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I’m going to give you some tips on how to manage product marketing. Let’s jump right into it: #1 – Plan your Path Before you actually start your marketing campaigns, you need to look at the routes ahead of you; but don’t be so linear. This is a mistake that a lot of marketing gurus make, and it’s understandable. You have to envision dips and curves and unexpected forks in the road. At one time, there were pretty limited choices for avenues of outreach (those being print, signs and television/radio). Although these marketing avenues still exist, they are expensive (compared to other options) and I kind of want to discourage them. but we’ll get more into that in the next subset. Today, I want to explore different choices that are even more efficient for social and viral marketing. Examples include online ads, mobile apps and video pre-roll. Plan your route by implementing as many of these channels as possible (but with the timing and finesse to do it in the right order). #2 – Choose a Path that Doesn’t Annoy Anyone As a manager, you need to have a sense of humanity. Learn from the case studies examining the sociology and psychology of potential customers. Product Marketing should never annoy your audience. A captive audience, will find most ad interruptions to be rude, obnoxious and downright annoying. Choose a passive path. Social Media channels (Facebook, Tumblr, Twitter) and blogging provide useful information that your target audience wants to see. Lure them in, instead of disrupting them. #3 – ROI Matters ROI, or return on investment, is very important. Your department has to answer to financial budgets just like every other department. So when you choose avenues, be sure the cost is going to achieve maximum positive outreach. You want solid leads that will turn into clients; numbers matter. If you’re putting a lot of work and expense into the process, but are only seeing minimal results- your ROI will suffer, so change your strategy. These 3 product marketing management tips are as logical and basic as you can get. This doesn’t even begin to scratch the surface, so use these tips as a stepping stone to move on to the next level. Good luck!


Kevin Goldberg