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Product marketing strategies for analyst relations

Product marketing strategies for analyst relations

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Product Marketing Alliance

January 13, 2021
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  1. © 2019 Snowflake Inc. All Rights Reserved PRODUCT MARKETING STRATEGIES

    FOR ANALYST RELATIONS PMM SUMMIT | BOSTON DANIEL KUPERMAN, DIRECTOR OF PRODUCT MARKETING AT SNOWFLAKE
  2. © 2019 Snowflake Inc. All Rights Reserved PMM Summit |

    Boston Daniel Kuperman | Daniel.Kuperman@Snowflake.com | Linkedin.com/in/danielkuperman Analyst Product Marketing Is your analyst program more like… OR Analyst Product Marketing
  3. © 2019 Snowflake Inc. All Rights Reserved PMM Summit |

    Boston Daniel Kuperman | Daniel.Kuperman@Snowflake.com | Linkedin.com/in/danielkuperman WHAT I WISHED I HAD KNOWN… What factors influence your A/R strategy Why Product Marketing needs to worry about A/R The role of Product Marketing in A/R Building the Analyst Deck Metrics for A/R What works and what doesn’t
  4. © 2019 Snowflake Inc. All Rights Reserved NO ANALYST REPORT

    WILL WIN A DEAL, BUT IT MAY VERY WELL DERAIL ONE
  5. © 2019 Snowflake Inc. All Rights Reserved PMM Summit |

    Boston Daniel Kuperman | Daniel.Kuperman@Snowflake.com | Linkedin.com/in/danielkuperman THIS IS GREAT THIS IS GOOD NOT TOO BAD KEEP WORKING! WHAT ANALYSTS SAY
  6. © 2019 Snowflake Inc. All Rights Reserved PMM Summit |

    Boston Daniel Kuperman | Daniel.Kuperman@Snowflake.com | Linkedin.com/in/danielkuperman YES! WE ARE THE LEADERS THESE ANALYSTS DON’T KNOW WHAT THEY ARE TALKING ABOUT WHAT THE !#@? UPDATE RESUME WHAT PROD MKTG SAYS
  7. © 2019 Snowflake Inc. All Rights Reserved PMM Summit |

    Boston Daniel Kuperman | Daniel.Kuperman@Snowflake.com | Linkedin.com/in/danielkuperman WHY ARE WE NOT HIGHER ON THE QUADRANT? DID WE NOT PAY THEM ENOUGH? CANCEL OUR ANALYST SUBSCRIPTION! FIRE THE PMM WHAT THE CEO SAYS
  8. © 2019 Snowflake Inc. All Rights Reserved PMM Summit |

    Boston Daniel Kuperman | Daniel.Kuperman@Snowflake.com | Linkedin.com/in/danielkuperman GET READY FOR THE ANALYST RIDE Early Stage Startup Series B – C Startup Late Stage Startup IPO Post-IPO PMM Effort In Existing Category PMM Effort In Creating a Category Effort (Hours per month) Bigger fish to fry Get them on your side Time to get going Better get this right Need more people doing this This is taking a lot of time
  9. © 2019 Snowflake Inc. All Rights Reserved PMM Summit |

    Boston Daniel Kuperman | Daniel.Kuperman@Snowflake.com | Linkedin.com/in/danielkuperman HOW ANALYSTS HELP 1. Validate your company and solution in the market (i.e. build trust) 2. Help define and educate the market about a new category 3. Give market and competitive intelligence 4. Assist with product and GTM priorities 5. Unbiased sounding board 6. Feedback on your sales team 7. Buyer insights 8. Demand generation (via licensing) 9. Investor validation
  10. © 2019 Snowflake Inc. All Rights Reserved PMM Summit |

    Boston Daniel Kuperman | Daniel.Kuperman@Snowflake.com | Linkedin.com/in/danielkuperman 1. CEO and other top execs don’t get the point of A/R 2. No one is responsible/owns the A/R strategy 3. You treat it as a "pay for play" strategy 4. You are not honest during your interactions with the analysts WHAT CAN BLOW UP YOUR ANALYST PLAN
  11. © 2019 Snowflake Inc. All Rights Reserved PMM Summit |

    Boston Daniel Kuperman | Daniel.Kuperman@Snowflake.com | Linkedin.com/in/danielkuperman HELP ME PRODUCT MARKETING. YOUR ARE MY ONLY HOPE.
  12. © 2019 Snowflake Inc. All Rights Reserved PMM Summit |

    Boston Daniel Kuperman | Daniel.Kuperman@Snowflake.com | Linkedin.com/in/danielkuperman THE ROLE OF PRODUCT MARKETING IN A/R MESSAGING Helping craft the story and message to tell analysts about your solutions/services 1 POSITIONING What is your company play in the market and category? 2 COMPETITIVE Arming analysts with info on how you relate to the competition 3 DISCOVERY Building a list of questions to be asked of the analysts 4
  13. © 2019 Snowflake Inc. All Rights Reserved PMM Summit |

    Boston Daniel Kuperman | Daniel.Kuperman@Snowflake.com | Linkedin.com/in/danielkuperman YOUR ANALYST DECK This is our product Our key features List of happy customers Product Roadmap About our company Our exec team Our revenue growth Our happy customers About our company Our solution Market positioning Customer examples Product Roadmap Our product About our company A B C
  14. © 2019 Snowflake Inc. All Rights Reserved PMM Summit |

    Boston Daniel Kuperman | Daniel.Kuperman@Snowflake.com | Linkedin.com/in/danielkuperman SIGNS YOU HAD A BAD ANALYST MEETING The analyst has no questions The analyst has no time to ask questions The analyst can't pronounce your company name The analyst thinks you are the same as a competitor
  15. © 2019 Snowflake Inc. All Rights Reserved PMM Summit |

    Boston Daniel Kuperman | Daniel.Kuperman@Snowflake.com | Linkedin.com/in/danielkuperman A GREAT ANALYST DECK YOU WILL BUILD! AWARENESS DIFFERENTIATE DEMONSTRATE EVIDENCE
  16. © 2019 Snowflake Inc. All Rights Reserved PMM Summit |

    Boston Daniel Kuperman | Daniel.Kuperman@Snowflake.com | Linkedin.com/in/danielkuperman THE ANALYST RELATIONS PLAN
  17. © 2019 Snowflake Inc. All Rights Reserved PMM Summit |

    Boston Daniel Kuperman | Daniel.Kuperman@Snowflake.com | Linkedin.com/in/danielkuperman PLAN COMPONENTS GOALS SCHEDULE PEOPLE TRACKING Tiers Roadmap Spokespeople SMEs Metrics Reporting Clarity Alignment
  18. © 2019 Snowflake Inc. All Rights Reserved PMM Summit |

    Boston Daniel Kuperman | Daniel.Kuperman@Snowflake.com | Linkedin.com/in/danielkuperman METRICS Company mentions in analyst reports Volume of inquiries with your company mentioned Number of reports mentioning your company Scores or placement in report vs competitors Leads and opportunities generated from licensed report Number of deals influenced by analysts
  19. © 2019 Snowflake Inc. All Rights Reserved PMM Summit |

    Boston Daniel Kuperman | Daniel.Kuperman@Snowflake.com | Linkedin.com/in/danielkuperman TACTICAL ADVICE
  20. © 2019 Snowflake Inc. All Rights Reserved PMM Summit |

    Boston Daniel Kuperman | Daniel.Kuperman@Snowflake.com | Linkedin.com/in/danielkuperman SIGNS YOUR ANALYST PLAN IS WORKING Mentions in reports Mentions in presentations Analysts ask for input Lead generation
  21. Thank you! Daniel Kuperman Daniel.Kuperman@Snowflake.com Linkedin.com/in/danielkuperman