August 16, 2017

Driving the Marketing and Sales Funnel to Close Deals: What Product Marketers Must Know and Do!

The following presentation is from my AIPMM Webinar deliver on Feb 14, 2014.

The Product Marketer is responsible for ensuring demand for a product in the market, and part of the responsibility is “guiding” marketing programs that will drive that demand. Without a clear understanding of the Product Marketer’s role in demand generation, demand generation programs too often lack clarity and focus and deliver marginal results. But what does this really mean for the Product Marketer? What must the Product Marketer know and be able to do to effectively drive demand?

In this webinar, you’ll learn:

  • A clear definition of Product Marketing’s role in demand generation
  • How to define program goals
  • How to determine the best methods of customer acquisition
  • How to define program metrics and monitor the marketing and sales funnel

Nothing Happens Until Someone Sells Something: Best Practices to Enabling Your Sales Channel to Effectively Sell Your Products

The following presentation is from my AIPMM webinar on Nov 1, 2013.

Too often, those of us in the product marketing role are not doing enough to help our sales team or sales channel be successful. Our typical approach to helping is to provide a new salesperson with some marketing collateral and a product presentation and then wish them luck as they look for prospects and try to close deals with anyone that listens. This approach is sufficient for the star salespeople as they intuitively know how to talk with the right potential buyers about their problems and then show these buyers how to solve these problems with their products or services. But unfortunately, this only represents about 20% of salespeople. The other 80% of sales people need more training and coaching to be successful and we as product marketers need to help them be successful. This is the process of “Sales Enablement”.

What happens when we don’t engage in the sales enablement process? Sales people pursue opportunities that don’t fit well with your solution, speak with the prospects that aren’t really decision makers, sell solutions that you don’t really have and the list can go on. But the overall resulting impact is wasted time and effort in pursuing the wrong opportunities, confusion in the market place and poor sales results.

How to Create Sales & Marketing Tools That Sales & Customers Will Actually Use

The following is my AIPMM webinar from Oct 4th, 2013.

According to the American Marketing Association (AMA), “Up to 90% of collateral created by marketing is never used by sales.” That is an astounding statistic which should be a wakeup call to those of us in Product Marketing that we need to be doing something different. Most of the time, sales doesn’t use our tools because the tools are ineffective, and the reasons for this include:

  • Too many companies create a standard checklist of marketing and sales tools based upon what someone used in a past company, without any consideration as to what is really needed in this company.
  •  Too much content is about the company and their products with little discussion about the buyers and users and what they need.

What is a Go-to-Market Strategy & How to Create One

Going From Messaging Nightmare to Messaging Delight, How to Create a Powerful Messaging Platform

How to Develop a Deep Understanding of Your Target Markets: The Starting Point for Great Product Marketing

What Product Marketing Can Do To Overcome The Eight Most Common Barriers To Accelerating Sales Revenue

How Product Marketing Contributes to Revenue Growth & Product Success – Webinar Series

We partnered with AIPMM to conduct a series of Webinars on what Product Marketing can do to contribute to product success via revenue growth.  The role of Product Marketing is often misunderstand and through these webinars, I hope you better understand the strategic nature of the Product Marketing role and how they must partner with Product Management and Sales to drive revenue and product success.   The series of webinars includes:

Please click on the associated link for registration information.