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:
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Using the right tools to quantify customer value that lead to powerful value propositions
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Optimizing marketing activities to ensure the have high-impact with customers
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Using the right combination of push and pull marketing strategies
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How to optimize price a product based on both strategic and financial goals
Program Summary
Part 1: FOUNDATIONS OF MARKETING ROI
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Introduction to Effective Product Marketing
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The KI Market Success Model
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Five key factors in successful product marketing
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Case study – How to apply the five key factors of product marketing success
Part 2: QUANTIFYING REAL CUSTOMER VALUE
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Clarifying target customers, segments and prioritizing the various roles of customers in decision-making
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Translating product attributes to customer value
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Exercise: Using a customer value pyramid to estimate relative value of different product offerings
Part 3: OPTIMIZING THE MARKETING MIX
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Articulating great (and accurate) value propositions
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Positioning-based Pricing
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Optimizing pricing for strategic and financial goals
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High-impact Promotions
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Creating campaigns that drive sales
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Optimal Sales and Channel Support
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Exercises: Short exercises for each P to enhance understanding and practice.
Part 4: PULLING IT ALL TOGETHER
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Connecting key strategic initIatives to tactics using a marketing matrix
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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:
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Product managers
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Product marketing managers
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Aspiring engineers and product developers
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Product, project and program managers
What’s Included
The registration fee includes:
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A comprehensive E-book with tools, examples and key learnings
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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