Dan Galante

What is the hardest part of Product Marketing?

LinkedIn poll of my audience

Marketers need to develop and deploy a buyer-centric go-to-market strategy. It is time for marketers to ask better questions about buyers.

What is the role of a Product Marketer?

I covered the Product Marketing Community workshop to find out.

Workshop Topics included how to:

1. Build and execute go-to-market plans
2. Develop actionable buyer insights
3. Create effective Messaging and Content for buyers
4. Enable Sales and Product Teams

Businesses should identify their ideal customer.

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 Marketing and Product Team support. Product Marketers serve Marketing, Sales, and Product teams. Each team has different needs and responsibilities. However, they all grow the business and serve 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.

Just as Marketing has a plan or brief, Product Marketing does.

SmartSheet.com Product Marketing Template

Here are nine things to address in a Product Marketing Brief.

1. What does your company do? Does your product offering align with your business goals?
2. What are the features of your product? Do others understand what you are building and why?
3. Does this Product address gaps in the Market? Include an overview of a Competitive, win-loss and, SWOT analysis.
4. Who is your ideal customer or target market? Include an overview of findings of demographic, psychographic, and buyer persona research. Does your product solve customer pain points?
5. How will you measure product success?
6. What are can go wrong? Can failure be anticipated and corrected?
7. What is the roadmap and schedule of the product? Who’s responsible and in charge?
8. Who needs to be included in the project and who needs to approve deliverables?
9. How will goals be tracked? How often will they be monitored? What insights are you trying to glean from the data?

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 buyer types.

Product Marketers, what’s the hardest part of your job?

How do you know if you are successful?

Share your thoughts.

Creating content that engages customers is key. Another key element to creating customer-centered presentations and digital content is knowledge of buyer learning styles.

In other words, how do buyers learn best?

There are three learning styles, Visual, Auditory, and kinesthetic. 65 percent of learners are Visual but this is not everyone.

Survey Results

I surveyed my LinkedIn Audience to ask which types of content helps them to learn best and what type of content they value most.

As you can see, people learn best from a mix of written, video, audio, and content formats.

Of the types of content, people want to read, many want to read industry insights, how-to, insights from conferences, and a mix of all of the above.

Based on my findings, I would recommend that content be:

1.Created and repurposed in multiple formats

2.Content is about industry insights, how-to, and insights from conferences

The overall content strategy should be based on how your customers learn and the types and format of content based on their wants and needs.

Bonus Content

In the presentation below, I provide ideas and strategies to:

1.Collect information on your buyer’s learning style

2.Create presentations and content that will engage buyers with content that is optimized to their learning style making it more engaging**

3.Create differentiated presentations and content for all learners when buyer learning styles are unknown

** How to Customize Presentations & content to Buyer learning Styles **

from

Dan Galante

How do you learn best and which content format helps you most? Comment and share.

Dealing with rejection in Sales, Marketing, Business, Job Search and Life is rough. I have experienced rejection in various aspects of life. It is important to not take rejection personally. When you are rejected in job search and career; remember that it applies to the specific situation, position, promotion, transfer but not you as a person. This also applies in Marketing when your ideas, products and services are not accepted by the market. When facing rejection, it important to learn from the experience, pivot and not quit. The only way you are defeated is if you quit and stop trying.

Here is a poem entitled Don’t Quit that I have turned to for inspiration.

How to Conquer Rejection in Sales

To achieve Sales, success, the seller needs to be willing to persevere, through rejection. I remember my time in outside sales in New York City. I would make a lot of cold calls or try to up-sell or cross-sell products to existing customers. I remember days in the field when the answer I received was some form of no. Sometimes no matter how perfectly we execute the sales process, the answer is going to be no.

Many people would think to themselves I can’t take this rejection I should just quit. Well their right at least in the short-term. After you have made five or six sales calls with no results, take a short break. Take a walk and do some deep breathing. Try to remember that it is your offering that is being turned down and not you! Unless the prospect says “I hate this guy”. This happened to me on one occasion.

You should take a short break after being rejected for the following reasons:

1. At this point in your call plan you are probably frustrated and are not thinking clearly. This will ruin any chances of making sales for the rest of the day.

2. Taking a break allows you to vent and refocus.

3. Reflect on past successes you’ve had. Remember, you have made sales before and you can do it again!

After you have cooled off, try to think over the last calls that you have made. Reflect on what went well and what did not. Take this information and go on to your next calls with a positive attitude as if nothing has happened. Remember, your prospect does not care about how your day is going.

During my time in Outside Sales, I would have to call on certain prospects as many as 10 or 12 times before I could make a sale. In terms of cross-selling and up-selling, you have to build relationships with your customers. It is not going to happen over-night. This is true when you are selling items that require a large investment from your customers or prospects.

Some of my biggest sales successes have come during my last few calls of the day. When you feel spent, take a short break and then keep going. You never know when you are going to get a yes. If you quit; the answer is always no. Remember, always ask for the order. I was cursed at and thrown out of buildings; if I could keep going so can you!

How have you have you persevered when you were rejected in Sales, Marketing, Business, Job Search and life?

Share your story below.

About the Author

Dan is passionate about using Marketing to help businesses drive sales. HubSpot Certified in Inbound Marketing, Dan has worked on various marketing assignments including Start Ups, a Political Campaign and a Digital Marketing Conference.

Prior to teaching, Dan served customers as an Outside Sales and Marketing Rep in NYC. In this role, he taught and trained Dentists on the company’s products and services using a consultative selling approach combined with direct marketing. He also supported the company’s marketing efforts at industry trade shows.

He writes and publishes a business blog on the topics of Sales, Marketing and Social Media entitled Sales, Marketing & Social Media Today; which has grown to 24,000+ followers on LinkedIn and 21,000+ on WordPress.

Dan is seeking a full-time role in Marketing. He is willing to create and build out the Marketing function of your organization if it does not exist. If your company is hiring for roles in these areas, contact him directly via a free LinkedIn Message or email him at Dan@DanGalante.com to set up interviews.

I write to share my ideas with the world and to showcase what I have done and my potential.

My objective is to use my expertise to help business and the individual produce better results in Sales, Marketing and Social Media.

I write about the three topics that I am most passionate about; Sales, Marketing and Social Media. These topics are covered from my experiences in Outside Sales and Marketing. Feel free to send me your questions.

My blog is published on WordPress Tumblr, Medium and LinkedIn.

Wordpress: http://dangalante.me/

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

LinkedIn https://t.co/6L0ZKeBw7I

dangalante:

I am searching for a full-time Marketing role.

#Marketing #UVP: My #Sales, Marketing and #Teacher #Skillsets make me a top hire. #ONO

Email       Dan@dangalante.com 

Website   http://www.dangalante.com

Blog http://www.dangalante.me/

LinkedIn  http://www.linkedIn.com/in/dangalante

SlideShare http://slideshare.net/dgalantenyc

Twitter https://twitter.com/DanGalante

My mix of Outside Sales, Marketing, Social Media, helping Customers and Classroom Teaching experience makes me an excellent Marketing candidate for your organization.

Are you hiring for Inbound Marketing, Digital Marketing, Product Marketing, Content Marketing, Customer Marketing, Social Media Marketing, Sales Enablement, Lead Gen, Demand Gen, Retention Marketing, Talent Branding and Employer Branding roles?

Marketing UVP: Sales, Marketing, Social Media, & Teacher exp. make me a Top Marketing hire. Hiring? Let’s Interview. ONO

Dan@dangalante.com

dangalante:

Marketing UVP: Sales, Marketing, Social Media, & Teacher exp. make me a Top Marketing hire. Hiring? Let’s Interview. ONO

Dan@dangalante.com

My mix of Outside Sales, Marketing, Social Media, helping Customers and Classroom Teaching experience makes me an excellent Marketing candidate for your organization.

Are you hiring for Inbound Marketing, Digital Marketing, Product Marketing, Content Marketing, Customer Marketing, Social Media Marketing, Sales Enablement, Lead Gen, Demand Gen, Retention Marketing, Talent Branding and Employer Branding roles?

Marketing UVP: Sales, Marketing, Social Media, & Teacher exp. make me a Top Marketing hire. Hiring? Let’s Interview. ONO

Dan@dangalante.com

Seth Godin’s new book This is Marketing sums up the lessons of his previous books.

In the past Marketing was Advertising. Many Brands and businesses used to buy ads to interrupt prospects in the hope that people would buy. However, with so many media channels, the advertising of yesterday has lost its effect.

What this means for Marketers is that they need to build trust, engagement, community and earn permission to contact prospects and customers. With the ever-increasing privacy legislation such as GDPR, Marketers will pay a high price for SPAM.

Also, today there are many micro-markets of products and services as opposed to one mass-market. Frequency has surpassed reach in terms of effectiveness. Marketers need to tell a compelling story that resonates with the people they seek to serve.

Marketers need to improve their knowledge of customers to enhance the customer experience and engagement. Brands need to have conversations with customers as opposed to talking at them.

Ideas that jumped out at me while reading and listening to the book

Seth dissects Marketing, showing the reader that today’s successful marketer is generous and gives value to the customer as opposed to stealing their attention.

Chapter 19, the chapter on funnels is very interesting because it shows how to look at the funnel in a new way.

Seth explains how to shorten the sales cycle by making it easier for prospects to engage and purchase a product.

He demonstrates how to do funnel math to see if and when marketers should advertise using paid ads along with how to know if ads will pay for themselves.

In this chapter, Seth shows how marketers should focus on serving micro-markets as opposed to the mass market.

This idea is illustrated in Jeff Moore’s book Crossing the Chasm. Seth takes this concept, and explains how to move a product from micro-markets to the mass market but surprises the reader by demonstrating that marketers can be successful by catering to a micro-market.

Seth illustrates this in the long tail concept where he shows that hits are exceptions to the rule. Instead he shows that selling a lot of different products to different people is the way that most marketers will find success today and in the future.

What is next in Marketing? Comment and share.

Bonus Content

I have had the pleasure of meeting Seth on two occasions. Here are videos and pictures of the talks.

https://dangalante.me/2018/10/06/8-takeaways-from-advertising-week-2018/

https://dangalante.me/2018/11/20/key-insights-from-the-world-business-forum/

Marketing is at the center of the organization; supporting Sales, Customer Success and the overall customer experience.

Kelly Miller Eliyahu of Salesforce outlines the Fifth Edition of The State of Marketing.

Customer Experience Marketing Data

• 65 % of Consumers say their loyalty is influenced by companies sending personalized messages.
• 52% of Customers are likely to switch from a brand if they do not make an effort to personalize communications to them.

Customers need a consistent experience with Brands across all touch points.

Retail Shoppers that click recommendations spend 5 times more per visit.

Sales, Bizdev:

• 79 % of Salespeople who use Social Media to sell outperform those that don’t.

Here is a Keynote from Salesforce CEO Mark Benioff.

https://www.facebook.com/dgalantenyc/videos/10154796856892418/

Salesforce does a great job of providing information on industry trends. Everyone who attends Salesforce World Tour and/or Dreamforce is a Trailblaizer. The company brings people together and builds a community.

What insights do you use to make Sales and Marketing decisions?

Comment below.

I am searching for a full-time Marketing role.

#Marketing #UVP: My #Sales, Marketing and #Teacher #Skillsets make me a top hire. #ONO

Email       Dan@dangalante.com 

Website   http://www.dangalante.com

Blog http://www.dangalante.me/

LinkedIn  http://www.linkedIn.com/in/dangalante

SlideShare http://slideshare.net/dgalantenyc

Twitter https://twitter.com/DanGalante

Marketing UVP: Sales, Marketing, Social Media, & Teacher exp. make me a Top Marketing hire. Hiring? Let’s Interview. ONO

Dan@dangalante.com

I recently has the privilege to cover the World Business Forum in NYC last week. There were so many great panels and top business minds at the event. I want to highlight some of my favorites.

1. Seth Godin’s talk on Marketing where he discusses How today’s Marketer needs to be both remarkable and generous.

   

In his talk Seth discusses his new book This is Marketing and he discusses what it takes to succeed in today’s connection economy.

The new economy was Made of of the following components

A key idea was that Marketers make change happen.

It was truly an amazing talk.

2. A talk by Juan Enriquez on the topic of trends in technology.

Two trends that caught my attention were:

3. Whitney Johnson’s talk on How to build an A Team where she discusses how to design jobs to maximize both employee engagement and performance.

Companies should strive for 70% employee engagement.

Companies should take chances hiring people who are inexperienced to keep a steady pipeline of employees.

4. Daniel Kahneman’s talk on the psychology of how we make Intuitive Judgments and choices based and why people are more risk averse than others. He also discusses how stress impacts decision making.

The World Business Forum is an amazing event packed with insights and for everyone in Business. If you missed out this year; attend the next one.

All images are Courtesy of WOBI.

Last week I covered the Digital & Social Marketing Conference in New York.

There were many amazing panel discussions on Digital and Social Marketing. My key takeaways were:

1. Influencer Marketing is growing and it is up to brands to get it right.

2.Brands need to use Social Listening to understand their Customers if they expect to grow.

3. Brands need to have two way conversations with customers across social channels instead of just broadcasting one way advertising messages.

4. Creating and using infographics are great ways to engage an audience.

Additional Panels

How Content and Social Media will Evolve

https://www.facebook.com/dgalantenyc/videos/10156788209472418/

How Gerber improved the Customer Experience to transform its Brand

https://www.facebook.com/dgalantenyc/videos/10156785648807418/

How do you think Marketing will change?

Comment and share below.