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

• 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

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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

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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.

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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.

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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 

• Product marketing managers

• Aspiring engineers and product developers

• Product, project and program managers

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What’s Included

The registration fee includes:

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

• Lunch and refreshments are also included

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Dorian Simpson

MBA. BSEE. Consultant. Author. Certified NPDP.

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ATT. Motorola. Intel.