The Product Marketer is responsible for ensuring demand for a product in the market, and part of the responsibility is "guiding" marketing programs that will drive that demand. Without a clear understanding of the Product Marketer's role in demand generation, demand generation programs too often lack clarity and focus and deliver marginal results. But what does this really mean for the Product Marketer? What must the Product Marketer know and be able to do to effectively drive demand? About the Speaker: Tom Evans is Principal at CompellingPM and is an internationally recognized authority in product management, global marketing, business partnerships and entrepreneurship. In his extensive experience, he has helped start-ups through Fortune 500 companies create and launch winning products and has led business development efforts in the US and global markets. Upcoming Events Reserve your seat for the next AIPMM webinar. Visit: http://aipmm.com/aipmm_webinars/. Want To Certify Your Team? If you have a product team of 10 or more that you want to certify, contact us at certification@aipmm.com. About AIPMM The AIPMM is the hub of all things product management. It is where product professionals go for answers. With members in nearly 70 countries, it is the worldwide certifying body of product team professionals. It is the world's largest professional organization of product managers, brand managers, product marketing managers and other product team professionals who are responsible for guiding their organizations, or clients, through a constantly changing business landscape. AIPMM's certification programs are internationally recognized because they allow product professionals to demonstrate their expertise and provide corporate members an assurance that their product management and marketing teams are operating at a high competency level. Visit http://www.aipmm.com. Call For Speakers: http://bit.ly/1b006vm Subscribe: http://www.aipmm.com/subscribe LinkedIn: http://www.linkedin.com/company/aipmm Membership: http://www.aipmm.com/join.php Certification: http://aipmm.com/html/certification Articles: http://www.aipmm.com/html/newsletter/article.ph

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2. © AIPMM 2014
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5. Today’s Speaker
Moderator:
Hector Del Castillo, CPM, CPMM, PMP
Presenter:
Tom Evans, CPM, CPMM
Compelling PM
tevans@compellingpm.com
@CompellingPM
www.compellingpm.com
© AIPMM 2014
www.aipmm.com

6. Driving the Marketing and Sales Funnel
to Close Deals: What Product Marketers
Must Know and Do
Tom Evans
CompellingPM
@compellingpm
Copyright 2013. The Lûcrum Group, Inc.
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7. The Role of Product Marketing
Copyright 2013. The Lûcrum Group, Inc.
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8. Role of Product Marketing
• Achieve revenue targets
• Set market strategy and objectives
• Defines programs that will be most successful
in achieving revenue goals
• Defines adjustments to strategies and
programs to correct gaps in revenue
• Develops the right content and tools
Copyright 2013. The Lûcrum Group, Inc.
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9. Who Executes Marketing Programs?
• Marketing (aka Corporate Marketing,
Marketing Communications)
• Based upon programs defined by Product
Marketing
Copyright 2013. The Lûcrum Group, Inc.
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10. Keys to Effective Marketing
Programs
Copyright 2013. The Lûcrum Group, Inc.
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11. Key to Successful Marketing
• A deep understanding of your target markets!
• Who they are
– Personas
• Why they buy
– Market Needs
• How they buy
– What is their buying process
– Where do they look
Copyright 2013. The Lûcrum Group, Inc.
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12. Deep Understanding Drives Marketing
Messaging Platform
Messages targeted to
each buyer/user persona
Marketing Tools
Answers key questions by
buying phase
Targeted to right
buyer/influencer
Understand Buyers & Users
Who They Are
Why They Buy
How They Buy
Media & Programs
Targeted to where buyers
look for information
Sales Enablement
Sales communicate right
messages at right time to
right buyer
Copyright 2013. The Lûcrum Group, Inc.
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13. Effective Marketing Programs
• Targets customer where they are (right media)
– listening, reading, watching, looking, searching
• Communicates consistent & synergistic
messages that create
– Awareness, Differentiation, Demand, Competitive
Advantage
• Measurable objectives to evaluate
effectiveness
Copyright 2013. The Lûcrum Group, Inc.
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14. Which Marketing Programs?
• Understanding the buyer and buying process
• What has worked?
– Metrics on previous programs
– Metrics for programs on similar offerings
• Experimentation
– Test programs or versions of programs on small
sample of market
– Evaluate results for effectiveness
Copyright 2013. The Lûcrum Group, Inc.
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15. Your Marketing Programs Weapons
• Promotion
– Relevant & targeted marketing programs for the
buying process
• Price
– Pricing promotions to encourage trials, adoption
• Place
– Promotions through distribution channels (SPIFS,
Sales incentives)
• Product
– Bundling, limited edition, etc.
Copyright 2013. The Lûcrum Group, Inc.
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16. Discover the Buying Process
•
•
•
•
•
•
What are the typical phases of the buying process?
Who are the typical buyers & influencers?
Who is involved at each phase?
What are their main concerns at each phase?
What are they doing at each phase?
What are the typical barriers to moving ahead?
Copyright 2013. The Lûcrum Group, Inc.
19

17. The Sales & Marketing Funnel
http://www.realtyninja.com/blog/wp-content/uploads/sales-funnel.png
Copyright 2013. The Lûcrum Group, Inc.
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18. Metrics
• Indicators of progress against objectives
• Acquisition metrics
– Source, volume, conversion (% and velocity), cost
• Buyer metrics
– Purchase size, frequency, profitability, period, lifetime
value
• Customer Loyalty
– Net Promoter Score, churn, renewals, referrals
• Revenue & Profitability
– Per source, segment, growth
Copyright 2013. The Lûcrum Group, Inc.
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19. Testing to Improve
• Test & improve (e.g.)
– Marketing technique (or type of promotion)
– Copy or messages
– Design
– Media
– Website landing page
– Images
• Measurement is essential
Copyright 2013. The Lûcrum Group, Inc.
22

20. Testing Process
• Define new marketing program (or version)
• Select a statistically significant representative
sample of target market
• Run program, measure results
• Evaluate, adjust, re-test, rollout
Copyright 2013. The Lûcrum Group, Inc.
23

21. Driving the Marketing & Sales
Funnel to Achieve Revenue Goals
Copyright 2013. The Lûcrum Group, Inc.
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22. Funnel Definitions
• Suspect – Everyone in target market
• Prospect (Contact) – Looking to solve a
problem
• Lead – Fits your qualification criteria (need,
interest)
• Opportunity – In a position to make a
purchase (need, interest, budget, authority)
Copyright 2013. The Lûcrum Group, Inc.
26

23. Managing the Funnels
Suspect
Prospect
Lead
Programs
Tools
Conversion
Programs
Tools
Scoring
Conversion
Programs
Sales
Tools
Socring
Conversion
Sales
Tools
Conversion
Prospect
Lead
Opportunity
Customer
Programs
Tools
Conversion
Copyright 2013. The Lûcrum Group, Inc.
Opportunity
Loyalty
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24. Funnel Math
• How many impressions must you make to
convert suspect to prospect?
• How many prospects do you need to achieve
your target for sales (customers)?
• What is the velocity to convert prospect to
customer?
Copyright 2013. The Lûcrum Group, Inc.
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25. Lead Qualification/Scoring
• Ensure leads are sales ready
• Work with sales / Start with perfect lead
• Demographics
– E.g., revenue, employees, project budgeted, company
profile, buyer role, order size, urgency
– BANT – Budget, Authority, Need, Timeline
– Source
• Interactions
– Forms completed, click email links, downloads, website
pages, phone call, data completeness
Copyright 2013. The Lûcrum Group, Inc.
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26. Keys to Accelerating Revenue
•
•
•
•
•
•
Map the buying process
Reach the right buyers
Generate more leads
Improve lead quality
Improve conversion
Increase retention & renewals
Copyright 2013. The Lûcrum Group, Inc.
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27. Summary
• To effectively drive revenue through the
marketing & sales funnel(s):
– Deep understanding of how & why target markets
buy
– Clear defined strategy and objectives
– Marketing programs based upon metrics
– Adjustments using marketing weapons to achieve
objectives
Copyright 2013. The Lûcrum Group, Inc.
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28. Product Marketing Webinar Series
http://compellingpm.com/how-product-marketing-can-help-sales-be-more-successful/
Webinar Title
Date
What Product Marketing Can Do to Overcome the Eight Most Common Barriers
to Accelerating Sales Revenue
May 31,
2013
How to Develop a Deep Understanding of Your Target Markets – The Starting
Point for Great Product Marketing
June 21,
2013
From Messaging Nightmare to Messaging Delight – How to Create a Powerful
Messaging Platform
Aug 2,
2013
What is a Go-to-Market Strategy Anyway & How Do I Create One?
Aug 30,
2013
How to Create Effective Sales & Marketing Tools That Actually Get Used By Sales
& Prospects
Oct 4,
2013
Nothing Happens Until Someone Sells Something Enabling Your Sales Channel to
Success
Nov 1,
2014
Driving the Marketing and Sales Funnel to Close Deals – What Product
Marketers Must Know and Do
Feb 14,
2014
Copyright 2013. The Lûcrum Group, Inc.
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29. Upcoming Training
• Optimal Product Management & Product
Marketing
– Feb 24 – 26 (Austin)
– Apr 14 – 16 (Austin)
• AIPMM Certifications
– Mar 17 – 18 (CPM – Austin)
– Mar 19 – 20 (CPMM – Austin)
More dates/locations - www.280group.com
Copyright 2013. The Lûcrum Group, Inc.
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30. Free 1 Hour PM/PMM Consult
•
•
•
•
First ten to submit information on form
http://compellingpm.com/freeonehour/
Please include background on topic or issue
Must include company info (no Gmail)
Copyright 2013. The Lûcrum Group, Inc.
35

31. Q&A
Moderator:
Hector Del Castillo, CPM, CPMM, PMP
Presenter:
Tom Evans, CPM, CPMM
CompellingPM
tevans@compellingpm.com
@CompellingPM
www.compellingpm.com
© AIPMM 2014
www.aipmm.com

32. Upcoming Courses
Course & Location
CPM® Certification Prep Course & Exam
McLean, VA
Dates
Days Time
Mar 3-4, 2014
M, T
8:30 am – 5 pm
CPMM® Certification Prep Course & Exam
McLean, VA
Mar 5-6, 2014
W, Th 8:30 am – 5 pm
ACPM® Certification Prep Course & Exam
McLean, VA
Mar 7, 2014
F
8:30 am – 5 pm
Follow the links above for more information, or contact:
certification@aipmm.com.
© AIPMM 2013

33. Please Join Us Again!
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Innovate for Growth and Price for Profits
Feb 21st , 12 pm ET
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AIPMM Webinar Series:
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http://www.blogtalkradio.com/prodmgmttalk
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Announcements:
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