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Product Marketing Crash Course: What it is, why it matters and how to do it

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How do you position your product? Develop messaging? Go-to-market? Manage product release cycles and communications?

One of the most critical, yet often misunderstood growth levers is product marketing. This cross-functional role sits at the intersection of product, marketing, sales and customer success. It involves a lot of moving parts and the ability to quickly accumulate the knowledge and context needed to iterate better, faster.

In this session, we’ll deconstruct the role of product marketing and how startups should think about it early on and as they scale.

This includes:

What product marketing is (and what it isn’t)
Strategies, tactics and frameworks to execute on key product marketing activities
How to structure and integrate product marketing at different stages of growth

Publicado en: Marketing
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Product Marketing Crash Course: What it is, why it matters and how to do it

  1. 1. Product Marketing Crash Course: What it is, why it matters and 
 how to do it HANA ABAZA - HEAD OF MARKETING, SHOPIFY PLUS
  2. 2. @Kissmetrics #Kisswebinar @thuelmadsen
  3. 3. Thue is the Kissmetrics Webinar Wizard and Marketing Ops Manager. Before joining forces with Kissmetrics, he was a Lyft driver in SF, which is also how he ended up as a Kissmetrics marketer. Whenever Thue is not trying to automate everything around him, you can find him hiking in the Sierras. THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen Hana Abaza is the Head of Marketing at Shopify Plus, a commerce platform designed for high-growth, high- volume merchants. Her expertise lies in product and content marketing, growth and acquisition. She loves sunny days, good puns, and is a self-proclaimed podcast-junkie. HANA ABAZA Head of Marketing, Shopify Plus @HanaAbaza
  4. 4. @ShopifyPlus #Kisswebinar @HanaAbaza
  5. 5. 1 What is Product Marketing? When to do it yourself vs. hiring a product marketer How to structure the product marketing function Signs you need to hire product marketing 2 How & When to Invest in Product Marketing 3 The Job: Things Product Marketers Do TABLE OF CONTENTS #Kisswebinar Strategic vs. Tactics Ongoing vs. Launch Building the foundation Fuelling growth
  6. 6. WATCH WEBINAR RECORDING NOW
  7. 7. What is it?
  8. 8. “Product marketing is the process of promoting and selling a product to an audience. It includes assessing customer needs, customer type, and geographic area.” - Wikipedia
  9. 9. “7 P’s of marketing: Product, Pricing, People, Place Promotion, Process, Physical environment.” - A Marketing Professor
  10. 10. Huh?
  11. 11. HOW IS PRODUCT MARKETING DIFFERENT FROM MARKETING- MARKETING? You’re not the only one who is confused!
  12. 12. “Product marketing, at its heart, is about understanding what you’re building, why you invested in it, and how it will benefit the user — and then messaging that understanding to your customer.” - Joanna Lord, CMO of Classpass
  13. 13. Okay, but what is it really?
  14. 14. CLOSE CONVERT ATTRACT
  15. 15. lead generation, content marketing, SEO, paid campaigns, email marketing CLOSE CONVERT ATTRACT
  16. 16. conversion optimization, landing pages, marketing automation, lead scoring lead generation, content marketing, SEO, paid campaigns, email marketing CLOSE CONVERT ATTRACT
  17. 17. conversion optimization, landing pages, marketing automation, lead scoring lead generation, content marketing, SEO, paid campaigns, email marketing positioning, personas, messaging, sales enablement, collateral, case studies, customer feedback, market insights CLOSE CONVERT ATTRACT
  18. 18. positioning, personas, messaging, sales enablement, collateral, case studies, customer feedback, market insights CLOSE PRODUCT MARKETING!
  19. 19. conversion optimization, landing pages, marketing automation, lead scoring lead generation, content marketing, SEO, paid campaigns, email marketing positioning, personas, messaging, sales enablement, collateral, case studies, customer feedback, market insights CLOSE CONVERT ATTRACT
  20. 20. Drift Blog: https://blog.drift.com
  21. 21. PRODUCT MARKETING IS CROSS- FUNCTIONAL BY NATURE They need to answer four key questions.
  22. 22. Who are we building it for? What are we building? How to we “go- to-market”? How do we talk about it? Product Engineering + Product Marketing Sales/Biz Dev Pricing + Product Marketing Sales Success + Product Marketing Product UX + Product Marketing
  23. 23. GREAT PRODUCT MARKETING MEANS UNDERSTANDING THE CUSTOMER
  24. 24. BAD PRODUCT MARKETING CAN 
 KILLYOUR COMPANY
  25. 25. BAD PRODUCT MARKETING CAN 
 KILLYOUR COMPANY 1. people don’t understand what you do
 2. your employees don’t know how to explain it 3. none of the marketing stuff is working
  26. 26. FROM STARTUP TO SCALE HOW AND WHEN TO INVEST IN PRODUCT MARKETING
  27. 27. First Round Capital
  28. 28. Oh Sh*t! Moments (a.k.a. signs it’s time to hire a product marketer)
  29. 29. When you’re about to launch and you don’t know how much it should cost…
  30. 30. When you’re re-writing the “value prop” in an email that should have been sent…
  31. 31. Your sales team is like “Oh sh*t…” value prop training demos
  32. 32. Your success team is like “Oh sh*t…” support docs comms training
  33. 33. THE JOB Strategy vs. Tactics Ongoing vs. Launches
  34. 34. STRATEGIC vs. TACTICAL
  35. 35. ONGOING vs. LAUNCHES
  36. 36. ONGOING PRODUCT MARKETING STUFF Market intelligence Competitive research Positioning Personas Value prop Messaging Customer feedback Win/Loss analysis Market segmentation
  37. 37. PRODUCT/FEATURE LAUNCHES Pre-Launch Launch Post-Launch
  38. 38. PRODUCT/FEATURE LAUNCHES Pre-Launch Launch Post-Launch Spec sheet / brief Product positioning Figure out messaging Market insights Train internal teams Create marketing assets Create sales collateral
  39. 39. PRODUCT/FEATURE LAUNCHES Pre-Launch Launch Post-Launch Campaigns Landing pages Email marketing Channels Website update Content marketing Press release Re-engage lost deals
  40. 40. PRODUCT/FEATURE LAUNCHES Pre-Launch Launch Post-Launch Success metrics Product adoption Product usage Customer feedback Qualitative feedback Quantitative feedback
  41. 41. #Kisswebinar Product Management Product reaches a certain phase of ideation/completion, triggers marketing.
  42. 42. #Kisswebinar Brief / Spec Sheet - name - value prop (problem/ solution) - who is it for? - product description - plans/pricing - market insights - customer examples - testimonials - links to resources, content etc. Product Management Product reaches a certain phase of ideation/completion, triggers marketing.
  43. 43. #Kisswebinar Brief / Spec Sheet - name - value prop (problem/ solution) - who is it for? - product description - plans/pricing - market insights - customer examples - testimonials - links to resources, content etc. Product Management Product reaches a certain phase of ideation/completion, triggers marketing. What kind of launch is this? (go-to-market)
  44. 44. #Kisswebinar Brief / Spec Sheet - name - value prop (problem/ solution) - who is it for? - product description - plans/pricing - market insights - customer examples - testimonials - links to resources, content etc. Product Management Product reaches a certain phase of ideation/completion, triggers marketing. What kind of launch is this? (go-to-market) Tier 1 - Tell the world! Tier 2 - Tell customers/prospects Tier 3 - Support docs
  45. 45. #Kisswebinar Brief / Spec Sheet - name - value prop (problem/ solution) - who is it for? - product description - plans/pricing - market insights - customer examples - testimonials - links to resources, content etc. Product Management Product reaches a certain phase of ideation/completion, triggers marketing. What kind of launch is this? (go-to-market) Internal Comms - Sales team - Success team - Support team - Marketing (content, email, PR etc.) - Partners Tier 1 - Tell the world! Tier 2 - Tell customers/prospects Tier 3 - Support docs
  46. 46. #Kisswebinar Brief / Spec Sheet - name - value prop (problem/ solution) - who is it for? - product description - plans/pricing - market insights - customer examples - testimonials - links to resources, content etc. Product Management Product reaches a certain phase of ideation/completion, triggers marketing. What kind of launch is this? (go-to-market) Tier 1 - Tell the world! Tier 2 - Tell customers/prospects Tier 3 - Support docs Internal Comms - Sales team - Success team - Support team - Marketing (content, email, PR etc.) - Partners MARKETERS BEST FRIEND
  47. 47. #Kisswebinar It doesn’t have to be fancy, but it does have to exist. Here’s a template. :)
  48. 48. That’s a lot of process.
  49. 49. That’s a lot of process. Process = Bad
  50. 50. That’s a lot of process. Process = Bad Rhythm
  51. 51. That’s a lot of process. Process = Bad Rhythm Rhythm = Less Stress
  52. 52. a word about process keep it simple a good process is one that people will follow break it when necessary
  53. 53. POSITIONING, PERSONAS & MESSAGING ARE THE FOUNDATION Start Here
  54. 54. POSITIONING
  55. 55. David Packard Co-founder, Hewlett-Packard Marketing is too important to be left to the marketing department. “
  56. 56. April Dunford CEO, Sprintly Marketing is about making it easy for people to find, evaluate and buy your products. Positioning is figuring out what your product is in the first place. “
  57. 57. April Dunford CEO, Sprintly Marketing can polish a turd. Positioning can turn turds into fertilizer. “
  58. 58. HOW DO PEOPLE THINK ABOUT YOUR PRODUCT? Are you a turd or are you fertilizer?
  59. 59. CONTEXT #Kisswebinar What do you think I searched to find this image?
  60. 60. CONTEXT IS EVERYTHING #Kisswebinar
  61. 61. WHAT’S THE CONTEXT IN WHICH PEOPLE THINKABOUTYOUR PRODUCT? Price, customers, competition, brand, channels, message
  62. 62. WHAT LANGUAGE DO PEOPLE USE TO TALKABOUTABOUTYOUR PRODUCT? How do your customers explain your product to their colleagues? What do they search on Google?
  63. 63. PERSONAS Personas > Markets > Segments
  64. 64. Brian Halligan CEO, Hubspot By not deciding on one of these personas, we paid a gigantic, invisible ‘optionality’ tax. “
  65. 65. PEOPLE (AND PERSONAS)ARE MULTI-FACETED Personas & Positioning, Content/ Market Fit, Optimization
  66. 66. DEMOGRAPHIC Age Gender Income Marital Status Education Location (this is easy) PERSONAS & SEGMENTS
  67. 67. BEHAVIORALDEMOGRAPHIC Age Gender Income Marital Status Education Location (this is easy) Search Social Website Content Email Product (this is harder) PERSONAS & SEGMENTS
  68. 68. BEHAVIORALDEMOGRAPHIC “OTHER” Age Gender Income Marital Status Education Location (this is easy) Search Social Website Content Email Product (this is harder) Account-based Tech usage Interests Opinions Industry Use Case (this depends) PERSONAS & SEGMENTS
  69. 69. Audience Segment Company profile, industry, technology stack, etc. Persona Intent, Behaviour, User traits etc. PERSONAS & SEGMENTS
  70. 70. HOW DO YOU GET THIS DATA? Basic Stuff - Analytics tools - Form fills - Database (closed/lost reasons etc.) Fancier Stuff - Data enrichment tools (Clearbit, Datanyze etc.) - Predictive analytics
  71. 71. HOW MANY PERSONAS? DECISION MAKER VS. INFLUENCER Personas & Positioning, Content/ Market Fit, Optimization
  72. 72. THE BETTER YOUR DATATHE BETTER YOUR SEGMENTATION Better segmentation means more targeted and relevant marketing
  73. 73. THERE’SADIFFERENCE BETWEEN BUYER PERSONAS AND USER PERSONAS Your buyer process and business model need to inform person development
  74. 74. WHEREARE THEY IN THE “INNOVATION CYCLE”? Your buyer process and business model need to inform person development
  75. 75. #Kisswebinar
  76. 76. #Kisswebinar These people self-educate. They’ll put up with bugs and blunders because they believe in what you’re doing.
  77. 77. #Kisswebinar Content, tactics and channels change. These people different messaging, case studies, proof, validation.
  78. 78. MESSAGING What do you say to people? 
 How do you say it?
  79. 79. #Kisswebinar This is the “why” — what’s the guiding narrative? Secondary Message Secondary Message Secondary Message Secondary Message Secondary Message Expand upon key messaging. Why does this matter? Expand upon key messaging. Why does this matter? Expand upon key messaging. Why does this matter? Expand upon key messaging. Why does this matter? Expand upon key messaging. Why does this matter?
  80. 80. For example, Netflix might look something like this…
  81. 81. #Kisswebinar The best entertainment, straight to your device. We know what you’ll love before you do. Great Content Straight to Your Device Recommendations Convenience Low Cost Expand upon key messaging. Why does this matter? Expand upon key messaging. Why does this matter? Expand upon key messaging. Why does this matter? Expand upon key messaging. Why does this matter? Expand upon key messaging. Why does this matter?
  82. 82. #Kisswebinar The best entertainment, straight to your device. We know what you’ll love before you do. Great Content Straight to Your Device Recommendations Convenience Low Cost Expand upon key messaging. Why does this matter? Expand upon key messaging. Why does this matter? Expand upon key messaging. Why does this matter? Expand upon key messaging. Why does this matter? Expand upon key messaging. Why does this matter?
  83. 83. #Kisswebinar The best entertainment, straight to your device. We know what you’ll love before you do. Great Content Straight to Your Device Recommendations Convenience Low Cost Expand upon key messaging. Why does this matter? Expand upon key messaging. Why does this matter? Expand upon key messaging. Why does this matter? Expand upon key messaging. Why does this matter? Expand upon key messaging. Why does this matter? Proof Points: • Point #1 • Point #2 Proof Points: • Point #1 • Point #2 Proof Points: • Point #1 • Point #2 Proof Points: • Point #1 • Point #2 Proof Points: • Point #1 • Point #2
  84. 84. #Kisswebinar The best entertainment, straight to your device. We know what you’ll love before you do. Great Content Straight to Your Device Recommendations Convenience Low Cost Expand upon key messaging. Why does this matter? Expand upon key messaging. Why does this matter? Expand upon key messaging. Why does this matter? Expand upon key messaging. Why does this matter? Expand upon key messaging. Why does this matter? Proof Points: • Point #1 • Point #2 Proof Points: • Point #1 • Point #2 Proof Points: • Point #1 • Point #2 Proof Points: • Point #1 • Point #2 Proof Points: • Point #1 • Point #2 Product Story: • Point #1 • Point #2 Product Story: • Point #1 • Point #2 Product Story: • Point #1 • Point #2 Product Story: • Point #1 • Point #2 Product Story: • Point #1 • Point #2
  85. 85. #Kisswebinar The best entertainment, straight to your device. We know what you’ll love before you do. Great Content Straight to Your Device Recommendations Convenience Low Cost Expand upon key messaging. Why does this matter? Expand upon key messaging. Why does this matter? Expand upon key messaging. Why does this matter? Expand upon key messaging. Why does this matter? Expand upon key messaging. Why does this matter? Proof Points: • Point #1 • Point #2 Proof Points: • Point #1 • Point #2 Proof Points: • Point #1 • Point #2 Proof Points: • Point #1 • Point #2 Proof Points: • Point #1 • Point #2 Product Story: • Point #1 • Point #2 Product Story: • Point #1 • Point #2 Product Story: • Point #1 • Point #2 Product Story: • Point #1 • Point #2 Product Story: • Point #1 • Point #2 Content • Search • Owned • Contributed Content • Search • Owned • Contributed Content • Search • Owned • Contributed Content • Search • Owned • Contributed Content • Search • Owned • Contributed
  86. 86. For a startup it might look something like this…
  87. 87. #Kisswebinar The big compelling why. It should be obviously awesome/important/compelling. Why people will care. Expand upon key messaging. Why does this matter? Proof Points: • give them confidence that it works Product Story: • Explain, specifically, how the product will help (in their terms Content • content marketing and marketing content
  88. 88. #Kisswebinar The big compelling why. It should be obviously awesome/important/compelling. Why people will care. Expand upon key messaging. Why does this matter? Proof Points: • give them confidence that it works Product Story: • Explain, specifically, how the product will help (in their terms Content • content marketing and marketing content Third party data, social proof, case studies, testimonials, reviews etc.
  89. 89. THE RIGHT MESSAGE FOR THE MARKET VS THE RIGHT MESSAGE FOR EACH PERSON Personas & Positioning, Content/ Market Fit, Optimization
  90. 90. #Kisswebinar The big compelling why. It should be obviously awesome/important/compelling. Why people will care. Expand upon key messaging. Why does this matter? What's the value? Proof Point: • give them confidence that it works Product Story: • Explain, specifically, how the product will help (in their terms Content • content marketing and marketing content Create derivatives of your key messaging based on data to fuel/ test campaigns, landing pages, email nurture, on boarding etc.
  91. 91. driving growth and insights targeted messaging (email, live chat etc) personalize landing pages with dynamic text targeted onboarding & nurture emails based on data etc. etc. etc. (ideas are plentiful, prioritize by impact:effort ratio)
  92. 92. HOW PRODUCT MARKETING FUELS GROWTH Insights, targeted messaging and feedback loops
  93. 93. INSIGHTS AND LEARNINGS GO BOTH WAYS Insights and feedback loops
  94. 94. conversion optimization, landing pages, marketing automation, lead scoring lead generation, content marketing, SEO, paid campaigns, email marketing positioning, personas, messaging, sales enablement, collateral, case studies, customer feedback, market insights CLOSE CONVERT ATTRACT
  95. 95. 2010
  96. 96. 2017
  97. 97. 2010
  98. 98. 2014
  99. 99. 2017
  100. 100. REMEMBERTHESECORE PRINCIPLES
  101. 101. Cross-functional collaboration Find your rhythm Keep it simple and break things when needed Build the foundation, and keep it strong
  102. 102. ANDTHEMOSTIMPORTANT QUESTION OF ALL...
  103. 103. vs. Are you fertilizer or a turd?
  104. 104. LEARN MORE NOW Get, keep and grow more customers with Kissmetrics Customer Engagement Automation
  105. 105. THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen tmadsen@kissmetrics.com Questions? HANA ABAZA Head of Marketing, Shopify Plus @HanaAbaza hana.abaza@shopify.com

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