack of guidance GOALS INFOSEC TECHNICAL EXPERIENCE FREQUENCY
- 14. I © 2017 Carbon Black. All Rights Reserved. I CONFIDENTIAL14 Top-Level Product Tag This is where you should write the super strong product description that will appear on datasheets, boilerplates, product pages, etc. Product Name KEY MESSAGE BUSINESS IMPACT & BENEFIT BENEFIT-BASED MESSAGE ● What the product allows your customer to achieve ● How that ability directly improves their life BENEFIT-BASED MESSAGE ● What the product allows your customer to achieve ● How that ability directly improves their life BENEFIT-BASED MESSAGE ● What the product allows your customer to achieve ● How that ability directly improves their life
- 15. I © 2017 Carbon Black. All Rights Reserved. I CONFIDENTIAL15 WHY CHANGE? The Three “Why”s WHY NOW? WHY [PRODUCT]?
- 16. I © 2017 Carbon Black. All Rights Reserved. I CONFIDENTIAL16 Third-Party Analyst Research Report Prospect Webinar PPC Ads & SEO Content LAUNCH COLLATERAL Quick Reference Guide (internal) Talk Track (internal) Evaluator’s Guide Product Datasheet Sales Slides CAPTURE NURTURE CLOSE Competitive Battlecards (internal) Customer Case Study Roadmap Slides
- 17. I © 2018 Carbon Black. All Rights Reserved. I CONFIDENTIAL17 ESTABLISHING... INTERNAL MOMENTUM EXTERNAL DEMAND INDUSTRY REQUIREMENTS
- 18. I © 2017 Carbon Black. All Rights Reserved. I CONFIDENTIAL18 WHAT DOES IT MEAN? Educate users about how to evaluate this type of product. Set the standard that competitors need to live up to.
- 19. I © 2017 Carbon Black. All Rights Reserved. I CONFIDENTIAL19
- 20. UNDERSTANDING TOP COMPETITORS TOP MESSAGES ● See the Truth. Act with Confidence. ● Ask. Know. Act. ● 15-Second Visibility & Control over Every Endpoint. STRENGTHS ● Strong IT & Ops Value Prop ● Speed & Scalability ● Broad Cross-Platform OS Support WEAKNESSES ● Inherent architectural flaws ● Poor brand perception in the media ● Security governance only - not true security TOP MESSAGES ● Any question, every machine ● Black Box Security. Unboxed. ● Your infrastructure as a queryable database. STRENGTHS ● Free Tool ● Built on Open Source Software ● Broad Cross-Platform OS Support WEAKNESSES ● Standalone query product ● No brand recognition ● Very limited resources
- 21. I © 2017 Carbon Black. All Rights Reserved. I CONFIDENTIAL21 TIPS FOR SUCCESS Leverage Trusted Analysts Influence Ideas, Not Messages Be Helpful, Above All Else
- 22. I © 2017 Carbon Black. All Rights Reserved. I CONFIDENTIAL22 DISCUSSION QUESTIONS • What are the most important aspects of a launch plan? • How do you build internal momentum? • Where do you struggle with launches? • What is your most successful sales enablement content? • What’s your opinion about planning a launch around an industry event?
- 23. I © 2017 Carbon Black. All Rights Reserved. I CONFIDENTIAL23 www.CarbonBlack.com