Approach product marketing as storytelling in order to make a lasting connection with your customers. Need help doing that? The service offerings in this presentation describe how I can help you craft your story, using targeted product positioning, and digital content marketing programs that will raise your visibility level with your buyers, quickly and effectively.

1. Sandy Hawke, CISSP
Marketing Shaman
Product Marketing Services
Storytelling as a sales tool.

2. Who I am.
What I offer.
What I’m all about.
• Former firewall geek turned
marketing shaman
• Adept at gap analysis, better
at filling the gaps
• Go-to-market guidance
• Product positioning and
messaging
• Content development
• Sales tools
• Product pitches
• Data sheets, webinars, and
videos, oh my!
Integrity, simplicity, and
authenticity.
A good story.
The right audience.
Strategic guidance.
Tactical execution.

3. My Approach:
Sales as Storytelling
Stories teach, inspire, and can even
change your life.
The best stories…
1) Put their audience needs first.
(always delivering value)
2) Compel their audience to think
differently, and urge them to action.
(tap into their compelling need to buy)
3) Make a lasting impression, and inspire
sharing the experience with others.
(clearly articulate differentiation)

4. Good Storytelling:
Industry Examples
• Illustrates biggest pain
point for buyer
• Uses humor
• Easily shareable
• Shows path to success
for the buyer
• Inspires community
• Clear call to action
2014
2006

5. Product Marketing Methodology*
Content
Development
Connect to
the
audience
Content Marketing
(programs)
Amplify
the story
Product Positioning /
Messaging
Define the
Story
Telling stories, connecting with audience, and being visible.
*of course, careful performance measurement of each of these is essential.

6. Product Positioning / Messaging
Need help crafting
your story?
I’ll walk you through it.
OR…
I can craft it for you.
OR…
Service offerings
include:
• Market
Segmentation
• Messaging Analysis,
Maps & Guides
• Product Positioning
• Sales Tools & Training
• Competitive Analysis
(messaging)
I can simply enhance the story you already have.
Define the
Story
Give your audience what they demand. A simple story that’s hard to forget.

7. Content Development
Types of available
content*:
• Video scripts
• Success Stories
• Product Pitches
• Datasheets
• White Papers
• Website copy
• Webinar slides
Connect to
audience
Need help developing
compelling content?
I’ll develop it for you.
Content is king.
• Builds pipeline.
• Gains exposure.
• Establishes credibility.
• Accelerates sales cycles.
Provide the compelling content your prospects and teams need.
the
*Please note that many of these deliverables require graphical design support.
I work effectively with designers, but I am not a designer myself.

8. Content Marketing / Programs
Assistance provided*:
• SEO & social media
consultation
• Topic development
(webinars, videos,
educational
programs)
• Program analysis,
guidance and
direction
Need help building
your pipeline?
I’ll help you reach your
audience with content
marketing and program
guidance.
It starts with compelling
content that’s simple &
shareable.
• Get access to new
• Build brand awareness.
• Improve partner relationships.
Get your story out there. Turn it up to 11.
prospects.
Amplify
the story
*Please note that some programs may require additional execution assistance and resources.

9. Final Thoughts
• Simplicity is my mantra.
• Strategy + Execution = Success.
• Data-driven decision making when
possible, common sense execution
when expediency requires it*.
*I try to avoid “analysis paralysis” as much as possible.
We don’t learn until we try a few well-informed experiments.

10. Thank you.
I appreciate the opportunity to help you tell your story and get it out there.

11. REFERENCES &
WORK SAMPLES

12. What I’ve Done: Sample Work

13. Where to find these samples
(sometimes hyperlinks don’t work the way they should)
http://vimeo.com/60399350
https://www.youtube.com/watch?v=kzvrEPFy6sM
http://www.ibm.com/ibm/ideasfromibm/zz/en/securesoci
alsmart/
http://www.blogtalkradio.com/calebbarlow/2012/04/16/secure-computing-simple-steps-to-staying-safe-online

14. What They’ve Said (about what I’ve done)
There are more like these on my LinkedIn profile here:
https://www.linkedin.com/pub/sandy-hawke/0/347/930

15. SANDY HAWKE, CISSP
MARKETING SHAMAN
SANDYBEACHSF@GMAIL.COM
SANDYBEACHSF (@TWITTER & @SKYPE)
510-501-4107
I appreciate the opportunity to help you tell your story and get it out there.