™ ™ Effective Product Develop successful go-to-market strategies for your product Effective Product Marketing

Is your product marketing plan just a list of I. Roles and Responsibilities tactical activities? Are constant requests from Most product marketing dominating your time? responsibilities are poorly defined, resulting in tactical go-to-market The Effective Product Marketing seminar teaches you how to plans and constant, disruptive focus on the way customers buy, becoming intimately familiar with the personas involved in a purchasing decision. Every requests for sales support. concept in the seminar is designed to be actionable as soon as Product marketers need to optimize you return to the office. their time and knowledge to enable Learn how to create buyer persona profiles that identify points effective sales and marketing of of resistance to your products and the criteria buyers use to their products. make decisions. Once the profiles are created, understand how to develop program strategy and messaging that addresses the The entire product and marketing needs and attitudes of your buyer’s decision making process. team, regardless of size, needs a Learn how to measure the ROI for your go-to-market strategy process that measurably contributes with meaningful metrics. to business and strategic goals. Gain clarity about the skills product marketers need to master and the results they should expect Who should attend? Included templates & checklists from other members of the team, Product managers, product including industry or segment marketing managers •Go-to-Market Plan managers and those in Marketing and directors, industry •Buyer Persona Profile Communications. marketing managers, segment managers, • Topics Covered anyone working in field •Market Awareness marketing and marketing • Differentiate roles of communications. •Marketing Assets/Liabilities and product marketing You should attend if you •Recommended Marketing Metrics • Distinguish sales support from product are responsible for planning marketing or executing programs that build market share in • Ensure effective hand-off between Product technology markets. Management, Marketing, and Sales

$1,595 (US) per person ­­– 2 days $2,195 (US) per person ­­– 3 days with Product Launch Essentials

Visit PragmaticMarketing.com or (800) 816-7861 to conduct this seminar at your office Effective Product Marketing™

II. Segmenting and III. Building a Strategic IV. Align with Sales V. Goal-Oriented VI. Start Where You Are Targeting Audiences Product Marketing Plan How do you effectively enable Program Execution In most situations, programs are Understanding the buying Product marketing is not an direct and indirect sales It’s critical that marketing already in progress. Learn how criteria associated with the endless list of disconnected channels to succeed without programs contribute to the to introduce key concepts and economic, technical and user activities, but a careful, providing hands-on support for company’s strategic goals for principles from the seminar for buyers who are part of a complex structured program that chooses individual deals? revenue growth, positioning a near-term program or product launch. selling process is critical when and measures each activity for its Learn techniques that prevent awareness and customer defining target markets. contribution to a corporate goal. the daily interruptions from retention. Sales by giving them what Learn how to profile each Learn how to bring the most Learn how to focus on programs Topics Covered persona’s pain points and the valuable “marketing assets” they really need to move that have the highest probability criteria they use to make a together in a plan to achieve opportunities through every of contributing to measurable • Prioritizing next steps purchase decision. Understand measurable results. See how stage of the sales process; from improvements in both short and lead acceptance through contract • Implementing new ideas for how segmentation and messaging to build a budget that clearly long term goals. Use practical current programs strategies impact buyers in delineates the cost and results signing to implementation. measurements that can be • Continuously measure and improve mature or developing markets. of each program, generating See how to motivate Sales to sell implemented immediately, company-wide support for the new products or technologies whether or not the organization right marketing investment. to new buyers or market is using a Customer Relationship Topics Covered segments, overcoming the system (CRM). channel’s natural resistance to • Segmented marketing strategies Topics Covered anything that is unfamiliar. • Buying criteria and program Explore opportunities to build • Communicating the business case Topics Covered influences web content and sales tools for product marketing programs that influence competitive • Managing and measuring lead quality • Building market messages • Supporting sales goals positioning and buying and throughput decisions. • Metrics that build management • Integrating programs by market support segment and target audience • Measuring results with or without CRM • Creating the right marketing Topics Covered budget • Influencing customer retention and • Responding to endless tactical • A strategic approach to the migration requests marketing program mix • Building and measuring positioning • Measuring and improving sales awareness processes/productivity • Optimizing web content and sales tools • Working with Sales to sell new products and enter new markets

Visit PragmaticMarketing.com or (800) 816-7861 to conduct this seminar at your office Visit PragmaticMarketing.com or (800) 816-7861 to conduct this seminar at your office