MassTLC product launch campaign strategies, Jason Baudreau, NetBrain

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In June of 2018, MassTLC's product marketing peer group met to discuss product launch campaign strategies. Jason Baudreau from NetBrain facilitated one of the conversations, here is his presentation.

Tecnologia

NetBrain Technologies
15 Network Drive
Burlington, MA 01803
+1 800.605.7964
info@netbraintech.com
www.netbraintech.com
Product Launch Campaign Strategies
Jason Baudreau
Director of Product Marketing
NetBrain Technologies

2 | NetBrain®
Who is this guy?
2010 2018
Engineer/Cyborg Product Marketer/Family Man

3 | NetBrain®
Go-To-Market Planning
Persona Development
Messaging
Channel Selection
Product Alignment
Timing
Promotion & Enablement

4 | NetBrain®
Product Alignment – How are we doing?
Product Management Product Marketing
VS.

5 | NetBrain®
Persona Development – Know Thy Customer
Follow Reddit Threads
Engage Network
Consultants
Face-to-Face (Events)
Facebook Live

6 | NetBrain®
Persona Development – Documentation
Hopes/Fears/Aspirations

7 | NetBrain®
Messaging – Not “losing sight of the forest for the trees”
What’s New
7.0 7.1
Total Value
It’s not just about what’s new

8 | NetBrain®
Messaging – Goals May Vary
» Competitive advantages
» Better, faster, cheaper
» Product positioning & education
» Thought Leadership
Market Creator
Market Leader

9 | NetBrain®
Crafting the Message
Use Cases
Features Benefits
Product
What value
does it deliver?
What capabilities
does it have?
How can it
be used?

10 | NetBrain®
Internal Collateral and Enablement
Reuse Ad Hoc

11 | NetBrain®
External Collateral – Update and Build
White Papers Analyst Briefings
Presentations
Trial & Demo
Website
Solution Briefs
Videos

12 | NetBrain®
Launch Events
Live EventsLaunch Webinar
Landing Pages Emails
Ads
Website
Digital Campaigns

13 | NetBrain®
Sales Enablement – which approach works best?
One big training event Many intimate meetings

14 | NetBrain®
When to launch?
Live Events
External Pressures
Partner Announcements
Sales Goals

NetBrain Technologies
15 Network Drive
Burlington, MA 01803
#1 800 605 7964
info@netbraintech.com
www.netbraintech.com
Thank You!

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MassTLC product launch campaign strategies, Jason Baudreau, NetBrain

1. NetBrain Technologies 15 Network Drive Burlington, MA 01803 +1 800.605.7964 info@netbraintech.com www.netbraintech.com Product Launch Campaign Strategies Jason Baudreau Director of Product Marketing NetBrain Technologies

2. 2 | NetBrain® Who is this guy? 2010 2018 Engineer/Cyborg Product Marketer/Family Man

3. 3 | NetBrain® Go-To-Market Planning Persona Development Messaging Channel Selection Product Alignment Timing Promotion & Enablement

4. 4 | NetBrain® Product Alignment – How are we doing? Product Management Product Marketing VS.

5. 5 | NetBrain® Persona Development – Know Thy Customer Follow Reddit Threads Engage Network Consultants Face-to-Face (Events) Facebook Live

6. 6 | NetBrain® Persona Development – Documentation Hopes/Fears/Aspirations

7. 7 | NetBrain® Messaging – Not “losing sight of the forest for the trees” What’s New 7.0 7.1 Total Value It’s not just about what’s new

8. 8 | NetBrain® Messaging – Goals May Vary » Competitive advantages » Better, faster, cheaper » Product positioning & education » Thought Leadership Market Creator Market Leader

9. 9 | NetBrain® Crafting the Message Use Cases Features Benefits Product What value does it deliver? What capabilities does it have? How can it be used?

10. 10 | NetBrain® Internal Collateral and Enablement Reuse Ad Hoc

11. 11 | NetBrain® External Collateral – Update and Build White Papers Analyst Briefings Presentations Trial & Demo Website Solution Briefs Videos

12. 12 | NetBrain® Launch Events Live EventsLaunch Webinar Landing Pages Emails Ads Website Digital Campaigns

13. 13 | NetBrain® Sales Enablement – which approach works best? One big training event Many intimate meetings

14. 14 | NetBrain® When to launch? Live Events External Pressures Partner Announcements Sales Goals

15. NetBrain Technologies 15 Network Drive Burlington, MA 01803 #1 800 605 7964 info@netbraintech.com www.netbraintech.com Thank You!

MassTLC product launch campaign strategies, Jason Baudreau, NetBrain

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