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 SHAMANSANDYBEACHSF@GMAIL.COMSANDYBEACHSF (@TWITTER & @SKYPE)510-501-4107