Product Launch Webcast - Product Marketing Community ......
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21-May-2020Category
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Transcript of Product Launch Webcast - Product Marketing Community ......
YOU YES ?
YOU YES Ability to Articulate Value
71%
INVALUABLE IGNORED
CONTEXT EFFECT Influence of environmental factors on the perception of a stimulus
Customer Acquisition Customer Expansion
Customer Acquisition Customer Expansion
Customer Acquisition Customer Expansion
ReinforceDefeat STATUSQUO BIAS
Customer Acquisition Customer Expansion
ReinforceDefeat
Why Change? WhyNow?
Why Stay?
Why Evolve?
STATUS QUO BIAS
Customer Acquisition Customer Expansion
ReinforceDefeat
Why Change? WhyNow?
Why Stay?
Why Evolve?
STATUS QUO BIAS
Different Psychology Different Stories
Different Skills
Customer Acquisition Customer Expansion
ReinforceDefeat
Why Change? WhyNow?
Why Stay?
Why Evolve?
STATUS QUO BIAS
Different Psychology Different Stories
Different Skills
DISRUPTOR
-12% Share -New Product Advantages -Take Competitive Share
DEFENDER
-80%+ Share -Product Update Price Increase -Prevent Customer Churn
Customer Acquisition Customer Expansion
ReinforceDefeat
Why Change? WhyNow?
Why Stay?
Why Evolve?
STATUS QUO BIAS
Different Psychology Different Stories
Different Skills
DISRUPTOR
-12% Share -New Product Advantages -Take Competitive Share
De-stabilize Preferences
Cost of Same
Clear Contrast
Proof Story
Status Quo BiasDefeat
Why Change Messaging Model
Introduce Unconsidered
Needs
Show Limitations of Current Approach
Compare Improved New
Approach
Tell Before and After Success
Story
De-Stabilize Preferences
Cost of Staying Same
Clear Contrast
Proof Story
Why Change Test Results
50
11
10
Different or Unique% Higher Quality +% More Likely to Purchase+%
Customer Acquisition Customer Expansion
ReinforceDefeat
Why Change? WhyNow?
Why Stay?
Why Evolve?
STATUS QUO BIAS
Different Psychology Different Stories
Different Skills
DISRUPTOR
-12% Share -New Product Advantages -Take Competitive Share
DEFENDER
-80%+ Share -Product Update Price Increase -Prevent Customer Churn
De-stabilize Preferences
Cost of Same
Clear Contrast
Proof Story
Status Quo BiasDefeat
De-stabilize Preferences
Cost of Same
Clear Contrast
Proof Story
Status Quo BiasDefeat Reinforce
X Reinforce X Reinforce
X Reinforce
X Reinforce
Document Results
Review Prior Decision Process
Mention Risk of Change
Highlight Cost of Change
Detail Your Competitive
Advances
Reinforce Preference
Stability
Reinforce Anticipated Regret and
Blame
Reinforce Perceived Cost
of Change
Reinforce Selection Difficulty
Why Stay Messaging Model
Why Stay Test Results
10
13
11
Higher Favorability % Greater Intention to Renew+% Less Likely to Switch+%
Why Evolve Messaging Model
Why Evolve Test Results
10
13
16
More Convincing Case% More Willing to Update+% More Likely to Purchase+%
LEARN APPLY REINFORCE
Call RecordingRecorded Video Challenge
Messaging Fluency
Record and submit yourself delivering the new message for observable practice and demonstrated proficiency. Receive expert, detailed coaching and feedback. Optional Certification.
Interactive Playbook
Playbook containing new messaging and content
assets for getting attention, delivering a presentation, and follow-up nurturing.
Including demonstration and skills coaching videos
Call/online meeting recording to measure
message and skill adoption, review and coach specific
performance, and correlate actual usage to actual
business impact
Slides
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