The document outlines key aspects of B2B product marketing, emphasizing the importance of messaging, positioning, and go-to-market strategies. It also highlights the essential skills for product marketers, such as a positive outlook, the ability to analyze information, and effective communication. Additionally, it provides references for further reading and insights into effective product marketing practices.

1. B2B
Product Marketing
Can Ozdoruk
Zignal Labs
11.12.14
College of San Mateo

2. BS
MS
MBA
About Me
Software Engineering
Product Marketing
Product Marketing
Marketing

3. Product Marketing @ Orgs
Product Manager
Marketing
Communications
Manager
Digital Marketing
Manager
Develop products based
on market needs
Market internally developed
product to outside world
Internal communications,
branding, advertising
Manage communities,
execute social media, PR
Content Manager
Develop case studies,
blogs, infographics
Sales Rep
Trusted advisor, sells
the product/service
Product Marketing
PRODUCT/ENGINEERING
Manager
SALES/ BUSINESS DEV.
MARKETING

4. What is Product Marketing?
1. Messaging & positioning
— Customers, partners
— Press, analysts, influencers
2. Go To Market
— Launching
— Channels
— Promotions
3. Collaterals

5. Product Marketing
4 P’s of Product Marketing
— Personalization
— Predictive Modeling
— Peer-to-Peer Communities
— Participation
4 P’s of Marketing
— Product
— Price
— Promotion
— Place

6. Inbound Marketing
Traditional Sales
Sales Now

7. Outside-In Not Inside-Out
Your Product

8. Journey of Customer
Attract
Convert
Acquire
Delight
Stranger
Visitor
Lead
`
Customer
Promoter
Content,
Ads, SEO,
Events
Trials,
Landing
Pages
CRM, Deals,
Nurturing,
Relationship
Surveys,
Soc Media,
Cus Service
Marketing
Sales & Marketing

9. Top 5 Skills for Product
Marketing
1. Positive Outlook
2. Reading Inside & Out
3. Delivering with a Purpose
4. Charisma & Influence
5. Trying New Stuff

10. 1. Positive Outlook
Productivity increases by 31%
Chemical formula
Focus on end-goals

11. 2. Reading Inside and Out
"I just sit in my office
and read all day”
-Warren Buffet

12. 3. Delivering with a Purpose
On-time
Highest quality
In alignment with
business

13. 4. Charisma & Influence
"Nobody is good
enough to govern
another without the
other’s consent”
-Abraham Lincoln

14. 5. Trying New Stuff
Target Audience:
• Diverse
• Evolving
• Demanding

15. Top 5 Skills for Product
Marketing
1. Positive Outlook
2. Reading Inside & Out
3. Delivering with a Purpose
4. Charisma & Influence
5. Trying New Stuff

16. About Zignal Labs
Realtime Monitoring Ÿ Analytics Ÿ Insights

17. Demo

18. Contact Information
can@zignallabs.com
canozdoruk

19. References
— Top 5 Only: http://top5only.wordpress.com
— Zignal Labs: http://zignallabs.com
— HubSpot:
http://www.slideshare.net/rickburnes/an-inbound-marketers-guide-to-product-marketing?qid=f09ae460-d268-45e4-
bece-8ddab6ef114d&v=qf1&b=&from_search=4
— John Gibbon: http://www.slideshare.net/johngibbon/product-marketing?qid=d1168c1a-eb5f-4ef3-a694-6590853c13af&v=qf1&b=&from_search=12