Product Marketing Excellence

Develop Optimal Marketing Mixes for Competitive Markets
Introduction

Product Marketing Excellence - Optimizing the Marketing Mix is a one-day intensive workshop designed for product  and marketing leaders to learn how to develop marketing plans with the optimal marketing mix. It starts with key concepts in how to quantify a value proposition and then provides specific tools and methods to develop a marketing mix that matches product positioning and market goals.

 

​The program uses a wide range of exercises and real world examples to give participants the skills and tools to develop high-impact marketing plans, including:

  • Using the right tools to quantify customer value that lead to powerful value propositions

  • Optimizing marketing activities to ensure the have high-impact with customers

  • Using the right combination of push and pull marketing strategies

  • How to optimize price a product based on both strategic and financial goals

 
Program Summary

Part 1: FOUNDATIONS OF MARKETING ROI

  • Introduction to Effective Product Marketing

  • The KI Market Success Model

  • Five key factors in successful product marketing

  • Case study – How to apply the five key factors of product marketing success

 

Part 2: QUANTIFYING REAL CUSTOMER VALUE

  • Clarifying target customers, segments and prioritizing the various roles of customers in decision-making

  • Translating product attributes to customer value

  • Exercise: Using a customer value pyramid to estimate relative value of different product offerings

Part 3: OPTIMIZING THE MARKETING MIX

  • Articulating great (and accurate) value propositions

  • Positioning-based Pricing

  • Optimizing pricing for strategic and financial goals

  • High-impact Promotions

  • Creating campaigns that drive sales

  • Optimal Sales and Channel Support

  • Exercises: Short exercises for each P to enhance understanding and practice.

Part 4: PULLING IT ALL TOGETHER

  • Connecting key strategic initIatives to tactics using a marketing matrix

  • Articulating a strategic marketing budget
     

Download a complete outline here.

Who Should Attend

Anyone who wants to get a solid foundation in product marketing and want to learn how to develop powerful marketing mixes. This is ideal for:

  • Product managers 

  • Product marketing managers

  • Aspiring engineers and product developers

  • Product, project and program managers

What’s Included

The registration fee includes:

  • A comprehensive E-book with tools, examples and key learnings

  • Lunch and refreshments are also included

Download Details

Your Facilitator

Dorian Simpson
MBA. BSEE. Consultant. Author. Certified NPDP.
ATT. Motorola. Intel.

"The focus on developing a value proposition was perfect for my role. I will no longer focus on features."

- C. Cummins,  J&J Medical

"I knew of the 4P's, but this program really helped me how to use them as a strategic marketing tool.

- D. Pierce, SKF Group

Dates and Locations

 

There are currently no public programs planned for this program. 

Select one of the following options: 

Notify me when a public session is offered

Contact us about an in-house program

Charlotte, NC

Tel: 971-235-4905

© 2017 Kingsley Institute