The New Product Marketing Playbook
Download as PPT, PDF23 likes20,299 views
The document outlines a new product marketing framework and playbook that focuses on engaging customers through content, visibility, messaging, and engagement instead of traditional PR, advertising, and branding approaches. It recommends using helpful, understandable content that answers who the product is for and provides value, building an engaged community, and creating shareable content and success stories to increase visibility among non-users.
![Questions April Dunford RocketWatcher.com @AprilDunford [email_address]](https://image.slidesharecdn.com/productmarketingplaybookforforresterfinalb-100624082932-phpapp02/85/The-New-Product-Marketing-Playbook-12-320.jpg)
The New Product Marketing Playbook
- 1. The New Product Marketing Playbook April Dunford RocketWatcher.com @AprilDunford
- 2. The World is Changing Nobody believes vendors Customers can broadcast to the world Prospects can easily talk to each other Product info is readily available
- 3. What Changes? Buying vs. Selling Earned vs. Bought Media Visibility vs. Branding/Advertising Customer Service
- 4. Product Marketing: More Important Than Ever Traditional PR/Advertising/Branding are becoming less effective and relevant. Engaging customers requires: Deep market understanding Deep product knowledge
- 5. The Old Playbook Too Much Product Technology Sales Support Not Enough Customer Value Content Community Engagement Market Learning
- 6. A New Product Marketing Framework
- 7. Key Elements Content Visibility Messaging Engagement
- 8. Messaging Clear and understandable Free of unsubstantiated claims Answers the question – Who is this for? Stories, stories, stories.
- 9. Content Requires a strategy Map to steps in buying process Helpful AND engaging Provides the benefit of your expertise in the market (not necessarily about product)
- 10. Engagement Community – an increasingly important communications channel Bring customers & prospects together Help/incent customers to carry your message How can Marketing help Customer Service
- 11. Visibility How non-users observe that others are users: Product features Shareable content Reviews/awards Independent analysis Success marketing
- 12. Questions April Dunford RocketWatcher.com @AprilDunford [email_address]