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Phil Burton V 42 rules of pmm
- 1. Optimal Product Management and Product
MarketingTM
Forty Two Ways to Up Your Game in
Product Marketing
Brian Lawley and Phil Burton, 280 Group
Gary Parker, FalconStor
© 2011 280 Group LLC.
- 2. The Book
42 Rules of Product
Marketing
- Rules to achieve Product
Marketing success, by
experts from all over the
world
- Published March 23, 2012 by
280 Group Press
Today’s panel
- Selected Rules on different
aspects of Product Marketing
© 2011 280 Group LLC.
- 3. THINK BIG!, start small, move fast…
To think big is to dream big. Imagine you are at
the end of the process and define what success
looks like
Being busy all the time makes it hard to what
actions most effective to achieve specific
objectives.
Define success, then identify few small things
that can be started now, linked to the big idea.
© 2011 280 Group LLC.
- 4. Learn from Your Customers’ Digital Body
Language
Buyers are now different
- They don’t learn from sales, they learn from your site
What they do on your site is their digital body language
- Learn to read it and respond their level of involvement
- Stay at their pace
Feed it back to your sales team
- But, only when the prospect is ready!
© 2011 280 Group LLC.
- 5. Help Your Prospect Know WIIFM
Use What’s In It For Me to work the marketing
funnel
- Have a conversation with your prospects
- Less is more
Don’t send too much
Not too many questions
- Electronically tailored
© 2011 280 Group LLC.
- 6. Follow the New Rules of PR
Traditional media
- 90% of time on 8-12 editors/reporters
Now 50/50 media and press
- Fewer press around, more bloggers
Start by monitoring
- Look for hot buttons
- Set rules and guidelines for your team
© 2011 280 Group LLC.
- 7. Work Effectively with Analysts
Analysts are a vital part of your marketing
Prepare well
- Read their recent writings
- Make your presentation brief and to the point
- Be honest always
- Be knowledgeable
- Listen to their advice
- Ask questions and learn about the market
© 2011 280 Group LLC.
- 8. Remember Your Internal Customers
Sales teams
- Learn which marketing assets work
Support
- Real world insights
Finance
- Pricing, margins
Other
- Marcom, PM, Web, Execs
© 2011 280 Group LLC.
- 9. Prepare for Final Three Feet
In retail, final selling is left to associate
- Often expected to be wide ranging expert
Make your selling channel your target
- Think from end users and channel perspective
Involve your channel in strategy
- Bring them in early
© 2011 280 Group LLC.
- 10. Use Online Metrics for PMM Success
Acquisition
- Cost per acquisition
Conversion
- Conversion rate
Retention
- Retention rate
Lifetime value
© 2011 280 Group LLC.
- 11. Emulate Twitter
Follow Twitters Pattern
- Concise
- Open
- Cross-platform
- Scalable
Set Strategy
- Listen, Create, Broadcast
- Analyze, Engage, Dialogute
© 2011 280 Group LLC.
- 12. Have Courage at Launch
Oftentimes the courage they had to build the
product turns into denial about what it really takes
to build a viable business
Companies spend millions and many months
developing product, but don’t plain realistically for
launch and marketing costs
- E.g. $3M for development, only $50K for launch
Start marketing and go-to-market planning even
before product build commitment
Without “Marketing Courage” don’t build product
© 2011 280 Group LLC.
- 13. Make Your CFO a Social Media Fan
Social media definitely pays off, but you've got to focus on the
approach, not the tools
How to justify the ROI?
- Recent Chief Marketing Officer (CMO) survey - only 20 percent felt social media
produced measurable ROI and 62 percent hoped it may someday
Not just another media channel
Holistic approach for improved customer support and customer collaboration
Result of survey (B2B customers)
- Users – Generated 32 percent more ideas
- Employees – Spent 42 percent more time communicating with customers, better
retention rate
- Support calls dropped 28 percent (Lower costs!)
- Sales to new customers jumped 27 percent (More revenue!)
© 2011 280 Group LLC.
- 14. Apply SEO Fundamentals Everywhere
You are writing for two audiences: the search engines that
index the content and the people who read it
Key approaches –blogs, webpages, videos, slides, etc.
- Identify target keywords and phrases
- Use target keywords repeatedly in domain name, account
names, file names, H1 – H3 elements, ALT text, first
sentences of paragraphs
- Good meta description – 160 characters – used as “snippet”
by search engine–increases clickthrough rates
- Avoid same cointent at separate URLs on website
- Syndicated copies link pack to original
- Trademarks at end of title
© 2011 280 Group LLC.
- 15. Help Customers Cost-Justify Your Product
ROI calculator should show current costs and how
your product/ service will directly save the customer
money
B2B customers have approval process that requires
justification for purchasing product
ROI calculator is key sales enablement tool
- Show current costs and potential savings
- Show increased revenues
- You supply the spreadsheet to calculate ROI
- Customer supplies numbers
Keep it simple to encourage usage
© 2011 280 Group LLC.
- 16. You Are Not Your Customer
If you can't convey your product and its benefits to
customers in two sentences or less, something is
wrong
“Customer” can be buyer or influencer
Must know demographics, buying cycles, price
sensitivity, past experiences
You cannot know all this in advance – you must
ask
“Your mother actually does need to understand
what you do” – don’t assume audience
© 2011 280 Group LLC.
- 17. Unite Sales and Marketing to Drive Revenue
Successful marketing companies are learning to transcend the
old silos of sales and marketing to form teams that jointly
manage both marketing and sales pipelines
Really single revenue funnel - not separate marketing and
sales pipelines
- Make critical allocation decisions
- Need solid understanding of costs at each stage with details
by campaign
Team monitors web traffic / inquir y / marketing qualified lead,
/ sales accepted lead / opportunity /closed deals
Results are increased revenues and more “pleasant” way to
work
© 2011 280 Group LLC.
- 18. Keep Sales Messages Different from Product
Documentation
Effective marketing messages are structured around each
step in the sales cycle and focused on the people who make
the decision or recommendation
Product documentation aimed and users and support people
Marketing collateral educates prospect about product,
differentiation, benefits
Understand sales cycle and decisions at each stage
- collateral addresses issues and concerns at each stage
- Objective is to get agreement to move to next stage of cycle,
leading to sale
© 2011 280 Group LLC.
Hinweis der Redaktion
- Russ Gould
- John Armstrong
- Jen Jackson
- John Cook
- Dan Olsen
- Cindy Solomon