PHASE 12: PRODUCT MARKETING

Translate product features into value messaging that resonates with Buyers.

 

Product features and technical functionality are critical in designing products. However, these do not always motivate Buyers to purchase a product. Buyers want to understand the unique value a product will provide, and what the Return on Investment (ROI) will be. Great product marketing translates features and functionality into value propositions and competitive advantages that resonate with Buyers. This value messaging is leveraged in marketing campaigns and sales enablement tools and translates to successful launches and revenue growth.

Rapid Diagnostic

1. Your Product Marketing team understands the business outcomes they need to deliver.

2. Your Product Marketing team has a defined strategic focus that is aligned with Marketing and Sales.

3. Your Product Marketing team has its own objectives-based budget.

4. You developed a revenue plan for every product in your portfolio.

5. Product Marketing as identified all competitors of each product in your portfolio.

6. By product, you have calculated the pipeline attribution.

7. You have a Product Marketing team that develops messaging, value propositions, and competitive positioning statements.

8. The Product Marketing plan impacts and integrates with the Sales operating plan. (i.e., quotas, account resourcing, territories, compensation, etc.)

9. Your Product Marketing team actively produces and/or contributes to product-specific collateral, content marketing, web content, media outreach, and PR.

10. Your Product Marketing team develops messaging based on the needs of your Buyer personas.

Deliverables

• Product Messaging Audit

• Product Messaging Plan

• Competitive Product Positioning Analysis

• Product Positioning Statements

• Product Value Propositions

• Product Marketing Content

• Customer Testimonial Template

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