Transcript What Lean Brings To Product Marketing – Webinar PPT
What Lean Brings to Product Marketing Management
by Cindy F. Solomon, CPM, CPMM
Global Product Management Talk Startup Product March 25, 2014
© Cindy F. Solomon [email protected]
Cindy F. Solomon, CPM, CPMM
•
Host, Global Product Management Talk
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Founder, Startup Product movement for product excellence
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Contributing author: ProdBOK, Product Management And Marketing Body of Knowledge and 42 Rules Product Marketing #13 Emulate Twitter
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20 years of web development, services, consulting & software product marketing and management at Apple, Vadem, NetObjects and start-ups in Silicon Valley.
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1. What is Lean Product Marketing?
2. Distinctions between Product Marketing Management And Product Management 3. How is Product Marketing Management currently handled?
4. Move from Strategic View to Tactical implementation 5. Example of Lean Content Marketing Implementation © Cindy F. Solomon [email protected]
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The Living Company
The ability to learn faster than your competitors may be the only sustainable competitive advantage.
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What is Running Lean?
•Speed, learning & focus •Testing a vision by measuring how customers behave •Engaging customers throughout the development process •Product and market validation done in parallel using short iterations www.synerzip.com
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Lean Principles
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Value at every step
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Customer smells something grey
View of Product
Support Sales UX Dev © Cindy F. Solomon [email protected]
QA Marketing www.synerzip.com
Goal of Product Marketing The goal and focus for any Product Marketing team is to conceive, develop, deliver, penetrate and end of-life the most successful product(s) within its niche with successful repeat performances again and again. -Peter Buscemi http://bit.ly/1oWyvml © Cindy F. Solomon [email protected]
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Strategic Product Marketing
Product marketing management plays a critical role in successfully driving products into the marketplace by understanding the current market environment and developing strategy to drive customer awareness of the benefits of adopting products and solutions.
- Cindy F. Solomon Product Marketing Management Manifest 2010 http://bit.ly/1jnqEPK © Cindy F. Solomon [email protected]
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Product Marketing Activities
• • • • Strategic – Market problems, win/loss analysis, distinctive competence , market definition, distribution, product portfolio, business plan, pricing, buy/build/partner, product profitability Technical – Competitive landscape, technology assessment, product roadmap, innovation, user personas, requirements, use scenarios, status dashboard Marketing – Positioning, buying process, buyer persona, marketing plan, customer acquisition, customer retention, program effectiveness, launch plan, thought leadership, lead generation, referrals & references Sales – Sales enablement, sales tools, sales process, collateral, channel training, presentations & demos, special calls, event support, channel support © Cindy F. Solomon [email protected]
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Cross Functional View
Focusing on where the product is in its lifecycle enables a conversation that brings us all together on what will serve the product most to arrive at product/market fit, sustain growth and generate revenue streams.
Startup Product
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Defining Product
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Donald Norman mapped lifecycle of products why good products can fail… www.synerzip.com
Lifecycle of Products
“In its early days, a technology
cannot meet all the needs of its customers.
Early adopters need the technology and they are
willing to suffer inconvenience to get it
. With time, the technology matures, offering better performance and higher reliability. When the technology exceeds the basic needs of most of its customers, there is a major change in customer behavior. Emotional reaction, pride of ownership, and pleasurability all can become major selling points .”
Donald Norman
The Invisible Computer © Cindy F. Solomon [email protected]
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Product Growth Cycle
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Product Management Lifecycle
1. Conceive 2. Plan 3. Develop 4. Qualify 5. Launch 6. Deliver 7. Retire © Cindy F. Solomon [email protected]
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AIPMM Product Management Framework
Product Management + Product Marketing
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Product Management Product Marketing
Source: AIPMM © 1998-2014, All Rights Reserved.
Product Management + Product Marketing
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1. CONCEIVE
• • • • • To Answer – What is missing? Is there a market? Opportunity? Need?
People buy products to get jobs done Important to understand trends & needs better than competitors Identify ubiquitous pains & unmet necessities © Cindy F. Solomon [email protected]
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© Cindy F. Solomon [email protected]
There is a lifecycle that every product, startup, idea and project passes through to be realized that parallels the “creative process.”
Cindy F. Solomon, CPM, CPMM www.synerzip.com
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2. Plan
• • • To justify: Why Build it?
Market Requirements Doc (MRD) Product Canvas / Business Model Canvas One Page Overviews • To justify: What to build?
Product Requirements Doc (PRD) © Cindy F. Solomon [email protected]
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Positioning Statement Template
To: (One Target/Persona Type) is the one (Product/Company Name) that (Category) unlike .
(Key Customer Benefit) (Differentiator) http://amzn.to/1mr6Ew5 © Cindy F. Solomon [email protected]
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Lean Canvas
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3. Product Development
“Product development is a process by which an organization transforms data on marketing opportunities and technical possibilities into information assets for commercial production.” - Kim B. Clark and Takahiro Fujimoto Product Development Performance www.synerzip.com
MVP
Minimal Viable Product “An MVP is about delivering real value to customers for the purposes of maximizing validated learning.” - Shardul Mehta “It requires judgment to figure out, for any given context, what MVP makes sense.” - Eric Ries http://bit.ly/1djE0tP © Cindy F. Solomon [email protected]
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3. Develop
Create & Communicate Roadmaps for stakeholders • • • To showcase: What is being Built Aligned with business goals Feature and schedule tradeoffs Technical feasibility assessments Slippage and risks © Cindy F. Solomon [email protected]
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© Cindy F. Solomon [email protected]
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4. Qualify
• • Continuous iteration Beta testing for real world usage & interest level © Cindy F. Solomon [email protected]
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5. Launch
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Product Marketing Drives Product Narrative
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Contribute value in every interaction
6. Deliver = Market
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Develop Lean Content
• • • • •
Write less and say more Curate Analyze Data Create fast feedback loops Provide on-demand messaging across platforms
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Lean Content Marketing
1. Develop strategies based on dynamics of online search, content 2.
marketing (brand journalism) and social media Create great content that helps answer your target audience’s questions and solve their problems 3. Publish content on the web and across social media channels 4. Promote content using search engine optimization, permission based e-marketing and social media 5. Manage, maintain, review, update and archive content on an ongoing basis 6. Collect, measure and analyze marketing data to assess engagement, conversion rates, leads and sales © Cindy F. Solomon [email protected]
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Exploit Visual Content http://bit.ly/1gT1MYg www.synerzip.com
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• Twitter Is the Leanest Communication Vehicle • Twitter is a broadcast medium with no barrier to entry - anyone who is tuning into Twitter can pick up anyone else's signal. www.synerzip.com
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Why Twitter
“The qualities that make Twitter seem inane and half baked are what make it so powerful.” Jonathan Zittrain, Harvard Law professor, Internet Expert, Author www.synerzip.com
Global Product Management Talk
Tweeted: “Let’s have a twitter chat for product managers!” Tweet traveled 7400 miles Designed Socratic Twitter Chat format Discovered Difficult to tweet & discuss complex issues Recorded thought leaders via Skype Became top 10 business podcast on BlogTalkRadio 3 years >100 podcasts >35k listeners/episode Community: >2000 SF members, >16 locations Conference: Startup Product Summit (2X SF) Unconference: Startup Product Open Trainings: Startup Product Academy © Cindy F. Solomon [email protected]
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Power of Twitter Chats
• Enables a parallel threaded discussion • • • where many people can talk at once Every voice is heard and documented Watch the conversation Identify & reach out to target • market/customers/interests Respond to a tweet/conversation on demand © Cindy F. Solomon [email protected]
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Benefits of Twitter Chats
• • network • share knowledge • increase influence • showcase thought leadership
contribute value
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Recommended Tweet Format
“Please Retweet: [article name] [by @author] [shortened URL] [optional comment] [#hashtag]”.
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Anatomy of a Tweet
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Twitter Chat Best Practices 1.Strategize
2.Plan
3.Promote
4.Produce
5.Lean Content Marketing
http://bit.ly/11ZuMfZ
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Twitter Chat Format Socratic Method
• • background content available prior to event pre-posted questions provided by speaker for participants • • • • to answer participants may answer on their social platform of choice time boxed for live discussion twitter conversation occurs before, during and after enables capturing of educational material with conversation for on-demand viewing and consumption post event © Cindy F. Solomon [email protected]
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Twitter Chat Best Practices Post Event
Following Each Twitter Chat 1. Capture tweets on storify http://storify.com/prodmgmttalk 2. Post transcript to slideshare / 3. Post and repackage content across mediums beyond Twitter scoop.it
4. Blog 5. Reach out to local participants & meetup!
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Daily Content Promotion Tools
1.
storify http://storify.com/prodmgmttalk / 2. slideshare 3. scoop.it
http://www.slideshare.net/CFSolomon http://www.scoop.it/u/startup-product / 4. Bufferapp 5. Blog 6. Prlog Medium, Tumblr, Wordpress, blogspot http://startupproduct.com/broadcast-news/ © Cindy F. Solomon [email protected]
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Special Discount for participants!
$75 off code
leanpmm http://bit.ly/1dATYuo
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© Cindy F. Solomon [email protected]
Key Takeaway #1
Contribute Value in every interaction
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Key Takeaway #2
ASK QUESTIONS
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Key Takeaway #3
LISTEN
to what IS & what is NOT being communicated
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© Cindy F. Solomon [email protected]
Key Takeaway #4
STRATEGIZE
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Content Starts With
Who?
Why?
What?
How?
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Thank you for sharing your precious time!
Please connect!
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Startup Product, movement for product excellence http://startupproduct.com @startupproduct Global Product Management Talk , weekly broadcast @prodmgmttalk Webcast Digest , daily curated online events @WebcastDigest
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Questions?
www.synerzip.com Hemant Elhence [email protected]
469.322.0349
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Synerzip in a Nut-shell
1. Software product development
partner
companies for small/mid-sized technology Exclusive focus on small/mid-sized technology companies, typically venture-backed companies in growth phase By definition, all Synerzip work is the IP of its respective clients Deep experience in full SDLC – design, dev, QA/testing, deployment 2. Dedicated team of
high caliber
software professionals for each client Seamlessly extends client’s local team, offering full transparency Stable teams with very low turn-over NOT just “staff augmentation”, but provide full mgmt support 3. Actually
reduces risk
of development/delivery Experienced team - uses appropriate level of engineering discipline Practices
Agile
development – responsive, yet disciplined 4.
Reduces cost
– dual-shore team, 50% cost advantage 5. Offers long term
flexibility
– allows (facilitates) taking offshore team captive – aka “BOT” option www.synerzip.com
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Our Clients
Thanks!
Call Us for a Free Consultation!
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