Woman in the middle: the people aspects of product marketing

Transcript

1. Woman in the Middle:
   The People Aspects
   of Product Marketing
   

   View Slide

2. Product marketing must seamlessly code-switch
   across multiple functions.
   1
   M
   arketing
   2
   Product &
   Engineering
   3
   Business
   4
   Custom
   er Voice
   Realm of Influence
   

   View Slide

3. Product marketers’ roles can
   be painful if they’re not able—
   or empowered—to lead by
   influence.
   ● Lack of communication
   ● Cross-functional tension
   ● Limited visibility
   ● Disjointed positioning
   ● Low-performing programs
   ● Operational inefficiencies
   ● Execution barriers
   

   View Slide

4. High volume
   of false positives
   Slow, complex
   investigations
   Lack of visibility &
   context
   Reciprocity
   Informal threat
   sharing
   Repetition &
   analyst frustration
   Consistency Social Proof
   Liking Authority Scarcity
   Principles of Persuasion
   Source: icons8.com; Robert Cialdini, Influence: The Psychology of Persuasion
   

   View Slide

5. Product marketing must always
   communicate “WIIFM”.
   Individual
   Impact
   Marketing
   Impact
   Business Impact
   Be clear on the purpose of and need
   for the tactic or program, and
   continue to highlight successes.
   Don’t just align the individual with the
   outcome and impact on the business.
   Bring the individual’s perspective into
   the plan.
   Establish a reciprocal relationship in
   which influenced success is valuable
   to the individual.
   

   View Slide

6. Either stick to a process or communicate
   deviations.
   Promote the process–until
   it is completely and
   consistently adopted.
   Set the example for
   timeliness and quality of
   execution.
   Quickly communicate
   changes or setbacks,
   including reasoning and
   impact.
   1 2 3
   

   View Slide

7. Maintain a strong, consistent
   reputation–whatever it may be.
   ● Be purposeful in developing a reputation
   within the organization–and quickly!
   ● Remember branding is both at the company
   and peer-to-peer level. Keep a consistent
   story throughout.
   ● Recognize that your peers will rely on your
   brand image to determine interactions.
   CONSISTENCY
   CONSISTENCY
   CONSISTENCY
   CONSISTENCY
   CONSISTENCY
   CONSISTENCY
   CONSISTENCY
   

   View Slide

8. Gain public buy-in by proving
   your ability to influence
   success and apply feedback.
   ● Establish a reputation through quick, small wins.
   ● Be clear, direct, and consultative.
   ● Focus on proven results.
   ● Openly recognize failures and experiments.
   ● Invest in great ideas, not self-created ideas.
   ● Show your ability to collaborate.
   

   View Slide

9. Listen to your peers as much as you
   listen to your audience.
   Strategic Alliances
   Effort
   Put in the effort to build personal relationships that aren’t purely
   centered around commiserating about work.
   Strategic Alliances
   Feedback Prove your ability to actively listen to your peers.
   Strategic Alliances
   Alliances
   Build strong, strategic relationships and quickly shift your approach
   based on changes in the organization.
   Strategic Alliances
   Investment
   Recognize the difference between bi-directional and unidirectional
   relationships and invest accordingly.
   

   View Slide

10. Develop authority that goes beyond years
    of experience or title.
    Prove your domain expertise and
    genuine interest in the specific market
    Gain executive sponsorship to reinforce
    your reputation
    Drive consistent results that are visible to
    your key stakeholders
    Establish yourself as an engaged
    thought leader in the industry
    

    View Slide

11. Create motivation for engaging in a
    program or tactic.
    Highlight the individual value of the engagement,
    as well as the limited nature.
    Limited Thought Leaders
    Create purpose behind every deadline–especially
    internal.
    Purposeful Timelines
    Be specific by aligning motivational drivers to
    personal career goals, interests, and job
    success.
    Tailored Tactics
    High Engagement
    Source: icons8.com
    

    View Slide

12. THANK YOU.
    

    View Slide