12 results found

1. Let Your Customer Do the Talking: Case Study Tactics & Strategies

   Nothing helps a potential customer get over the hump than hearing about how their peers are already using your products and solutions.

   In this session we will cover the fundamentals of quickly creating case studies that explain your product's value proposition and legitimize your solutions efficacy in a given market.

   Topics will include:
   Goal-setting & Groundwork
   Finding Good Subject Matter
   Ingredients of an Effective Case Study
   Interview Guide Development
   How to Leverage a Good Case Study in the Content Marketing Driven World

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2. You Built It - Now Will They Buy It? 3 Sure-Fire Ways to Build Demand and Improve Marketing

   Let's face it: Most marketing campaigns are pretty lousy. We can fix this -- by breaking a few simple rules.

   In a fast-paced, interactive workshop, we’ll map how to grab distracted buyers – and get them wanting more. You’ll leave with real-world tips to
   
   • Boost email click-throughs – (how does s a 600% gain sound?) as much as 600%
   • Grow your pipeline 100% with a campaign prospects can’t ignore
   • How to play this up for free PR

   This interactive, practical presentation is hosted by Amy Bermar, who has been launching companies, and products, for a few decades now.

   We'll tackle the very real challenges of how to break through to distracted, disengaged buyers – and turn them into active customers.

   We'll map how to understand your customers, beyond their potential lifetime value.

   You'll get a framework for creating high-performance campaigns that drive meaningful revenue – and can be replicated – and leveraged across social networks.

   Take away practical examples that help you map how you can improve your campaigns, starting tomorrow with pragmatic tips that really work.

   Let's face it: Most marketing campaigns are pretty lousy. We can fix this -- by breaking a few simple rules.

   In a fast-paced, interactive workshop, we’ll map how to grab distracted buyers – and get them wanting more. You’ll leave with real-world tips to
   
   • Boost email click-throughs – (how does s a 600% gain sound?) as much as 600%
   • Grow your pipeline 100% with a campaign prospects can’t ignore
   • How to play this up for free PR

   This interactive, practical presentation is hosted by Amy Bermar, who has been launching companies, and products, for a few decades… more

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3. How do you measure up? A crowd-sourced, cross-pollinated discussion on evaluating product marketing effectiveness.

   As a product marketer how do you evaluate if you’re being effective? If you’re in marcomms, product management, sales or the CEO how do you evaluate if the role is being effective and properly supported?

   Is product marketing judged on volume output such as leads, events, webpages or trainings produced? Are you being driven by “optics and politics” and “the way things are done here “or jumping on the latest trends and content tactics du jour.

   How do you determine if your priorities are in the right place? If you are over or understaffed, if there are bottlenecks or organizational issues that inhibit effectiveness. Is your measure of success different at different stages of product/company development? Does product marketing in a start-up or for a new product get measured in the same way as a more mature one?

   Are there common metrics regardless of company size or product maturity?

   We’ll propose some straw man metrics and then organize the chaos that will likely ensue. So come ready to participate!

   As a product marketer how do you evaluate if you’re being effective? If you’re in marcomms, product management, sales or the CEO how do you evaluate if the role is being effective and properly supported?

   Is product marketing judged on volume output such as leads, events, webpages or trainings produced? Are you being driven by “optics and politics” and “the way things are done here “or jumping on the latest trends and content tactics du jour.

   How do you determine if your priorities are in the right place? If you are over or understaffed, if there are bottlenecks or organizational… more

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4. Branding: Companies, Products, and Consumers

   Brands make a statement. Brand recognition helps to sell products and ideas. Are you launching a product with an overarching parent brand? Are you a start-up breaking into a market, looking to build a brand presence? Your Logo is a memory to the consumer, they will relate that to a feeling or experience. What do you want to stamp in their mind? What feeling do your want to evoke? Do you know your product but not your brand identity? Come to this branding session to learn more about defining, visioning and creating a brand that has legs, and will hit the ground running.

   Brands make a statement. Brand recognition helps to sell products and ideas. Are you launching a product with an overarching parent brand? Are you a start-up breaking into a market, looking to build a brand presence? Your Logo is a memory to the consumer, they will relate that to a feeling or experience. What do you want to stamp in their mind? What feeling do your want to evoke? Do you know your product but not your brand identity? Come to this branding session to learn more about defining, visioning and creating a brand that has legs, and will hit… more

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5. Boost Adoption and Engagement with Unsexy Content

   You already have a marketing strategy that includes creating fresh, relevant content to increase awareness and adoption of your product. But there’s an often overlooked tool you can use to invigorate your existing user base and potentially turn them into evangelists.

   Educational content isn’t exciting. BUT if it’s available when your users need it most, and it’s clear and truly helpful, then you’ll convert them from a passive consumers to vocal advocates of your product. The secret is knowing where, when and with which medium (on your website, via email, in-app alerts, blog posts, tweets, etc.) to deliver messages your users actually care about. We’ll discuss how to leverage your existing help docs, develop new educational content and craft a strategy for:

   1) Building a customer-centered platform
   2) Leveraging data to determine ideal topics and identify user issues
   3) Blogging with a purpose: develop your user and build their skills
   4) Producing lifecycle emails (plus smart follow-ups)
   5) Curating a thorough knowledge base

   Join @Shareaholic’s Devin Bramhall and Danny Wong and learn their content marketing strategies for engaging Shareaholic’s 300,000+ users. Devin (@devinemily) is the Product Marketing Manager, and is an accomplished storyteller, writer, daydreamer, and startup junkie. Danny (@dannywong1190) is the Marketing Manager, and is a social media addict and haphazard blogger.

   You already have a marketing strategy that includes creating fresh, relevant content to increase awareness and adoption of your product. But there’s an often overlooked tool you can use to invigorate your existing user base and potentially turn them into evangelists.

   Educational content isn’t exciting. BUT if it’s available when your users need it most, and it’s clear and truly helpful, then you’ll convert them from a passive consumers to vocal advocates of your product. The secret is knowing where, when and with which medium (on your website, via email, in-app alerts, blog posts, tweets, etc.) to deliver messages your… more

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6. The Art and Science of Pricing: Simple tools to align price with value

   You have the offering and you know which markets to target, but do you really know how much to charge?

   Learn how to set prices with confidence.

   • Overview of value based pricing principles
   • How to align price with the value that your offerings deliver
   • How to structure product offerings to capture that value
   • How to use simple tools to set prices with greater confidence
   29 votes

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7. Digital Product Marketing 202: Crowdsourcing Actionable Ideas For Building Awareness At Scale

   In this session, I would like to go over the various channels of communication available for product marketing and explore which are the most effective for a marketing mix based on growth and sustainability. Rather than a typical snoozefest presentation, the group will be integral to the success of this session as we crowdsource, explore and debate which areas (SEO, PPC, PR, content, conversion marketing, a/b testing ect.) are needed for successful launches.

   • @MrRyanConnors
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8. Litle & Co.’s Secrets to Increasing Corporate Valuation By Selling Value-Added Services

   In 2007, Litle & Co. was already a market leader in eCommerce credit card transaction processing. Looking ahead Litle management recognized that their core business was becoming commoditized and price levels would be compressed.

   To ensure continued growth, they began a process of shifting their focus from core payment processing to selling value-added services. While value selling may be the holy grail for technology companies, Litle realized it was easier said than done; change can be scary and internal roadblocks needed to be overcome.

   In this session, you will hear about Litle’s successful transition to selling and delivering differentiated value, and the net result: a significant increase in Litle’s valuation leading to a rewarding acquisition.

   Bill Cohn, Director, eCommerce Product Management at Litle; Dave Burrows, founder and former VP of Product Management at Litle and Neil Baron of Baron Strategic Partners will run this session.

   In 2007, Litle & Co. was already a market leader in eCommerce credit card transaction processing. Looking ahead Litle management recognized that their core business was becoming commoditized and price levels would be compressed.

   To ensure continued growth, they began a process of shifting their focus from core payment processing to selling value-added services. While value selling may be the holy grail for technology companies, Litle realized it was easier said than done; change can be scary and internal roadblocks needed to be overcome.

   In this session, you will hear about Litle’s successful transition to selling and delivering differentiated value,… more

   60 votes

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9. Five Steps to Creating a Content Strategy that Generates Leads

   If you’re a product manager or product marketer, sooner or later you will have to create or drive content as part of your organization’s content strategy. This session will explain the five main steps you need to take to create a content strategy that generates leads. They are: 1) identifying your customer, 2) understanding the buyer’s journey, 3) auditing the content you have, 4) identifying new content to create, and 5) generating leads from your content. Sounds straight forward, but developing a good content strategy and executing it is a big challenge for most organizations and their aren’t a lot of B2B marketers doing it right today.

   Join, Carole Gunst, who has been a product marketer at several Boston-based technology companies ranging in size from boot-strapped ventures to major corporations, to learn more. See you at Product Camp!

   If you’re a product manager or product marketer, sooner or later you will have to create or drive content as part of your organization’s content strategy. This session will explain the five main steps you need to take to create a content strategy that generates leads. They are: 1) identifying your customer, 2) understanding the buyer’s journey, 3) auditing the content you have, 4) identifying new content to create, and 5) generating leads from your content. Sounds straight forward, but developing a good content strategy and executing it is a big challenge for most organizations and their aren’t a lot… more

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10. Is Agile Breaking Product Management?

    The success of agile development methods has had a detrimental effect on product management. The role used to be clear but what is today’s profile for product management success? Agile methods are great but the intense focus on product development has ignored the business and marketing roles of product management. Product management activities extend beyond development to shepherding the product through the entire process from idea to creation to delivery to customers.

    Learn about the four roles of product management and how they can super-charge your team.

    38 votes

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11. Videos to Drive Marketing Strategy - The MathWorks Way

    We will discuss how MathWorks Product Marketing Managers create and use internal videos to:
    * Communicate strategy across multiple teams
    * Get buy-in on positioning
    * Improvise workflows
    * Highlight usability issues
    * Visualize the product feature
    * Get an early start on marketing materials
    * Create great products and messaging!

    Rather than waiting for your development team to deliver a fully functioning feature for you to promote. We encourage getting your hands dirty early and showing a vision of how customers will learn about and experience your feature or product.

    41 votes

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12. The Story of HubSpot Product Launches

    Every product has a story. HubSpot's story starts with founders Dharmesh Shah and Brian Halligan taking on a new kind of marketing initiative and turning it into tangible software for marketers. But that's not where HubSpot's story ends - and it continues every day through the new features and functionality we launch that affects our 10,000 paying customers, countless prospects, and a fleet of sales folks ready to sell, sell, sell. How do we handle it all? We've developed our own guide to successful product launches that we practice every day.

    Come join product marketers Jeff Russo and Maggie Hibma from HubSpot for a glimpse inside how HubSpot does product launches, from setting the story with our development team all the way through tracking customer adoption and further education. We'll talk about our launch strategies, our "menu" of communication channels and what we consider a successful launch on the product marketing team. Because launching a new product isn't about announcing to the world it's arrived - it's about telling the world the story of why it should matter to them.

    Every product has a story. HubSpot's story starts with founders Dharmesh Shah and Brian Halligan taking on a new kind of marketing initiative and turning it into tangible software for marketers. But that's not where HubSpot's story ends - and it continues every day through the new features and functionality we launch that affects our 10,000 paying customers, countless prospects, and a fleet of sales folks ready to sell, sell, sell. How do we handle it all? We've developed our own guide to successful product launches that we practice every day.

    Come join product marketers Jeff Russo and Maggie Hibma… more

    113 votes

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