Product Marketing Framework for Product or Service Launch

26
© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary. 0 Go-To-Market Framework for Product Managers Janet Jaiswal, Tealeaf Technology Sr. Director of Global Product Marketing

description

A framework to launch a product or a service in either the B2B or B2C space. Shows step-by-step what to do and how to prepare to release a product to the market that's successful from the first day. Also covers 7 lessons learned in launching online products and services in the past.

Transcript of Product Marketing Framework for Product or Service Launch

Page 1: Product Marketing Framework for Product or Service Launch

© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary. 0

Go-To-Market Framework for Product Managers

Janet Jaiswal,

Tealeaf Technology

Sr. Director of Global Product Marketing

Page 2: Product Marketing Framework for Product or Service Launch

© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary. 1 © 1999 - 2012 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

Agenda

© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary. 1

› Background

› Definition of go-to-market

› A framework

› Lessons Learned

› Q&A

Page 3: Product Marketing Framework for Product or Service Launch

© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary. 2 © 1999 - 2012 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

Products Launched

eBay

PayPal

Infosys

Tech-nologies

TRUSTe

Tealeaf

Janet’s background: 8 products launched, 3 more launches this year

Helped launch catalogs

functionality for buyers and sellers

(books, movies, music and games)

Launched the

PayPal Security

Key to

consumers and

merchants in 3

continents

Launched a mobile

and contact center

product globally to

online businesses.

Three more are

WIP

Launched a mobile and a

service provider data

privacy certification

service to online

businesses

Launched a mobile

product and a service

partnership with Cisco

globally to businesses

Page 4: Product Marketing Framework for Product or Service Launch

© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary. 3 © 1999 - 2012 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

•~450 Enterprise Customers

• 7 of the 10 largest US banks

• Increase website and mobile conversion and adoption rates

• Improve customer satisfaction and retention

© 1999 - 2012 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

Improving online customer relationships

one experience at a time

Tealeaf is the leader in online

customer experience management

• Reduce IT and Support costs

• Improve customer service efficiency

• Founded in 1999 and based in San Francisco, CA

Page 5: Product Marketing Framework for Product or Service Launch

© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary. 4

Hundreds of companies rely on Tealeaf including 30% of the Fortune 100

Note: Tealeaf only uses the names and logos of customers who have given us prior permission.

Including more than 40 P&C Insurance

Companies

Insurance

Including 25% of the leading Travel

Providers & Portals

Travel Financial Services

Including 7 of the 10 Largest U.S. Banks

Telco, Pharma, Utilities, etc. with B2C & B2B Sites

More E-business Leaders Retail

Including 1/3 of all Internet Retailers >

$100M

© 1999 - 2012 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

Page 6: Product Marketing Framework for Product or Service Launch

© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary. 5 © 1999 - 2012 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

Go-To-Market Framework

5

Page 7: Product Marketing Framework for Product or Service Launch

© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary. 6

Go-To-Market Framework

Develop

Market Plan Execute

Plan Launch Monitor &

Adjust

Requires $$$ to create awareness; Leverage consumer-focused Social media such as Facebook, Twitter, Pinterest B2C

Events and associations; Leverage business-focused social media such as LinkedIn, Twitter, Pinterest etc.

B2B

Encourage trials and endorsements from influential users Product

Use testimonials, case studies and ROI models to prove value Service

Go

-to

-

Ma

rke

t

Ph

as

es

Product

Strategy

Market

Analysis

Strategic Tactical

© 1999 - 2012 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

Page 8: Product Marketing Framework for Product or Service Launch

© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary. 7

Digital Marketing Framework

Develop

Market

Plan

Execute

Plan Launch Monitor &

Adjust

Ma

rke

tin

g

Ph

ases

Product

Strategy Market

Analysis

Strategic Tactical

1. Market problem & business objectives

2. Market size & growth rate

3. Target market characteristics (buyer function, vertical, company size etc.)

4. Competitive analysis

5. Capabilities analysis

6. Build, buy or partner?

© 1999 - 2012 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

Page 9: Product Marketing Framework for Product or Service Launch

© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary. 8

Digital Marketing Framework

Develop

Market

Plan

Execute

Plan Launch Monitor &

Adjust

Ma

rke

tin

g

Ph

ases

Market

Analysis

Strategic Tactical

1. High-level use cases

2. Product positioning

3. Product capabilities analysis (ID unique differentiators)

4. Sales compensation structure

5. Pricing & packaging

6. Product delivery plan & roadmap

7. Sales & revenue forecast

Product

Strategy

© 1999 - 2012 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

Page 10: Product Marketing Framework for Product or Service Launch

© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary. 9

Digital Marketing Framework

Product

Strategy Launch Monitor &

Adjust

Ma

rke

tin

g

Ph

ases

Market

Analysis

Strategic Tactical

1.Develop budget

2.Customer acquisition strategy (trial, direct, indirect

etc.)

3.Online marketing (website, email campaigns)

4.Market awareness & lead generation budget (events, advertising, SEM/SEO, direct media etc.)

5.Social media plan

6.Mobile marketing plan

7.Advertising & direct mail strategy

8.Public Relations & Analyst Relations plan

9.Sales training plan

10.Sales enablement (tools, collaterals)

11.Partners & alliances plan

Develop

Market

Plan

Execute

Plan

© 1999 - 2012 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

Page 11: Product Marketing Framework for Product or Service Launch

© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary. 10

Digital Marketing Framework

Product

Strategy Launch Monitor &

Adjust

Ma

rke

tin

g

Ph

ases

Market

Analysis

Strategic Tactical

1.Execute online strategy (website, analytics, email campaigns)

2.Create sales collaterals, tools, presentations & demos

3.Recruit influencers (social media)

4.Create profile & post on social media (Facebook, Twitter,

Pinterest, blogs, communities, LinkedIn etc.)

5.Create mobile web page, mobile and SMS campaigns /

advertising

6.Perform training (Sales reps, SEs, Support, Prof. services,

Partners)

7.Customer support enablement

8.Brief analysts

9.Execute PR, advertising & partner/alliance plan

Execute

Plan

Develop

Market

Plan

© 1999 - 2012 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

Page 12: Product Marketing Framework for Product or Service Launch

© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary. 11

Digital Marketing Framework

Product

Strategy

Ma

rke

tin

g

Ph

ases

Market

Analysis

Strategic Tactical

1.Launch product/service/program

2.Define metrics

3.Develop dashboard

4.Measure, measure, measure

5.Review results & adjust

6.Readiness for next phase

7.Review budget (plan vs. actual)

Develop

Market

Plan

Execute

Plan Launch Monitor

& Adjust

Metrics:

http://www.marketingsherpa.com/

© 1999 - 2012 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

Page 13: Product Marketing Framework for Product or Service Launch

© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary. 12

Lessons learned the hard way

12 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

Page 14: Product Marketing Framework for Product or Service Launch

© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary. 13 © 1999 - 2012 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

Seven lessons learned

1. Communicate broadly within your organization

2. Do a beta/trial or phased launch

3. Develop the right message

4. Be a good project manager

5. Measure performance

6. Do not ignore social media or mobile

7. Monitor and adjust strategy after launch

© 1999 - 2012 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

Page 15: Product Marketing Framework for Product or Service Launch

© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary. 14 © 1999 - 2012 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

Lesson #1: Communicate broadly within your organization

Reduce the chance of a stakeholder holding up the launch or reducing its effectiveness by communicating broadly and often

• The goal is to obtain buy-in or some level of ownership for part of the launch so if anything goes wrong, they are more likely to help

• Identify stakeholders

• Communicate key activities to core and extended team, on a regular basis

© 1999 - 2012 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

Page 16: Product Marketing Framework for Product or Service Launch

© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary. 15 © 1999 - 2012 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

Lesson #2: Beta or phase launch, where possible

› A beta or trial allows us to learn about the issues our customers face, what they value and how they view our product. Use it to also test key messages, pricing, features and functionality

• Phone or survey feedback

• Seed references, case studies and early customers

› A phased launch (launch full or partial functionality to a subset of users, usually existing customers, F&F) reduces risk esp. when launching a substantially different product or to a new target vertical or buyer

• AKA “Exclusive sneak peek”, “Invite only” launch

© 1999 - 2012 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

Page 17: Product Marketing Framework for Product or Service Launch

© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary. 16 © 1999 - 2012 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

Lesson #3: Develop the right message

› The right message informs many of your marketing efforts and if done right makes the rest of the work easier.

› The wrong message causes confusion among customers and users and reduces your marketing effectiveness

› Test it

› Test it again

© 1999 - 2012 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

Page 18: Product Marketing Framework for Product or Service Launch

© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary. 17 © 1999 - 2012 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

Lesson #4: Learn to be a good project manager

When executing a go-to-market plan, good project management can reduce costly mistakes

Develop a plan with inputs from key stakeholders.

Meet regularly with core team

Hold core team and stakeholders accountable

Use milestones to communicate status widely

Identify critical milestones early so you know if your launch date will be impacted

Page 19: Product Marketing Framework for Product or Service Launch

© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary. 18 © 1999 - 2012 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

Lesson #5: Measure performance

› If you don’t have measures in place, how will you know if you have been successful?

• Marketing effectiveness

– # of mentions in key publications

– # of site registrations

– # of product inquiries

– # of webinar attendees

– eMail open rates

– User reviews/ratings, etc.

• Revenue goals

– # of followers, re-tweets etc.

– # of qualified leads

– Quality and size of pipeline

– Sales revenue, etc.

• Review your budget

Good benchmarking sources:

1. Marketing Sherpa

2. Pragmatic Marketing

Page 20: Product Marketing Framework for Product or Service Launch

© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary. 19 © 1999 - 2012 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

Lesson #6: Do not ignore social media or mobile

Social media is time consuming and difficult to measure. If done right, it can lead to success

• There are more channels than time: Social networks, microblogs, blogs, meetups, etc.

• Identify your goals (increase traffic, revenue, search ranking etc.)

• Profile your audience

• Identify which social media channel is most effective for each audience

• Develop a plan to create content and interact regularly with your audience

Mobile is widely adopted; having a mobile presence is a must

• Understand your mobile users with mobile analytics

• Optimize your web site for the small screen

• Explore advertising on mobile or do SMS or MMS campaigns

Social Media marketing certification program

Page 21: Product Marketing Framework for Product or Service Launch

© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary. 20

Bad customer experiences are more dangerous than ever

20 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

Page 22: Product Marketing Framework for Product or Service Launch

© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary. 21

78% of users who

encounter problems completing mobile transactions share those experiences with others

21 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

Page 23: Product Marketing Framework for Product or Service Launch

© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary. 22 © 1999 - 2012 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

Example: Tealeaf customers assess the following for their mobile channel

› User Behavior • Screens viewed, Referring screen

• Text field, Text Field value

• Touches, Motion

• App launched, Entered background

› Environmental • App version, iOS/Android version,

• Device Model

• Device orientation, IP, Memory

• Connectivity, Carrier, GPS

› Application Health • Exception, Crash

• Server connection success / error

• Detect customers struggling to

change reservation or order

• Isolate by application version, by

error, by input

• Quantify users impacted

• Analyze customer behavior –

sequence of events, screen logs,

server calls

• Search to find other impacted

users

Native Apps Mobile Site Hybrid Apps HTML5

Mobile marketing

certification

program

Page 24: Product Marketing Framework for Product or Service Launch

© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary. 23 © 1999 - 2012 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

Lesson #7: Monitor and adjust strategy after launch

Despite the best planning, some adjustment will have to be made

• What is the feedback from Sales?

• How did campaigns perform against KPIs?

• How did the media respond?

• How did your best customers respond to your new product?

• What are your users saying on social media channels?

• How well did you do against your budget?

• Marketing is about trial and error; it is not an exact science so expect to adjust your go-to-market strategy

Page 25: Product Marketing Framework for Product or Service Launch

© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary. 24

Go-to-Market Strategy Key takeaways for product marketers

24 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

If you don’t, your competition will

1. Create a plan before you start

2. Leverage multiple channels

for greater success

3. Test, measure, monitor and

adjust. Then do it again.

4. Don’t forget to market on an

ongoing basis

Page 26: Product Marketing Framework for Product or Service Launch

© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

Thank You

Janet A. Jaiswal Sr. Director of Product Marketing

[email protected]

Twitter: JanetJaiswal