Smartsheet on LinkedIn: Beneath the surface: Unmasking the operations that power marketing maturity (2024)

Whether you need to create a project or campaign plan, build a content funnel, create personas, or map the customer journey— documentation is no small task for marketing teams. Lucid’s solution? A roundup of 20+ marketing team templates to help you visualize your entire workflow, from ideation to execution. #SeeWithLucid

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https://lnkd.in/duREvvhG great book, here is 2 minute summary:1. **Position as First in the Category (Category Creation)**• Strive to be the pioneer in a new or emerging category. Example: The VW Beetle was the first in the compact car category, creating its own niche.2. **Position “Against” Current Incumbents**• If being first is not feasible, position your product as a superior alternative to existing market leaders. Example: Linear positions itself as a more efficient alternative to Jira.3. **Find a Niche Market (Ideal Customer Profile)**• If competing directly with incumbents is impractical, target a specific niche or underserved segment. Example: Primetric focuses on software houses, catering to their unique needs.4. **Avoid Line Extensions**• Refrain from extending your product line too broadly, as it can dilute your brand messaging and confuse customers.By following these steps, you can effectively establish and communicate a strong market position.

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Historically, marketing for Offsite has been “top down” (to CEOs, Chiefs of Staff, etc). What if it was “bottom up” or what would I have to provide/give you as an employee to bring up offsite planning with your boss? Slack, Notion, Asana, Reforge, OnDeck are all great examples of “bottom up” playbooks. Essentially, how do I get you, as an employee, to revolt and DEMAND your company starts to plan more offsites? 😂Let me know! Curious to hear how you’d build a bottom up marketing strategy for offsite. com if you were me…

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Outlining my product launch guide playbook a.k.a Project Shooting Star (I keep changing what I call it so I might as well give it a codename) has so far taught me this: create something you WISH you had 💫As I go through drafting out each section from creating a strategy to launch, I write out the process or resource for where I wish I knew what kind of videos to prioritize for marketing and to help new users, or what were all the digital marketing activities (creating a press kit, email marketing, taking preorders, etc.) I could do and how could I prioritize them for a launch?If you only have five to six weeks to launch a new product or service, what are the digital marketing essentials when you’re strapped for time or money? That’s what I’m getting down to in this playbook to set you up with a successful #DigitalMarketing launch ✨More to come on my creation process for this, in case you’re also building something similar or want to get your hands on a resource like this as the marketer on your team or business aiming to launch something cool and useful soon!📷Recent behind-the-scenes video shoot I shot footage for locally in Austin. The model captured “rare” footage of me at work hah as an Instagram Story.#ProductMarketing #SocialMediaForBusiness #BusinessMarketing #B2BMarketing

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Marketing maturity is a journey, not a destination. 🗺️ It is important to evaluate where your team is, and where you need to go. John Newall, Smartsheet Senior Vice President of Brand, shares his most valuable lessons he’s learned about what it takes to lead successful marketing teams. https://lnkd.in/gTvHMXRU

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👀 🤩 Curious how Notion does marketing campaigns? 🤩 👀 Kira Klaas joined my newsletter this week to share the templates that drove her and her team's amazing work across the Notion brand. You'll definitely want to have these (free!) resources in your toolkit. The link to the newsletter and the templates is in the comments.Huge thank you to Kira for her wisdom and generosity! #marketing #brandmarketing #templates #resources #campaignstrategy #planning

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Books about #marketing for #productmanagers and key excerpts from them ▪️"Principles of Marketing" - Kotler and Armstrong. ▪️"Marketing Management" - Kotler and Keller. ▪️"Creating Value: Management for Business Growth" - Aronson, Koskan, and Churchill. ▪️"Product Management: Strategy and Practice" - Lee, Christiansen, and Martin. ▪️"Secrets of Startup Growth" (The Lean Startup) - Eric Ries. ▪️"Positioning: The Battle for Your Mind" - Al Ries and Jack Trout. ▪️"Influence: Science and Practice" (Influence: The Psychology of Persuasion) - Robert Cialdini. Principles: — Successful marketing begins with a deep understanding of the target audience, their needs, problems and desired results. — Products and services must solve real customer problems or satisfy their needs. Marketing should focus on how the product solves these problems. — The market should be divided into segments to better understand the needs and characteristics of different customer groups and adapt marketing strategies to each segment. — The product must have a clear Unique Selling Proposition (USP) that makes it different from competitors and attractive to consumers. — The price should reflect the value of the product to the client. It is important to analyze competitors, assess consumer price expectations and determine the optimal pricing strategy. — The choice of marketing channels should be based on the preferences of the target audience. This could be social media, content marketing, search engine optimization, email, and others. — It is important to continuously monitor and analyze the results of marketing campaigns in order to understand their effectiveness and make adjustments to the strategy. — The emotional component plays an important role in marketing. The product or service must evoke positive emotions and create an impression on customers. — Creating a strong brand helps a product stand out in the market and create a loyal customer base. — The market and customer needs are constantly changing. It is important to be flexible and quickly respond to changes, adapting marketing strategies to new conditions. If you've read any of these books or have other recommendations, drop a comment below. 👇🏼 #productmanagement #productmanager #pm #manager #management #productowner #books #marketingbooks #marketing #productdesign #productmarketing #businessbooks

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Whiteboards play a significant role in #marketingstrategies and activities as they serve as versatile tools that help marketing teams plan, communicate, and visualize their ideas effectively.𝐃𝐨 𝐲𝐨𝐮 𝐭𝐡𝐢𝐧𝐤 𝐬𝐚𝐦𝐞?In the current era, both project planner tools and whiteboards offer valuable features for planning and managing projects, but they cater to different preferences and needs. The choice between the two depends on factors such as the nature of the project, the team's working style, and the level of collaboration required.#marketing #brainstorming #visualizing #bettercommunication #ideas

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🚀 ATTN: Product marketers who are looking to reestablish or define the product marketing function within their organization, particularly in the context of organizational changes. Today we’re launching a brand new playbook📘: How1PasswordEstablished Their Product Marketing Function by1PasswordVP of Product Marketing,Eileen Buenviaje Reyes. In this playbook you’ll learn:- How to establish a shared understanding of the role of product marketing within your organization by presenting clear roles and responsibilities.- How to cultivate a culture where teams co-own problems and solutions, leading to increased empathy and mutual understanding.- How to prioritize projects based on potential impact and opportunity, while avoiding reactive decision-making.- How to establish credibility and trust by delivering on projects quickly and effectively, resulting in increased buy-in from other teams.This content is free for only 7 days so head toSharebirdand get your copy today!🔥(link in the comments below)#productmarketing#playbooks#establishingproductmarketing

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