Download - Product Marketing As Storytelling
Sandy Hawke, CISSPMarketing Shaman
Product Marketing ServicesStorytelling as a sales tool.
What I’m all about.
• Former firewall geek turned marketing shaman
• Adept at gap analysis, better at filling the gaps
• Go-to-market guidance• Product positioning and
messaging• Content development• Sales tools• Product pitches• Data sheets, webinars, and
videos, oh my!
Integrity, simplicity, andauthenticity.A good story. The right audience.Strategic guidance. Tactical execution.
Who I am.What I offer.
My Approach: Sales as Storytelling
Stories teach, inspire, and can even change your life.The best stories…1) Put their audience needs first.
(always delivering value)
2) Compel their audience to think differently, and urge them to action.(tap into their compelling need to buy)
3) Make a lasting impression, and inspiresharing the experience with others.(clearly articulate differentiation)
Good Storytelling:Industry Examples
• Illustrates biggest pain point for buyer
• Uses humor• Easily shareable
• Shows path to success for the buyer
• Inspires community• Clear call to action
2014
2006
Product Marketing Methodology*
1 2Connect to the
audience 3Amplify
the story
Telling stories, connecting with audience, and being visible.
Define the Story
Content Development
Product Positioning /Messaging
Content Marketing(programs)
*of course, careful performance measurement of each of these is essential.
Product Positioning / Messaging
Give your audience what they demand. A simple story that’s hard to forget.
Need help crafting your story?
I’ll walk you through it.
OR…
I can craft it for you.
OR…
I can simply enhance the story you already have.
Service offerings include:• Market
Segmentation• Messaging Analysis,
Maps & Guides• Product Positioning• Sales Tools &
Training• Competitive
Analysis(messaging)
1Define the Story
Content Development
Provide the compelling content your prospects and teams need.
*Please note that many of these deliverables require graphical design support. I work effectively with designers, but I am not a designer myself.
Types of available content*:• Video scripts• Success Stories• Product Pitches• Datasheets• White Papers• Website copy• Webinar slides
2Connect to the
audience
Need help developing compelling content?
I’ll develop it for you.
Content is king.
• Builds pipeline.• Gains exposure.• Establishes credibility.• Accelerates sales cycles.
Content Marketing / Programs
Get your story out there. Turn it up to 11.
*Please note that some programs may require additional execution assistance and resources.
Assistance provided*:• SEO & social media
consultation• Topic development
(webinars, videos, educational programs)
• Program analysis, guidance and direction
Need help building your pipeline?
I’ll help you reach youraudience with content marketing and programguidance.
It starts with compelling content that’s simple & shareable.• Get access to new
prospects.• Build brand awareness.• Improve partner relationships.
3Amplify the story
Final Thoughts
• Simplicity is my mantra.• Strategy + Execution = Success.• Data-driven decision making when
possible, common sense execution when expediency requires it*.
*I try to avoid “analysis paralysis” as much as possible. We don’t learn until we try a few well-informed experiments.
I appreciate the opportunity to help you tell your story and get it out there.
Thank you.
REFERENCES &WORK SAMPLES
What I’ve Done: Sample Work
Where to find these samples (sometimes hyperlinks don’t work the way they should)
http://vimeo.com/60399350https://www.youtube.com/watch?v=kzvrEPFy6sM
http://www.ibm.com/ibm/ideasfromibm/zz/en/securesocialsmart/
http://www.blogtalkradio.com/calebbarlow/2012/04/16/secure-computing-simple-steps-to-staying-safe-online
What They’ve Said (about what I’ve done)
There are more like these on my LinkedIn profile here: https://www.linkedin.com/pub/sandy-hawke/0/347/930
I appreciate the opportunity to help you tell your story and get it out there.
SANDY HAWKE, CISSPMARKETING [email protected] (@TWITTER & @SKYPE)510-501-4107