The document outlines essential elements of software product marketing, focusing on product launches, positioning, and sales enablement. It discusses the product lifecycle stages, strategies for effective training, and tools for competitor analysis and customer success stories. The aim is to provide a comprehensive approach to enhance product positioning and marketing strategies.

1. AIPMM Webcast Series
Three Key Elements of Software
Product Marketing and
How to Apply Them

2. Lucas Weber
Our Speaker

3. Product Management
Product Marketing
Product Marketing

6. •Positioning and Messaging
• External and Internal Research
• Competitor Positioning
• Multilayered Messaging
•Product Launches
• Prioritization and Deliverables
• Timeline and Actions
• Training
•Sales Enablement
• Learning Management System
• Product Battlecard
• Product Playbook
• Product Flowchart
• Document Management System
• Competitor Analysis
• Customer Success Stories
Agenda for the next 40 minutes

7. Product Launches

8. Product Lifecycle
1. Conception
2. Development - Including an Alpha version, Beta version, and Release Candidate
3. Product Launch
4. Growth
5. Maturity
6. Decline
7. Withdrawl

9. Product Launch: Prioritization and Deliverables

10. Product Launch: Timeline and Actions for a P2

11. Product Launch: Timeline and Actions for a P4

12. Product Launch: Training

13. Sales Enablement

14. Training: Learning Management System

15. Training: Learning Management System

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?

17. Training: Microlearning

18. Sales Enablement: Product Battlecard

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:

20. Sales Enablement: Product Flowchart

21. Sales Enablement: Document Management System

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

24. Positioning and Messaging

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

31. Marketing Funnel:
1. Paid Ads
2. Case Studies
3. Free Trial
1. In-product marketing
Positioning: Multilayered Messaging
Website:
1. Homepage
2. Product page
3. “Request a demo” page

32. Upcoming Webcast
March 30, 2018
Positioning Simplified: The Fast Track to Marketing Success! (Part 2)
WWW.AIPMM.COM/AIPMM_WEBINARS
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http://aipmm.com/aipmm_webinars
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