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Product Marketing For Professionals
Product Marketing is essential for creating competitive advantage, effectively matching products with buyers and forging great customer engagements.
This course will help participants position their products and increase the awareness of the value of their products in the right markets.
In addition, participants will master how to effectively position the discipline of Product Marketing in the organisation by binding priorities to the organisation’s business objectives.
Participants will be armed with a go-to-market framework that drives high performance in the market. Specific emphasis will be placed on forming compelling value propositions for well-defined markets, driving lead generation tactics in pursuit of goals and ensuring the organisation is enthused and empowered to deliver strategic objectives.
Participants will learn:
  • Value creation and capture,
  • Defining target markets and customers,
  • Go-to-market plan formulation,
  • The pursuit of sustained competitive advantage,
  • Building brand,
  • Enabling the organisation and
  • Collaboration, accountability and measurement
Business Benefits
Organisations will realise immediate and ongoing benefits of investing in their Product Marketing capabilities:
  • Establish a consistent and repeatable process to launch a new product or service.
  • Improve alignment of various marketing and branding initiatives,
  • Improve purposeful and effective sales support,
  • More efficient use of marketing resources. Foster a marketing culture of validation and collaboration,
  • Cultivate a focus on customer centricity,
  • Increase sales through more effective messaging.
Day 1
During the overview session, the facilitator will introduce a successful Product Marketing framework and establish the guidelines for all Product Marketing activities.
The guidelines are based firmly on 4 key principles:
  • Customer Centricity
  • Value Creation
  • Value Capture
  • Stakeholder Engagement
Without these 4 principles, participants will learn that any Product Marketing activities initiated will not be successful.
An Introduction to the Product Marketing Framework.
The Product Marketing Framework consists of 4 stages:
1. Define
2. Create
3. Mobilise
4. Measure and Grow
The Define Stage
  • Define the target markets
  • Identify the buyers
  • Articulate problem statements
  • Create and capture value
  • Establish a sustainable competitive advantage
The Create Stage
  • Align departmental objectives across the organisation
  • Define term, scope and objectives of marketing programs
  • Define campaigns around each audience
  • Estimate priority and phasing based on ROMI objectives and budgets
  • Marketing channel selection
  • Target setting and pursuit
Day 2
On day 1, we developed our marketing objectives, the audiences we wish to engage and our value propositions. The next step is to mobilise that intelligence, establish a plan, align the organisation and commit to the initiative.
The Mobilise Stage
  • Initiate program and campaign plans
  • Compile content to fuel program
  • Enable organisation through training and business readiness programs
  • Program launch through either or both a soft launch and market launch
  • Measure, learn and refine our efforts and activities
The Measure and Grow Stage
  • Measure and refine best practice metrics for subsequent programs. Determine what numbers matter for the next program
  • Source and nurture customer advocacy
Pulling It Together
In this section, we will string together the concepts covered with a team-based activity. Several scenarios will be worked through and presented to the participant group. The group will be divided in teams that will consider and work on the materials provided, then present back to the group.
  • Scenario 1: New entrant
  • Scenario 2: Mature product
  • Scenario 3: Industry specific scenario
Who Should Attend?
  • Product Managers
  • Product Marketers
  • Segment Managers
  • Field Marketers with launch objectives
  • Marketing Managers
  • Product Analysts
For more information on course module, please refer to our brochure.
Download Course Brochure Course Schedule
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