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.

cloudontapsc.com/wp-content/uploads/2015/05/CL_EmailMarketing2015_Infographic_V5.png

Many people ask, what is the best day and time to execute an email campaign?

Instead of trying to get the best day and time to execute an email marketing campaign, I would instead focus on developing compelling content that includes visuals.

Before starting you should be able to answer the following questions when creating the content for your email campaign:

1) What message do I want to send?

2) What action do I want my customers and prospects to take?

3) Is the content of my message relevant to my customers?

4) Will customers see the email campaign as a value message or just another solicitation?

For example, I write a blog on the topics of sales, marketing and social media. My readers can choose to follow me through my RSS feed, through email, Wordpress,Tumblr, LinkedIn, and Facebook. I use my blog to do my email marketing. As you can see my blog is seen by those whore receive it through email and the other ways I mentioned as a value message. In fact, when you enter your email address to subscribe to my blog, you will receive a confirmation email. This is known as an opt-in.

It is important to note that when building an email list that you get the recipients consent through an opt-in. If you are building a list from your website you can use services such as Constant Contact. When executing an email campaign, make sure to protect the privacy your customers by blind copying them. When the customer receives the email, it should say sent to undisclosed recipients.

To answer the original question, I would say that any day and time is a great day to engage consumers through email marketing; especially in today’s digital world. Consumers are on different schedules and have different needs so it is hard to predict which day would be best to send out emails. If you wanted to obtain concrete data on which day would be best to email consumers. You would need to develop and implement a survey that asks consumers what day they opened and received your messages.

Services such as SurveyMonkey can be used to create the surveys. I use a widget on my site to obtain feedback on what content people want to see from me. This information could then be compared with the customer’s date of purchase to see how long it took them act on your message. (The sales cycle)

If at first you get a low response rate to your survey, you may need to offer an incentive like a gift card for each completed survey or a chance to win a gift card in a drawing; this would be dependent on your budget.

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.