Product Marketing Community

BYRON BANK

Thu, 15 Dec 2016 09:40:55 GMT

Insight Applied: Large Enterprise - SAP

Byron Bank, Global VP, Product Marketing, Analytics and Big Data at SAP

SAP will share their trials and best practices for understanding the market, aligning internally, and launching.

MICHAEL MCCUNE

Mon, 12 Dec 2016 13:07:42 GMT

KEYNOTE: PRODUCT MARKETING TO EMPOWERED CUSTOMERS

Michael McCune, Senior Executive Advisor, Marketing Leadership Council at CEB

Many B2B Product Marketers realize the buying environment is changing: customers have more information sources and are more empowered than ever to make decisions about their problems, potential solutions and your offerings. The result is a disturbing trend towards commoditization, where customers are no longer willing to pay for the differences in performance. CEB shows how winning suppliers challenge their customers with new ideas about their business and employ modern marketing strategies that re-frame how customers assign value to those differences. The CEB model works, but the onus is on Product Marketers to ask hard questions about their roles: Why are customers not responding to our value propositions? Why does voice of the customer suddenly feel so shallow? Why does it seem like customers won't take action? The answers to the questions reveal new strategies Product Marketers can use to generate high quality sales and deeply engage today's empowered customer

SCOTT SCHEFF

Mon, 12 Dec 2016 13:07:34 GMT

Sales Enablement: The Last Mile. How Sales Enablement can help Close a Deal.

Scott Scheff, Director of User Experience at The Garrigan Lyman Group

THOMAS MADSEN-MYGDAL

Mon, 12 Dec 2016 12:28:40 GMT

Insights Applied: Mature Startup - TwentyThree

Thomas Madsen-Mygdal, Co-founder & CEO of TwentyThree

Thomas Madsen-Mygdal is the Co-Founder and CEO of TwentyThree, and has previously co-founded Podio (acquired by Citrix). In his talk he will share the story about finding the right timing, believing in your narrative and creating an innovative video marketing platform, which is changing how companies market their products and communicate.

MANAV KHURANA

Mon, 12 Dec 2016 12:12:11 GMT

Insight Applied: Mid-size Enterprise - Twilio

Manav Khurana, VP Product Marketing at Twilio

Manav Khurana, VP of Product Marketing from Twilio shares his trials and best practices for understanding the market, aligning internally, and launching.

JON GATRELL

Mon, 12 Dec 2016 12:11:44 GMT

KEYNOTE: RETHINK PRODUCT MARKETING. HINT: IT'S NOT MARCOM!

Jon Gatrell, Pragmatic Instructor at Pragmatic Marketing Inc

"Forget the product. Start with the go-to-market strategy." Steve Jobs Too many companies think of marketing as what happens at the end of development. But the idea of "build the right product and it will sell itself" is simply not true. Successful companies have marketing - true Product Marketing - integrated into their processes from the start. Discover how Product Marketing differs from traditional marketing communications. Jon will share real-life case studies to illustrate the importance of involving Product Marketing before the product is built and creating strategic go-to-market plans from the start. Finally, Jon addresses how the integrated role of Product Marketing requires agility, iteration and collaboration to be successful, especially as the pace of change quickens in the markets we serve.

JOCELYN KING

Mon, 12 Dec 2016 12:11:09 GMT

Insights Applied: Large Enterprise - Intel

Jocelyn King, Senior Director at Global Demand Center

Jocelyn King from Intel shares her trials and best practices for understanding the market, aligning internally, and launching.

ALAN ARMSTRONG

Mon, 12 Dec 2016 12:10:42 GMT

Market & Competitive Intelligence: Your Competitive Intelligence is Ass-Backwards

Alan Armstrong, Founder & CEO at Eigenworks

Competitive Intelligence tends to address specific needs or fill competitive knowledge gaps due to a specific situation. These situations generally pertain to learning more about wins and trying hard to avoid losses. But where do these competitive intelligence typically projects start? Typically by aiming the lens at competitors - their product features, go-to market strategy, price, and so on. Alan Armstrong will argue that this approach is backwards. Why? Because the lens should be on the buyer, not the competitor. You need to “Start with Buy”.

GLEN DRUMMOND

Mon, 12 Dec 2016 12:10:27 GMT

Insight and Differentiation in Commodified Markets

Glen Drummond, Chief Innovation Officer at Quarry

B2B marketing professionals operate in an era of (two-way) transparency - that is to say, we have all kinds of data on customers, and they have all kinds of data on us. In this environment, the role of "Authenticity" in branding gains a new priority. This requires a "new recipe for authentic B2B brand building".

DREW MEYERS

Mon, 12 Dec 2016 12:09:31 GMT

Brace for Emotional Impact: Three Keys to a Successful Launch

Drew Meyers, President at gyro

In the new era of B2B marketing, buyers hold the power to self-select what's attention-worthy and what guides their path to purchase. To truly engage these B2B buyers, it’s critical to understand both how they think AND how they feel. Drew shares gyro's Ignition process of identifying your audience’s key emotional insights as well as how to effectively build messaging, content and a go-to-market approach for your product or solution for optimal impact at launch.