Unlocking High Impact Go To Market - V3 Exposed
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Viewpoint Value and Velocity Unlocking High Impact SaaS Marketing Ken Rutsky President KJR Associates Strategic Product Marketing Expert ken @kjrassociates.com www.kjrassociates.com
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How do we breakthrough and win in today's crowded, information overloaded market. Unlock Breakthrough Go To Market with V3 - Viewpoint, Value and Velocity.
Transcript of Unlocking High Impact Go To Market - V3 Exposed
Viewpoint Value and Velocity
Unlocking High Impact SaaS Marketing
Ken Rutsky President KJR Associates
Strategic Product Marketing Expert
[email protected] 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 [email protected] www.kjrassociates.com
