2. (c) 2021
Marketing Strategy
Strategic Presentations
Research & Blog
Marketing Leadership
Steve Robins
Principal,
Solution Marketing Strategies
s.robins[at] solutionMKT.com
www.linkedin.com/in/steverobins1
3. (c) 2021
Product Marketing
ˈprä-(ˌ)dəkt ˈmär-kə-tiŋ
bring new products to market
Product Marketing
ˈprä-(ˌ)dəkt ˈmär-kə-tiŋ
Product marketing leads the effort to
bring new products to market
based on an understanding of
customers & their needs
4. (c) 2021
Product Marketing Connects the Go-to-
Market Value Chain
Product
Manage-
ment Marketing
Sales
Customers
Product
Marketing
• Understand buyers
• Consistent, repeatable
processes
• Go-to for go-to-market
• Value-oriented messaging
• Turbocharge products,
sales, and marketing
• Grow revenue
5. (c) 2021
Detailed Product Marketing Framework
• Optimal product marketing encompasses each of the areas of the
framework. How you cover it will depend on your company and
need.
• The framework slides that follow show representative scope, actions,
and sample outputs. The slides are not meant to exhaustive.
• Product marketing exists in partnership with other functions
§ While product marketing may be involved in different aspects, the function
does not necessarily own execution, of for example, demand gen campaigns
§ Product marketing must collaborate with product management. In many
cases, both functions will team on projects such as customer interviews.
9. (c) 2021
Market Insight
Scope Actions Outputs
Understanding of…
• Users/buyers
• Potential & current buyers
and users - needs, challenges,
business drivers, compelling
events
• Competition
• Who they are, SWOT vs the
product, positioning &
competitive sales strategy
• Customer & prospect interviews
• Win/loss interviews
• Competitor research
• Competitor monitoring (new
product launches, acquisitions,
etc)
• Information sharing with other
teams
• Market segmentation -
identification, prioritization, value
• Buyer personas
• Overall competitive SWOT analysis
• Competitive recommendations
• Competitor tools, comparisons,
battle cards etc for Sales
10. (c) 2021
Product Strategy
Contribute to product strategy with:
Market insight
Voice of the customer/
prospect/buyer
Win/loss Sales & marketing
perspectives
Timing requirements
(c) 2021
11. (c) 2021
Product Strategy
Scope Actions Outputs
• Contribute to:
• Product strategy
• User requirements
• Roadmap, roadmap prioritization, and
timing
• Product feature groups & features
• Market drivers for roadmap such as industry
conferences & launch dates
• How roadmap fits into message
• Handoff process from product management
to product marketing
• Early participation in roadmap & market
requirements
• Awareness of upcoming releases
• Clear delineation AND collaboration
between product management &
product marketing
• Market insight that feeds into product
plans, roadmap
• Product marketing participation in agile
ceremonies, time permitting
• Cooking demos
• Regular meetings with product
management counterparts
• “Amazon style press release” before
start of development
• Market requirements doc
• Handoff documents from product
management to product marketing
12. (c) 2021
Go-to-Market
Strategy & Playbook
Personas
Ideal
Customer
Profile
Business
Strategy
Success
Metrics
$
Turn products
into revenue
13. (c) 2021
Go-to-Market Strategy
Scope Actions Outputs
• Business strategy for the product –
how will it drive profitable revenue?
• Target market/segment, ICP (ideal
customer profile)
• Personas
• Packaging
• Pricing
• Sales strategy
• Lead gen strategy
• Revenue, lifetime value projections
• Success metrics such as
• Unit/revenue growth
• Sales acceleration
• Research, market sizing
• Customer, prospect, partner
research
• Build out plans for each of items in
Scope, partnering with the
appropriate functions
• Business plan/GTM plan
• Persona documents
• Each of the items in Scope section
15. (c) 2021
Message
Scope Actions Outputs
• Use understanding of customers
and product to create compelling
and targeted value propositions
for both the product line overall
and for specific products
• Gain 360 degree perspective on
product value from…
• Customers, CAB
• Prospects
• Sales
• Product team
• Technical
• SEs
• Support etc.
• Analysts
• Create message
• Vet and test the message
• Message test plan
• Messaging document
• Reusable messaging chunks for
different media (website, data
sheet etc)
• Product presentation based on
core messaging
• Keywords
17. (c) 2021
Product Launch
Drive maximum impact with a
process that is…
Strategic
Repeatable
Coordinated
Measurable
Start with
”why”?
18. (c) 2021
Product Launch Planning/Execution
Scope Actions Outputs
Process to bring the product to
market including:
• Message
• Competition
• User/buyer personas
• Marketing/amplification
• Demand gen
• Sales enablement
• Content
• Create and track progress of plan
with key stakeholders
• Create metrics
• Create plans for items in Scope
• Determine stakeholders and who
to include in process
• Launch plan
• Run regular launch meetings with
all key stakeholders
• Bills of Materials for different
types of launches (most important,
medium importance, minor etc)
• Metrics
20. (c) 2021
Enablement
Scope Actions Outputs
Product marketing drives
“enablement” of other functions
including:
• Sales, BDRs
• Sales partners
• Marketing team
• Customer support/success team
• Broader company
• Determine requirements for
enablement by meeting with
stakeholders
• Map enablement needs against
sales stages and/or buyer journey
• Create messaging doc and
reusable core enablement tools
• Determine sales and marketing
demo strategy (e.g., how demo is
used in sales cycle and demand
gen, should it be recorded or
delivered live?)
• Messaging document (see
Messaging page) which will drive
creation of some content such as
website, datasheets, social media,
lead gen, sales demos
• Base content including:
• Standard reusable copy blocks
(descript, value etc.)
• Sales presentation
• Sales training
• Company announcement
• Competitive tools
22. (c) 2021
Buyer’s Journey & Product Usage
• Product Marketing drives strategies and tactics along the entire
buyer’s/customer’s journey from awareness to renewal
• The following pages are organized by stage of the
buyer/customer journey
23. (c) 2021
Stage Scope Actions SAMPLE Outputs
Awareness • Message and tactical guidance on marketing
& product opportunities to drive awareness
• Work on awareness campaigns with
marketing, product team and others
• Create supporting content
• Campaign plans &
recommendations
• Blog posts
• Thought-leadership content
• Speaking
• Partner marketing
Consider-
ation
• Message and tactical guidance on
marketing, product, and sales opportunities
to drive consideration
• Work on demand gen campaigns
• Identify needed sales tools based on
sales enablement framework, past
history
• Coach sales people
• Sales tools & Training
• Analyst reports
• Case studies
• Product datasheets
• In-app promotions
• Partner marketing
First-Time
Purchase
(new logo)
• Sales enablement & training • Similar to above • Sales enablement
• Buyer’s guide
• Competitive tools
Buyer/Customer Journey – The Road to Revenue
24. (c) 2021
Buyer/Customer Journey – The Road to Revenue
Stage Scope Actions SAMPLE Outputs
Onboarding • Message
• Programs for successful
onboarding
• Provide message
• Lead onboarding/usage team
• Onboarding tools
• In-app messages
Increased
Usage
• Message
• Programs that drive usage
• Provide message
• Lead onboarding/usage team
• In-app messages
Cross-Sell/
Up-Sell
• Cross-sell/up-sell programs for this
product in the company’s other
products
• Prioritize the company's
complementary products
• Create programs to promote
this product within other
company products (e.g., in-
app promotions)
• Work with sales and
marketing to create cross-sell
programs
• In-app promotions
25. (c) 2021
Buyer/Customer Journey – The Road to Revenue
Stage Scope Actions SAMPLE Outputs
Referral/
Reference/Ca
se study
• Build this into onboarding data
capture
• Capture customer case studies
• Establish referral bonuses
• Reference database
• Case studies
Renewal • Provide message: why renew • Create in-app renewal
campaigns
• Renewal promotions
26. (c) 2021
Take the Next Step
Questions?
Contact Steve Robins
s.robins [at] solutionmkt.com
Elevate your product
marketing -
learn how in this
presentation
Download the
editable Workbook -
tailor to your needs
www.ProductMarketingFramework.com
?