2. Marketing / Product Marketing 360
Product
Marketing Alliances
Marketing
• Brand • Roadmap • Identify
• Value • Market Partner
Proposition Requirements Needs
• Market • Product • Develop
Awareness • Marketing Partnerships
• Lead • Product • Launch
Generation Launch • Internal
• SME • External
Building the Foundation
2
3. Go-To-Market Considerations
How Should Your BRAND Be Perceived
– Voice
– Message & Value Proposition
• What’s the problem you’re solving
• Why should clients choose you?
Economic Climate
– Need versus Want
Competition
– Understanding your competitors
– SWOT Analysis
Growth Strategy
– Managed growth
• If you build it, they will come – is your organization ready?
3
4. Marketing Strategy (Sample)
Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec
Market
Industry Industry Industry
Tradeshow Tradeshow Tradeshow Awareness:
Briefings: Briefings: Social Media
Market Awareness
Analysts Analysts
Media Media Industry Events
Articles (Quotes and/or Bylines) & Press Releases – Leverage ALL Opportunities
Briefings
Advertising
Buyers Guides / Listings; Online Banners & Advertising
Social Media Platforms: LinkedIn; Facebook; Twitter; Blog (Maintain: Schedule + Leverage Industry Related Occurrences/News)
Thought
Leadership:
4 Core Streams POV/White papers
Thought Leadership
POV Paper Whitepaper POV Paper POV Paper POV Paper POV Paper
(All Interdependent Case Studies
Webinar Webinar Webinar Webinar
For Overall Success) Themed Events
Client Case Study Client Testimonials Client Case Study
Client Engagement:
Client Engagement
Client Client
Forum Forum Communications
Client Satisfaction Survey: Post Implementation
Satisfaction Surveys
Client Communications: FIRST & e-mail Forums
Collateral: Maintenance: Updates; New
Sales Support:
Sales Support
Website Maintenance: SEO; new content (PR; Events; Client Successes; Video
Collateral
Internal Communications: Company News delivered via Intranet or alternate tool (Product Updates; Market News & Insights; Marketing Updates)
Website
Competitive Intelligence Strategy & Knowledgebase: Leveraged by all employees to provide insight for product and sales (Win/Loss; Analyst Reviews; Client Input)
Communications
Speakers Bureau: Identify > Develop > Schedule for Events (Physical & Virtual)
Competitive KB
4 Sample ONLY – Actual Activities & Timing Dependent on Industry and Organization
4
5. Marketing Strategy (Sample)
Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec
Industry Industry
Tradeshow Tradeshow Market Awareness Industry
Tradeshow
Briefings:
(Sales Accelerator):
Briefings:
Market Awareness
Analysts Analysts
Media Media
Social Media
Articles (Quotes and/or Bylines) & Press Releases – Leverage ALL Opportunities •LinkedIn; Facebook; Twitter
Buyers Guides / Listings; Online Banners & Advertising
•Blogs
Industry Events
Social Media Platforms: LinkedIn; Facebook; Twitter; Blog (Maintain: Schedule + Leverage Industry Related Occurrences/News)
•National Level
•Regional Level
Thought Leadership
POV Paper Whitepaper POV Paper POV Paper POV Paper POV Paper
Briefings
Webinar Webinar •Analyst Webinar Webinar
Client Case Study Client Testimonials •Media Client Case Study
•Financial
Client Engagement
Client Client
Forum
MediaForum
Client Satisfaction Survey: Post Implementation
•Articles: Bylines & Quotes
Client Communications: FIRST & e-mail
•Press Releases
Collateral: Maintenance: Updates; New Advertising
Website Maintenance: SEO; new content (PR; Events; Client Successes; Video •Buyers Guides & Listings
Sales Support
Internal Communications: Company News delivered via Intranet or alternate tool•Online Ads(Product Updates; Market News & Insights; Marketing Updates)
•Leverage for product (Direct & Sponsorships)
Competitive Intelligence Strategy & Knowledgebase: Leveraged by all employees to provide insight Eventsand sales (Win/Loss; Analyst Reviews; Client Input)
Speakers Bureau: Identify > Develop > Schedule for Events (Physical & Virtual) •Print
5 Sample ONLY – Actual Activities & Timing Dependent on Industry and Organization
5
6. Marketing Strategy (Sample)
Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec
Industry Industry Industry
Tradeshow Tradeshow Tradeshow
Briefings: Briefings:
Market Awareness
Analysts Analysts
Media Media
Articles (Quotes and/or Bylines) & Press Releases – Leverage ALL Opportunities
Buyers Guides / Listings; Online Banners & Advertising
Thought Leadership:
Social Media Platforms: LinkedIn; Facebook; Twitter; Blog (Maintain: Schedule + Leverage Industry Related Occurrences/News)
Research Papers
•Point Of View Papers (POV)
Thought Leadership
POV Paper Whitepaper POV Paper
•Whitepapers (WP) Paper POV POV Paper POV Paper
Webinar Webinar Themed Events Webinar Webinar
Client Case Study Client Testimonials •Webinars (Leverage POV; WP; Partners;
Client Case Study
Speakers Bureau)
Client Engagement
Client Client
Forum
•E-mail Campaigns
Forum
Client Satisfaction Survey: Post Implementation
•Offer something of value
Client Communications: FIRST & e-mail
•Breakfast Seminars
Collateral: Maintenance: Updates; New
Sales Support
Website Maintenance: SEO; new content (PR; Events; Client Successes; Video
Internal Communications: Company News delivered via Intranet or alternate tool (Product Updates; Market News & Insights; Marketing Updates)
Competitive Intelligence Strategy & Knowledgebase: Leveraged by all employees to provide insight for product and sales (Win/Loss; Analyst Reviews; Client Input)
Speakers Bureau: Identify > Develop > Schedule for Events (Physical & Virtual)
6 Sample ONLY – Actual Activities & Timing Dependent on Industry and Organization
6
7. Marketing Strategy (Sample)
Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec
Industry Industry Industry
Tradeshow Tradeshow Tradeshow
Briefings: Briefings:
Market Awareness
Analysts Analysts
Media Media
Articles (Quotes and/or Bylines) & Press Releases – Leverage ALL Opportunities
Client Engagement:
Buyers Guides / Listings; Online Banners & Advertising Communications
Social Media Platforms: LinkedIn; Facebook; Twitter; Blog (Maintain: Schedule + Leverage•Company / Product Updates
Industry Related Occurrences/News)
•Thought Leadership
Thought Leadership
POV Paper Whitepaper POV Paper
Case Studies POV Paper POV Paper POV Paper
•ROI
Webinar Webinar Webinar Webinar
•Service/Process Excellence
Client Case Study Client Testimonials Client Case Study
Satisfaction Surveys
•Post Implementation
Client Engagement
Client Client
Forum Forum
Client Satisfaction Survey: Post Implementation
•Focal
Client Communications: FIRST & e-mail
Forums
•Special Interest Groups
Collateral: Maintenance: Updates; New
•Product / Service Advisory Board(s)
Sales Support
Website Maintenance: SEO; new content (PR; Events; Client Successes; Video
Internal Communications: Company News delivered via Intranet or alternate tool (Product Updates; Market News & Insights; Marketing Updates)
Competitive Intelligence Strategy & Knowledgebase: Leveraged by all employees to provide insight for product and sales (Win/Loss; Analyst Reviews; Client Input)
Speakers Bureau: Identify > Develop > Schedule for Events (Physical & Virtual)
7 Sample ONLY – Actual Activities & Timing Dependent on Industry and Organization
7
8. Marketing Strategy (Sample)
Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec
Industry Industry Industry
Tradeshow Tradeshow Tradeshow
Briefings: Briefings:
Market Awareness
Analysts Analysts
Media Media
Sales Support:
Articles (Quotes and/or Bylines) & Press Releases – Leverage ALL Opportunities
Collateral
Buyers Guides / Listings; Online Banners & Advertising
•Data Sheets
•Verticals Occurrences/News)
Social Media Platforms: LinkedIn; Facebook; Twitter; Blog (Maintain: Schedule + Leverage Industry Related (Future)
Website
Thought Leadership
POV Paper Whitepaper POV Paper •Themed Pages: Paper POV POV Paper POV Paper
Webinar Webinar
•PartnershipsWebinar Webinar
Client Case Study Client Testimonials
•Thought Leadership
Client Case Study
•Client Endorsements
•Events
Client Engagement
Client Client
Forum Forum
Client Satisfaction Survey: Post Implementation Communications
Client Communications: FIRST & e-mail
•Internal Company Newsletter
•Product Matrix
Collateral: Maintenance: Updates; New
Competitive KB
Sales Support
Website Maintenance: SEO; new content (PR; Events; Client Successes; Video
•Analyst Reports
Internal Communications: Company News delivered via Intranet or alternate tool (Product Updates; Market News & Insights; Marketing Updates)
•Win / Loss Analysis
Competitive Intelligence Strategy & Knowledgebase: Leveraged by all employees to provide insight for product and sales (Win/Loss; Analyst Reviews; Client Input)
Speakers Bureau: Identify > Develop > Schedule for Events (Physical & Virtual)
8 Sample ONLY – Actual Activities & Timing Dependent on Industry and Organization
8
