Shesh is an executive with an outstanding track record of leading strategy development and execution to bring software products to markets worldwide, with P&L responsibilities in excess of hundreds of Million USD. Before his current role in Bottomline Technologies, he has proved his mettle as Vice President in ACI worldwide and Sr, Product Manager in McAfee etc.
During the webinar, Shesh spoke particularly about the role of Product Marketing Management in a world that is consumed by data, and what professionals can do beyond this Data to retain customers and convert new ones.
Here are the 5 key takeaways from the Webinar –
- Communication is one of the core skills for any Product marketing professional. Within a Product Management organisation, they have to interact with various stakeholders such as customers, analysts, corporate marketing, solution consulting and sales engineers and the sales team.
- The Changing Marketplace – With abundant data, we spend loads of resources on assimilating the information, evaluating features, incorporating feedback from peers and analysts to say nothing of keeping a track of competitors pricing. In all this rationality and logic, what tends to get ignored is that decisions are subjective decisions and often ride on emotions!
- Experiential Customer Engagement – Today it’s not about what features you provide, but what experiences you deliver. Make sure you capitalising on the six emotional centers – happiness, fear, sadness, disgust, surprise and anger. Through this emotional connect you should be able to communicate the pain point of the customer that you are trying to solve. Personal value is a key influencer in the buyer’s decision
- Buying Process Involvement – You need to be involved in the buyer’s journey at every juncture, even if it isn’t a part of your function, be it to provide inputs, understand the customer or refine your value proposition. Basically, you need to continuously engage the customer, even after the solution has been purchased, to ensure that the problem statement articulated and value provided match, and if they don’t, communicate the needful to the internal team to meet the customer’s expectations before they switch to a competitor.
- Primary Ownership of Product Marketing–
- Creation of buyer personas
- Creating the positioning and messaging strategy
- Go to Market launch plan and execution
- Quarterly competitive landscape analysis
- Maintaining Analyst relations