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8th Class
Product Marketing Overview – John Gibbon
Beta Programs, Review Programs – Brian Lawley
Bus100: Building Software Products:
From Strategy to Sales
John Gibbon
Thanks to Sanam
•Define
•Design
•Develop
Classes:
1-3: Company & Product Strategy
3: Development & Requirements
4: Product Management
5: User Experience
6: IP, Roadmaps, Teams
7: Web Tech, QA, Project Management
•Partner
7: Partnering
•Market
8: Product Marketing
•Sell
9: Sales & Advertising
10: Mistakes / Review
Product Marketing
Product Responsibilities Spectrum
• Engineering
- How
• Project / Program Management
- Organizing development and release/launch tasks
• Product Management
- What / Inbound (“product owner/GM”) / “Valuable, Feasible, Usable”
- Why? Business Case / Value Proposition
• Product Marketing
- Messaging / Outbound (Why Value Proposition) / Evangelist (Press,
etc.)
• Marketing Communications
– Company level communications: branding and advertising
Product Marketing
• Externally focused
▫ Customers, partners, analysts, press
▫ Messaging, positioning, and marketing products
• Often same as product mgr, sometimes same as
marketing
• Go To Market
▫ Preparing sales channels
▫ Launching
▫ Promoting
4 P’s of Marketing
Product
Price
Promotion
Place
Product
Company or Product Portfolio Strategy
• Problem?
▫ Opportunity
• Solution?
▫ Unique offering or
breakthrough (IP)
▫ Why you? Competition?
Where should we go?
Why will we be
successful there?
• Business Model
▫ How make money?
▫ Money need?
▫ Team
How do we get there?
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Is There An Opportunity?
• Is there customer pain?
• Is the pain sufficient to generate a compelling
reason to buy?
PAIN
REASON TO
BUY
Sue Barsamian: “Reality Marketing for Startup”
Market and Competitive Analysis Sources
• Clients
▫ Surveys, Client Visits, Informal Conversations
• Industry Experts
▫ In your company, in your network, Trade associations,
conferences, Identifying clients that are market influencers
• Internet and Published Sources
▫ Annual Reports, Trade Journals, Competitor websites, Google,
Quantcast, Company listings (Hoovers, Tradevibes), Newspaper
articles, Tradeshows, Industry Research (Forrester, Gartner,
Yankee, IDC, Giga)
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Is The Opportunity Big and Growing?
• Are there enough customers with
this profile to make a market?
• Is it growing?
PAIN
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BUY
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Sue Barsamian: “Reality Marketing for Startup”
13
How To Size Your Market
Build a tops down and bottoms-up model for your
market
Total Market
Total Addressable Market
• Analyst data
• Proxy modeling
Your Projected Share
Your revenue and unit forecast
Sue Barsamian: “Reality Marketing for Startup”
• Empirical
• Qualitative research
Market Segment Analysis
Segment
Needs
How
Satisfy
% Our
Sales
%
Industry
Sales
Consumer
SMB
Large
Enterprise
Linda Gorchels: “The Product Manager’s Handbook
Size/Gr
owth
Rating
(1-5)
1/29/09
Your Value Proposition
For
Target Customer
Who
Problem / Pain ( “must have” not “nice to
have”)
The
Product Name / Product Category
That
Solution / Key Problem Solving Capability
Unlike
Our
Product
Competitors / Alternatives
Key Differentiators / Product Features
Product
• Sell Product as Being Built
Provides critical feedback
• Follow The Money
To see what customers want
To find company’s sweet spot
Antony Awaida
“Energize Your
Go-to-Market
Strategy”
Price
• What are success metrics / business plan?
• Pricing models / schedules
▫ Per User, Per Concurrent User, Subscription, One
Time License & On-going Maintenance, Freemium, Ad
Supported, Combination
• 4 C’s of Pricing – Alyssa Dver “Software Product Management Essentials”
▫
▫
▫
▫
Cost: build, market, sell, support, etc.
Customer: value proposition, value derives
Competition: their pricing, your positioning (5th “P”)
Change: during lifecycle of product
Price
Premium Pricing
Top Tier
Unique Value Creation
Mid Tier
Commodity Pricing
Basement Price
Generic Value
• Michael Cowen – Context Branding
• Power of Premium Pricing – buyers assume
expensive items represent exceptional quality
Promotion
Superchick Megaphone Girl Logo
Promotion – Communicating with Your
Customer
• Know Customer Profile
• Models to reach customer
▫ Advertising, direct marketing (mail/email), internet
marketing, collateral, tradeshows, via channels, via
partnerships
• Demand and Lead Generation
• Public Relations Strategy
▫ Selection of PR Agency
▫ Aligning message across collaterals
• Branding Strategy (term, symbol, design, packaging)
Trademarks
• Distinguishing attribute by which company
easily identified
▫ Mark, Brand, Logo, Packaging, Color
Promotion
• Products are now discovered through a
combination of blogs, search keywordbased advertising, online product
marketing, and word-of-mouth.
Ray Ozzie
• Products must now embrace a “discover,
learn, try, buy, recommend” cycle –
sometimes with one of those phases being free,
Web 2.0 Marketing
Using web-based tools to build social and business connections,
share information and collaborate.
… Tools like
•Blogs
•Wikis
•Social Networking
•Collaborative filtering
•RSS
•Podcasts
•Virtual Worlds
•On-line Communities
Used To Communicate with Your Customer
•Product and Expert Blogs
•Podcasts and Videocasts about Products
•Customer Forums and Communities
•Support Sites
•Digg.com, Del.icio.us
•Viral Marketing via Twitter
•Information and Positioning on
SlideShare.net
•Facebook Groups and Product Pages
•Virtual World Meetings and Exhibits
•Online Advertising
“Here’s the only secret you
need to know: The web is
a place where people
with shared passions
form communities
around those passion”
“Rex Hammock,
Founder/CEO
of the content
marketing and
media firm”
Corporate Weblog Manifesto
By Robert Schoble
• Tell the truth, post fast on good news or bad
• Be the authority on your product / company
• Know who is talking about you
• Talk to the grassroots and use a human voice
• Underpromise and over deliver
“The Secrets of Marketing in a Web
2.0 World” WSJ Feb 24 2009
• Don’t talk to consumers – get them involved
▫ Forums, communities, wikis; but need moderator
• Give customers reasons to participate
▫ Their own topics, rewards to registered users
• Listen to – and join – the conversation outside of your site
▫ Watch Digg.com, Del.icio.us)
•
•
•
•
Resist Temptation to Sell, Sell, Sell
Don’t control, let it go.
Find a “marketing technopologist”
Embrace experimentation
• Wall Street Journal 2/24/09
http://s.wsj.net/article/SB122884677205091919.html
WSJ Podcast w/ Bruce Weinberg
Enterprise 2.0
But adapted for the enterprise
… Tools like
•Blogs
•Wikis
•Social Networking
•Collaborative filtering
•RSS
•Podcasts
•Virtual Worlds
•On-line Communities
•Improved document collaboration
•Contextual knowledge management
•Virtual meeting spaces
•Contextual company directories
•Prediction markets for identifying
and forecasting risks
•SaaS based business intelligence
•Improved distributed project
management (Autodesk's
ProjectPoint™)
Place
• Prominence on web (search engine rank)
• Where in the online community should your
brand engage
• Channel Strategy (direct sales, via platform, via
integrator (ISV), other partners (OEM))
• Widget or App on Platform
4 New P’s of Marketing
Personalization
• Mass Customization
Predictive Modeling
Participation
• Modern Analytics
• Customer Decide
Peer-to-Peer Communities
• Conversation Among Users
Iris Mootee
“High Intensity
Marketing”
Forget the 4 P’s
Connection
Interactions
Products
Data
Stories
STORIES define everything you say and do
PRODUCTS manifestations of the story
DATA is observational. What do people actually do?
INTERACTIONS marketing tactics from spam to billboards,
CONNECTION between you and the customer, the end goal
Other Launch Activities
Product Design and Dev Process
Why
-PRODUCT FAMILY ROADMAP
-PRODUCT FAMILY/PLATFORM ARCHITECTURE
-UI SPECIFICATION
-QA/RELEASE PROCESS (w/ Quality Metrics)
PRODUCT IDEAS on Roadmap or New Ideas Approved with MRD
Define
INCEPTION
EVALUATION
MRD, DRAFT TECH SPEC, and DRAFT PROJECT SCHEDULE
EARLY ADOPTER PARTNERS
-MARKET REQUIREMENTS DOCUMENT
- Value Prop
- Requirements (Use Cases)
- Market
- Project Plan
- Financial Plan/Biz Case
-TECHNICAL SPECIFICATION
- Overview Collaboration Diagram
- Specific Sequence Diagram, Data,
Rules, HTML per Use Case
Design
QA: TEST PLAN
REFINE
Develop
EXECUTE
DEV: TECH SPEC, (Prototypes)
PM: Updated MRD, SCHEDULE
QA: BLACK BOX; INTEGRATION TESTS
-TEST PLAN
-X
-Y
-Z
DEV: CODE, UNIT TEST CASES
PRODUCT TEAM: Plan; Review Metrics, Schedule; Ready Release?
Test
INTERNAL; ALPHA RELEASES to EARLY ADOPTERS; BETA PROGRAM
Release
OTHER RELEASE ITEMS: Marketing, Sales/Product Training, Launch/Rollout Prep
RELEASE
GENERAL AVAILABILITY
Product Launch
• Recommend
280Group’s
Product Launch
Toolkit
• So with apologies
to Brian:
Top Ten Product
Launch Mistakes
Common Errors to
Avoid to Ensure
Success
A white paper by
Brian Lawley
Top Ten Ways to Mess Up
a Project Launch
10) No Public Relations Plan: Sporadic or early announcements, not using
agency, not creating media materials, not holding press events.
9)No appreciation to others and celebration of success
8) No release collateral: FAQs, release notes, user guides, case studies
7) No / Inadequate final development, test and release plan
6) No plan for quick updates after initial use and feedback
5) No Advertising / marketing: print, online ads, Google ad words, email
marketing, printed mailing etc.
4) No Web 2.0 marketing efforts and review programs
3) Launching with Severity 1 (system crash) or severity 2 (major loss of
functionality) bugs
2) Not Training Sales, Customer Support, Channel Partners
1) No early and continued involvement with target customers (including beta
programs)
Be Customer Focused