product marketing 101

19
B2B Product Marketing Can Ozdoruk Zignal Labs 11.12.14 College of San Mateo

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B2B Product Marketing. What is the role of Product Marketing in organizations? What are the most important skills to be a good product marketing manager?

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Page 1: Product Marketing 101

B2BProduct Marketing

Can Ozdoruk Zignal Labs

11.12.14

College of San Mateo

Page 2: Product Marketing 101

BS

MS

MBA

About Me

Software Engineering

Product Marketing

Product Marketing

Marketing

Page 3: Product Marketing 101

Product Manager

Marketing Communications

Manager

Digital Marketing Manager

Develop products based on market needs

Market internally developed product to outside world

Internal communications, branding, advertising

Manage communities, execute social media, PR

Content Manager

Develop case studies, blogs, infographics

Sales Rep

Trusted advisor, sells the product/service

Product Marketing @ Orgs

Product Marketing Manager PRODUCT/ENGINEERING SALES/ BUSINESS DEV.

MARKETING

Page 4: Product Marketing 101

What is Product Marketing? 1.  Messaging & positioning

�  Customers, partners �  Press, analysts, influencers

2.  Go To Market �  Launching �  Channels �  Promotions

3.  Collaterals

Page 5: Product Marketing 101

Product Marketing 4 P’s of Product Marketing

� Personalization

� Predictive Modeling

� Peer-to-Peer Communities

� Participation

4 P’s of Marketing �  Product

�  Price

�  Promotion

�  Place

Page 6: Product Marketing 101

Inbound Marketing

Traditional Sales Sales Now

Page 7: Product Marketing 101

Outside-In Not Inside-Out

Your Product

Page 8: Product Marketing 101

Journey of Customer

`

Attract Convert Acquire Delight

Stranger Visitor Lead Customer Promoter

Content, Ads, SEO, Events

Trials, Landing Pages

CRM, Deals, Nurturing, Relationship

Surveys, Soc Media, Cus Service

Marketing Sales & Marketing

Page 9: Product Marketing 101

Top 5 Skills for Product Marketing

1. Positive Outlook 2. Reading Inside & Out 3. Delivering with a Purpose 4. Charisma & Influence 5. Trying New Stuff

Page 10: Product Marketing 101

1. Positive Outlook

Productivity increases by 31% Chemical formula Focus on end-goals

Page 11: Product Marketing 101

2. Reading Inside and Out

"I just sit in my office and read all day”

-Warren Buffet

Page 12: Product Marketing 101

3. Delivering with a Purpose

On-time Highest quality In alignment with business

Page 13: Product Marketing 101

4. Charisma & Influence

"Nobody is good enough to govern another without the other’s consent” -Abraham Lincoln

Page 14: Product Marketing 101

5. Trying New Stuff

Target Audience: •  Diverse •  Evolving •  Demanding

Page 15: Product Marketing 101

Top 5 Skills for Product Marketing

1. Positive Outlook 2. Reading Inside & Out 3. Delivering with a Purpose 4. Charisma & Influence 5. Trying New Stuff

Page 16: Product Marketing 101

About Zignal Labs

Realtime Monitoring � Analytics � Insights

Page 17: Product Marketing 101

Demo

Page 18: Product Marketing 101

Contact Information

[email protected] canozdoruk

Page 19: Product Marketing 101

References

�  Top 5 Only: http://top5only.wordpress.com

�  Zignal Labs: http://zignallabs.com

�  HubSpot: http://www.slideshare.net/rickburnes/an-inbound-marketers-guide-to-product-marketing?qid=f09ae460-d268-45e4-bece-8ddab6ef114d&v=qf1&b=&from_search=4

�  John Gibbon: http://www.slideshare.net/johngibbon/product-marketing?qid=d1168c1a-eb5f-4ef3-a694-6590853c13af&v=qf1&b=&from_search=12