Product Marketer

Should CMOs own product development?

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Marketers often talk about the distinction between consumer and B2B marketing when it comes to tactics and strategy, as well as individual background.

StartUP Product‘s insight:

A very different perspective coming out of Australia!

Notes:

CMO = Chief Marketing Officer

CPO = Chief Product Officer

CBO = Chief Brand Officer

  • leaders on both sides of the fence usually share a history of roles in product management and marketing.
  • As the voice and direct link to the customer, CMOs are in a unique position to also help craft products that meet those customer needs in a responsive way
  • all CMOs must be integral to product design
  • CMO should have a seat at the top table as one of the development team
  • marketing chiefs should be the voice of the customer and be responsible for defining the customer archetypes and then synchronising the brand experience across digital, social, marketing, online, mobile and product
  • Making sure you have products that are measured upon customer experience – VPs responsible for customer experience, customer feedback and business intelligence reported to the CMO.
  • experience in product management has given her the tools to take a holistic view at the software-as-a-service collaboration provider
“Without the pillars of product marketing, program development, digital, pricing and product management and development, I wouldn’t be as successful,” she claimed.

See on www.cmo.com.au

A Product Manager’s Job

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Product management is one of the hardest jobs to define in any organization, partially because it’s different in every company. I’ve had sev…

StartUP Product‘s insight:

Read Josh Elman’s breakdown of his definition of the job of a product manager: Help your team (and company) deliver the right product to your users.

While many people describe a PM as CEO of the product, Josh takes a thoughtful, but different, perspective that emphasizes the importance of the whole team.  We, too, believe strongly in the value of cross-discipline collaboration, and we’re thrilled to have Josh as a speaker for Startup Product Summit SF2.

Sign up now and don’t miss the chance to hear him speak live!

See on medium.com

Creating Web Content for Enterprise Software Lead Generation | What is Product Marketing?

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web content should not only drive leads but it should also help educate potential buyers and help you close the deal

StartUP Product‘s insight:

The enterprise software sales cycle has changed.  Because so much can be researched online, potential customers reach out to potential vendors later than they used to.  Enterprise software sales organizations need to pivot to accommodate these trends and thoughtfully creating content geared towards driving lead generation is one tactic that can help.

See on whatisproductmarketing.com

Why Collaborative In Person Learning Works

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Editor’s Note:  This is a guest post by Brittany Martin, a product marketing manager and recent transplant to the Bay Area from Pittsburgh, PA.  Prior to joining us in California, Brittany was a curator of StartupDigest, Pittsburgh.  She just began a new PM gig at ReadyForce, and is thrilled to be on their team and on ours.  Follow her @BrittJMartin and read her new blog, San Francisco via Pittsburgh.  Join us in welcoming Brittany to San Francisco and to Startup Product!

I wanted to learn about forums: how to create, moderate and monetize them. There are dozens of places on the internet that are eager to teach me but I chose to attend Forumcon 2013 in San Francisco instead. It proved to be a good decision. I was exposed to the thoughts and exercises from the people who are labeled experts on forums. After the intensive one day conference, I felt like I had compressed a crash course on forums in my head.

Why was it such a success? Was it the expert’s advice? The excellent planning and accompanying materials? The excellent venue (and fabulous coffee that went with it)?

While these certainly helped, the key for me was the conversations that I had in between sessions. The kind of conversations that lead to the killer question, “…and why are you attending this?” I was asked this so many times that I found myself revising my answer to an actual attainable goal. Then as I sat through sessions, I made meaningful connections to what I needed to learn to reach those goals.

The conference attendees shared the experience of ForumCon in a way that was important. Regardless of your knowledge on forums, all of the attendees were treated equally. This made a beginner feel at home but there was enough content for intermediate levels to feel challenged. The world is making strides towards collaborative learning online but to me, those side in-person conversations will be hard to replace.

This is another reason why I’m excited to be contributing towards the Startup Product Summit SF2 coming up on October 11th, 2013. Everyone will be encouraged to contribute their point of view, workshop their product dilemma, and share their lessons learned. The conversations between attendees will be just as meaningful as the ones between the attendees and speakers.

Let us know in the comments what conferences you have attended and how they benefited you. I hope to meet you in person in October.

~Brittany

Don’t forget to register for Startup Product Summit SF2!  You have time left to get in on the Super Early Bird price.

#ProdMgmtTalk Live Broadcast: Ed Brill, IBM Exec, on Becoming The Social Product Manager

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Social business tools can help product and brand managers to become more engaged, transparent, and agile, leading to better business outcomes. IBM executive Ed Brill discusses IBMs social business journey with host, Cindy F.

StartUP Product‘s insight:

“Product managers have an incredible opportunity to leverage social business tools, beyond the typical sales and marketing uses in place today. I am looking forward to being on the Global Product Management Talk to expand the understanding of this opportunity to product managers across industries worldwide!” says Ed Brill, Author of “Opting In.”

Listen! http://bit.ly/19anIx2

Call in to talk on the show (323) 927-2957 and participate on Twitter by following @ProdMgmtTalk and tweeting using the hashtag #ProdMgmtTalk

About Ed Brill

Ed Brill is Director, Social Business and Collaboration Solutions, IBM.  Brill is responsible for the product and market strategy for IBM’s messaging, collaboration, communications, and productivity products, including Lotus Notes and Domino, IBM SmartCloud Notes, IBM Sametime, Lotus Symphony, IBM Docs, and other related social business solutions. Brill’s focus is on extending and growing the success of these solutions through customer engagement, partner ecosystem development, and harnessing the breadth and depth of the IBM organization. Ed is the author of the IBM Press book, “Opting In: Lessons in Social Business from a Fortune 500 Product Manager”, published in January, 2013.
Twitter @EdBrill
Linkedin http://linkedin.com/in/edbrill

About Opting In
Opting In: Lessons in Social Business from a Fortune 500 Product Manager
In Opting In, you will learn how to be successful in social business, based on the strategy and lessons learned as IBM adopted a culture of transformation and engagement. Brill candidly shares the best practices, challenges, and results of IBM’s social business transformation. Opting In outlines the process of becoming a social business, through organizational commitment, cultural change, the right tools, and a strategy for engagement. Brill helps readers develop individual strategies and a roadmap for using social business tools, from time and place considerations, volume and amplification, offense and defense considerations, through building an army of advocates.
http://www.amazon.com/Opting-In-Lessons-Business-Fortune/…

See on www.blogtalkradio.com

The critical metrics for each stage of your SaaS business (Guest post by Lars Lofgren of KISSmetrics)

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My friend Lars is a product marketer at KISSmetrics and loves helping SaaS businesses understand how their business is growing. He writes regularly for the KISSmetrics blog and his personal market…

 

StartUP Product‘s insight:

Stages

– Before Product/Market Fit

Metric #1: Qualitative Feedback

Metric #2: Measuring Product/Market Fit

 

– Beginning to Scale

Metric #1: Monthly Recurring Revenue (MRR)

Metric #2: Churn

 

– Expansion

Metric #1: Lifetime Value (LTV)

Metric #2: Cost Per Acquisition (CPA)

 

There’s little reason to track a random engagement metric if you don’t know what your MRR or churn is.

See on andrewchen.co

Product Marketing Management | Take Charge Product Management©

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See on Scoop.itProduct Excellence

Global Product Management Talk‘s insight:

The product marketing management function exists to increase current product ROI, identify opportunities for new product iterations, manage the value proposition via positioning of the product, and create the business case for remaining competitive in the current market conditions in front of changing winds and future trends.

Part 1: http://bit.ly/ZY2z2W

What may have previously fallen under the umbrella of the product marketing function, is gaining attention in the blogosphere with sexier names, such as Agile marketing, growth hacking, or customer experience management. These may be new approaches, but they are grounded in the product marketing management function to increase current product ROI, identify opportunities for new product iterations, manage the value proposition via positioning of the product, and create the business case for remaining competitive in the current market conditions and future trends.

Part 2: http://bit.ly/10nJcVS

1. Step away from the product.

2. Schedule regular meetings to listen to different perspectives on the product needs from outside the direct product team

3. Create a visual product health chart

Web Ink Now: Newsjacking with a B2B infographic and blog post

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With all the talk about the Oreo Super Bowl newsjacking juggernaut, many people think that newsjacking, the art of injecting your ideas into a breaking news story is only for consumer brands. Joe Chernov vice president of marketing at Kinvey…

StartUP Product‘s insight:

“…many people think that newsjacking, the art of injecting your ideas into a breaking news story is only for consumer brands. Joe Chernov vice president of marketing at Kinvey proves that a quick acting B2B company can have equivalent success within their target market.”

“Newsjacking involves more than issuing a timely blog post, product placement, or press release,” Joe says. “It also requires actively engaging with journalists and other influencers who are discussing the topic you wish to judo to your advantage.”

My advice to others is all content – even something as time sensitive as a newsjacking post – requires a measure of hustle. It doesn’t always get discovered on its own.”

I love how Sravish was in real-time discussions himself. Frequently when a CEO jumps in, the credibility factor goes up and journalists pay more attention. But most CEOs are “too busy” and leave “that PR stuff” to staff.

Posted by David Meerman Scott on April 12, 2013

See on www.webinknow.com

#ProdMgmtTalk With Dennis Shiao, Director, Product Marketing, INXPO

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dennis-shiaoGlobal Product Management Talk With Dennis Shiao, Director, Product Marketing, INXPO

How to Do Product Marketing Without Marketing Your Product w/ Dennis Shiao, Director of Product Marketing at INXPO and author of the book “Generate Sales Leads With Virtual Events” @dshiao

“Do you know where your customers are? I can tell you one thing: they’re more elusive than ever before. They don’t open your emails. They don’t answer your phone calls. They ignore your marketing. They’re in complete control and they’ll only engage with you when they’re ready.”

This talk will cover how to plan and execute your product marketing in 2013.

Win!
Participate on twitter or call into the show to be entered into a drawing to win a copy of Dennis’ book, bookGenerate Sales Leads With Virtual Events

Dennis Shiao, Director, Product Marketing, INXPO, will chat with host, Cindy F. Solomon, on Monday, April 15, 2013 at the simultaneous times of 10:00 AM Pacific Time, 11:00 AM MST Denver, 12:00 Noon CST Chicago, and 1:00 PM EST Boston. Participants are welcome to listen live at http://www.blogtalkradio.com/prodmgmttalk, call in to talk on the show (323) 927-2957 and to participate on Twitter by following @ProdMgmtTalk and tweeting using the hashtag #ProdMgmttalk

“I’m looking forward to sharing thoughts and ideas with the Global Product Management community. I hope to provide information that product managers and product marketers can apply to their jobs – and more importantly, learn new things that I can apply to mine, ” shares Dennis.

The Global Product Management Talk features an expert guest talking with Cindy F. Solomon and Twitter participants broadcast live over BlogTalkRadio. The transcript of Tweets and podcast are available following the event for on-demand consumption on the web, iTunes, Google Play and mobile devices. More information available at http://www.prodmgmttalk.com Get reminders and listen live by following http://www.blogtalkradio.com/prodmgmttalk

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NOTE: DAY & TIME!
Monday, April 15, 2013 at the simultaneous times of 10:00 AM Pacific Time, 11:00 AM MST Denver, 12:00 Noon CST Chicago, and 1:00 PM EST Boston.
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Listen! http://bit.ly/16Nt93S
Background resources: http://bit.ly/ZNtBsv
Mark your calendar with the correct time: http://bit.ly/15e7UtZ
Follow for reminders: http://bit.ly/nbw9Yr
Curated Content: http://bit.ly/TV4Dsp
Participate! http://bit.ly/eC3D09
Survey: http://bit.ly/XejfWi
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The Global Product Management Talk features an expert guest discussing pre-posted questions with Cindy F. Solomon, co-hosts, and Twitter participants broadcast live over BlogTalkRadio. The transcript of Tweets and podcast are available following the event for on-demand consumption on the web, iTunes, Google Play and mobile devices. More information available athttp://www.prodmgmttalk.com Get reminders and listen live by followinghttp://www.blogtalkradio.com/prodmgmttalk

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What is #ProdMgmtTalk? http://bit.ly/AlLEbN
Join Global Product Management Talk! http://linkd.in/jRmwRx
Never participated in a twitter chat? FAQs http://t.co/Qr2s1o0O
Learn How to participate in Socratic Twitter Talk via Global Prod Mgmt Talkhttp://t.co/nV2DZflo

Learn about Tweeting Best Practices and Twitter Talk FAQshttp://t.co/8WzU7LSf
Want to reach target audience of Product Professionals? Sponsor Global Product Management Talk! http://bit.ly/gF0Tt3

Join us at http://tweetchat.com/room/prodmgmttalk automatically appends hashtag
Our format: we post questions Q1, Q2, Q3 Please answer using A1, A2, A3

Questions for Discussion:
PreQ: Please introduce yourself, where you are tweeting from & your involvement with #prodmgmt #prodmgmttalk

Q1 How important is content marketing to product marketing? #prodmgmttalk @dshiao http://bit.ly/16Nt93S
Q2 What’s more important: company web site or social media channels? #prodmgmttalk @dshiao http://bit.ly/16Nt93S
Q3 What’s the “best” content format to use? Video? #prodmgmttalk @dshiao http://bit.ly/16Nt93S
Q4 How should social media be used in product marketing? #prodmgmttalk @dshiao http://bit.ly/16Nt93S
Q5 How many FTE’s should handle product marketing in my organization? #prodmgmttalk @dshiao http://bit.ly/16Nt93S
Q6 What free online community tools can I use? #prodmgmttalk @dshiao http://bit.ly/16Nt93S
Q7 What are the best product marketing blogs? #prodmgmttalk @dshiao http://bit.ly/16Nt93S
Q8 What’s the best way to “listen” to my market? #prodmgmttalk @dshiao http://bit.ly/16Nt93S
Q9 How do you measure product marketing effectiveness? #prodmgmttalk @dshiao http://bit.ly/16Nt93S
Q10 How should you respond to negative comments about your product? prodmgmttalk @dshiao http://bit.ly/16Nt93S

About Dennis Shiao

Dennis is Director of Product Marketing at INXPO and author of the book “Generate Sales Leads With Virtual Events.”

At INXPO, Dennis is responsible for go-to-market strategy and execution, and for shaping product and platform evolution via the “voice of the customer.” Dennis has managed virtual event campaigns for Cisco, HP, Oracle and Microsoft, among others.

Dennis blogs about virtual events at INXPO, and on his personal blog, “It’s All Virtual” (http://allvirtual.me).

Dennis can be found on Twitter at @dshiao.

About The Global Product Management Talk
The Global Product Management Talk is a discussion of vital issues affecting professionals passionate about products, business process, product management, startups, marketing, innovation and excellence.
Global Product Management Talk: http://www.prodmgmttalk.com
Listen on iTunes http://bit.ly/silH98
Android App http://bit.ly/tEeWFx
RSS http://bit.ly/IyCnJD
Twitter @ProdMgmtTalk
Sponsor: http://bit.ly/gF0Tt3
Speak: http://bit.ly/f4xAIW
Contact: info@prodmgmttalk.com
Global map of product camps: http://bit.ly/phwTS1

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About Global Product Management Talk

The Global Product Management Talk is a top 10 business podcast on the BlogTalkRadio network curated by Cindy F. Solomon, CPM, CPMM for passionate product professionals and business owners who want to teach, learn & network about what it takes to produce successful products in an open digital environment inviting live participation. The transcript of Tweets and podcast are available following the event for on-demand consumption on the web, iTunes, Google Play and mobile devices. Get reminders and listen live by following http://www.blogtalkradio.com/prodmgmttalk More information available at http://www.prodmgmttalk.com

Global Product Management Talk: http://www.prodmgmttalk.com
Converse with us on twitter Follow @ProdMgmtTalk Hashtag #ProdMgmtTalk
Follow Us on BlogTalkRadio http://bit.ly/nbw9Yr
Listen on iTunes http://bit.ly/silH98
Android App http://bit.ly/tEeWFx
RSS http://bit.ly/IyCnJD
Twitter @ProdMgmtTalk
Sponsor: http://bit.ly/gF0Tt3
Speak: http://bit.ly/f4xAIW
Contact: info@prodmgmttalk.com

The Silent Partner

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Jason Goldman helped build Google and Twitter into what they are today — but few outside of tech’s inner circle know his name . On shunning the spotlight in a star-obsessed industry.

StartUP Product‘s insight:

Jason Goldman Regarding “Product Managers”

He was explaining the product manager’s role, and not exactly overselling it.

  • You’re the one that types the meeting notes,
  • the one that is over-communicating the schedule,
  • the one that goes and takes the meeting with the person no one else wants to meet with,” he said of his early work in the field.
  • You’re just doing a lot of grunt work to make things run smoother.”

His first jobs were in user support, “in understanding how people use software,” he remembered. “It’s a great path into project management. You don’t have to be a designer, you don’t have to be an engineer.”

Product managers are sometimes said to oversee discrete components of a company, like feudal lords in a kingdom. But for many P.M.s, Goldman’s assessment is closer to reality.

“Everybody says the project manager is the C.E.O. of their project, and I think that’s total bullshit,” says Josh Elman, a former manager at Facebook and Twitter, the latter under Goldman.  “The real heart of a product manager is the guy who sits in the back of the raft with the oar.”

 “Goldman was much more interested in talking to people and finding the thing that would help them do whatever it was they were having trouble with.”
  • Troubleshooting behind the counter is perfect training for a product guy, overworked and unsung. If it sounds less plush than the chief executive’s chair, that’s because it is.
At strategy sessions, he said, the C.E.O. would articulate a broad but pithy vision, and sit down to applause.
  • “I’m the guy who stands up next, and says what does that mean in terms of what we’re building over the next six months,” he said.
  • That’s the gritty work of fielding questions, farming out assignments and reconciling disagreements.
  • “Your presentation doesn’t sound as good. Your presentation doesn’t have grand, inspiring goals,” Goldman went on.
  • “You’re the guy who stands up and says, next week we’re going to fix a bunch of bugs.
  • You’re the person that’s managing the fallout from the grand vision.”
Product managers, in this view, are agnostic to the idea, so long as they’re assiduous in its completion. They’re almost the inverse of how we conceptualize the ideal C.E.O.
  • “He wasn’t the idea guy, as maybe some product people are,” Williams told me of Goldman.
  • “He’s not necessarily defining what we need to do, he’s just making sure it got done. I don’t know that it’s a typical relationship, but it’s probably not super uncommon,” Williams added.
In a boardroom crowded with idea guys, where “the very notion of what the product was would evolve,” said Goldman, “owning the whatness of the product” might sound humdrum, but it was by most accounts critical.
…humility: a rare quality in chief executives, but vital in product management
 Shepherding products to fruition is like working your way up to Bowser, protracted, hard-fought and without many hosannas.
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“The industry’s very focused on telling hero narratives,” he told me.
It’s not that I think that it’s bad for people to have a public persona.
The part that I think is damaging, or unhelpful, is when it seems like there are these visionary C.E.O.s who come up with genius ideas, and then it’s just building a team that allows for those ideas to come forth into the world.”
Williams tends to agree. “I don’t want to say founders are overrated, but there are certainly a lot of people who are underrated. And Jason was definitely in that camp,” he said.
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 “Startups are run by people who do what’s necessary at the time it’s needed. A lot of time that’s unglamorous work. A lot of times that’s not heroic work. Is that heroic? Is that standing on a stage in a black turtleneck, in front of 20,000 people talking about the future of phones?
No.
But that’s how companies are built. That person who did that for the iPhone launch at Apple, we don’t know who he is. All we know is that Steve Jobs came up with the iPhone. But he didn’t ship it. The person who bought the donuts did.”

See on www.buzzfeed.com