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Product Marketing Crash
Course: What It Is, When To
Invest and How To Do It
Hana Abaza,
Head of Marketing, Shopify Plus
@hanaabaza
What is it?
Product Marketing Crash Course
“Product marketing is the process of promoting and
selling a product to an audience. It includes assessing
customer needs, customer type, and geographic area.”
- Wikipedia
“7 P’s of marketing: Product, Pricing, People, Place
Promotion, Process, Physical environment.”
- A Marketing Professor
Huh?
How is Product Marketing different
from Marketing-Marketing?
You’re not the only one who is
confused!
“Product marketing, at its heart, is about understanding what
you’re building, why you invested in it, and how it will benefit the
user — and then messaging that understanding to your customer.”
- Joanna Lord, CMO of Classpass
Okay, but what is it really?
CLOSE
CONVERT
ATTRACT
lead generation, content
marketing, SEO, paid campaigns,
email marketing
CLOSE
CONVERT
ATTRACT
conversion optimization, landing
pages, marketing automation,
lead scoring
lead generation, content
marketing, SEO, paid campaigns,
email marketing
CLOSE
CONVERT
ATTRACT
conversion optimization, landing
pages, marketing automation,
lead scoring
lead generation, content
marketing, SEO, paid campaigns,
email marketing
positioning, personas, messaging, sales
enablement, collateral, case studies,
customer feedback, market insights
CLOSE
CONVERT
ATTRACT
positioning, personas, messaging, sales
enablement, collateral, case studies,
customer feedback, market insights
CLOSE
PRODUCT MARKETING!
conversion optimization, landing
pages, marketing automation,
lead scoring
lead generation, content
marketing, SEO, paid campaigns,
email marketing
positioning, personas, messaging, sales
enablement, collateral, case studies,
customer feedback, market insights
CLOSE
CONVERT
ATTRACT
Drift Blog: https://blog.drift.com
PRODUCT MARKETING IS CROSS-
FUNCTIONAL BY NATURE
Who are we
building it for?
What are we
building?
How to we “go-
to-market”?
How do we
talk about it?
Product
Engineering
Sales/Biz Dev
Pricing
Sales
Success
Product
UX
GREAT PRODUCT MARKETING
MEANS UNDERSTANDING THE
CUSTOMER
BAD PRODUCT MARKETING CAN
KILL YOUR COMPANY
BAD PRODUCT MARKETING CAN
KILL YOUR COMPANY
1. people don’t understand what you do

2. your employees don’t know how to explain it
3. none of the marketing stuff is working
FROM STARTUP TO SCALE
HOW AND WHEN TO INVEST IN PRODUCT
MARKETING
First Round Capital
Oh Shit! Moments
(a.k.a. signs it’s time to hire a product marketer)
When you’re about to launch
and you don’t know how
much it should cost…
When you’re re-writing the
“value prop” in an email that
should have been sent…
Your sales team is like
“Oh shit…”
value prop
training
demos
Your success team is like
“Oh shit…”
support docs
comms
training
THE JOB
Ongoing strategic initiatives and
tactical execution.
STRATEGIC vs. TACTICAL
ONGOING vs. LAUNCHES
ONGOING PRODUCT
MARKETING STUFF
Market intelligence
Competitive research
Positioning
Personas
Value prop
Messaging
Customer feedback
Win/Loss analysis
Market segmentation
PRODUCT/FEATURE
LAUNCHES
Pre-Launch
Launch
Post-Launch
PRODUCT/FEATURE
LAUNCHES
Pre-Launch
Launch
Post-Launch
Spec sheet / brief
Product positioning
Figure out messaging
Market insights
Train internal teams
Create marketing assets
Create sales collateral
PRODUCT/FEATURE
LAUNCHES
Pre-Launch
Launch
Post-Launch
Campaigns
Landing pages
Email marketing
Channels
Website update
Content marketing
Press release
Re-engage lost deals
PRODUCT/FEATURE
LAUNCHES
Pre-Launch
Launch
Post-Launch
Success metrics
Product adoption
Product usage
Customer feedback
Qualitative feedback
Quantitative feedback
Product Management
Product reaches a
certain phase of
ideation/completion,
triggers marketing.
Brief / Spec Sheet
- name
- value prop (problem/
solution)
- who is it for?
- product description
- plans/pricing
- market insights
- customer examples
- testimonials
- links to resources,
content etc.
Product Management
Product reaches a
certain phase of
ideation/completion,
triggers marketing.
Brief / Spec Sheet
- name
- value prop (problem/
solution)
- who is it for?
- product description
- plans/pricing
- market insights
- customer examples
- testimonials
- links to resources,
content etc.
Product Management
Product reaches a
certain phase of
ideation/completion,
triggers marketing.
What kind of launch is this? (go-to-market)
Internal Comms
- Sales team
- Success team
- Support team
- Marketing (content,
email, PR etc.)
Brief / Spec Sheet
- name
- value prop (problem/
solution)
- who is it for?
- product description
- plans/pricing
- market insights
- customer examples
- testimonials
- links to resources,
content etc.
Product Management
Product reaches a
certain phase of
ideation/completion,
triggers marketing.
What kind of launch is this? (go-to-market)
Tier 1 - Tell the world!
Tier 2 - Tell customers/prospects
Tier 3 - Support docs
Internal Comms
- Sales team
- Success team
- Support team
- Marketing (content,
email, PR etc.)
Brief / Spec Sheet
- name
- value prop (problem/
solution)
- who is it for?
- product description
- plans/pricing
- market insights
- customer examples
- testimonials
- links to resources,
content etc.
Product Management
Product reaches a
certain phase of
ideation/completion,
triggers marketing.
What kind of launch is this? (go-to-market)
Tier 1 - Tell the world!
Tier 2 - Tell customers/prospects
Tier 3 - Support docs
Internal Comms
- Sales team
- Success team
- Support team
- Marketing (content,
email, PR etc.)
MARKETERS BEST
FRIEND
It doesn’t have to be fancy,
but it does have to exist.
Here’s a template.
:)
That’s a lot of process.
That’s a lot of process.
Process = Bad
That’s a lot of process.
Process = Bad Rhythm
That’s a lot of process.
Process = Bad Rhythm
Rhythm = Less Stress
a word about process
Keep it simple
A good process is one that people will follow
Break it when necessary
POSITIONING, PERSONAS &
MESSAGING ARE THE
FOUNDATION
Startups, Start Here
POSITIONING
David Packard
Co-founder, Hewlett-Packard
Marketing is too important to
be left to the marketing
department.
“
April Dunford
CEO, Sprintly
Marketing is about making it easy for people to
find, evaluate and buy your products.
Positioning is figuring out what your product is
in the first place.
“
Marketing can polish a turd.
Positioning can turn turds into
fertilizer.
“
April Dunford
CEO, Sprintly
HOW DO PEOPLE THINK ABOUT
YOUR PRODUCT?
Are you a turd or are you fertilizer?
CONTEXT
What do you think I searched to find this image?
CONTEXT IS EVERYTHING
WHAT’S THE CONTEXT IN WHICH
PEOPLE THINK ABOUT YOUR
PRODUCT?
Price, customers, competition, brand,
channels, message
WHAT LANGUAGE DO PEOPLE
USE TO TALK ABOUT ABOUT
YOUR PRODUCT?
How do your customers explain your
product to their colleagues? What do
they search on Google?
Product Marketing Crash Course
PERSONAS
Personas > Markets > Segments
Brian Halligan
CEO, Hubspot
By not deciding on one of these
personas, we paid a gigantic,
invisible ‘optionality’ tax.
“
Source: readthink.com
PEOPLE (AND PERSONAS) ARE
MULTI-FACETED
Personas & Positioning, Content/
Market Fit, Optimization
DEMOGRAPHIC
Age
Gender
Income
Marital Status
Education
Location
(this is easy)
PERSONAS & SEGMENTS
BEHAVIORALDEMOGRAPHIC
Age
Gender
Income
Marital Status
Education
Location
(this is easy)
Search
Social
Website
Content
Email
Product
(this is harder)
PERSONAS & SEGMENTS
BEHAVIORALDEMOGRAPHIC “OTHER”
Age
Gender
Income
Marital Status
Education
Location
(this is easy)
Search
Social
Website
Content
Email
Product
(this is harder)
Account-based
Tech usage
Interests
Opinions
Industry
Use Case
(this depends)
PERSONAS & SEGMENTS
Audience Segment
Company profile, industry, tech
stack etc.
Persona
Intent,
behaviour,
usage
PERSONAS & SEGMENTS
HOW DO YOU GET
THIS DATA?
Basic Stuff
- Analytics tools
- Form fills
- Database (lost reasons etc.)
Fancier Stuff
- Data enrichment tools (Clearbit,
Datanyze etc.)
- Predictive analytics
HOW MANY PERSONAS? DECISION
MAKER VS. INFLUENCER
Personas & Positioning, Content/
Market Fit, Optimization
THERE’S A DIFFERENCE BETWEEN
BUYER PERSONAS AND USER
PERSONAS
Your buyer process and business
model need to inform person
development
Product Marketing Crash Course
WHERE ARE THEY IN THE
“INNOVATION CYCLE”
Your buyer process and business
model need to inform person
development
Product Marketing Crash Course
These people self-educate.
Historical search terms?
Content, tactics and channels
change. Need case studies, proof,
validation.
MESSAGING
What do you say to people?
This is the “why” — what’s the guiding narrative?
Secondary Message Secondary Message Secondary Message Secondary Message Secondary Message
Expand upon key
messaging. Why does
this matter?
Expand upon key
messaging. Why does
this matter?
Expand upon key
messaging. Why does
this matter?
Expand upon key
messaging. Why does
this matter?
Expand upon key
messaging. Why does
this matter?
For example, Netflix might look
something like this…
The best entertainment, straight to your device. We know what you’ll love before you do.
Great Content Straight to Your Device Recommendations Convenience Low Cost
Expand upon key
messaging. Why does
this matter?
Expand upon key
messaging. Why does
this matter?
Expand upon key
messaging. Why does
this matter?
Expand upon key
messaging. Why does
this matter?
Expand upon key
messaging. Why does
this matter?
The best entertainment, straight to your device. We know what you’ll love before you do.
Great Content Straight to Your Device Recommendations Convenience Low Cost
Expand upon key
messaging. Why does
this matter?
Expand upon key
messaging. Why does
this matter?
Expand upon key
messaging. Why does
this matter?
Expand upon key
messaging. Why does
this matter?
Expand upon key
messaging. Why does
this matter?
Proof Points:
• Point #1
• Point #2
Proof Points:
• Point #1
• Point #2
Proof Points:
• Point #1
• Point #2
Proof Points:
• Point #1
• Point #2
Proof Points:
• Point #1
• Point #2
The best entertainment, straight to your device. We know what you’ll love before you do.
Great Content Straight to Your Device Recommendations Convenience Low Cost
Expand upon key
messaging. Why does
this matter?
Expand upon key
messaging. Why does
this matter?
Expand upon key
messaging. Why does
this matter?
Expand upon key
messaging. Why does
this matter?
Expand upon key
messaging. Why does
this matter?
Proof Points:
• Point #1
• Point #2
Proof Points:
• Point #1
• Point #2
Proof Points:
• Point #1
• Point #2
Proof Points:
• Point #1
• Point #2
Proof Points:
• Point #1
• Point #2
Product Story:
• Point #1
• Point #2
Product Story:
• Point #1
• Point #2
Product Story:
• Point #1
• Point #2
Product Story:
• Point #1
• Point #2
Product Story:
• Point #1
• Point #2
The best entertainment, straight to your device. We know what you’ll love before you do.
Great Content Straight to Your Device Recommendations Convenience Low Cost
Expand upon key
messaging. Why does
this matter?
Expand upon key
messaging. Why does
this matter?
Expand upon key
messaging. Why does
this matter?
Expand upon key
messaging. Why does
this matter?
Expand upon key
messaging. Why does
this matter?
Proof Points:
• Point #1
• Point #2
Proof Points:
• Point #1
• Point #2
Proof Points:
• Point #1
• Point #2
Proof Points:
• Point #1
• Point #2
Proof Points:
• Point #1
• Point #2
Product Story:
• Point #1
• Point #2
Product Story:
• Point #1
• Point #2
Product Story:
• Point #1
• Point #2
Product Story:
• Point #1
• Point #2
Product Story:
• Point #1
• Point #2
Content
• Search
• Owned
• Contributed
Content
• Search
• Owned
• Contributed
Content
• Search
• Owned
• Contributed
Content
• Search
• Owned
• Contributed
Content
• Search
• Owned
• Contributed
For a startup it might look
something like this…
The big compelling why. It should be obviously awesome/important/compelling.
Why people will care.
Expand upon key
messaging. Why does
this matter?
Proof Point:
• give them confidence that
it works
Product Story:
• Explain, specifically, how
the product will help (in
their terms
Content
• content marketing and
marketing content
THE RIGHT MESSAGE VS THE
RIGHT MESSAGE FOR EACH
PERSON
Personas & Positioning, Content/
Market Fit, Optimization
The big compelling why. It should be obviously awesome/important/compelling.
Why people will care.
Expand upon key
messaging. Why does
this matter? What's the value?
Proof Point:
• give them confidence that it
works
Product Story:
• Explain, specifically, how the
product will help (in their
terms
Content
• content marketing and
marketing content
Create derivatives of your
key messaging based on
data to fuel/test
campaigns, landing
pages, email nurture, on
driving growth and insights
targeted messaging (email, live chat etc)
personalize landing pages with dynamic text
targeted onboarding & nurture emails based on data
etc. etc. etc.
(ideas are plentiful, prioritize by impact:effort ratio)
HOW PRODUCT MARKETING
FUELS GROWTH
Insights, targeted messaging and
feedback loops
INSIGHTS AND LEARNINGS GO
BOTH WAYS
Insights and feedback loops
conversion optimization, landing
pages, marketing automation, lead
scoring
lead generation, content marketing,
SEO, paid campaigns, email marketing
positioning, personas, messaging, sales
enablement, collateral, case studies, customer
feedback, market insights
CLOSE
CONVERT
ATTRACT
2010
2017
REMEMBER THESE CORE
PRINCIPLES
Cross-functional collaboration
Find your rhythm
Keep it simple and break when needed
Use insights to iterate and fuel growth
Build the foundation
AND THE MOST IMPORTANT
QUESTION OF ALL...
vs.
Are you fertilizer or a turd?
Product Marketing Crash Course

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Product Marketing Crash Course

  • 1. Product Marketing Crash Course: What It Is, When To Invest and How To Do It Hana Abaza, Head of Marketing, Shopify Plus @hanaabaza
  • 4. “Product marketing is the process of promoting and selling a product to an audience. It includes assessing customer needs, customer type, and geographic area.” - Wikipedia
  • 5. “7 P’s of marketing: Product, Pricing, People, Place Promotion, Process, Physical environment.” - A Marketing Professor
  • 7. How is Product Marketing different from Marketing-Marketing? You’re not the only one who is confused!
  • 8. “Product marketing, at its heart, is about understanding what you’re building, why you invested in it, and how it will benefit the user — and then messaging that understanding to your customer.” - Joanna Lord, CMO of Classpass
  • 9. Okay, but what is it really?
  • 11. lead generation, content marketing, SEO, paid campaigns, email marketing CLOSE CONVERT ATTRACT
  • 12. conversion optimization, landing pages, marketing automation, lead scoring lead generation, content marketing, SEO, paid campaigns, email marketing CLOSE CONVERT ATTRACT
  • 13. conversion optimization, landing pages, marketing automation, lead scoring lead generation, content marketing, SEO, paid campaigns, email marketing positioning, personas, messaging, sales enablement, collateral, case studies, customer feedback, market insights CLOSE CONVERT ATTRACT
  • 14. positioning, personas, messaging, sales enablement, collateral, case studies, customer feedback, market insights CLOSE PRODUCT MARKETING!
  • 15. conversion optimization, landing pages, marketing automation, lead scoring lead generation, content marketing, SEO, paid campaigns, email marketing positioning, personas, messaging, sales enablement, collateral, case studies, customer feedback, market insights CLOSE CONVERT ATTRACT
  • 17. PRODUCT MARKETING IS CROSS- FUNCTIONAL BY NATURE
  • 18. Who are we building it for? What are we building? How to we “go- to-market”? How do we talk about it? Product Engineering Sales/Biz Dev Pricing Sales Success Product UX
  • 19. GREAT PRODUCT MARKETING MEANS UNDERSTANDING THE CUSTOMER
  • 20. BAD PRODUCT MARKETING CAN KILL YOUR COMPANY
  • 21. BAD PRODUCT MARKETING CAN KILL YOUR COMPANY 1. people don’t understand what you do
 2. your employees don’t know how to explain it 3. none of the marketing stuff is working
  • 22. FROM STARTUP TO SCALE HOW AND WHEN TO INVEST IN PRODUCT MARKETING
  • 24. Oh Shit! Moments (a.k.a. signs it’s time to hire a product marketer)
  • 25. When you’re about to launch and you don’t know how much it should cost…
  • 26. When you’re re-writing the “value prop” in an email that should have been sent…
  • 27. Your sales team is like “Oh shit…” value prop training demos
  • 28. Your success team is like “Oh shit…” support docs comms training
  • 29. THE JOB Ongoing strategic initiatives and tactical execution.
  • 32. ONGOING PRODUCT MARKETING STUFF Market intelligence Competitive research Positioning Personas Value prop Messaging Customer feedback Win/Loss analysis Market segmentation
  • 34. PRODUCT/FEATURE LAUNCHES Pre-Launch Launch Post-Launch Spec sheet / brief Product positioning Figure out messaging Market insights Train internal teams Create marketing assets Create sales collateral
  • 36. PRODUCT/FEATURE LAUNCHES Pre-Launch Launch Post-Launch Success metrics Product adoption Product usage Customer feedback Qualitative feedback Quantitative feedback
  • 37. Product Management Product reaches a certain phase of ideation/completion, triggers marketing.
  • 38. Brief / Spec Sheet - name - value prop (problem/ solution) - who is it for? - product description - plans/pricing - market insights - customer examples - testimonials - links to resources, content etc. Product Management Product reaches a certain phase of ideation/completion, triggers marketing.
  • 39. Brief / Spec Sheet - name - value prop (problem/ solution) - who is it for? - product description - plans/pricing - market insights - customer examples - testimonials - links to resources, content etc. Product Management Product reaches a certain phase of ideation/completion, triggers marketing. What kind of launch is this? (go-to-market) Internal Comms - Sales team - Success team - Support team - Marketing (content, email, PR etc.)
  • 40. Brief / Spec Sheet - name - value prop (problem/ solution) - who is it for? - product description - plans/pricing - market insights - customer examples - testimonials - links to resources, content etc. Product Management Product reaches a certain phase of ideation/completion, triggers marketing. What kind of launch is this? (go-to-market) Tier 1 - Tell the world! Tier 2 - Tell customers/prospects Tier 3 - Support docs Internal Comms - Sales team - Success team - Support team - Marketing (content, email, PR etc.)
  • 41. Brief / Spec Sheet - name - value prop (problem/ solution) - who is it for? - product description - plans/pricing - market insights - customer examples - testimonials - links to resources, content etc. Product Management Product reaches a certain phase of ideation/completion, triggers marketing. What kind of launch is this? (go-to-market) Tier 1 - Tell the world! Tier 2 - Tell customers/prospects Tier 3 - Support docs Internal Comms - Sales team - Success team - Support team - Marketing (content, email, PR etc.) MARKETERS BEST FRIEND
  • 42. It doesn’t have to be fancy, but it does have to exist. Here’s a template. :)
  • 43. That’s a lot of process.
  • 44. That’s a lot of process. Process = Bad
  • 45. That’s a lot of process. Process = Bad Rhythm
  • 46. That’s a lot of process. Process = Bad Rhythm Rhythm = Less Stress
  • 47. a word about process Keep it simple A good process is one that people will follow Break it when necessary
  • 48. POSITIONING, PERSONAS & MESSAGING ARE THE FOUNDATION Startups, Start Here
  • 50. David Packard Co-founder, Hewlett-Packard Marketing is too important to be left to the marketing department. “
  • 51. April Dunford CEO, Sprintly Marketing is about making it easy for people to find, evaluate and buy your products. Positioning is figuring out what your product is in the first place. “
  • 52. Marketing can polish a turd. Positioning can turn turds into fertilizer. “ April Dunford CEO, Sprintly
  • 53. HOW DO PEOPLE THINK ABOUT YOUR PRODUCT? Are you a turd or are you fertilizer?
  • 54. CONTEXT What do you think I searched to find this image?
  • 56. WHAT’S THE CONTEXT IN WHICH PEOPLE THINK ABOUT YOUR PRODUCT? Price, customers, competition, brand, channels, message
  • 57. WHAT LANGUAGE DO PEOPLE USE TO TALK ABOUT ABOUT YOUR PRODUCT? How do your customers explain your product to their colleagues? What do they search on Google?
  • 60. Brian Halligan CEO, Hubspot By not deciding on one of these personas, we paid a gigantic, invisible ‘optionality’ tax. “ Source: readthink.com
  • 61. PEOPLE (AND PERSONAS) ARE MULTI-FACETED Personas & Positioning, Content/ Market Fit, Optimization
  • 63. BEHAVIORALDEMOGRAPHIC Age Gender Income Marital Status Education Location (this is easy) Search Social Website Content Email Product (this is harder) PERSONAS & SEGMENTS
  • 64. BEHAVIORALDEMOGRAPHIC “OTHER” Age Gender Income Marital Status Education Location (this is easy) Search Social Website Content Email Product (this is harder) Account-based Tech usage Interests Opinions Industry Use Case (this depends) PERSONAS & SEGMENTS
  • 65. Audience Segment Company profile, industry, tech stack etc. Persona Intent, behaviour, usage PERSONAS & SEGMENTS
  • 66. HOW DO YOU GET THIS DATA? Basic Stuff - Analytics tools - Form fills - Database (lost reasons etc.) Fancier Stuff - Data enrichment tools (Clearbit, Datanyze etc.) - Predictive analytics
  • 67. HOW MANY PERSONAS? DECISION MAKER VS. INFLUENCER Personas & Positioning, Content/ Market Fit, Optimization
  • 68. THERE’S A DIFFERENCE BETWEEN BUYER PERSONAS AND USER PERSONAS Your buyer process and business model need to inform person development
  • 70. WHERE ARE THEY IN THE “INNOVATION CYCLE” Your buyer process and business model need to inform person development
  • 73. Content, tactics and channels change. Need case studies, proof, validation.
  • 74. MESSAGING What do you say to people?
  • 75. This is the “why” — what’s the guiding narrative? Secondary Message Secondary Message Secondary Message Secondary Message Secondary Message Expand upon key messaging. Why does this matter? Expand upon key messaging. Why does this matter? Expand upon key messaging. Why does this matter? Expand upon key messaging. Why does this matter? Expand upon key messaging. Why does this matter?
  • 76. For example, Netflix might look something like this…
  • 77. The best entertainment, straight to your device. We know what you’ll love before you do. Great Content Straight to Your Device Recommendations Convenience Low Cost Expand upon key messaging. Why does this matter? Expand upon key messaging. Why does this matter? Expand upon key messaging. Why does this matter? Expand upon key messaging. Why does this matter? Expand upon key messaging. Why does this matter?
  • 78. The best entertainment, straight to your device. We know what you’ll love before you do. Great Content Straight to Your Device Recommendations Convenience Low Cost Expand upon key messaging. Why does this matter? Expand upon key messaging. Why does this matter? Expand upon key messaging. Why does this matter? Expand upon key messaging. Why does this matter? Expand upon key messaging. Why does this matter? Proof Points: • Point #1 • Point #2 Proof Points: • Point #1 • Point #2 Proof Points: • Point #1 • Point #2 Proof Points: • Point #1 • Point #2 Proof Points: • Point #1 • Point #2
  • 79. The best entertainment, straight to your device. We know what you’ll love before you do. Great Content Straight to Your Device Recommendations Convenience Low Cost Expand upon key messaging. Why does this matter? Expand upon key messaging. Why does this matter? Expand upon key messaging. Why does this matter? Expand upon key messaging. Why does this matter? Expand upon key messaging. Why does this matter? Proof Points: • Point #1 • Point #2 Proof Points: • Point #1 • Point #2 Proof Points: • Point #1 • Point #2 Proof Points: • Point #1 • Point #2 Proof Points: • Point #1 • Point #2 Product Story: • Point #1 • Point #2 Product Story: • Point #1 • Point #2 Product Story: • Point #1 • Point #2 Product Story: • Point #1 • Point #2 Product Story: • Point #1 • Point #2
  • 80. The best entertainment, straight to your device. We know what you’ll love before you do. Great Content Straight to Your Device Recommendations Convenience Low Cost Expand upon key messaging. Why does this matter? Expand upon key messaging. Why does this matter? Expand upon key messaging. Why does this matter? Expand upon key messaging. Why does this matter? Expand upon key messaging. Why does this matter? Proof Points: • Point #1 • Point #2 Proof Points: • Point #1 • Point #2 Proof Points: • Point #1 • Point #2 Proof Points: • Point #1 • Point #2 Proof Points: • Point #1 • Point #2 Product Story: • Point #1 • Point #2 Product Story: • Point #1 • Point #2 Product Story: • Point #1 • Point #2 Product Story: • Point #1 • Point #2 Product Story: • Point #1 • Point #2 Content • Search • Owned • Contributed Content • Search • Owned • Contributed Content • Search • Owned • Contributed Content • Search • Owned • Contributed Content • Search • Owned • Contributed
  • 81. For a startup it might look something like this…
  • 82. The big compelling why. It should be obviously awesome/important/compelling. Why people will care. Expand upon key messaging. Why does this matter? Proof Point: • give them confidence that it works Product Story: • Explain, specifically, how the product will help (in their terms Content • content marketing and marketing content
  • 83. THE RIGHT MESSAGE VS THE RIGHT MESSAGE FOR EACH PERSON Personas & Positioning, Content/ Market Fit, Optimization
  • 84. The big compelling why. It should be obviously awesome/important/compelling. Why people will care. Expand upon key messaging. Why does this matter? What's the value? Proof Point: • give them confidence that it works Product Story: • Explain, specifically, how the product will help (in their terms Content • content marketing and marketing content Create derivatives of your key messaging based on data to fuel/test campaigns, landing pages, email nurture, on
  • 85. driving growth and insights targeted messaging (email, live chat etc) personalize landing pages with dynamic text targeted onboarding & nurture emails based on data etc. etc. etc. (ideas are plentiful, prioritize by impact:effort ratio)
  • 86. HOW PRODUCT MARKETING FUELS GROWTH Insights, targeted messaging and feedback loops
  • 87. INSIGHTS AND LEARNINGS GO BOTH WAYS Insights and feedback loops
  • 88. conversion optimization, landing pages, marketing automation, lead scoring lead generation, content marketing, SEO, paid campaigns, email marketing positioning, personas, messaging, sales enablement, collateral, case studies, customer feedback, market insights CLOSE CONVERT ATTRACT
  • 89. 2010
  • 90. 2017
  • 92. Cross-functional collaboration Find your rhythm Keep it simple and break when needed Use insights to iterate and fuel growth Build the foundation
  • 93. AND THE MOST IMPORTANT QUESTION OF ALL...