product marketing de-mystified - shobhit chugh (productcamp boston 2015)
TRANSCRIPT
Product Marketing De-mystified
Shobhit Chugh | Product Marketing Lead, Tamr Inc.
Questions I will *attempt* to answer…
• What is Product Marketing?
• How to get in?
• How to succeed?
• What next?
How did Product Marketing come to be?
In a company Product Management and Marketing loved each other very
much….
HR
Support
Finance
AppsStore
Product Management vs. Product Marketing
Product Manager
• Orchestrate the building of the right product at the right time with the right resources
Product Marketing Manager
• Orchestrate taking the product to the marketplace with the right target, the right positioning and the right go-to-market strategy and tactics
Product Marketing Charter
• Responsible for Market success of product
• Deep knowledge of market, customers and competitors to guide
roadmap/strategy
• Communicate a market position that is clear, differentiated and
defendable
• Arm sales and marketing with the tools that they need to be
successful
http://www.slideshare.net/gerardodada/defining-product-marketing
Another way to look at your job….
Product Management
Engineering
Product Marketing
Marketing
Where do you fit in?
http://www.slideshare.net/kaykas/modern-marketing-organizational-structure-kaykas-jascha-kaykaswolff
Strategy, competition,
market and buyer
insights
Demand Generation
Marketing
OpsEvents Content Digital
Sales Enablement
and Field Marketing
4 aspects to your job…
Strategy and
PositioningContent
Sales Enablement
Evangelism
Strategy and positioning
• Focal point for value proposition, positioning, messaging
and go-to-market activities for your product.
• Buyer research, buyer profiles, buying process, competing
solutions to drive the positioning and sales enablement
Content
• Develop and execute product marketing plans that lead
to successful product launches
• Marketing deliverables - sales presentations, training
materials, webinars, data sheets and white papers,
competitive documents, press releases, customer case
studies, …
• Collaborate with Corporate Marketing and
Segment/Vertical Tams to create solutions-level
deliverables and programs for targeted segments and
verticals.
Sales Enablement
• Sales presentations
• Training materials
• Suggesting sales tactics where applicable
• The objective observer role
• Understanding of what makes sales cycles un-stuck
Evangelism
• Work with Corporate Marketing to generate positive PR for your
product (e.g.: press releases, bylined articles, speaking engagements,
webinars, podcasts, etc.)
• Represent your product in events such as trade shows, user group
conferences, analyst events, sales meetings, etc..
• Act as spokesperson for your product in customer briefings, analyst
briefings, channel events, road shows, etc.
Classic mistakes of product marketing
Buzzword happy
Tamr is a ground-breaking, disruptive, paradigm shifting technology that helps
you unify data across multiple, disparate silos leveraging synergies of machine
learning and expert sourcing, without boiling the ocean
Too far removed
from sales
You are the link that ties together sales, marketing, product. So attend sales
calls
Too non-technical
Engineers have a bias against Marketing. Don’t fall into that trap
Week in the life
• Showcase your communication skills
• Domain knowledge
• Strong understanding of marketing and
sales cycles for that industry
• Getting it done attitude
15
Things you could do to help your case
• Establish your credibility – get quick wins
• Complement skill sets
• Get in real customer world fast
• Get close to sales
• Be the strategic thinker
• Conduct buyer research
16
How to succeed