productx 2016 - noa barbiro
TRANSCRIPT
Sell, Sell, Sell (and Listen)
Get THEM to Listen to You
Noa Barbiro
Senior Product Manager
or
Noa
Product Manager
The life and adventuresof
a Product Manager in a
B2B WORLD
Acknowledge the
Elephant
Focused ContentMessages Visuals Inbound
Our Journey Today:
Focused Messages. What Sells
Focused Messages
Start with the
Bottom-lineReflect the
Problem
Story Telling REALInsights
Be your
audience
Domain Expert
It’s a CONVERSATION.
Listen
Personalize
Optimize Visuals. Drive call-to-action
Context
What I’m trying to say ..
What I want to leave behind
VS.
Example – Digital Media Usage
0.2 0.3 0.3 0.3 0.3 0.3 0.3 0.4 0.5
2.2 2.3 2.4 2.6 2.5 2.3 2.4 2.4 2.3
0.30.3 0.4
0.81.6 2.3
2.62.8 3.1
0
1
2
3
4
5
6
7
Ho
urs
per
day
Time Spent per Adult User per Day with Digital Media, USA, 2008-2016YTD
Other Connected Devices Desktop / Laptop MobileSource: KPCB
Example – Digital Media Usage
0.2 0.3 0.3 0.3 0.3 0.3 0.3 0.4 0.5
2.2 2.3 2.4 2.6 2.5 2.3 2.4 2.4 2.3
0.30.3 0.4
0.81.6 2.3
2.62.8 3.1
0
1
2
3
4
5
6
7
Ho
urs
per
day
Time Spent per Adult User per Day with Digital Media, USA, 2008-2016YTD
Other Connected Devices Desktop / Laptop Mobile
52%
39%
Internet Usage (Engagement) Growth Solid +11% Y/Y = Mobile @ 3 Hours / Day per
User vs. <1 Five Years Ago, USA
9%
Example – Digital Media Usage
0.2 0.3 0.3 0.3 0.3 0.3 0.3 0.4 0.5
2.2 2.3 2.4 2.6 2.5 2.3 2.4 2.4 2.3
0.30.3 0.4
0.81.6 2.3
2.62.8 3.1
0
1
2
3
4
5
6
7
Ho
urs
per
day
Time Spent per Adult User per Day with Digital Media, USA, 2008-2016YTD
Other Connected Devices Desktop / Laptop MobileSource: KPCB
Internet Usage (Engagement) Growth Solid +11% Y/Y = Mobile @ 3 Hours / Day per
User vs. <1 Five Years Ago, USA
Example – Digital Media Usage
0.2 0.3 0.3 0.3 0.3 0.3 0.3 0.4 0.5
2.2 2.3 2.4 2.6 2.5 2.3 2.4 2.4 2.3
0.30.3 0.4
0.81.6 2.3
2.62.8 3.1
0
1
2
3
4
5
6
7
Ho
urs
per
day
Time Spent per Adult User per Day with Digital Media, USA, 2008-2016YTD
Other Connected Devices Desktop / Laptop Mobile
Internet Usage (Engagement) Growth Solid +11% Y/Y = Mobile @ 3 Hours / Day per
User vs. <1 Five Years Ago, USA
52%
39%
9%
Example – Digital Media Usage
0.2 0.3 0.3 0.3 0.3 0.3 0.3 0.4 0.5
2.2 2.3 2.4 2.6 2.5 2.3 2.4 2.4 2.3
0.30.3 0.4
0.81.6 2.3
2.62.8 3.1
0
1
2
3
4
5
6
7
Ho
urs
per
day
Time Spent per Adult User per Day with Digital Media, USA, 2008-2016YTD
Other Connected Devices Desktop / Laptop MobileSource: KPCB
Internet Usage (Engagement) Growth Solid +11% Y/Y = Mobile @ 3 Hours / Day per
User vs. <1 Five Years Ago, USA
Example – Digital Media Usage
0.2 0.3 0.3 0.3 0.3 0.3 0.3 0.4 0.5
2.2 2.3 2.4 2.6 2.5 2.3 2.4 2.4 2.3
0.30.3 0.4
0.81.6 2.3
2.62.8 3.1
0
1
2
3
4
5
6
7
Ho
urs
per
day
Time Spent per Adult User per Day with Digital Media, USA, 2008-2016YTD
Other Connected Devices Desktop / Laptop Mobile
Internet Usage (Engagement) Growth Solid +11% Y/Y = Mobile @ 3 Hours / Day per
User vs. <1 Five Years Ago, USA
52%
39%
9%
Example – Digital Media Usage
0
1
2
3
2008 2009 2010 2011 2012 2013 2014 2015 2016YTD
Time Spent per Adult User per Day with Digital Media, USA, 2008-2016YTD
Mobile
Desktop / Laptop
Other connected Devices
Source: KPCB
Hours per day
Example – Digital Media Usage
0
1
2
3
2011 2012 2013 2014 2015 2016YTD
Time Spent per Adult User per Day with Digital Media, USA, 2008-2016YTD
Mobile
Desktop / Laptop
Other connected Devices
Source: KPCB
Hours per day
Example – Digital Media Usage
Source: KPCB
Example – Digital Media Usage
Source: KPCB
Example – Digital Media Usage
Mobile digital media use per day to surpass PC since Q32012
Mobile
PC
Other connected Devices
Source: KPCB
0
1
2
3
2011 2012 2013 2014 2015 2016YTD
Hours per day
Example – Digital Media Usage
Use of digital media through PC to lag behind Mobile
Mobile
PC
Other connected Devices
Source: KPCB
Hours per day
0
1
2
3
2011 2012 2013 2014 2015 2016YTD
Colorful is nice…
(when you are trying to throw a party)
But if you have one idea to convey…
Make sure it’s the only thing that stands out
Sell your ideas inbound
Inbound Communication
Iterate mission statement
Takeaways
Well prepared
persuasive data Sells
