HOW TO PLAN YOURPRODUCT MARKETING

LAUNCH

A webinar withMathew Sweezey and Jesse Noyes

June 17, 2015

HOUSEKEEPING

This presentation WILL BE recordedFollow #launchit

Q&A to followQuestions in the chat box, please

Mathew SweezeyPrincipal of Marketing InsightsSalesforce

Jesse NoyesSenior Director of Product

Marketing and ContentKapost

M or e tha n 95% of n ewpr oducts l a un chedea ch y ea r ….

fa i l .@noyesjesse

T oda y ,we'l l wa l kth r oughth e s tepsto m a k e aW I N N I N Gpr oductl a un chs tr a tegy .

@noyesjesse

# 1: F r a m e th e pr obl em .

@noyesjesse

I den t ify in g B uy er s ' N eeds

How muchbuyers are tryingto solve theirproblems

How muchbuyers are

searching foryour solution

@noyesjesse

# 2: I den t ify y our ta r geta udien ce a n d object iv e.

@noyesjesse@msweezey

66% of B 2B m a r k eter s a r ech a l l en ged with dev el opin gta r geted con ten t by buy erper s on a a n d s a l es s ta ge.

@noyesjesse@msweezey

# 3: U s e a con ten t pi l l a r a ppr oa ch .

@msweezey@noyesjesse

M a p C on ten t to E v er y S ta ge of th eS a l es C y cl e

@msweezey@noyesjesse

# 4:F eedev er y

ch a n n el .

P odcast

S lideS hare

B log

P R /AR

S ocial

E vents

P artners

Website

C ontentasset /

C ampaign

@noyesjesse@msweezey

B 2B m a r k eter s us e a na v er a ge of 15 ta ct ics …

…a n d 7 dif fer en ts ocia l pl a t for m s

@noyesjesse@msweezey

# 5: T a k e a dv a n ta ge ofm a r k et in g tech n ol ogy .

@msweezey@noyesjesse

C M Os wil l h ol d 10% of th e techbudget by th e en d of th is y ea r .

@noyesjesse

# 6: E x ecute + en a bl e in ter n a l tea m s .@msweezey

G iv e y our tea m s a n in ter n a l l ibr a r y@msweezey

# 7: M ea s ur e r es ul ts , ga th erin ter n a l feedba ck , a n d dev el opin ga con t in ued a wa r en es s pl a n .

@noyesjesse

W h a t to m ea s ur e?

I n ter n a l R ea ch

E x ter n a l R ea ch

L ea d & R ev en ue A ttr ibut ion

@noyesjesse

BULLSEYE !Or at l eas t get t i ng c l os er .

@noyesjesse

Q&A