Product Launch Webcast - Product Marketing Community ... Product Launch Webcast - Product Marketing

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Transcript of Product Launch Webcast - Product Marketing Community ... Product Launch Webcast - Product Marketing

  • YOU YES ?

  • YOU YES Ability to Articulate Value

    71%

  • INVALUABLE IGNORED

    CONTEXT EFFECT Influence of environmental factors on the perception of a stimulus

  • Customer Acquisition Customer Expansion

  • Customer Acquisition Customer Expansion

  • Customer Acquisition Customer Expansion

    ReinforceDefeat STATUSQUO BIAS

  • Customer Acquisition Customer Expansion

    ReinforceDefeat

    Why Change? WhyNow?

    Why Stay?

    Why Evolve?

    STATUS QUO BIAS

  • Customer Acquisition Customer Expansion

    ReinforceDefeat

    Why Change? WhyNow?

    Why Stay?

    Why Evolve?

    STATUS QUO BIAS

    Different Psychology Different Stories

    Different Skills

  • Customer Acquisition Customer Expansion

    ReinforceDefeat

    Why Change? WhyNow?

    Why Stay?

    Why Evolve?

    STATUS QUO BIAS

    Different Psychology Different Stories

    Different Skills

    DISRUPTOR

    -12% Share -New Product Advantages -Take Competitive Share

    DEFENDER

    -80%+ Share -Product Update Price Increase -Prevent Customer Churn

  • Customer Acquisition Customer Expansion

    ReinforceDefeat

    Why Change? WhyNow?

    Why Stay?

    Why Evolve?

    STATUS QUO BIAS

    Different Psychology Different Stories

    Different Skills

    DISRUPTOR

    -12% Share -New Product Advantages -Take Competitive Share

  • De-stabilize Preferences

    Cost of Same

    Clear Contrast

    Proof Story

    Status Quo BiasDefeat

  • Why Change Messaging Model

    Introduce Unconsidered

    Needs

    Show Limitations of Current Approach

    Compare Improved New

    Approach

    Tell Before and After Success

    Story

    De-Stabilize Preferences

    Cost of Staying Same

    Clear Contrast

    Proof Story

  • Why Change Test Results

    50

    11

    10

    Different or Unique% Higher Quality +% More Likely to Purchase+%

  • Customer Acquisition Customer Expansion

    ReinforceDefeat

    Why Change? WhyNow?

    Why Stay?

    Why Evolve?

    STATUS QUO BIAS

    Different Psychology Different Stories

    Different Skills

    DISRUPTOR

    -12% Share -New Product Advantages -Take Competitive Share

    DEFENDER

    -80%+ Share -Product Update Price Increase -Prevent Customer Churn

  • De-stabilize Preferences

    Cost of Same

    Clear Contrast

    Proof Story

    Status Quo BiasDefeat

  • De-stabilize Preferences

    Cost of Same

    Clear Contrast

    Proof Story

    Status Quo BiasDefeat Reinforce

    X Reinforce X Reinforce

    X Reinforce

    X Reinforce

  • Document Results

    Review Prior Decision Process

    Mention Risk of Change

    Highlight Cost of Change

    Detail Your Competitive

    Advances

    Reinforce Preference

    Stability

    Reinforce Anticipated Regret and

    Blame

    Reinforce Perceived Cost

    of Change

    Reinforce Selection Difficulty

    Why Stay Messaging Model

  • Why Stay Test Results

    10

    13

    11

    Higher Favorability % Greater Intention to Renew+% Less Likely to Switch+%

  • Why Evolve Messaging Model

  • Why Evolve Test Results

    10

    13

    16

    More Convincing Case% More Willing to Update+% More Likely to Purchase+%

  • LEARN APPLY REINFORCE

    Call RecordingRecorded Video Challenge

    Messaging Fluency

    Record and submit yourself delivering the new message for observable practice and demonstrated proficiency. Receive expert, detailed coaching and feedback. Optional Certification.

    Interactive Playbook

    Playbook containing new messaging and content

    assets for getting attention, delivering a presentation, and follow-up nurturing.

    Including demonstration and skills coaching videos

    Call/online meeting recording to measure

    message and skill adoption, review and coach specific

    performance, and correlate actual usage to actual

    business impact

  • Slides