Effective product marketing is a strategic process that focuses on how customers buy.

Our Effective Product Marketing seminar delivers a structured, repeatable framework that aligns the entire organization around a strategy for successful launch, market and sales alignment programs. Learn how product managers and product marketers enable Sales and Marketing to achieve goals for growth in revenue, market awareness and customer retention.

Download Strategic Marketing: Your Untapped Source of Competitive Advantage.

In Effective Product Marketing, case studies, tools and templates ensure that every member of the go-to-market team knows how to eliminate tactical “list marketing” and focus on:

• Buyer persona profiles – Identify points of resistance to your products and the criteria buyers use to make decisions. Define targeted segments, identify buying criteria and processes, and then use this information to develop competitive messages and strategies.
• Assess marketing assets and liabilities – What resources would have the most influence on the sales channel and potential buyers? How could you leverage partners, channels, or other assets to create a competitive advantage?
• Focus on program strategy and messaging – What core issue do you need to address or attitude do you need to change to impact the buyer’s decision process? Are there any barriers that will cause the sales channel to prefer to sell another solution over this one?
• Execution – What content is needed for the website and sales tools to enable the sales process? Which strategy and activities will optimize the marketing programs investment?
• Measurement – What metrics can you monitor to evaluate your go-to-market strategy? How can you use this information to improve in the future?

Whatever your role in go-to-market initiatives at your company, the Effective Product Marketing seminar will show you how to contribute to a structured, repeatable, process, program that yields immediate results.

Download Micro Focus Unlocks the Value of Marketing case study.

The Effective Product Marketing seminar is taught by Adele Revella and David Meerman Scott.

Register for an Effective Product Marketing seminar or see our calendar for upcoming dates and locations.