Elevate your product marketing with the Product Marketing Framework - more at www.ProductMarketingFramework.com

1. The Product Marketing Framework
Steve Robins
June 2021
© 2021

2. (c) 2021
Marketing Strategy
Strategic Presentations
Research & Blog
Marketing Leadership
Steve Robins
Principal,
Solution Marketing Strategies
s.robins[at] solutionMKT.com
www.linkedin.com/in/steverobins1

3. (c) 2021
Product Marketing
ˈprä-(ˌ)dəkt ˈmär-kə-tiŋ
bring new products to market
Product Marketing
ˈprä-(ˌ)dəkt ˈmär-kə-tiŋ
Product marketing leads the effort to
bring new products to market
based on an understanding of
customers & their needs

4. (c) 2021
Product Marketing Connects the Go-to-
Market Value Chain
Product
Manage-
ment Marketing
Sales
Customers
Product
Marketing
• Understand buyers
• Consistent, repeatable
processes
• Go-to for go-to-market
• Value-oriented messaging
• Turbocharge products,
sales, and marketing
• Grow revenue

5. (c) 2021
Detailed Product Marketing Framework
• Optimal product marketing encompasses each of the areas of the
framework. How you cover it will depend on your company and
need.
• The framework slides that follow show representative scope, actions,
and sample outputs. The slides are not meant to exhaustive.
• Product marketing exists in partnership with other functions
§ While product marketing may be involved in different aspects, the function
does not necessarily own execution, of for example, demand gen campaigns
§ Product marketing must collaborate with product management. In many
cases, both functions will team on projects such as customer interviews.

6. (c) 2021
The Product Marketing Framework
Insight
Product Strategy
Enablement
Go-to-Market Strategy
Product Launch
Message
Product Usage
Strategic
Tactical

7. (c) 2021
Product
Marketing
Tactics
Product
Marketing
Strategy

8. (c) 2021
• Competition
• Market
oppor-
tunities
• Business
challenges
• Buyers
&
users
GTM
Implications
Market Insight

9. (c) 2021
Market Insight
Scope Actions Outputs
Understanding of…
• Users/buyers
• Potential & current buyers
and users - needs, challenges,
business drivers, compelling
events
• Competition
• Who they are, SWOT vs the
product, positioning &
competitive sales strategy
• Customer & prospect interviews
• Win/loss interviews
• Competitor research
• Competitor monitoring (new
product launches, acquisitions,
etc)
• Information sharing with other
teams
• Market segmentation -
identification, prioritization, value
• Buyer personas
• Overall competitive SWOT analysis
• Competitive recommendations
• Competitor tools, comparisons,
battle cards etc for Sales

10. (c) 2021
Product Strategy
Contribute to product strategy with:
Market insight
Voice of the customer/
prospect/buyer
Win/loss Sales & marketing
perspectives
Timing requirements
(c) 2021

11. (c) 2021
Product Strategy
Scope Actions Outputs
• Contribute to:
• Product strategy
• User requirements
• Roadmap, roadmap prioritization, and
timing
• Product feature groups & features
• Market drivers for roadmap such as industry
conferences & launch dates
• How roadmap fits into message
• Handoff process from product management
to product marketing
• Early participation in roadmap & market
requirements
• Awareness of upcoming releases
• Clear delineation AND collaboration
between product management &
product marketing
• Market insight that feeds into product
plans, roadmap
• Product marketing participation in agile
ceremonies, time permitting
• Cooking demos
• Regular meetings with product
management counterparts
• “Amazon style press release” before
start of development
• Market requirements doc
• Handoff documents from product
management to product marketing

12. (c) 2021
Go-to-Market
Strategy & Playbook
Personas
Ideal
Customer
Profile
Business
Strategy
Success
Metrics
$
Turn products
into revenue

13. (c) 2021
Go-to-Market Strategy
Scope Actions Outputs
• Business strategy for the product –
how will it drive profitable revenue?
• Target market/segment, ICP (ideal
customer profile)
• Personas
• Packaging
• Pricing
• Sales strategy
• Lead gen strategy
• Revenue, lifetime value projections
• Success metrics such as
• Unit/revenue growth
• Sales acceleration
• Research, market sizing
• Customer, prospect, partner
research
• Build out plans for each of items in
Scope, partnering with the
appropriate functions
• Business plan/GTM plan
• Persona documents
• Each of the items in Scope section

14. (c) 2021
Message
Targeted
Compelling
Business Value
Built on Market
Understanding
(c) 2021

15. (c) 2021
Message
Scope Actions Outputs
• Use understanding of customers
and product to create compelling
and targeted value propositions
for both the product line overall
and for specific products
• Gain 360 degree perspective on
product value from…
• Customers, CAB
• Prospects
• Sales
• Product team
• Technical
• SEs
• Support etc.
• Analysts
• Create message
• Vet and test the message
• Message test plan
• Messaging document
• Reusable messaging chunks for
different media (website, data
sheet etc)
• Product presentation based on
core messaging
• Keywords

16. (c) 2021
Product
Marketing
Tactics

17. (c) 2021
Product Launch
Drive maximum impact with a
process that is…
Strategic
Repeatable
Coordinated
Measurable
Start with
”why”?

18. (c) 2021
Product Launch Planning/Execution
Scope Actions Outputs
Process to bring the product to
market including:
• Message
• Competition
• User/buyer personas
• Marketing/amplification
• Demand gen
• Sales enablement
• Content
• Create and track progress of plan
with key stakeholders
• Create metrics
• Create plans for items in Scope
• Determine stakeholders and who
to include in process
• Launch plan
• Run regular launch meetings with
all key stakeholders
• Bills of Materials for different
types of launches (most important,
medium importance, minor etc)
• Metrics

19. (c) 2021
Enablement
Provide everyone with the tools they
need to succeed
Customers
Sales/
Partners
Marketing
Customer Success

20. (c) 2021
Enablement
Scope Actions Outputs
Product marketing drives
“enablement” of other functions
including:
• Sales, BDRs
• Sales partners
• Marketing team
• Customer support/success team
• Broader company
• Determine requirements for
enablement by meeting with
stakeholders
• Map enablement needs against
sales stages and/or buyer journey
• Create messaging doc and
reusable core enablement tools
• Determine sales and marketing
demo strategy (e.g., how demo is
used in sales cycle and demand
gen, should it be recorded or
delivered live?)
• Messaging document (see
Messaging page) which will drive
creation of some content such as
website, datasheets, social media,
lead gen, sales demos
• Base content including:
• Standard reusable copy blocks
(descript, value etc.)
• Sales presentation
• Sales training
• Company announcement
• Competitive tools

21. (c) 2021
PURCHASE
RENEWAL/
CROSS-SELL/
UP-SELL
REFERRAL
INCREASED
USAGE
ON-
BOARDING
CON-
SIDERATION
AWARENESS
Buyer’s Journey & Product Usage

22. (c) 2021
Buyer’s Journey & Product Usage
• Product Marketing drives strategies and tactics along the entire
buyer’s/customer’s journey from awareness to renewal
• The following pages are organized by stage of the
buyer/customer journey

23. (c) 2021
Stage Scope Actions SAMPLE Outputs
Awareness • Message and tactical guidance on marketing
& product opportunities to drive awareness
• Work on awareness campaigns with
marketing, product team and others
• Create supporting content
• Campaign plans &
recommendations
• Blog posts
• Thought-leadership content
• Speaking
• Partner marketing
Consider-
ation
• Message and tactical guidance on
marketing, product, and sales opportunities
to drive consideration
• Work on demand gen campaigns
• Identify needed sales tools based on
sales enablement framework, past
history
• Coach sales people
• Sales tools & Training
• Analyst reports
• Case studies
• Product datasheets
• In-app promotions
• Partner marketing
First-Time
Purchase
(new logo)
• Sales enablement & training • Similar to above • Sales enablement
• Buyer’s guide
• Competitive tools
Buyer/Customer Journey – The Road to Revenue

24. (c) 2021
Buyer/Customer Journey – The Road to Revenue
Stage Scope Actions SAMPLE Outputs
Onboarding • Message
• Programs for successful
onboarding
• Provide message
• Lead onboarding/usage team
• Onboarding tools
• In-app messages
Increased
Usage
• Message
• Programs that drive usage
• Provide message
• Lead onboarding/usage team
• In-app messages
Cross-Sell/
Up-Sell
• Cross-sell/up-sell programs for this
product in the company’s other
products
• Prioritize the company's
complementary products
• Create programs to promote
this product within other
company products (e.g., in-
app promotions)
• Work with sales and
marketing to create cross-sell
programs
• In-app promotions

25. (c) 2021
Buyer/Customer Journey – The Road to Revenue
Stage Scope Actions SAMPLE Outputs
Referral/
Reference/Ca
se study
• Build this into onboarding data
capture
• Capture customer case studies
• Establish referral bonuses
• Reference database
• Case studies
Renewal • Provide message: why renew • Create in-app renewal
campaigns
• Renewal promotions

26. (c) 2021
Take the Next Step
Questions?
Contact Steve Robins
s.robins [at] solutionmkt.com
Elevate your product
marketing -
learn how in this
presentation
Download the
editable Workbook -
tailor to your needs
www.ProductMarketingFramework.com
?

27. About Solution Marketing Strategies
© 2021

28. (c) 2021
Solution Marketing Strategies Helps Companies
Get Closer to Customers & Prospects
Know the market and
your prospective
customers
Strategic
presentations
Messaging, value
propositions, content
& sales tools
Product marketing
strategy
www.SolutionMKT.com

29. www.SolutionMKT.com