Sales, Marketing & Social Media Today

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. My objective is to use my expertise to help business and the individual.

What makes Product Marketing Difficult? What Product Marketers do

What is the hardest part of Product Marketing?

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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.

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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.

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

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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.

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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.

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

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What is Product Marketing?

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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.

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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.

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

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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.

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

How do you know if you are successful?

Share your thoughts.

Posted 51 weeks ago

Sales, Marketing & Social Media Today

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. My objective is to use my expertise to help business and the individual.

Marketing New Product features to Prospects & Customers: What I'd Do

If I was going to launch a bunch of new product features and I was tasked with developing a social media marketing campaign to market these features to existing customers and generate new leads.

What questions might I have when starting to plan the campaign?

I would ask:

Which channels do customers use when making purchasing decisions?

I would work with the Product Team during beta testing to interview customers to gather feedback on the new features; taking the information to develop blogs and other related messaging. I would also ask customers to provide testimonials about the new features and include them in social media campaigns.

Also, I would survey customers about their learning style and which content format they prefer i.e. videos, blogs, etc. Based on the data from the survey, I would decide which channels I would use along with the type of content to develop.

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

The campaign would revolve around a series of Social posts based on customer feedback Including Customer Testimonials obtained from the beta testing and videos of customers using the product. I would build anticipation online using videos to announce the new features. I would have a contest online where users would need to submit an email address.

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.

Are there any emerging social strategies I would want to try?

I would like to attend industry events where I could interview experts in the space. I would want to create a group to reward loyal customers and develop 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.

Posted 74 weeks ago

Sales, Marketing & Social Media Today

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. My objective is to use my expertise to help business and the individual.

How & Why People Buy

When marketing and selling a product or service, it is important to ask two questions to understand your buyers.

1.What motivates people to buy a product or service?

2.How do people find a product or service to buy?

I surveyed my LinkedIn audience for answers.

1. What motivates people to buy a product or service?

People buy a product or service to: solve a problem, meet a need, or fulfill a want or desire. 49% buy products and services to solve a problem, meet a need, or fulfill a desire. 27% wanted to solve a problem, 16 % want to meet a need, and 8% wanted to fulfill a want or desire.

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2. How do people find a product or service to buy?

People find and buy products or services through word of mouth, social media, online search, and,/or product reviews. Of those surveyed, none said they found or bought products from seller calls or emails. No one found or bought products attending trade shows or events; this can be because of the pandemic.

63 % found or bought products from social channels or word of mouth, and 37% found or bought products or services from online searches or product reviews.

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These findings suggest businesses need to create products and services that are customer-centric. Businesses need a great reputation to survive in a competitive marketplace.

Answering these questions will help businesses develop, create and, position products and services customers want to buy.

Your approach will vary depending on your industry.

What motivates customers to buy your products and services?

How do your customers find products and services?

Join the conversation.

Posted 55 weeks ago