Join Jordan Bergtraum, Head of Product at Equip ID & Consultant, as he tells you why Product Management should create the initial Product message and how to create a compelling Product message!

1. Why the
Product Message
Should Come From
Product Management
Jordan Bergtraum
Head of Product at Equip ID &
Consultant
Product Managem ent Today
Em pow ering You t o Em pow er Series
Rayvonne Carter
Webinar Coordinator,
Product Management Today
With
W/ Jordan Bergtraum
February 23, 2022 at 11:00 am PST,
2:00 pm EST, 7:00 pm GMT

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03
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Product Managem ent Today
Em pow ering You t o Em pow er Them :
Why The Product Message Should
Com e From Product Managem ent

4. Jordan
Bergtraum
Head of Product at Equip
ID & Consultant
Prod
uct
M
an
agem
en
t
Tod
ay
Why
The
Product
Message
should
come
from
Product
Management
11

5. 15+ years of B2B SaaS experience
8 years leading Product Management teams
Education, Pharma, Legal, and Facilities Management
Twice introduced Product Management to an organization
Market research, product vision & roadmaps
product marketing and product delivery
Who is Jordan Bergtraum?

6. The benefits of creating a product
message
What is an effective product message?
What to expect from this presentation?
Tips for effective messages

7. Whatis yourrole?

8. Forwhattypesof
Product(s)areyou
responsible?

9. # 1
What is “the message”?

10. What is “The Message”?
The articulation of
a solution to a problem,
that will excite a market,
to motivate them to
pay for and/or use your product.

11. What is “The Message”?
Big ideas… not enhancements
Solutions… not features

12. What is “The Message”?
Value. Value. Value.

13. Effective Message Themes
Make Money
Save Money
Make their lives remarkably better

14. Example A
The Product:
Alerts / reports / data visualizations that
compares your spend to your peer’s spend.

15. Example A
Decent Message:
“Compare your expense metrics
to your peer’s by category,
vendor, site, and more, giving
you greater visibility into your
spend”

16. Example A
Better Message:
“Save 15% to 20% on overall spend,
via more informed purchasing
decisions,
by knowing when your expenses are
out of line with industry benchmarks.”

17. The Product:
A mobile tool that captures info on a Site’s
condition. Configure Site-specific checklists that
ask for ratings, conditions, readings, dates, etc.
Example B

18. Example B
Decent Message:
“Give your Site Inspectors a
faster way to capture inspection
results via your own
configurable forms.”

19. Example B
Better Message:
“Save $450 per Site, per year,
and free up your inspectors
to spend 75% more time on
site enablement and relationships.”

20. The Product:
An on-site data review tool, for Quality Analysts.
Surface highly targeted samples (instead of full
reviews) of your data that are most critical and /
or most likely to have quality issues.
Samples are selected based on your risk
configuration and ML.
Example C

21. Example C
Decent Message:
“Save your analysts time and
stress by allowing them to
perform small but high value
data reviews instead of
reviewing every data element.”

22. Example C
Better Message:
“Enable Analysts to spend more time on
revenue generating activities,
via a much more time-efficient data quality
strategy,
without adding risk to your compliance.”

23. Whatis yourcurrentlevel
of involvementwithyour
productmessages?

24. # 2
Objectives of “the message”?

25. Objectives of “the message”?
Inform. Entice. Motivate.
Acquire. Upsell. Retain.

26. Areyourproduct
messageseffective?

27. # 3
Why should PM create a
message?

28. Why create the message?
Support Product Marketing

29. Why should PM create the message?
We know the value
We know the market

30. Why should PM create the message?
Product
Marketing
Product
Management
Value
Message
Distribution

31. Why should PM create the message?
But there is another benefit:
Test and validate ideas

32. Test the message
Does the idea resonate internally?
CS. Sales. Leadership.

33. Test the message
Do your current customers
understand the message?

34. Test the message
Do current customers have this problem?

35. Test the message
Are customers willing to pay
for it (adopt it)?

36. Test the message
Will sales be able to sell it?

37. Test the message
If you struggle with the message,
you may have a problem.
Don’t build a great idea
that you can’t sell.

38. # 4
Tips for an Effective Message

39. Tips for an Effective Message
Focus on “The Problem”

40. Tips for an Effective Message
Revenue
Savings
A Better Life

41. Tips for an Effective Message
Experiment

42. Tips for an Effective Message
Different messages for
different people / segments

43. Tips for an Effective Message
Train Sales, Business
Development, Client Success
Have them sell it back to you.

44. # 5
Target the Message

45. "Stay ahead of emergencies. Save 15% on
spend."
Target the Message
For the CFO:

46. "Decrease staff requirement by 32% with access
to actionable intelligence on their utilization."
Target the Message
For the VP of Operations:
”Reduce regulatory submission errors by 17%
which significantly reduced delays in go-to
market timelines.”

47. “Spend 37% less time inspecting your locations.”
Target the Message
For the Inspector:

48. Summary
PM should originate the message
Tailored, short & simple
Easy for Sales and Client Success
Compelling enough to justify the price

49. Summary
If you can’t articulate a compelling message
before you build it…
Rethink it!
Don’t be afraid to abandon the idea.

50. Thank You!

51. Q&A
Jordan Bergtraum
Head of Product at Equip ID &
Consultant
Rayvonne Carter
Webinar Coordinator,
Product Management Today
To view more from the Empowering You to Empower Them Series visit
https://www.productmanagementtoday.com/webinar-series/12203/empowering-you-to-empower-them
/in/jordanbergtraum/
equipid.com/
/in/rayvonnecarter/
@ProdMgmtToday
productmanagementtoday.com