This Webcast takes a look at three key areas of successful Software Product Marketing: Product Launches, Sales Enablement, and Product Positioning & Messaging.
It focuses on practical applications of the information presented, empowering the audience to take these best practices back to their companies. If you are considering a career as a Product Marketing Manager, are new to the profession and looking for guidance, already have many years of experience in the role and are looking for new inspiration and ideas, or are interested in learning what a Product Marketing Manager colleague of yours is responsible for within your organization, this Webcast is for you.
16. Training: Empathy
• Why should they care about this training?
• Will it increase their sales performance?
• Is the training entertaining or at least memorable?
• Is there a call to action?
• Upsell a new feature to existing clients?
• Is there a follow-up to the training to ensure that it remains
in their long-term memory?
19. Sales Enablement: Product Playbook
• PDF for onboarding new employees
• Online version including:
• Installation
• FAQ
• Support articles
• Up-to-date marketing links
Two different examples:
22. • Company in a Nutshell
• Product Positioning
• Company Strengths
• Company Weaknesses
• Products/Services Overview
• Pricing
• Product Strengths
• Product Weaknesses
• Reasons Why They Win Against Us
• Reasons Why We Win Against Them
• What is Expected From Them When They Sell
Against Us
Sales Enablement: Competitor Analysis
• Office Locations
• Investors
• Latest Financial Information
• Number of Employees
• Partners
• Market Presence
• Customers
• Industries
• Sales Strategy
23. 1. The customer’s background
2. The challenges and pain points the customer was experiencing
before finding your product
3. Why the customer specifically chose your product
4. What the results and impact were to the customer’s business
Sales Enablement: Customer Success Stories
25. Positioning: Product Line, Products, and Features
Product Line
Product Product Product
Feature Feature Feature Feature Feature Feature
26. 1. Using no more than five words, what is your product offering?
2. What is the elevator pitch to expand upon the first question?
3. What are some differentiation points that set our product apart from its
competition?
Positioning: Consistent Company-wide Pitch
27. Ask open-ended questions such as:
• What were you initially searching for when you
found our company/product?
• What specific problems were you trying to solve
and why?
• What keywords did you input into the search
engine?
• Did you choose us over a competitor? If yes, why?
Positioning: Meet with Prospects and Customers
28. When positioning a new product, interview the following groups
in this order:
1. Development
2. Product Managers
3. Management
Positioning: Company Internal Research
29. When researching your competitors, document the following
information:
• What is their Unique Selling Proposition?
• Patents?
• What is their pricing?
• What is their messaging?
• Do they use specific buzzwords?
Positioning: Competitor Positioning
Avoid getting into a feature war!
30. Persuasive:
• Answers the “Why?”
• Why should someone request a demo?
• Why should someone switch from a
competitor?
• Why should some purchase it?
Positioning: Multilayered Messaging
Descriptive:
• Answers the “What?” and “How?”
• Enforces the persuasive