Product Marketing

An overview of what's Product Marketing from the perspective of a startup, including business, growth and sales.

Transcript

1. Hello! this is jeKnowledge 2017 Sérgio & Cláudia @blocoio Product Marketing
2. Partners at Bloco About us
3. Bloco Product studio specialized in Android Coimbra, Portugal
4. intern.camp
5. Product Marketing? Business? Sales? Growth?
6. Validation vs Growth
7. Validation
9. ➔ Problem ➔ Solution ➔ Business Model Customer Development
10. ➔ Personal connections ➔ Networking ➔ Events/meetups ➔ Google ➔ ... First Leads
11. What about validating a consumer product?
12. What about validating a consumer product?
13. Growth
17. Direct or Indirect Marketing?
18. Growth Strategies
19. ➔ Leads ➔ Sales funnel ➔ Tools + Automation Sales
20. ➔ Facebook, Twitter, Instagram, Pinterest, ... ➔ Already have audiences ➔ Lack of control and ownership ➔ Pay for reach Social Media
21. ➔ Full control of the audience ➔ Direct ➔ Tough to stay relevant Newsletter
22. ➔ Blog, podcast, video, … ➔ A lot of work upfront ➔ Tough to do right ➔ Works and grows passively ➔ Enables smoother sales Content Marketing
23. ➔ When you have more time than money ➔ It’s a new product ➔ Demonstrates goodwill Side Projects
24. ➔ Organizing ➔ Speaking ➔ Sponsoring Events
25. ➔ Partnerships ➔ Affiliates ➔ PR Others
26. Methodologies
27. ➔ Brainstorm and experiment with many channels ➔ But only focus on 1 or 2 at any time ➔ Double down when you find one that works (CAC < ARPU) Discovery
28. ➔ Write the steps ➔ Find repeatable strategies ➔ Keep measuring and re-evaluating Have a Process
29. ➔ Your marketing should match your product and your brand ◆ Communication ◆ Tone ◆ Channels Be Coherent and Consistent
30. Resources
31. ➔ Your first ten customers ◆ https://stripe.com/atlas/guides/starting-sales ➔ Nail It then Scale It ◆ Book by Nathan Furr e Paul Ahlstrom ➔ Startup Metrics for Pirates ◆ http://www.slideshare.net/dmc500hats/startup-metrics-for-p irates-nov-2012 ➔ Getting Product Strategy Right ◆ https://blog.intercom.com/getting-product-strategy-right/ ➔ Quant-based marketing ◆ https://okdork.com/quant-based-marketing-for-pre-launch- start-ups/ Resources
32. Thanks! this was Product Marketing jeKnowledge 2017 Sérgio & Cláudia @blocoio