Viewpoint Value and Velocity

Unlocking High Impact SaaS Marketing

Ken Rutsky President KJR Associates

Strategic Product Marketing Expert

ken@kjrassociates.com www.kjrassociates.com

the world has shifted

we have connected buyers

The New Buyer

ConnectedImpatientImpulsiveInformedElusive

Still HumanStill Part of Org

Adapted From Joel York, Chaotic Flow, and Ben Horowitz Ben’s Blog

we have solution proliferation

Impact = V3

IMPACT

ViewpointVa

lue

Velocity

Viewpoint

Value

Velocity V=DE2

Viewpoint

DeliverySoftware SaaS

Cus

tom

izat

ion

Cod

eC

onfi

gure

Value

My

Busine

ss

Bene

fits

Comp Business

Benefits

Customer Care ($$s)

Who Care

s

UNIQUE

VALUE Lose

Draw

Value

My

Busine

ss

Bene

fits

Comp Business

Benefits

Customer Care ($$s)

Who Care

s

UNIQUE

VALUE

Lose

Draw

Three Strategies For Breakthrough Positioning

Strategy 1: 1+1=3

Strategy 2 : Embrace and Extend

Strategy 2 : Embrace and Extend

Velocity V=DE2

Velocity = Delivery * Engagement * Experience

SOURCE: B2B Content Marketing: 2010 Benchmarks, Budgets and Trends; B2BOnline, Junta42

“

SOURCE: B2B Content Marketing: 2010 Benchmarks, Budgets and Trends; B2BOnline, Junta42

“The problem is getting the right content to the right people...Producing smart, highly targeted and truly innovative content can be really challenging.”

“It’s often difficult to find topics that have not already saturated the market. Putting a different spin on a subject takes time.”

Match Delivery to Audience and Buying Cycle

Source: http://www.b2bbloggers.com/blog/the-ultimate-content-marketing-infographic/

Experience

Low High

Eng

agem

ent

Low

Hig

h

Datasheet

Whitepaper

Trial

Screen-show

OnlineAssessment

Live DemoVideo

Case Study

Low Velocity

Driving Velocity

High Velocity

Strategy 3 : Copy and Paste

CASE STUDY: Nimsoft

GETTING NOTICED AND WINNING

Nimsoft: The Big 4 Alternative

from the datacenter to the cloud Value

Engagement and Experience

$350,000,000

SUMMARY

Impact Marketing = V3

Viewpoint

Value

Velocity V=DE2

Next Steps

• Find Your Viewpoint – 2X2

•Set The Value Terrain– VENN DIAGRAM

•Are You Experience – DEFINE THE EXPERIENCE TO SHOW VALUE

Email ken@kjrassociates.com www.kjrassociates.com