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Empowering You to Empower Them: Why the Product Message Should Come From Product Management

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Empowering You to Empower Them: Why the Product Message Should Come From Product Management

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Join Jordan Bergtraum, Head of Product at Equip ID & Consultant, as he tells you why Product Management should create the initial Product message and how to create a compelling Product message!

Join Jordan Bergtraum, Head of Product at Equip ID & Consultant, as he tells you why Product Management should create the initial Product message and how to create a compelling Product message!

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Empowering You to Empower Them: Why the Product Message Should Come From Product Management

  1. 1. Why the Product Message Should Come From Product Management Jordan Bergtraum Head of Product at Equip ID & Consultant Product Managem ent Today Em pow ering You t o Em pow er Series Rayvonne Carter Webinar Coordinator, Product Management Today With W/ Jordan Bergtraum February 23, 2022 at 11:00 am PST, 2:00 pm EST, 7:00 pm GMT
  2. 2. Logi Analytics, an insight software company, empowers the world’s software teams with the most intuitive, developer-grade embedded analytics solutions, along with a group of dedicated people invested in your success. Logi leverages your existing tech stack, so you can quickly build, manage, and deploy your application. And because Logi supports unlimited customization and white-labeling, you have total control to make the application uniquely your own. Over 2,200 application teams have trusted Logi to help power their businesses with sophisticated analytics capabilities. Logi Analytics was recently awarded the 2020 “Best Business Intelligence Solution” Proddy award by Product School, in addition to being named a leader in Business Application Research Center’s (BARC) BI & Analytics Survey 21 across several categories, including Operational BI, Embedded BI, and Cloud BI.Logi Analytics is headquartered in McLean, Virginia, with offices in Ireland, England, Ukraine, and China. Learn more about what’s possible with Logi at LogiAnalytics.com. Sponsored by:
  3. 3. TO USE YOUR TELEPHON E: Yo u m u st select "Use Telep h o n e" af t er jo in in g an d call in u sin g t h e n u m b er s b elow. Un it ed St at es: +1 (213) 929-4212 Access Cod e: 817-089-119 Au d io PIN: Sh ow n af t er jo in in g t h e w eb in ar TO USE YOUR COM PUTER' S AUDIO: When t he webinar begins, you will be connect ed t o audio using your com put er 's m icrophone and speaker s (VoIP). A headset is recom m ended. Click on the Questions panel to interact with the presenters 03 --OR-- Product Managem ent Today Em pow ering You t o Em pow er Them : Why The Product Message Should Com e From Product Managem ent
  4. 4. Jordan Bergtraum Head of Product at Equip ID & Consultant Prod uct M an agem en t Tod ay Why The Product Message should come from Product Management 11
  5. 5. 15+ years of B2B SaaS experience 8 years leading Product Management teams Education, Pharma, Legal, and Facilities Management Twice introduced Product Management to an organization Market research, product vision & roadmaps product marketing and product delivery Who is Jordan Bergtraum?
  6. 6. The benefits of creating a product message What is an effective product message? What to expect from this presentation? Tips for effective messages
  7. 7. Whatis yourrole?
  8. 8. Forwhattypesof Product(s)areyou responsible?
  9. 9. # 1 What is “the message”?
  10. 10. What is “The Message”? The articulation of a solution to a problem, that will excite a market, to motivate them to pay for and/or use your product.
  11. 11. What is “The Message”? Big ideas… not enhancements Solutions… not features
  12. 12. What is “The Message”? Value. Value. Value.
  13. 13. Effective Message Themes Make Money Save Money Make their lives remarkably better
  14. 14. Example A The Product: Alerts / reports / data visualizations that compares your spend to your peer’s spend.
  15. 15. Example A Decent Message: “Compare your expense metrics to your peer’s by category, vendor, site, and more, giving you greater visibility into your spend”
  16. 16. Example A Better Message: “Save 15% to 20% on overall spend, via more informed purchasing decisions, by knowing when your expenses are out of line with industry benchmarks.”
  17. 17. The Product: A mobile tool that captures info on a Site’s condition. Configure Site-specific checklists that ask for ratings, conditions, readings, dates, etc. Example B
  18. 18. Example B Decent Message: “Give your Site Inspectors a faster way to capture inspection results via your own configurable forms.”
  19. 19. Example B Better Message: “Save $450 per Site, per year, and free up your inspectors to spend 75% more time on site enablement and relationships.”
  20. 20. The Product: An on-site data review tool, for Quality Analysts. Surface highly targeted samples (instead of full reviews) of your data that are most critical and / or most likely to have quality issues. Samples are selected based on your risk configuration and ML. Example C
  21. 21. Example C Decent Message: “Save your analysts time and stress by allowing them to perform small but high value data reviews instead of reviewing every data element.”
  22. 22. Example C Better Message: “Enable Analysts to spend more time on revenue generating activities, via a much more time-efficient data quality strategy, without adding risk to your compliance.”
  23. 23. Whatis yourcurrentlevel of involvementwithyour productmessages?
  24. 24. # 2 Objectives of “the message”?
  25. 25. Objectives of “the message”? Inform. Entice. Motivate. Acquire. Upsell. Retain.
  26. 26. Areyourproduct messageseffective?
  27. 27. # 3 Why should PM create a message?
  28. 28. Why create the message? Support Product Marketing
  29. 29. Why should PM create the message? We know the value We know the market
  30. 30. Why should PM create the message? Product Marketing Product Management Value Message Distribution
  31. 31. Why should PM create the message? But there is another benefit: Test and validate ideas
  32. 32. Test the message Does the idea resonate internally? CS. Sales. Leadership.
  33. 33. Test the message Do your current customers understand the message?
  34. 34. Test the message Do current customers have this problem?
  35. 35. Test the message Are customers willing to pay for it (adopt it)?
  36. 36. Test the message Will sales be able to sell it?
  37. 37. Test the message If you struggle with the message, you may have a problem. Don’t build a great idea that you can’t sell.
  38. 38. # 4 Tips for an Effective Message
  39. 39. Tips for an Effective Message Focus on “The Problem”
  40. 40. Tips for an Effective Message Revenue Savings A Better Life
  41. 41. Tips for an Effective Message Experiment
  42. 42. Tips for an Effective Message Different messages for different people / segments
  43. 43. Tips for an Effective Message Train Sales, Business Development, Client Success Have them sell it back to you.
  44. 44. # 5 Target the Message
  45. 45. "Stay ahead of emergencies. Save 15% on spend." Target the Message For the CFO:
  46. 46. "Decrease staff requirement by 32% with access to actionable intelligence on their utilization." Target the Message For the VP of Operations: ”Reduce regulatory submission errors by 17% which significantly reduced delays in go-to market timelines.”
  47. 47. “Spend 37% less time inspecting your locations.” Target the Message For the Inspector:
  48. 48. Summary PM should originate the message Tailored, short & simple Easy for Sales and Client Success Compelling enough to justify the price
  49. 49. Summary If you can’t articulate a compelling message before you build it… Rethink it! Don’t be afraid to abandon the idea.
  50. 50. Thank You!
  51. 51. Q&A Jordan Bergtraum Head of Product at Equip ID & Consultant Rayvonne Carter Webinar Coordinator, Product Management Today To view more from the Empowering You to Empower Them Series visit https://www.productmanagementtoday.com/webinar-series/12203/empowering-you-to-empower-them /in/jordanbergtraum/ equipid.com/ /in/rayvonnecarter/ @ProdMgmtToday productmanagementtoday.com

Notas do Editor

  • Move your marketplace / end user
  • Life better: Consumer products
  • We couldn’t quantify the savings due to variance in configuration

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