The New Product Marketing Playbook
-
date post
17-Oct-2014 -
Category
Business
-
view
12.212 -
download
1
description
Transcript of The New Product Marketing Playbook
![Page 1: The New Product Marketing Playbook](https://reader033.fdocuments.us/reader033/viewer/2022051411/5440d99fb1af9ff34b8b4578/html5/thumbnails/1.jpg)
The New Product Marketing PlaybookApril DunfordRocketWatcher.com @AprilDunford
![Page 2: The New Product Marketing Playbook](https://reader033.fdocuments.us/reader033/viewer/2022051411/5440d99fb1af9ff34b8b4578/html5/thumbnails/2.jpg)
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
![Page 3: The New Product Marketing Playbook](https://reader033.fdocuments.us/reader033/viewer/2022051411/5440d99fb1af9ff34b8b4578/html5/thumbnails/3.jpg)
What Changes?Buying vs. SellingEarned vs. Bought
MediaVisibility vs.
Branding/AdvertisingCustomer Service
![Page 4: The New Product Marketing Playbook](https://reader033.fdocuments.us/reader033/viewer/2022051411/5440d99fb1af9ff34b8b4578/html5/thumbnails/4.jpg)
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
![Page 5: The New Product Marketing Playbook](https://reader033.fdocuments.us/reader033/viewer/2022051411/5440d99fb1af9ff34b8b4578/html5/thumbnails/5.jpg)
The Old PlaybookToo Much
ProductTechnologySales Support
Not EnoughCustomer ValueContentCommunity EngagementMarket Learning
![Page 6: The New Product Marketing Playbook](https://reader033.fdocuments.us/reader033/viewer/2022051411/5440d99fb1af9ff34b8b4578/html5/thumbnails/6.jpg)
A New Product Marketing Framework
![Page 7: The New Product Marketing Playbook](https://reader033.fdocuments.us/reader033/viewer/2022051411/5440d99fb1af9ff34b8b4578/html5/thumbnails/7.jpg)
Key Elements
Content
Visibility
Messaging
Engagement
![Page 8: The New Product Marketing Playbook](https://reader033.fdocuments.us/reader033/viewer/2022051411/5440d99fb1af9ff34b8b4578/html5/thumbnails/8.jpg)
MessagingClear and
understandable
Free of unsubstantiated claims
Answers the question – Who is this for?
Stories, stories, stories.
![Page 9: The New Product Marketing Playbook](https://reader033.fdocuments.us/reader033/viewer/2022051411/5440d99fb1af9ff34b8b4578/html5/thumbnails/9.jpg)
ContentRequires a strategy
Map to steps in buying process
Helpful AND engaging
Provides the benefit of your expertise in the market (not necessarily about product)
![Page 10: The New Product Marketing Playbook](https://reader033.fdocuments.us/reader033/viewer/2022051411/5440d99fb1af9ff34b8b4578/html5/thumbnails/10.jpg)
EngagementCommunity – an increasingly important communications channel
Bring customers & prospects together
Help/incent customers to carry your message
How can Marketing help Customer Service
![Page 11: The New Product Marketing Playbook](https://reader033.fdocuments.us/reader033/viewer/2022051411/5440d99fb1af9ff34b8b4578/html5/thumbnails/11.jpg)
VisibilityHow non-users observe that others are users:
Product features
Shareable content
Reviews/awards
Independent analysis
Success marketing