Dan Galante

I covered the Product Marketing Community event in New York. Product Marketing Community was founded by Product Marketers for Product Marketers.

Attendees of Product Marketing Community events take interactive workshops led by product marketing leaders and network with their peers.

The event covered how to: build and execute: go-to-market strategy, buyer insights, messaging, content, and sales enablement.

Product Marketing Community founder Rowan Noronha kicked off the event.

Currently VP of Product Marketing for Zix, Rowan has led product marketing for North America (Office of the CFO) at SAP and Cognizant. He also serves as an Advisor to SAAS startups.

Here are takeaways on go-to-market strategy, developing buyer insights, and sales enablement.

Marketers need to develop and deploy a buyer-centric go-to-market strategy.

It is time for marketers to ask better questions about buyers.

Businesses should identify their ideal audience for their offering. Data from this analysis can be used to target better prospects and improve go-to-market results.

Only certain target customers will buy due to internal and external factors.

To grow revenue, businesses need to develop and use better competitive insights. Developing these insights entails examining everything about the competition to identify: strengths, weaknesses, competitor priorities, growing, and under-served markets.

Product Marketing involves more than just supporting the Marketing and Product Management teams. Product Marketers serve Marketing, Sales and Product teams. Each team has different needs and responsibilities. However, they all play a role in growing the business and serving customers.

Product Marketers serve as market experts and translators for teams from across the organization.

What is Product Marketing?

Product Marketing is the discipline of bringing a product to market and nurturing its success. Businesses need to create and market products people want to buy. To do that, they need to use the Pragmatic Framework.

Product Marketers are taking on some Product Manager responsibilities.

Product Marketing needs a separate brief.

Johnathan Hinz of Seismeic shares his insights on sales enablement and its role in marketing.

The lack of Sales and Marketing alignment is due in part to the inadequate amount of customer value mapping relating to the number of buyers types.

Product Marketing Community New York was a great event.

I covered the Product Marketing Community event in New York. Product Marketing Community was founded by Product Marketers for Product Marketers.

Attendees of Product Marketing Community events take interactive workshops led by product marketing leaders and network with their peers.

The event covered how to: build and execute: go-to-market strategy, buyer insights, messaging and content and sales enablement.

Product Marketing Community founder Rowan Noronha kicked off the event. 

Currently VP of Product Marketing for Zix, Rowan has led product marketing for North America (Office of the CFO) at SAP and Cognizant. He also serves as an Advisor to SAAS startups.

Here are takeaways on go-to-market strategy, developing buyer insights, and sales enablement.

Marketers need to develop and deploy a buyer-centric go-to-market strategy.

It is time for marketers to ask better questions about buyers.

Businesses should identify their ideal audience for their offering. Data from this analysis can be used to target better prospects and improve go-to-market results.

Only certain target customers will buy due to internal and external factors.

To grow revenue, businesses need to develop and use better competitive insights. Developing these insights entails examining everything about the competition to identify: strengths, weaknesses, competitor priorities, growing, and under-served markets.

Product Marketing involves more than just supporting the Marketing and Product Management teams. Product Marketers serve Marketing, Sales and Product teams. Each team has different needs and responsibilities. However, they all play a role in growing the business and serving customers.

Product Marketers serve as market experts and translators for teams from across the organization.

What is Product Marketing?

Product Marketing is the discipline of bringing a product to market and nurturing its success. Businesses need to create and market products people want to buy. To do that, they need to use the Pragamtic Framework.

Product Marketers are taking on some Product Manager responsibilities.

Product Marketing needs a separate brief.

Johnathan Hinz of Seismeic shares his insights on sales enablement and its role in marketing.

The lack of Sales and Marketing alignment is due in part to the inadequate amount of customer value mapping relating to the number of buyers types.

Product Marketing Community New York was a great event.

Here are questions I would ask and actions I would take to market new product features on social media.

I would ask:

What is your feedback for each of the new product features?

I would collaborate with the Product Team during beta testing interviewing customers to gather feedback on new features using information obtained to develop blogs and other messaging. Also, I would ask customers to provide testimonials about the new features using them in social media campaigns.

How would you gain additional customer insights?

I would survey customers about their learning style, content format, and social network preferences. This data would be used in conjunction with my social media research conducted using social listening and analytics. Based on data from the survey, I would decide which social channels to use and the type of content to develop.

Which social platforms would I use?

I would use a blog, Email, LinkedIn, Slideshare Twitter, Facebook, Instagram, and YouTube platforms to educate customers about new offerings focusing on the channels where my target market congregates. I would find this information by asking my customers, Which channels do customers use when making purchasing decisions?

With what I learned, what might my campaign look like?

The campaign would revolve around a series of social posts based on customer feedback. Social posts would include customer testimonials obtained from beta testing and videos of customers using the new features. I would use the videos to build anticipation and announce the new features.

Are there any other social strategies you would employ?

I would attend industry events and interview industry experts. Also, I would create a group to reward loyal customers by building an evangelist program where customers would tell their friends.

How have you marketed new product features to current and prospective customers?

Feel free to comment and share.

Additional places to find my content and blog

WordPress: http://dangalante.me/

Tumblr: http://www.askdangalante.com/

LinkedIn: https://www.linkedin.com/today/author/DanGalante

Medium https://medium.com/@DanGalante

YouTube https://www.youtube.com/trendsettingsm

Anchor https://anchor.fm/dangalante

About Me

I’m a Strategic Marketer with Field Sales, Sales Enablement, Content Creation, and, Classroom Teacher/Trainer skill-sets using Marketing to drive Sales/Growth.

As a Marketer, I’ve worked with Start-Ups, a Political Campaign, and a Digital Marketing Conference.

I’m certified in Inbound Marketing with classes in Marketing, Product Management, Product Marketing, SEO, SEM.

Before teaching, I was an Outside Sales and Marketing Rep. selling and marketing dental products to Dentists using consultative selling, trade show marketing, field marketing, and market research.

I publish Sales, Marketing & Social Media Today a blog covering industry events and trends.

I’m seeking a full-time role in:

Inbound Marketing, Digital Marketing, Content Marketing, Product Marketing, Demand Generation, Social Media Marketing, Sales Enablement Enablement, Sales Strategy, Marketing Strategy, Employer Branding, Recruitment Marketing.

Open on title, industry, company, location, and level. Reach out on LinkedIn or at dan@dangalante.com to start a conversation.

Word of Mouth is a top tool. What customers and prospects say about you determines your success. Word of Mouth Marketing is what your customers and prospects say about you when you are not around. In other words, it’s your reputation in the industry. The best part of this is that you can control Word of Mouth Marketing.

How do you leverage the power of Word of Mouth Marketing?

1. Help others in their time of need.

2. Offer Value to Customers

We need to provide value to customers. By providing value through your product or service, we can earn the right to ask for testimonials referrals from customers.

3. Testimonials: Letting customers speak for you

Prospects will believe what your customers’ say about you more than anything you say. Your customers could provide LinkedIn recommendations or video testimonials. These testimonials could be shared on your website and social networking sites like Yelp, LinkedIn, Twitter and Facebook.

4. Become an Industry Expert and Resource for Customers

Provide value to your customers and to improve your online word of mouth marketing by creating an e-zine, publish a blog and/or online newspapers.

How have you used Word of Mouth Marketing?