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Product Marketing Overview

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Customer Facing Teams

Product

Marketing

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Customer Facing Teams

Product

Marketing

That’s Product Marketing!

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Great product marketers help build product and drive adoption

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Problem/ Scoping

Build

Launch �(Go-To-Market)

Adoption

Product Growth

Product Teams

Marketing/Sales Teams

?

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Problem/ Scoping

Build

Launch �(Go-To-Market)

Adoption

Product Growth

Product Teams

Marketing/Sales Teams

?

Product Teams

Product Marketing

Go To Market Team

Product Growth

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Problem/ Scoping

Build

Launch �(Go-To-Market)

Adoption

Product Growth

Product Teams

Marketing/Sales Teams

?

Product Teams

Product Marketing

Go To Market Team

Product Growth

Try a more integrated approach

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Problem/ Scoping

Build

Launch �(Go-To-Market)

Adoption

Product Growth

Product Teams

Marketing/Sales Teams (GTM)

?

Product Teams

Product Marketing

Go To Market Team

Product Growth

Tighten feedback loops

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Great product marketing �fuels growth

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CLOSE

CONVERT

ATTRACT

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lead generation, content marketing, SEO, paid campaigns, email marketing

CLOSE

CONVERT

ATTRACT

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conversion optimization, landing pages, marketing automation, lead scoring

lead generation, content marketing, SEO, paid campaigns, email marketing

CLOSE

CONVERT

ATTRACT

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conversion optimization, landing pages, marketing automation, lead scoring

lead generation, content marketing, SEO, paid campaigns, email marketing

positioning, personas, messaging, sales enablement, collateral, case studies, customer feedback, market insights

CLOSE

CONVERT

ATTRACT

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positioning, personas, messaging, sales enablement, collateral, case studies, customer feedback, market insights

CLOSE

PRODUCT MARKETING!

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conversion optimization, landing pages, marketing automation, lead scoring

lead generation, content marketing, SEO, paid campaigns, email marketing

positioning, personas, messaging, sales enablement, collateral, case studies, customer feedback, market insights

CLOSE

CONVERT

ATTRACT

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Product Marketing Brief

  • product name
  • value proposition
  • key messages
  • problem/solution
  • who is it for?
  • product description
  • plans/pricing
  • market insights
  • customer examples
  • testimonials
  • links to resources, content etc.
  • define launch Tier
  • propose GTM plan

Product Management

Product reaches a predefined point of ideation/completion that triggers marketing.

What kind of launch is this? (go-to-market)

GTM Plan

- schedule GTM kick-off

- refine plan by function

- internal education (sales, success, support)

- execute GTM plan

- measure GTM plan

- set KPIs and objectives for adoption/product usage

Tier 1 - Tell the world! (industry awareness, conversion, adoption)

Tier 2 - Customers/prospects (awareness, adoption)

Tier 3 - Customers only (adoption)

Product Growth

- Post-launch adoption metrics

- Identify your “product funnel” and where people are getting stuck

- gather feedback from customer facing teams to help fuel product growth strategy