Mark Calkins
I am a software product manager. I also have expertise in product marketing, marketing, UX design, prototyping and web development.
Mark Calkins
@markcalkins
markcalkins.com
Pragmatic Marketing found market-driven companies are:
—From Pragmatic Marketing interviewing 45,000 alumni at 3,000 customies
"IF I HAD ASKED PEOPLE WHAT THEY WANTED, THEY WOULD HAVE SAID:
FASTER HORSES..."
—Henry Ford
Spend more time focusing on problems buyers are willing to spend money to solve rather than on what the competition is doing.
Your opinion, while interesting, is irrelevant
The only thing that matters is the user's opinion
Customers don't care about products
They only care about solutions to their problems
qualitative + quantitative market data =
understanding your users
77% of users want different content at each stage of the buying process
—Blueprint of Modern Product Launch Marketing
A positioning statement is a concise description of your target market as well as a compelling picture of how we want that market to perceive your brand
For (target buyer) who (needs/cares about), (product) is a (category/solution) that (provides benefit). Unlike (competition), (product) is (unique differentiation).
For web users who enjoy books, Amazon.com is a retail bookseller that provides instant access to over 1.1 million books. Unlike traditional book retailers, Amazon.com provides a combination of extraordinary convenience, low prices, electronic editions and comprehensive selection.
"Tell me how you solve my problems."
Conduct a quick test of your messaging with people who represent your buyer personas
Does your website focus more on your buyer personas, their problems and solutions to those problems than it does on your products, technology and your company?
Remember: Your buyers only care about solutions to their problems
Lifetime value of customer –
Cost of customer acquisition =
Effectiveness
How do you develop thought leadership?
Through content marketing
Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience—and, ultimately, to drive profitable customer action.
—Content Marketing Institute
Who are great at Content Marketing...
Only 38% of companies rank their launches as highly successful.
—Business-to-Business Launch Survey Executive Summary, Schneider Associates
If you mimic market leaders, you'll only add to their dominance.
—Jon Spoelestra
OUTLINE:
Mark Calkins
@markcalkins
markcalkins.com
By Mark Calkins
Overview of the product marketing manager duties and responsibilities.
I am a software product manager. I also have expertise in product marketing, marketing, UX design, prototyping and web development.