his webinar will introduce a positioning, messaging, and social product marketing and storytelling blueprint for B2B marketing teams to position, orchestrate and realize message authority. Specific focus on connecting target content strategy with social and web conversations. Includes a short demonstration of new digital marketing cloud technology to support capturing, testing, and orchestrating message authority and related content. Presenter Bio: David P. Butler Founder and CEO, iPositioning Inc. My social profiles: https://twitter.com/david_p_butler www.linkedin.com/in/davidpbutler1 Creative, hands-on technology marketing executive and visionary with: - Extensive experience defining and implementing market and product positioning and strategy in leading and emerging B2B software technology companies - Social marketing strategy and execution for increasing social awareness, engagement, conversions, and relationships - Senior management and leading organizational roles in start-up and large companies - Specialties: Product Positioning and Strategy, Technology Evangelism, Product Management, Product Marketing, Digital Marketing, and Marketing Communications. - Broad software marketing industry experiences in cloud computing, enterprise applications and infrastructure, business intelligence and analytics, and software development. Including: Eucalytpus, HP Software, Systinet, Spotfire, Netscape, NeXT Software.

1. © iPositioning
Positioning, Messaging, and B2B
Social Product Marketing
AIPMM WEBINAR
SERIES

2. © iPositioning2
Follow: @AIPMM
Use: #AIPMM #ProdBOK
Let’s Tweet!

3. © iPositioning3
David P. Butler – iPositioning Inc.
Our Speaker

4. © iPositioning
AIPMM Webinar:
Positioning, Messaging, and B2B
Social Product Marketing
David P. Butler
Founder and CEO
@david_p_butler
david.butler@ipositioning.com

5. © iPositioning
Poll Question
A. Emerging change, needs approach
B. Under control, with positive changes
C. Chaotic impact, no control or changes
How disruptive has social/digital marketing been to your
marketing lifecycle?
5

6. © iPositioning
Disruption: The New Digital Buyer Journey
6
Awareness
Education
Evaluation
Purchase
Service
Social
Awareness &
Education
Social -
Engagement
Purchase
Social
Relationship
NEW
• Digital
• Buyer-
controller
OLD
• Traditional
• Vendor-
controlled
*Research from Google and Corporate Executive Board Study 1400+ B2B customers titled
“The Digital Evolution in B2B Marketing”

7. © iPositioning
Challenge: B2B Marketing is Complex
7
Need: Can I
configure
the catalog
without IT?
Need: What
are the cost
savings of a
SaaS license?
On-line Business Manager Director of Purchasing
Need: Does this
support PCI and
secure
transactions
VP of eCommerce IT
Storytelling: Help Retail Business Managers move to On-line
Bottom line: Need to tell Stories to multiple Persona and Digital Channels

8. © iPositioning
Poll Question
A. Planning and organizing a social strategy
B. Generating ideas and stories
C. Understanding social networks & new tools
D. All
E. None
What’s your most demanding challenge in social marketing?
8

9. © iPositioning
Opportunity: B2B Social Product Marketing and
Storytelling
How can we bring
order to Digital
Marketing chaos?
http://ipositioning.com/ijust-presented-
creating-your-social-story-and-social-
marketing/

10. © iPositioning
Positioning Connects the Conversations
Positioning
Conversation
Message, Context
& Content
Target (Data)
Social
Conversation
Awareness &
Engagement
Metrics (CQL)
Web
Conversation
Engagement &
Conversion
Metrics (MQL)

11. © iPositioning
Getting Organized
Team: The Right People, Roles, Process
Strategy: Positioning, Messaging Strategy
Profiles: Target Social Rainforest, Persona
11
Application: Themes, Ideas, Stories
Platform: Capture, Target, Test, Orchestrate

12. © iPositioning
Poll Question
A. Create marketing content for social channels
B. Publish marketing content to social channels
C. Analyze marketing on social channels
D. All
E. None
Currently, what’s your primary role in social marketing?
12

13. © iPositioning
Right People, Roles, Process
Product Marketing
& Creative
Managers
Product Marketing,
Social Media
Managers & Marcom
Product Marketing,
Subject Matter
& Media Experts
Product Marketing,
Web & Content
Managers

14. © iPositioning
Strategy: Positioning as Story Components
For [WHO],
Negative [NEED]
Positive [DESIRED IMAGE]
Uniqueness [USP]
Unlike [COMPETITION]
Time [WHEN]
Connection [MESSAGE]

15. © iPositioning
For [WHO] as a Story Component
Narrative [text]
Data: [Company, Company Size,
Culture, Group, Industry,
Location, Name, Role, Social,
Social Profile Address, Title]
Context: [related digital media]

16. © iPositioning
Negative [NEED] as a Story Component
Narrative: [text]
Data: [Budget, Culture, People,
Process, Social, Technology]
Context: [related digital media

17. © iPositioning
Positive [DESIRED IMAGE] as a Story Component
Narrative [text]
Data: [Culture, Feature, Service,
Solution]
Context: [related digital media]

18. © iPositioning
Uniqueness [USP] as a Story Component
Narrative: [text]
Data: [Better, Cheaper, Culture,
Faster, Social]
Context: [related digital media]

19. © iPositioning
Unlike [COMPETITION] as a Story Component
Narrative: [text]
Data: [Competitive: Company,
Culture, Image, Product, Unique
Value]
Context: [related digital media]

20. © iPositioning
Time [WHEN] as a Story Component
Narrative: [text]
Data: [Date, Place, Time]
Context: [related digital media]

21. © iPositioning
Connection [MESSAGES] as a Story Component
Narrative: [text]
Data: [Analyst, Customer, Media,
Sales, User]
Context: [related digital media]
Narrative: [text]
Data: [Analyst, Customer, Media,
Sales, User]
Context: [related digital media]

22. © iPositioning
What’s Your Authority vs. Competition
For [WHO],
Negative Pain [NEED]
Positive Solution [DESIRED IMAGE]
Your Uniqueness [USP]
Unlike [COMPETITION]
Time [WHEN]
Connection [MESSAGE]
Message
For [WHO],
Negative Pain [NEED]
Positive Solution [DESIRED IMAGE]
Your Uniqueness [USP]
Unlike [COMPETITION]
Time [WHEN]
Connection [MESSAGE]
Actions

23. © iPositioning
Getting Organized
Team: The Right People, Roles, Process
Strategy: Positioning, Messaging Strategy
Profiles: Target Social Rainforest, Persona
23
Application: Themes, Ideas, Stories
Platform: Capture, Target, Test, Orchestrate

24. © iPositioning
Digital Marketing Message Authority
Target
Compelling message
foundation and content in
the context of your
• Competition
• Audience
• Product
Capture
• Capture ideas based on social conversations and intelligence
• Understand how and where your message is performing the best
Test
Quickly and easily test your
message and content
• Be part of all your most
active customers’
conversations
• Optimize and perfect the
message and content

25. © iPositioning25

26. © iPositioning2626

27. © iPositioning2727

28. © iPositioning2828

29. © iPositioning2929

30. © iPositioning3030

31. © iPositioning3131

32. © iPositioning3232

33. © iPositioning3333

34. © iPositioning3434

35. © iPositioning3535

36. © iPositioning
Next: Free, Personalized, On-line TuneUp
36
www.ipositioning.com

37. © iPositioning
Q & A
Thanks for your time!
37

38. © iPositioning
Thank You

39. Q and A …
Ask Questions. Our team is standing by
to help.
The webinar slides will be posted to our
website and our Slideshare.net/aipmm
page.
The webinar recording will be posted at
AIPMM.net for members.

40. Product Management Body Of
Knowledge
We will pick one
winner from our
attendees.

41. EARNING INFLUENCE AND AUTHORITY TO BE A MORE EFFECTIVE PRODUCT MANAGER April 24
AIPMM Webinar Series:
http://aipmm.com/aipmm_webinars
Topic Suggestions: support@aipmm.com
Announcements: 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/
REGISTER ON YOUR PHONE BY TEXTING CODEWORD “AIPMM-REG” TO 33444
Upcoming Webinar