product marketing 101

B2BProduct Marketing

Can Ozdoruk Zignal Labs

11.12.14

College of San Mateo

BS

MS

MBA

About Me

Software Engineering

Product Marketing

Product Marketing

Marketing

Product Manager

Marketing Communications

Manager

Digital Marketing Manager

Develop products based on market needs

Market internally developed product to outside world

Internal communications, branding, advertising

Manage communities, execute social media, PR

Content Manager

Develop case studies, blogs, infographics

Sales Rep

Trusted advisor, sells the product/service

Product Marketing @ Orgs

Product Marketing Manager PRODUCT/ENGINEERING SALES/ BUSINESS DEV.

MARKETING

What is Product Marketing? 1.  Messaging & positioning

�  Customers, partners �  Press, analysts, influencers

2.  Go To Market �  Launching �  Channels �  Promotions

3.  Collaterals

Product Marketing 4 P’s of Product Marketing

� Personalization

� Predictive Modeling

� Peer-to-Peer Communities

� Participation

4 P’s of Marketing �  Product

�  Price

�  Promotion

�  Place

Inbound Marketing

Traditional Sales Sales Now

Outside-In Not Inside-Out

Your Product

Journey of Customer

`

Attract Convert Acquire Delight

Stranger Visitor Lead Customer Promoter

Content, Ads, SEO, Events

Trials, Landing Pages

CRM, Deals, Nurturing, Relationship

Surveys, Soc Media, Cus Service

Marketing Sales & Marketing

Top 5 Skills for Product Marketing

1. Positive Outlook 2. Reading Inside & Out 3. Delivering with a Purpose 4. Charisma & Influence 5. Trying New Stuff

1. Positive Outlook

Productivity increases by 31% Chemical formula Focus on end-goals

2. Reading Inside and Out

"I just sit in my office and read all day”

-Warren Buffet

3. Delivering with a Purpose

On-time Highest quality In alignment with business

4. Charisma & Influence

"Nobody is good enough to govern another without the other’s consent” -Abraham Lincoln

5. Trying New Stuff

Target Audience: •  Diverse •  Evolving •  Demanding

Top 5 Skills for Product Marketing

1. Positive Outlook 2. Reading Inside & Out 3. Delivering with a Purpose 4. Charisma & Influence 5. Trying New Stuff

About Zignal Labs

Realtime Monitoring � Analytics � Insights

Demo

Contact Information

can@zignallabs.com canozdoruk

References

�  Top 5 Only: http://top5only.wordpress.com

�  Zignal Labs: http://zignallabs.com

�  HubSpot: http://www.slideshare.net/rickburnes/an-inbound-marketers-guide-to-product-marketing?qid=f09ae460-d268-45e4-bece-8ddab6ef114d&v=qf1&b=&from_search=4

�  John Gibbon: http://www.slideshare.net/johngibbon/product-marketing?qid=d1168c1a-eb5f-4ef3-a694-6590853c13af&v=qf1&b=&from_search=12