product marketing 101
DESCRIPTION
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?TRANSCRIPT
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B2BProduct Marketing
Can Ozdoruk Zignal Labs
11.12.14
College of San Mateo
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BS
MS
MBA
About Me
Software Engineering
Product Marketing
Product Marketing
Marketing
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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 @ Orgs
Product Marketing Manager PRODUCT/ENGINEERING SALES/ BUSINESS DEV.
MARKETING
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What is Product Marketing? 1. Messaging & positioning
� Customers, partners � Press, analysts, influencers
2. Go To Market � Launching � Channels � Promotions
3. Collaterals
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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
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Inbound Marketing
Traditional Sales Sales Now
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Outside-In Not Inside-Out
Your Product
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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
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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
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1. Positive Outlook
Productivity increases by 31% Chemical formula Focus on end-goals
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2. Reading Inside and Out
"I just sit in my office and read all day”
-Warren Buffet
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3. Delivering with a Purpose
On-time Highest quality In alignment with business
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4. Charisma & Influence
"Nobody is good enough to govern another without the other’s consent” -Abraham Lincoln
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5. Trying New Stuff
Target Audience: • Diverse • Evolving • Demanding
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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
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About Zignal Labs
Realtime Monitoring � Analytics � Insights
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Demo
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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