ConversionXL, Lucas Weber – Product Marketing For Technology

Lesson Objectives:

• Position yourself to receive and accept crucial information within your company which is a key element in building your product positioning and messaging
• Craft your storytelling through best practices to ensure that your message gets through to your target audience
• Bridge the gap between development, marketing, and sales within your organization

Topics covered:

• Communication
• Storytelling
• Public Speaking
• Leadership
• Hybrid Role

Lesson Objectives:

• Align with the marketing team’s objectives and enable the team to reach them by supporting the marketing funnel
• Successfully build customer success/case studies based on four crucial elements
• Identify and ask the right questions when visiting prospects and customers to effectively build the right positioning and messaging for your products and to further empower your development team with valuable feedback

Topics covered:

• Define and differentiate the Product Marketing Manager’s role within Marketing
• Building Case Studies
• Visiting Customers & Prospects
• Internal Company Events
• Analyst Relations

Lesson Objectives:

• Define different types of product launches which are recognized across both product and marketing
• Organize and lead a product-focused marketing campaign from beginning to end
• Increase both sales and stickiness through different forms of in-product marketing

Topics covered:

• Development Methodology and Tools
• Product Launches
• Product-focused Campaigns
• Product Roadmaps
• Technical Support and User Groups
• In-product Marketing

Lesson Objectives:

• Distill important information into key learnings for a sales team
• Onboard employees of all business units through various exercises, workshops, and exams to ensure a solid start in your organization
• Setup and manage a scalable Learning Management System for standardized, interactive training sessions to ensure that everyone in your company is up to date on the latest product marketing information

Topics covered:

• Sales Team Structure and Goals
• Training
• Learning Management Systems
• Onboarding with Playbooks and Battlecards
• Continuous Learning
• Microlearning

Lesson Objectives:

• Create short and long versions of B2C and B2B buyer personas
• Map out the buyer’s journey and align it with sales enablement activities and material
• Conduct research on how to create your positioning by analyzing competitor positioning and by collecting feedback and insights from inside your company, prospects, and customers
• Create your product positioning and successfully deploy multi-layered messaging

Topics covered:

• Buyer Personas
• Buyer’s Journey
• Company Internal Research
• Competitor Positioning
• Prospect and Customer Research
• Creating your Positioning and Messaging