27. 4 New P’s of Marketing Iris Mootee “ High Intensity Marketing”
28. Forget the 4 P’s STORIES define everything you say and do PRODUCTS manifestations of the story DATA is observational. What do people actually do? INTERACTIONS marketing tactics from spam to billboards, CONNECTION between you and the customer, the end goal Data Interactions Products Stories Connection
Stanford Continuing Studies: Bus100 - Building Software Products
Stanford Continuing Studies: Bus100 - Building Software Products
Find marketing and marketing communications less domain knowledge Stanford Continuing Studies: Bus100 - Building Software Products
Stanford Continuing Studies: Bus100 - Building Software Products
Stanford Continuing Studies: Bus100 - Building Software Products
Stanford Continuing Studies: Bus100 - Building Software Products
In enterprise, product managers should know customers personally Stanford Continuing Studies: Bus100 - Building Software Products
Understand market segment analysis: different type of customers : percentage of company sales, percentage of industry sales, market attractiveness, size, growth rate, etc. Stanford Continuing Studies: Bus100 - Building Software Products
Stanford Continuing Studies: Bus100 - Building Software Products
Mihir asked about pre-announcing …. What we have discussed up to this point on product strategy Also naming, warranty, etc…. Antony Awaida, StartLeap “ Energize Your Go-to-Market Strategy Established vendors can improve new product introductions by taking a page from the startup playbook.” http://sandhill.com/opinion/editorial.php?id=36 Also says: -The Entrepreneurial Team (esp Marketing) should lead the initial sales -Focus on Decision Makers (focus on developers first in beta) -Have a defined Elevator Pitch (define value proposition) Lower cost of entry; Reduce risk Higher ROI; Quick response to change in demand; Rapid deployment of new services; - Focus on core business Stanford Continuing Studies: Bus100 - Building Software Products
Which C’s What missing Promotion, Quantity Discounts, Psychological Pricing, Transfer Pricing ….. Stanford Continuing Studies: Bus100 - Building Software Products
WINE We adapt to our assumptions … Stanford Continuing Studies: Bus100 - Building Software Products
Stanford Continuing Studies: Bus100 - Building Software Products
Demand and Lead Generation Some PR, Some Advertising, Some Tradeshows (small community) … more calls in … man cold calls Leads to WebEx Leads to questions and commitments Leads to Sales Stanford Continuing Studies: Bus100 - Building Software Products
Stanford Continuing Studies: Bus100 - Building Software Products
VIDEOS !!! “A grassroots technology adoption pattern has emerged on the internet largely in parallel to the classic methods of selling software to the enterprise. Products are now discovered through a combination of blogs, search keyword-based advertising, online product marketing and word-of-mouth. It’s now expected that anything discovered can be sampled and experienced through self-service exploration and download. This is true not just for consumer products: even enterprise products now more often than not enter an organization through the internet-based research and trial of a business unit that understands a product’s value. Products must now embrace a “discover, learn, try, buy, recommend” cycle – sometimes with one of those phases being free, http://www.microsoft.com/windows/products/windowsvista/default.aspx Apple Leopard Movie…. Kodak Easy Share / Flickr http://www.adobe.com/downloads/ Also Free – meium site …. Where can discover, learn, try … and later (upgrade) and buy Stanford Continuing Studies: Bus100 - Building Software Products
Who has used what and what is experience … Stanford Continuing Studies: Bus100 - Building Software Products
Stanford Continuing Studies: Bus100 - Building Software Products
Stanford Continuing Studies: Bus100 - Building Software Products
Cannondale Dell Best Buy McDonald’s Stanford Continuing Studies: Bus100 - Building Software Products
Stanford Continuing Studies: Bus100 - Building Software Products
Stanford Continuing Studies: Bus100 - Building Software Products
Traditionally for Retail – prominence on web instead of in store What are big platforms today? Facebook LinkedIn Sforce Amazon Stanford Continuing Studies: Bus100 - Building Software Products
Iris Mootee “High Intensity Marketing” in 2001 Personalization: mass customization of products and services – Amazon … SalesForce Participation: customers decide Peer-to-Peer: conversations among users Predictive Modeling: modern analytics (neural network algorithms) Stanford Continuing Studies: Bus100 - Building Software Products
Stanford Continuing Studies: Bus100 - Building Software Products
Stanford Continuing Studies: Bus100 - Building Software Products
More of a classic waterfall
Stanford Continuing Studies: Bus100 - Building Software Products
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