Describes how product / industry marketing must evolve to ensure marketing effectiveness, i.e. sales and marketing success, in an increasingly crowded marketplace. Content is based upon my personal insight, marketing a range of high tech. product products and services, for a number of companies across the TMT sector.

1. Product / Industry Marketing 2.0 New approach to product / industry marketing, ensuring future sales success, in an increasingly congested and challenging marketplace

2. Its getting tougher to succeed! Look how much we save you £££ Me To! Me To! Harder to differentiate Me To! Me To! Me To! In today’s highly connected world, there’s rapid convergence of market intelligence & customer insight, any category quickly becomes crowded with competitors making similar claims. Harder to communicate The daily bombardment of marketing messages in all aspects of today’s world is creating message fatigue and active avoidance and filtering out of your best efforts Copyright © 2011 Jeremy Spencer Slide 2 of 13

3. Implications “Business is working harder and paying more to pursue people who are trying to watch and listen less to its messages.” ...... Keller & Berry, The Influentials Marketing ROI & sales success under threat like never before Need Greater Efficiency (doing things well) AND Greater Effectiveness (doing the right things) Copyright © 2011 Jeremy Spencer Slide 3 of 13

4. Effectiveness is the big opportunity Many organisations are up & running on efficiency gains, from inside sales & digital marketing, but…… For these channels to deliver, they need: Differentiated, compelling value propositions, i.e. the Right Messaging Integration with other supporting elements of the overall sales and marketing mix, i.e. the Right Go To Market Strategy Get it wrong and you just create a lot of leads that sit at the top of the sales pipeline, going no where The right messaging, with the right go to market strategy, make efficient marketing channels effective, ensuring more leads turn into revenue, yet….. Issue of effectiveness is still at the starting line, (can you name one activity you’ve done specifically to address marketing effectiveness?) Efficiency Getting messaging and go to market strategy right, ignites sales & marketing channels, maximising marketing effectiveness Effectiveness Copyright © 2011 Jeremy Spencer Slide 4 of 13

5. Common Areas of In-effectiveness In-appropriate channels, Targeting in-correctly In-appropriate communications mix deployed, that doesn’t reflect the particular sales process – one size doesn’t fit all! In practice, sales tools and materials don’t reflect the needs of the actual sales process Lack of compelling, differentiated messaging Those with the agency relationship not category SMEs, limiting effectiveness of agency briefings Messaging not in tune with customer’s perspective / language SME = Subject Matter Expert Copyright © 2011 Jeremy Spencer Slide 5 of 13

6. Product / industry marketing is key to effectiveness Integrated go to market plan, tying together target customers, engagement strategy , marketing tactics & proposition. Ensures alignment attacking most attractive & susceptible Integrated go to market plan, tying together target customers, engagement strategy , marketing tactics & proposition. Ensures marketing tactics aid the sales process needed Combine creative “big idea” with integrated value matrix , linking features to benefits to financial value analysis, differentiation and ROI Sales enablement process aligned with go to market plan & sales reality, not theory. Product / Industry Marketing Complement marketing brand guidance with real market , customer and proposition insight to brief agency effectively Bring together insight from market, customers, partners, analysts and sales to guide the creation of the “big ides” Copyright © 2011 Jeremy Spencer Slide 6 of 13

8. Wrong skill sets pitching to in-effective contact levels and unlikely / unmotivated purchasers

9. Poor lead quality exacerbating sales in-effectiveness

11. Go to market theme doesn’t resonate with customer language and key purchase criteria

12. Benefit messages don’t differentiate solution offering

13. Customer’s struggle to justify investing in your solutionCopyright © 2011 Jeremy Spencer Slide 7 of 13

20. Map customer needs to solution offeringRequires additional skills and experiences…. Copyright © 2011 Jeremy Spencer Slide 8 of 13

22. Field marketing experience

23. Creative vision

24. Financial analytical skillProduct / Industry Marketing 2.0 Field Marketing Experience Creative Vision Appreciation, awareness to drive a creative process that creates the “big idea” go to market themes that will resonate with and motivate target audiences. Credibility, knowledge & empathy to drive an effective comms plan, aligned to sales activities / process, to create an integrated go to market effort. Financial Analysis Financial modelling skills to build business case models and integrated value matrix that maps customer strategic agenda to features, benefits, value driver, differentiators and ROI. Contact author for examples: js@jpspencer.co.uk Copyright © 2011 Jeremy Spencer Slide 9 of 13

25. Appendix More detailed descriptions of the attributes that deliver product marketing success Copyright © 2011 Jeremy Spencer Slide 10 of 13

26. Successful Product/Industry Marketing #1 Certain key attributes required, for Product / Industry Marketing to drive marketing effectiveness, in today’s changing marketing landscape : Situation Change Needed Copyright © 2011 Jeremy Spencer Slide 11 of 13

27. Successful Product/Industry Marketing #2 Situation Change Needed Copyright © 2011 Jeremy Spencer Slide 12 of 13

28. Successful Product/Industry Marketing #3 Situation Change Needed Copyright © 2011 Jeremy Spencer Slide 13 of 13