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Woman in the middle: the people aspects of product marketing

Woman in the middle: the people aspects of product marketing

Product Marketing Alliance
PRO

May 12, 2021
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  1. Woman in the Middle:
    The People Aspects
    of Product Marketing

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  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

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  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

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  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

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  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.

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  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

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  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

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  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.

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  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.

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  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

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  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

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  12. THANK YOU.

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