Customer Value, Underperforming Products, Product Demo Objections and More

Proficientz – Product Management University

The B2B Product Manager Magazine May 2017 is now available. In this issue we examine the impact of a customer value culture, why products underperform and three steps to connect corporate strategy to product, marketing and sales execution plans. In This Issue: Blog: High-Octane Product Management. Creating a “Customer Value” Culture, Powered by Product Management & Product Marketing. Product Management Playbook.

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The importance of an effective product marketing strategy

Inside Intercom

Despite the mountain of evidence contradicting the mantra of “if you build it, they will come”, it’s still extremely prevalent among product-first companies. First, most founders don’t have a background in either sales or marketing, and even though they’re told to “ start marketing the day you start coding ”, they just don’t know where to begin, or they’re incredibly overconfident. Do they know where to go to promote their product, and how to do it once they get there?

Win/loss analysis: the product marketer's most powerful tool

Under10 Playbook

There’s one special form of research that many product marketing managers are neglecting—and they’re missing a great tool. Smart product marketing managers use win/loss as a tool to document and measure the buying process.

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How to Determine Product-Market Fit using Cohort Retention Analysis

Aptrinsic

A cohort retention analysis is a helpful tool for product teams to understand how many of their users return to their product and after what period of time. Being able to answer each of these questions is critical to delivering the best customer experience and successful product.

It’s time to get your Ph.D. in Sales Comp

Product Beautiful

The product team I managed was responsible for the integration, product management, and transition. In this case, my team had responsibility for four to five smaller acquisition company products and portfolios. I understand that the CEO has identified this as a strategic product.

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Meet Your New Partner: The Sales Team – B2B Marketing Rules

280 Group

If you’re in a B2B market the chances are that you won’t be successful unless your Sales Team is successful. product, marketing, customer service, and perhaps others). Bill is recognized as an authority in Product Management, in B2B marketing at all levels, and in strategy.

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Part #5 How to adopt Agile Product Marketing

All About Product Management

The Agile Product Manager works closely with the engineering and technical teams working with in an agile framework such as scrum. How do you best communicate product information to outside audiences in an agile way ? Contribute to the product backlog.

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Turn Your Release Notes Into a Content Marketing Machine

Mind the Product

If you’re in a product company the chances are that you’ve developed some process of informing your users about new features. Spending a bit more effort on the process can help you turn your release notes into effective content marketing. Market Your Release.

How to evolve product launches as you grow

Inside Intercom

As a product-first company, new product launches are a core part of Intercom’s DNA – which means there’s always an abundance of juicy launches for us product marketers to work on. 3 tips for a successful product launch plan. Feature/product adoption (usage).

Naimish Gohil – Adapting Your Product for a Changing Market

Mind the Product

Naimish Gohil , Founder of edtech software company Satchel , shares his experience of knowing your user and adapting your product with ProductTank London. To get there they’ve understood their end user better than anyone else and iterated their sales model just like a product. Adapt your product – homework sucks. This was why finding venture capital funding for Satchel’s original product was hard. Building a revenue stream is just like building a product.

Why you Should Create a Person, not Just a Persona

Mind the Product

Her friend asks her if she’s ever considered product management. Sarah does some research, and finds that she has kindred spirits in the product community. One day, Sarah finds out about Mind The Product. Product Manager. Yes, George is a product manager, but does he want to be? Product Manager. As product managers, it is our job to always be fighting against these biases so that we can create a product that fits the market, not one that fits us.

HubSpot’s Kieran Flanagan on product-led growth

Inside Intercom

That doesn’t mean his team overlooks traditional approaches; rather, they’re deploying a blend of tactics to create products with true, measurable value so powerful that it wows users and drives growth. Though he’s now HubSpot’s VP of Marketing and Growth, Kieran has seen it all.

Taking Event Support from Sales Tactic to Product Strategy

Product Beautiful

As a product manager, you may view events as largely tactical and time-consuming endeavors. But the truth is that events aren’t just a sales and marketing tactic. They can and should be a strategic part of your market research—a way to glean feedback from your market as much as they are a place to push your message. While some product managers have a sales background, most don’t. Frankly, a lot of product folks aren’t good at this. Events.

Becoming a Product Leader with Win/Loss Analysis

Product Beautiful

Nearly every product manager I speak to desires to be a leader in his or her organization. Everyone knows that as a member of the Product Team, you must exercise soft skills like influence to nudge your product towards success. Initial contact, sent marketing materials.

A Day at Corporate

Under10 Playbook

The agenda usually involves the company president, the head of technology, one or more product managers, the head of support and services. The product managers certainly need to be there to make sure nobody makes any claims that must be supported elsewhere—such as the demo or on the ever-changing product roadmap; you need to make sure nobody is making any promises the products can’t keep. 11:00 The VP of product management on portfolio strategies.

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Powerful techniques for product launch

Under10 Playbook

So many product managers focus on the BUILD aspects of product but often forget about empowering the launch and its promotion. It’s helpful to understand that product release is the end of development; product launch is the beginning of promotion.

Karen Peacock on growing Intercom from 350 to 600 people

Inside Intercom

Their wide-ranging conversation touched on everything from product market fit to the best hiring approach to the role of COOs. The first time Karen saw a demo of Intercom, she instantly thought, “This is the product that I have needed in every SaaS business I’ve ever run.”

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6 Reasons Why Boston is a Great Place to be a Product Manager

bpma ProductHub

The Boston area may just be the best place to be a product manager today. Bloomberg compared states based on R&D, productivity, high-tech density, concentration of STEM* employment, science/engineering degree holders, and patents with other areas. Contributed by Steve Robins.

Don't look for answers in your office.

Under10 Playbook

A product marketing manager wonders what he should be doing while development is working on the product. Before you worry about go-to-market, get a concept in front of some customers. Test your product idea. MVP is the smallest amount of coding that can be used to test your product hypothesis.” ” There seems to be confusion about "minimum viable product" (aka MVP). Maybe you show a "before and after" image as a demo.

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Launching A New Product? Don’t Forget The Rest Of The Company.

The Product Coalition

Align everyone in sales, marketing, product, customer success, and professional services. The secret to a successful product launch is in the consistency of the process. Has your business leader approved of the product launch?

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Product Management Is a Contact Sport – What’s Your Injury Risk?

Proficientz – Product Management University

If product management is a contact sport, what’s your organization’s risk of injury? Delivering, marketing and selling products in B2B is a contact sport in many ways. Think of the product delivery process as the athlete. The Body Part: Product Strategy & Planning. Many organizations use the product manager as a one-size-fits-all pad. The Body Part: Functional Product Design. The Body Part: Product Development.

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Are You A Trusted Advisor?

Under10 Playbook

” He is contacted directly by potential buyers—they don’t want a sales demo, they want advice. And because he knows the industry and the products serving that industry, he can understand their problems and recommend a solution, whether from his firm or another.

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Are You A Trusted Advisor?

Under10 Playbook

” He is contacted directly by potential buyers—they don’t want a sales demo, they want advice. And because he knows the industry and the products serving that industry, he can understand their problems and recommend a solution, whether from his firm or another.

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Consider a soft launch

Under10 Playbook

Meghan was hired a few weeks before an initial product launch. She couldn’t find many of the core product pieces so she was forced to start from scratch. She jumped right in to understand personas and problems so she could define the product positioning.

Managing Manufactured Products: Preparing to Launch

Mind the Product

In this third post in his series on product management for manufactured products, Dustin Levy looks at how you prepare for launch. Often, these prototypes will demonstrate selected features or subsystems of the final product you intend to launch. Once all features and subsystems are developed, you will begin to prepare for production readiness. In some organizations, production readiness and launch are synonymous. Demonstrating Production Readiness.

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Five Ways to Foster Data Literacy Across the Organization

Indicative

This is especially true for marketing and product professionals. Keeping track of how customers are interacting with their brands, and how long products are taking to catch on with audiences traditionally requires data teams to conduct lengthy analysis.

When messaging becomes more than just chat: which apps should I use?

Inside Intercom

For marketers like me, this is an incredibly powerful concept. At Intercom, we decided to have our Demand Generation team look after Messenger on our website and our Product Marketing team look after Messenger inside our app. Sales & Marketing Messenger

Product adoption: how to get customers to embrace your product

Inside Intercom

All products share a universal problem, no matter how long they’ve been around or how well they are built – the problem of customer inertia. Luckily, there are ways to convince them to make a switch and increase your product adoption. What is product adoption? Marketing

5 Ways to Foster Data Literacy Across the Organization

Indicative

This is especially true for marketing and product professionals. Keeping track of how customers are interacting with their brands, and how long products are taking to catch on with audiences traditionally requires data teams to conduct lengthy analysis.

TEI 222: Presenting new products at trade shows and events – with Amy McWhirter

Product Innovation Educators

Learn how to cut through the noise and make human connections presenting new products. For many product people, participating in their industry trade show each year is one of the most important things they do. Summary of some concepts discussed for product managers. [2:54]

10 Questions from The Clever PM

Mironov Consulting

What does “Product Management” mean to me? What are the biggest challenges that Product Managers face? What advice do I have for Product Managers struggling to balance agility and Agile development with planning and strategy?

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Creating Effective Channel Training

Under10 Playbook

For effective channel training, product managers and marketers need to re-think what sales people and channel partners require to be successful. The biggest mistake we make when conducting channel training is teaching how to USE the product instead of teaching how to SELL the product.

4 Ways Product Teams Can Make Customers More Successful

Gainsight

We all know how it works…a fledgling SaaS company releases a minimally viable product and starts bringing on customers. Early customers help shape the direction of the product and before you know it, a Customer Success team is created. Best Practices Product Experience

Factors That Drive Product Management Excellence; Product Management Learning Library; Moving from Products Towards Solutions

Good Product Manager

While I did get some rest and relaxation, I’ve also been busy over the past few weeks with lots of exciting news and resources for product management leaders and product management teams. The Four Key Factors That Drive Product Management Excellence. Product management has long been practiced based on “gut.” ” Few product managers have ever taken a course in product management and many have never even attended a training class.

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10 Hacks of Customer-Centric Enterprise Product Managers

Mind the Product

Over the years I’ve worked alongside a number of enterprise product managers in many companies. I’m a product manager at Adobe, a company with a long product management tradition and which has produced some of the best products in the history of software.

Sujan Patel on scaling growth with chatbots

Inside Intercom

As the co-founder of WebProfits , he’s led marketing strategy for the likes of Intuit, LinkedIn and Salesforce. You may remember him from his previous appearance on Inside Intercom, where he spoke about growth marketing for startups. It’s the marketing and the brand.

Tools to Help Product Managers Think Strategically and Commercially: State of Product Meeting

Mind the Product

This second post on the methods we use at Onfido to help us think commercially and strategically looks at State of Product meetings. This meeting is an exercise in strategy, an opportunity to take stock of where your product is, where it fits within the wider market, and where it should go.

Understanding Enterprise Product Companies

Mironov Consulting

I’m often asked by B2C product managers how B2B companies are different, or about switching between the two. Here are some thoughts on company-wide structural differences and how we product managers get our work done. Product are sized and priced and packaged for easy purchase.

Where does product management belong in your organization?

Under10 Playbook

In my first job in product management, I was based in DC and my developers were based in California. I showed them what I’d been working on and they showed me new product features that were waiting for my approval. Product management in Marketing.

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Proficientz Announces 2018 Product Management University Training Curriculum

Proficientz – Product Management University

GREENVILLE, SC – April 12, 2018 — Proficientz announced today its 2018 Product Management University training curriculum, a series of training courses that teach best practices in product management, product marketing and sales enablement for B2B and B2B2C organizations. Proficientz is known for its unique approach of mapping course content specifically to the clients’ products and markets.

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