Unlocking High Impact Go To Market - V3 Exposed
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Transcript of Unlocking High Impact Go To Market - V3 Exposed
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Viewpoint Value and Velocity
Unlocking High Impact SaaS Marketing
Ken Rutsky President KJR Associates
Strategic Product Marketing Expert
[email protected] www.kjrassociates.com
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the world has shifted
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we have connected buyers
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The New Buyer
ConnectedImpatientImpulsiveInformedElusive
Still HumanStill Part of Org
Adapted From Joel York, Chaotic Flow, and Ben Horowitz Ben’s Blog
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we have solution proliferation
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Impact = V3
IMPACT
ViewpointVa
lue
Velocity
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Viewpoint
Value
Velocity V=DE2
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Viewpoint
DeliverySoftware SaaS
Cus
tom
izat
ion
Cod
eC
onfi
gure
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Value
My
Busine
ss
Bene
fits
Comp Business
Benefits
Customer Care ($$s)
Who Care
s
UNIQUE
VALUE Lose
Draw
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Value
My
Busine
ss
Bene
fits
Comp Business
Benefits
Customer Care ($$s)
Who Care
s
UNIQUE
VALUE
Lose
Draw
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Three Strategies For Breakthrough Positioning
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Strategy 1: 1+1=3
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Strategy 2 : Embrace and Extend
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Strategy 2 : Embrace and Extend
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Velocity V=DE2
Velocity = Delivery * Engagement * Experience
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SOURCE: B2B Content Marketing: 2010 Benchmarks, Budgets and Trends; B2BOnline, Junta42
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“
SOURCE: B2B Content Marketing: 2010 Benchmarks, Budgets and Trends; B2BOnline, Junta42
“The problem is getting the right content to the right people...Producing smart, highly targeted and truly innovative content can be really challenging.”
“It’s often difficult to find topics that have not already saturated the market. Putting a different spin on a subject takes time.”
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Match Delivery to Audience and Buying Cycle
Source: http://www.b2bbloggers.com/blog/the-ultimate-content-marketing-infographic/
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Experience
Low High
Eng
agem
ent
Low
Hig
h
Datasheet
Whitepaper
Trial
Screen-show
OnlineAssessment
Live DemoVideo
Case Study
Low Velocity
Driving Velocity
High Velocity
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Strategy 3 : Copy and Paste
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CASE STUDY: Nimsoft
GETTING NOTICED AND WINNING
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Nimsoft: The Big 4 Alternative
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from the datacenter to the cloud Value
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Engagement and Experience
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$350,000,000
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SUMMARY
Impact Marketing = V3
Viewpoint
Value
Velocity V=DE2
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Next Steps
• Find Your Viewpoint – 2X2
•Set The Value Terrain– VENN DIAGRAM
•Are You Experience – DEFINE THE EXPERIENCE TO SHOW VALUE
Email [email protected] www.kjrassociates.com