digital inbound marketing – what you need to know as a product manager nn

| 1 of X | www.productfocus.com © Product Focus

Product Focus

Digital Inbound Marketing -

what you need to know as a product

manager

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© Product Focus www.productfocus.com

Agenda

Introductions

Digital Inbound Marketing – what you need to know as a product manager

The bar!

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Andrew Dickenson

Founding Director


Product Focus

Europe’s leading product management & product marketing training business with a

focus on technology-based products

We help individuals and businesses deliver world class product management

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‘Very useful in making me reflect on the

product management role and how I perform

that function in my organisation’

‘I’ve used other companies for product management training in the past but this was the best I’ve seen - I and

everyone in my team rated the course as ‘excellent’. Simon Witkiss, Product Director, Iris Software Group


Product Management support – free stuff

Journals - 14 themed issues, 11,500 readers

Webinars - monthly

Blog

Surveys ( https://goo.gl/O7ncRN )

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https://goo.gl/O7ncRN


Public training every two weeks

Product Management and Product

Marketing for technology-based

products

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We also offer…

Product management as a leadership role (3rd March)

Grow product management into a leadership role and bring more value to the business

Private on-site training

Tailored to your objectives

Delivered when and where you want

Product management leadership forum (20th April)

An exclusive workshop for heads of product management

Focused on leading and improving product management in technology-based industries.

Reviews and assessments

To make recommendations on how to improve product management in your company

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Digital Inbound Marketing –what you need to know as a product manager

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Digital Inbound Marketing – sounds good, what is it?

Digital Inbound marketing

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Marketing approaches aimed at

turning strangers into customers

and then advocates

Tools and approaches to engage

online with people and get insight

to your interactions with them


Digital inbound marketing – why does it matter?

“Half the money I spend on advertising is wasted; the trouble is I

don’t know which half.”John Wannamaker,1838-1922,

The ‘father’ of modern department stores

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Digital inbound marketing – what’s it got to do with me?

Quite a lot – if you want your product to be successful…

…and if online (web, email, content marketing…) has any role in this success

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Get the basics right

Build our reputation and credibility

Be ‘top of mind’ when they’re

looking for help

Be the choice they make when

they decide to spend some money


What approaches should we use?

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Digital channels

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Many things to do, many teams involved

Who’s doing what?

Marketing

Digital marketing

Graphic designers

Web developers

Analysts

Product marketing

Product management

In-house vs outsourced

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Things to done

Understand what’ll be interesting

Understanding options for how to connect

with people

Coming up with ideas on which marketing

approaches might work and how success

will be measured

Writing and designing content and

prepping it for delivery through different

channels

Designing the customer journey to find

information and take action

Implementation

Measurement and refinement


A danger of digital

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What’s working?

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13%

87%

Social media in B2B

Proven value

Uncertain value

Source: webequity.com Jan 2016


Always measure results

Whims, gut feelings and intuition aren’t necessarily your best guide

Unlike many other channels of communication, digital offers fantastic opportunities

to measure performance

Invest in what’s proven to work

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Experimentation

“Performing A/B testing without guidance from research is like

treasure hunting without a map”

You can’t test everything, so:

Come up with a hypothesis of what might drive a behaviour you want e.g. to get people to read

a blog, to forward a LinkedIn entry, to re-tweet, to download a Whitepaper, or any other Call To

Action (CTA)

Decide how you’re going to measure if your hypothesis was correct

Implement the change

Measure the results

Refine over time

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Experimentation

“If you A/B test two crappy ideas, whilst the results might show that one performs better

than the other, you still haven’t come up with the best option.”

Confirm your hypothesis as far as possible before implementation and testing

Talk to relevant people

Share what you can

Look for data points you already have available

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A short case study on our company, Product Focus

Business to Business training and consulting

Customers range from Small-Medium Businesses to global multi-nationals

Sales process for training courses

Public courses: Primarily online, minimal (if any) direct selling

Private training: Awareness and education of potential customers happens online. Call /

meetings to shape the course and discuss commercials

A systematic approach to digital marketing

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InstrumentationMetrics ExperimentationMeasurement


Case study: Product Focus Metrics

Setup metrics to track the things

you think will help customers round

the buying cycle

Journal sign-ups

Content downloads

Public course registrations…

Be wary of easy to measure ‘vanity’

metrics

Facebook likes

Page views…

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Case study: Product Focus Instrumentation

Tools to capture quantitative metrics e.g.

Google analytics

Tags for training bookings

Tags in email campaigns

Tags for other Calls To Action (CTAs)

Qualitative metrics e.g.

Why did you choose us?

The discipline to do things right

Tagging and naming consistency

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Case study: Product Focus Measurement

Use tools to analyse metrics and present in a useful format e.g.

Google Data Studio, spreadsheets and charts…

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Case study: Product Focus Experimentation

Tools for data collection, reporting and presentation free up thinking time for this

most important phase

So, what have we learned?

What are the limits of what we’ve learned?

So, why do we think that happened?

So, what is our thinking about what we should change to improve things?

So, how are we going to test the new change?

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Others approaches we’ve seen working

£300m software product company. SaaS and on-site

Sell by getting framework contracts to MNC and then selling into divisions of the MNC

Attribution modelling

Not every interaction has the same impact in moving someone round the buying cycle

Attribute value to each type of engagement to see where to focus your efforts

For example, if most customers that download an infographic become customers then it gets a

high score... And gets pushed more heavily in future marketing

IP lookup – identify the company (and sometimes the person) who’s connected with

your website for follow up marketing

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Further techniques (all businesses)

Lead scoring

Leads are given a score based on their level of interaction e.g. downloaded some content, had

an online demo, started a trial…

Those without a high score are added to a ‘nurturing programme’

Those that score highly are considered ‘hot prospects’ and are targeted for more aggressive

follow-up

Become a ‘lighthouse’ personality or brand – publically recognised as experts in

order to attract interest

Blogs

LinkedIn Groups

Answers to questions on forums, other peoples blogs…

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Listen as well as talk

It’s not just about pushing your agenda

Digital also offers the opportunity to listen for feedback

Grievances, problems and complaints…

Praise

…and then to respond and interact

Why…

What’s being done about it…

To say ‘thanks for the feedback’

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Wrap-up

Specialist tools and expertise are needed – it’s a fast moving field with many opportunities to

waste money and time

You need to understand who’s doing what and on your responsibilities

If you’re picking this up then establish a basic process to cover these elements

Do your up-front market insight work. What will interest your target segment and what channels will

effectively engage them?

Develop your hypothesis. What do you think will engage people and how will you measure success?

Setup systems and processes. Are you ready to engage your audience and capture, analyse and

present details of interactions?

Develop insights and plan your next experiment. Take the time to evaluate what you’ve found out -

what has been learned and what you should do next?

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Thank you

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[email protected] 0777 552 0219

Survey reminder (role, pay, success…20+ graphs)


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