the new product marketing playbook
Post on 17-Oct-2014
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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
