Product Marketing 101
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B2B Product Marketing. What is the role of Product Marketing in organizations? What are the most important skills to be a good product marketing manager?
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Product Marketing 101
- 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