Explore the fundamentals of product marketing for new products in this 27-minute conference talk by a16z partner Sharon Chang. Learn how to effectively communicate your product's value to potential customers, from understanding your target audience to framing the problem your solution addresses. Discover strategies for crafting a compelling story, analyzing competition, and developing pricing principles. Gain insights into launching new products, creating sales enablement materials, and structuring a modern marketing organization. Master the art of highlighting key product features, demonstrating success stories, and proposing next steps to potential buyers. Equip yourself with essential knowledge to scale your product's story and ensure its impact resonates from founder to sales team.
Overview
Syllabus
Intro
Product Marketing
Start with the Customer
The Modem Marketing Organization
Highlight the Right Points
Telling Your Story
Why Current Solutions Will Fail
What's Needed & Why
Show The Product
Tell About A Success
Propose Next Steps
Pricing Principles
Start By Identifying What Should Be Valued
Map Features to Users/Groups
Assign Value to the Features
Pricing Example
Pricing Reminders
Launching New Products or V.x Releases
Materials You Need
Analyzing the Competition
Differentiation
Everyone is a Source of Competitive Analysis
Competitive Strategy & Execution Elements
Sales Enablement Materials
Sample Collateral
Taught by
a16z
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