the new product marketing playbook

The New Product Marketing PlaybookApril DunfordRocketWatcher.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. SellingEarned vs. Bought

MediaVisibility vs.

Branding/AdvertisingCustomer 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 PlaybookToo Much

ProductTechnologySales Support

Not EnoughCustomer ValueContentCommunity EngagementMarket Learning

A New Product Marketing Framework

Key Elements

Content

Visibility

Messaging

Engagement

MessagingClear and

understandable

Free of unsubstantiated claims

Answers the question – Who is this for?

Stories, stories, stories.

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)

EngagementCommunity – an increasingly important communications channel

Bring customers & prospects together

Help/incent customers to carry your message

How can Marketing help Customer Service

VisibilityHow non-users observe that others are users:

Product features

Shareable content

Reviews/awards

Independent analysis

Success marketing

Questions

April DunfordRocketWatcher.com @AprilDunford AprilDunford@gmail.com