PHASE 14: PRODUCT MARKETING SUPPORT

Translate user requirements into product value that resonates with buyers

 

Product managers speak the language of product features and functionality. This resonates with users as they are motivated by what a product will do to make them more efficient and effective. However, this same language does not resonate with buyers. A buyer needs to understand things such as the value of a product, the ROI, and a product’s differentiators. Great product marketing translates features and functionality of a product into value propositions and competitive advantages that drive a consistent message that resonates 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. Product messaging resonates with your buyers.

2. The value proposition of each of your products is clearly articulated.

3. Your product differentiation is understood by buyers.

4. Your product marketing team works closely with product management throughout the development process.

5. You have no finger pointing between product marketing and product management regarding messaging.

6. Using a research-based approach, you have a messaging plan for each product.

7. Using a research-based approach, your product marketing content makes your products clearly identifiable.

8. Your product marketing team develops sales plays and playbooks for enablement based on use cases.

9. Your product marketing team develops sales job aids to drive sales success.

10. Your sales and customer success teams have talk tracks in advance of product releases.

Deliverables

• Quick Win Promotion Plan

• Messaging Audit

• Product Positioning Statement

• Messaging Plan

• Product Value Propositions

• Competitive Positioning Analysis

• Product Marketing Content

• Marketing and Sales Compensation Plan Audit

• Sales Plays and Playbooks

• Customer Testimonial Template

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