An Introduction to Product Marketing and Product Marketing stages for B2B Startups

1. Product
Marketing
(Series) A - Z
KRISTINE M. NEWMAN
WWW.SALIENTMG.COM

2. Marketing Product
Sales

3. Marketing Product
Sales
Product
Marketing

4. Intelligence Product
Marketing
Go to Market
3 Stage
Framework
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5. Intelligence Product
Marketing
Go to Market
Start with
Intelligence
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6. Intelligence
Market
Competitors
Audience

7. Product
Launch or
Major
Release
Quarterly/
Annually
Market
Change
New
Audience
When is it
important?
all the time
Competitor
Entrant /
Funding

8. What does
this look
like at
each
Stage?

9. Get these people
Your Product Team Your Sales Team Marketing Team
Company Information Audience Information Competitor Tracking
Customers
& tools

10. Intelligence Product Marketing Go to Market
Get Your Story Straight
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11. Product
Marketing
Taxonomy
Messaging
Positioning
Branding
Pricing & Packaging

12. Product
Launch or
Major
Release
When is it important?
Product Launch / Major Release with always-on monitoring
Monitoring

13. What does
this look
like at
each
Stage?

14. Get these people
Brainstorming Sessions
Leadership, Sales
Product
Creative Team , Content
Team
& tools

15. Rolling it Out
Intelligence Product Marketing Go to Market
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16. GTM: Putting
the pieces
together
What
(Offerings)
How
(Channels)
Who
(Customers)
Go To Market

17. Go To
Market
Channel Strategy
Content Strategy
Sales Enablement & Training
Analyst Relations Program

18. Product
Launch or
Major
Release
When is it important?
Ongoing
Ongoing
Market
Change

19. What does
this look
like at
each
Stage?

20. Get these people
They should be involved
Your Product Team
Marketing / Social
Media Team
Content Team

21. Thank
you
WWW.SALIENTMG.COM
Kristine Newman
kristine@salientmg.com