Digital inbound marketing – what you need to know as a product manager nn
-
Upload
colin-millerchip -
Category
Software
-
view
129 -
download
1
Transcript of Digital inbound marketing – what you need to know as a product manager nn
| 1 of X | www.productfocus.com © Product Focus
Product Focus
Digital Inbound Marketing -
what you need to know as a product
manager
1
© Product Focus www.productfocus.com
Agenda
Introductions
Digital Inbound Marketing – what you need to know as a product manager
The bar!
2
Andrew Dickenson
Founding Director
© Product Focus www.productfocus.com
Product Focus
Europe’s leading product management & product marketing training business with a
focus on technology-based products
We help individuals and businesses deliver world class product management
3
‘Very useful in making me reflect on the
product management role and how I perform
that function in my organisation’
‘I’ve used other companies for product management training in the past but this was the best I’ve seen - I and
everyone in my team rated the course as ‘excellent’. Simon Witkiss, Product Director, Iris Software Group
© Product Focus www.productfocus.com
Product Management support – free stuff
Journals - 14 themed issues, 11,500 readers
Webinars - monthly
Blog
Surveys ( https://goo.gl/O7ncRN )
4
© Product Focus www.productfocus.com
Public training every two weeks
Product Management and Product
Marketing for technology-based
products
5
© Product Focus www.productfocus.com
We also offer…
Product management as a leadership role (3rd March)
Grow product management into a leadership role and bring more value to the business
Private on-site training
Tailored to your objectives
Delivered when and where you want
Product management leadership forum (20th April)
An exclusive workshop for heads of product management
Focused on leading and improving product management in technology-based industries.
Reviews and assessments
To make recommendations on how to improve product management in your company
6
© Product Focus www.productfocus.com
Digital Inbound Marketing –what you need to know as a product manager
7
© Product Focus www.productfocus.com
Digital Inbound Marketing – sounds good, what is it?
Digital Inbound marketing
8
Marketing approaches aimed at
turning strangers into customers
and then advocates
Tools and approaches to engage
online with people and get insight
to your interactions with them
© Product Focus www.productfocus.com
Digital inbound marketing – why does it matter?
“Half the money I spend on advertising is wasted; the trouble is I
don’t know which half.”John Wannamaker,1838-1922,
The ‘father’ of modern department stores
9
© Product Focus www.productfocus.com
Digital inbound marketing – what’s it got to do with me?
Quite a lot – if you want your product to be successful…
…and if online (web, email, content marketing…) has any role in this success
10
Get the basics right
Build our reputation and credibility
Be ‘top of mind’ when they’re
looking for help
Be the choice they make when
they decide to spend some money
© Product Focus www.productfocus.com
What approaches should we use?
11
© Product Focus www.productfocus.com
Digital channels
12
© Product Focus www.productfocus.com
Many things to do, many teams involved
Who’s doing what?
Marketing
Digital marketing
Graphic designers
Web developers
Analysts
Product marketing
Product management
In-house vs outsourced
13
Things to done
Understand what’ll be interesting
Understanding options for how to connect
with people
Coming up with ideas on which marketing
approaches might work and how success
will be measured
Writing and designing content and
prepping it for delivery through different
channels
Designing the customer journey to find
information and take action
Implementation
Measurement and refinement
© Product Focus www.productfocus.com
A danger of digital
14
© Product Focus www.productfocus.com
What’s working?
15
13%
87%
Social media in B2B
Proven value
Uncertain value
Source: webequity.com Jan 2016
© Product Focus www.productfocus.com
Always measure results
Whims, gut feelings and intuition aren’t necessarily your best guide
Unlike many other channels of communication, digital offers fantastic opportunities
to measure performance
Invest in what’s proven to work
16
© Product Focus www.productfocus.com
Experimentation
“Performing A/B testing without guidance from research is like
treasure hunting without a map”
You can’t test everything, so:
Come up with a hypothesis of what might drive a behaviour you want e.g. to get people to read
a blog, to forward a LinkedIn entry, to re-tweet, to download a Whitepaper, or any other Call To
Action (CTA)
Decide how you’re going to measure if your hypothesis was correct
Implement the change
Measure the results
Refine over time
17
© Product Focus www.productfocus.com
Experimentation
“If you A/B test two crappy ideas, whilst the results might show that one performs better
than the other, you still haven’t come up with the best option.”
Confirm your hypothesis as far as possible before implementation and testing
Talk to relevant people
Share what you can
Look for data points you already have available
18
© Product Focus www.productfocus.com
A short case study on our company, Product Focus
Business to Business training and consulting
Customers range from Small-Medium Businesses to global multi-nationals
Sales process for training courses
Public courses: Primarily online, minimal (if any) direct selling
Private training: Awareness and education of potential customers happens online. Call /
meetings to shape the course and discuss commercials
A systematic approach to digital marketing
19
InstrumentationMetrics ExperimentationMeasurement
© Product Focus www.productfocus.com
Case study: Product Focus Metrics
Setup metrics to track the things
you think will help customers round
the buying cycle
Journal sign-ups
Content downloads
Public course registrations…
Be wary of easy to measure ‘vanity’
metrics
Facebook likes
Page views…
20
© Product Focus www.productfocus.com
Case study: Product Focus Instrumentation
Tools to capture quantitative metrics e.g.
Google analytics
Tags for training bookings
Tags in email campaigns
Tags for other Calls To Action (CTAs)
Qualitative metrics e.g.
Why did you choose us?
The discipline to do things right
Tagging and naming consistency
21
© Product Focus www.productfocus.com
Case study: Product Focus Measurement
Use tools to analyse metrics and present in a useful format e.g.
Google Data Studio, spreadsheets and charts…
22
© Product Focus www.productfocus.com
Case study: Product Focus Experimentation
Tools for data collection, reporting and presentation free up thinking time for this
most important phase
So, what have we learned?
What are the limits of what we’ve learned?
So, why do we think that happened?
So, what is our thinking about what we should change to improve things?
So, how are we going to test the new change?
23
© Product Focus www.productfocus.com
Others approaches we’ve seen working
£300m software product company. SaaS and on-site
Sell by getting framework contracts to MNC and then selling into divisions of the MNC
Attribution modelling
Not every interaction has the same impact in moving someone round the buying cycle
Attribute value to each type of engagement to see where to focus your efforts
For example, if most customers that download an infographic become customers then it gets a
high score... And gets pushed more heavily in future marketing
IP lookup – identify the company (and sometimes the person) who’s connected with
your website for follow up marketing
24
© Product Focus www.productfocus.com
Further techniques (all businesses)
Lead scoring
Leads are given a score based on their level of interaction e.g. downloaded some content, had
an online demo, started a trial…
Those without a high score are added to a ‘nurturing programme’
Those that score highly are considered ‘hot prospects’ and are targeted for more aggressive
follow-up
Become a ‘lighthouse’ personality or brand – publically recognised as experts in
order to attract interest
Blogs
LinkedIn Groups
Answers to questions on forums, other peoples blogs…
25
© Product Focus www.productfocus.com
Listen as well as talk
It’s not just about pushing your agenda
Digital also offers the opportunity to listen for feedback
Grievances, problems and complaints…
Praise
…and then to respond and interact
Why…
What’s being done about it…
To say ‘thanks for the feedback’
26
© Product Focus www.productfocus.com
Wrap-up
Specialist tools and expertise are needed – it’s a fast moving field with many opportunities to
waste money and time
You need to understand who’s doing what and on your responsibilities
If you’re picking this up then establish a basic process to cover these elements
Do your up-front market insight work. What will interest your target segment and what channels will
effectively engage them?
Develop your hypothesis. What do you think will engage people and how will you measure success?
Setup systems and processes. Are you ready to engage your audience and capture, analyse and
present details of interactions?
Develop insights and plan your next experiment. Take the time to evaluate what you’ve found out -
what has been learned and what you should do next?
27
| 28 of X | www.productfocus.com © Product Focus
Thank you
28
[email protected] 0777 552 0219
Survey reminder (role, pay, success…20+ graphs)
https://goo.gl/O7ncRN