Product Marketing is key to the success of a firm’s Products, Services, Sales, and New Product Introduction (Launch) efforts. Question is – do you know what exceptional Product Marketing is, or looks like? For those of us in the field we need to define the key functions, what kind of background is needed - or must we develop, which metrics should be monitored, what elements of Digital Marketing are important, and what are a few key examples of exceptional product marketing. This session will be a GROUP BRAINSTORMING exercise to define excellence – and structure Product Marketing so we can target where to learn and improve. Ultimately, this session's goal will be to create a PRODUCT MARKETING SCORECARD – to help guide those in the Profession.

1. Charles Dimov
@Cdimov
StrategyD.org
Product
Marketing
Excellence

2. • Product Marketing = key to the success of a firm’s Products,
Services, Sales
• Product Marketing = Critical to New Product Introductions
(Launches)
– What is exceptional Product Marketing?
– Req’d Background (Is Digital Marketing key?)
– Key functions (Deliverables / Tangibles)
– Metrics
– Examples of Exceptional Product Marketing
Defining Product Marketing

3. • Imagine: Product Marketing Excellence Award
• How to judge it?
• What would you look for?
• How to distinguish Excellence from Mediocrity?
• What Metrics in Product Marketing makes an Impact?
Excellence

4. Excellence ScoreCard: Tangibles
Item Dimension Description Weight
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5. Dimension Team 1 Team 2 Team 3 Team 4
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BrainStorm

6. 25 Product
Marketing Ads

7. 25 Product
Marketing Ads

8. Excellence ScoreCard: Intangibles
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