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Product Marketing Lessons from a Pro
The document outlines the essentials of product marketing including its framework, deliverables, and the roles of product marketers in understanding customers and positioning products effectively. It details the phases of product marketing such as pre-launch and post-launch strategies, emphasizing the importance of content types, audience engagement, and measurement of success. Key deliverables include buyer personas, positioning and messaging, sales enablement materials, and comprehensive go-to-market plans.
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Product Marketing Lessons from a Pro
- 1. Essentials of a Strategy RahulThomas Mathew Product Marketing @ Jifflenow
- 2. Agenda • Overview of ProductMarketing • Introduction to the Product Marketing Framework • Product Marketing Deliverables
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- 5. What does Product Marketing Really Do? PRE-LAUNCH POST-LAUNCH • Positioning • Messaging •Collating customer Feedback • GTM • Sales enablement • Driving demand • Adoption • Overall success of the product
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- 11. Feed Different Stages of Target Audience Awareness Lead Generation Nurture Sales Enablement STAGECONTENT TYPE • Infographic • Presentation •Blog Post • Video • Advertisement • Press Releases • eBook • Whitepaper • Workbooks • Templates • Third-party research • Webinar • Blog post • Infographics • Email • Case study • Testimonials • Video demo • Analyst report • Spec sheets • ROI calculator • RFP template • Pricing guides • Competitive differentiator guides • Messaging CHANNEL • Website/blog • SlideShare • LinkedIn • Twitter • Facebook • Social media management (Hootsuite, Spredfast, etc.) • SEO Optimization • Youtube • Website • SlideShare • Social media management • Marketing automation • Webinar platform • Website/blog • Marketing automation • YouTube • Email Marketing • Website • Marketing automation • CRM • Internal content repository
- 12. Enabling Internal Teams TEAM ASSETS SALES Product demos,one-pagers, talking points, competitive differentiator docs, pricing details, testimonials, case studies CUSTOMER SUCCESS One-pagers, detailed technical overview and/or requirements, implementation guides, customer-oriented presentations, customer emails MARKETING Blog posts, social posts, one-pagers, feature descriptions for website, guides, emails, one-pagers, event/tradeshow collateral, internal positioning documents, videos PR Press releases, analyst briefings, media outreach
- 13. Post Launch Measurement • Web Traffic • Internal Content utilization •New Prospects in Database • MQL, Lead and Revenue by product launch Gather Feedback • Ask internal teams about feedback of enablement tools, messaging • Feedback about product traction • Did they feel prepared for the launch • What can be done better Develop continued awareness plan • Develop a plan for the six to twelve months immediately after launch. • Create content to drive continued awareness to fuel lead gen • Opportunities to gain extra exposure for your product through a sponsorship, keynote, or speaking engagement
- 14. Summary So in conclusionwhat is Product Marketing ? • Product Marketers understand the customer & the market • Product Marketers position the products in the market • Enable Sales & Marketing teams to attract new customers • Drive Product demand and adoption What are the Product Marketing deliverables? • Buyer Personas • Positioning & Messaging that attracts and converts prospects and leads • Sales enablement material • Competitive intelligence • GTM and Launch plans for the product