The New Product Marketing PlaybookApril Dunford

RocketWatcher.com @AprilDunford

The World is Changing

Nobody believes vendors

Customers can broadcast to the world

Prospects can easily talk to each other

Product info is readily available

What Changes?

Buying vs. Selling

Earned vs. Bought Media

Visibility vs. Branding/Advertising

Customer Service

Product Marketing:More Important Than Ever

Traditional PR/Advertising/Branding are becoming less effective and relevant.

Engaging customers requires:

Deep market understanding

Deep product knowledge

The Old Playbook

Too MuchProduct

Technology

Sales Support

Not EnoughCustomer Value

Content

Community Engagement

Market Learning

A New Product Marketing Framework

Key Elements

Content

Visibility

Messaging

Engagement

Messaging

Clear and understandable

Free of unsubstantiated claims

Answers the question – Who is this for?

Stories, stories, stories.

Content

Requires a strategy

Map to steps in buying process

Helpful AND engaging

Provides the benefit of your expertise in the market (not necessarily about product)

Engagement

Community – an increasingly important communications channel

Bring customers & prospects together

Help/incent customers to carry your message

How can Marketing help Customer Service

Visibility

How non-users observe that others are users:

Product features

Shareable content

Reviews/awards

Independent analysis

Success marketing

Questions

April Dunford

RocketWatcher.com @AprilDunford AprilDunford@gmail.com