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? In this webinar, you'll learn: * A clear definition of Product Marketing's role in demand generation * How to define program goals * How to determine the best methods of customer acquisition * How to define program metrics and monitor the marketing and sales funnel

1. Driving the Marketing and Sales Funnel
to Close Deals: What Product Marketers
Must Know and Do
Tom Evans
CompellingPM
@compellingpm
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2. The Role of Product Marketing
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3. 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
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4. Who Executes Marketing Programs?
• Marketing (aka Corporate Marketing,
Marketing Communications)
• Based upon programs defined by Product
Marketing
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5. Keys to Effective Marketing
Programs
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6. 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
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7. 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
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8. 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
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9. 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
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10. 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.
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11. Discover the Buying Process
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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?
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12. The Sales & Marketing Funnel
http://www.realtyninja.com/blog/wp-content/uploads/sales-funnel.png
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13. 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
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14. 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
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15. 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
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16. Driving the Marketing & Sales
Funnel to Achieve Revenue Goals
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17. 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)
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18. 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
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Opportunity
Loyalty
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19. 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?
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20. 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
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21. Keys to Accelerating Revenue
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Map the buying process
Reach the right buyers
Generate more leads
Improve lead quality
Improve conversion
Increase retention & renewals
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22. 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
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23. 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
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24. 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
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25. Free 1 Hour PM/PMM Consult
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First ten to submit information on form
http://compellingpm.com/freeonehour/
Please include background on topic or issue
Must include company info (no Gmail)
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26. Thank You!
Tom Evans
CompellingPM
tevans@compellingpm.com
@compellingpm
www.compellingpm.com
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