Michele PerryTechnology Marketing Alliance – July 2016

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Highlights Marketing Audit Confusion between Motion & Progress Eight Exercises to enhance your go-to-market

execution Budgeting – how to slice your marketing pie Why the Message Map is the most critical tool to

speed your execution

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My Background Education

– Wharton School - University of Pennsylvania - Undergraduate degree in Decision Science and Finance– Harvard Business School MBA– Mindshare graduate

Experience– 25 years of B2B experience – database, data warehouse, SaaS, cloud, network security, CRM, patient

engagement– 3 IPO’s, one acquisition, one PE Exit, many bags under eyes!

Currently– Boards - ThreatConnect, Unanet and several advisory boards– TEDCO Loaned Executive– Teaching – UMBC, UMD– Consulting and interim executive

Awards– Many team and company awards throughout the years

2008 Markies Award for Marketing Excellence– 2016 Power Woman of DC Tech

Marketing Methodology

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what does marketing do?

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good marketing requires a solid, structured approach

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A Definition for Marketing Taking actions to create, grow, maintain or defend

markets.

Marketing’s purpose is to develop and shape something that is real, and not, as people sometimes want to believe, to create illusions.

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Go-To-Market (GTM) Methodology

CustomerNeed Whole Product

Execution &Measurement

Marketing Ecosystem

MarketSegmentation

MarketStrategy

Mapping to TechnologyAdoption Curve

ValidationMarketing Plan

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the perry pyramid

lead generation

branding & communications

core positioning

product requirements

market requirements

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the top of the pyramid is fun,

lead generation

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PerryismsDon’t confuse MOTION

with PROGRESS!

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PerryismsDon’t confuse HubSpot templates for a marketing plan!

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start at the bottom of the pyramid

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market requirements

market requirements

identifying market segmentation

crossing the market chasm

listening to the voice of the customer

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#1 The Buyer

What does a DIAL (Day in A Life)

of your buyer look like?

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Voice of Customer (VOC) is Critical

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Market Requirements

WHAT is the pain? WHO has the pain?

– How do you identify the pain in an organization?– Is it measurable?

WHO is willing to pay to alleviate or remove the pain?– How much are they willing to pay?

WHEN will they pay? What is the trigger point? The compelling event?

Market Requirements Document (MRD) identifies the important Who, What, Where, Why, When and How

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Customer Buying Criteria

WHY will the customer buy? Does the customer have a compelling reason to buy? NEEDs versus WANTS– Does the customer NEED this product?– Does the customer WANT this product?– Does the customer actually NEED this product but doesn’t know

it yet? HOW will the customer buy?

– Will this replace something else attempting to solve the problem?

– What budget would this product fall under?– Is it a line item in the budget yet? Is this a replacement for

something they already pay for or is new budget $$ required? WHERE will the customer buy?

– What trusted partners will help them address this pain?

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Compelling Reason(s) to Buy It enables a previously unavailable strategic

capability that provides a dramatic strategic advantage

It radically improves productivity on an already well-understood critical success factor

It visibly, verifiably, and significantly reduces current total overall operating costs

Financial/Legal Decisions – Insurance Policy – Limit Liability - Protection of integrity/brand

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#2 – Market Maturity

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product requirements

product requirements

market requirements

understanding the whole product

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core positioning

core positioning

product requirements

market requirements

understanding exactly who and what you’recompeting with for the available dollars

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Why is positioning so important?

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Cutting through the Clutter

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Positioning Statement

For (target customers) Who are dissatisfied with (the current market

alternative) Our product is a (new product category) That provides (key problem-solving capability) Unlike (the product alternative) We have assembled (key whole product features

for your specific application)

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Positioning Quadrant

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EXERCISEWhat is your Secret Sauce?

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Secret Sauce Exercise

Company is first to do _________

Company is best at __________

Company is the only company to _____________

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EXERCISEPosition your competitors

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Share of Wallet/Attention Don’t have any competitors

– Nobody does exactly what we do! Reality – You have hundreds of competitors Compete

– For attention– For time– For budget– For resources

Biggest competitor- Do Nothing!

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branding & communications

branding & communications

core positioning

product requirements

market requirements

engagement with, education of, and connection toyour prospective buyers

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Simplify the Message c

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branding & communications

1. What are you going to say? Message Map

2. Who are you going to say it to?

Influence Matrix

3. How are you going to say it? Content Map

c

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Sample Message Map TemplateYour Company Name Here Message Strategy

POSITIONING: What position does your company want to occupy in the

mind of the customer?

ESSENTIAL BRAND VALUE:

What is the single issue of customer value around which your

company can claim superiority?

Why Do Buyers Need a Category Name?

List three category benefits here

Why is your company the Leader in Category Name?

List top three reasons that you are the leader

OFFERING:Example - these are either the product

compeoents or the whole product areas that should always be talked about and featured

Elevator Speech This is the short description of this Offering

PROOF POINTS: Patents? Other IP? Key Partnerships? Marquis Customer Names?

MANDATORIES:

c

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Sample Market Influence MatrixTYPE EXAMPLESBusiness Press HBR, WSJ, NYT, Fortune, Forbes,

McKinseyTrade PressStart-up PressIndustry AnalystsFinancial AnalystsSocial Media (Channels)Distribution ChannelsWhole Product Distribution PartnersAlliancesStandards GroupsEmployees

c

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lead generation

lead generation

branding & communications

core positioning

product requirements

market requirements

database funnel management

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The Top of the Pyramid is the FUN!

• Website updates• Content and

graphics• Videos• Blog (also

branding/sales tools)

• Events & Tradeshows• PR (Media, Awards)• Social Media (Twitter, LinkedIn,

Facebook)• “Snackable” content

• Marketing Automation (Lead Scoring, Lead Nurturing)

• Content Marketing• Sponsored webinars• Targeted events• Adwords/SEO• Digital Marketing• Advertising• Retargeting

• CRM Tools• Collateral/content (case studies,

datasheets, white papers, ebook, etc.)• Analyst reports/marketplace

credibility• Competitor Battlecards• Product Reviews Sales

ToolsLead Gen

Website

Branding

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Go do a marketing audit - how does your marketing measure up?

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the perry pyramid

lead generation

branding & communications

core positioning

product requirements

market requirements

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Thank You!

Michele Perry703 622 5015

michele@perrybridge.com