Watch the recording of this session here (skip to 0:45:30):
https://web.microsoftstream.com/video/bf020359-e15a-4c60-8d20-f55e6ef5c631
The JMP Marketing Story
Once upon a time in JMP World...
Once upon
a time
(like 30 years ago)
in a land not
so far away,
a very tall,
very smart and very kind wizard had an idea for magic software.
With a small team of talented people, the Wizard created that software.
It was the most beautiful software in the land.
What made it magic was that it was also the most statistically sophisticated software.
The wizard called this software JMP.
The story is that it was named for a leap in interactivity,
a leap in data visualization,
a leap in
decision making.
Or maybe
it is called JMP because
the Wizard
liked frogs.
Or was it rabbits?
We know he loves leaping lizards.
Anyway… this Wizard was so happy with his invention
that he wanted to give it away
to all the scientists, engineers and other
data explorers
in the world.
But then Weisz King (literally, his name was Weisz) showed the Wizard that if he sold JMP at a modest price, he would have money to invest back into it, to keep making it better and better.
That would mean that the data analyses would be better and better, and the customers would be happier and happier.
So, that's what they decided to do.
King Weisz sent out a summons
for the very best
Account Executives,
Systems Engineers and Inside Reps
to join the team.
People heeded the call from far and wide.
They had to jump through so many hoops that only the very best remained.
The King and the Wizard did the same for other parts of the JMP world…
…until they had hired the most creative, the most curious
and most clever people in the world.
One day,
King Weisz
shared his vision that this team would spread
the use and impact of JMP.
The people
who guide the product said:
“We will study the market to know what’s needed.”
The people
who make the product said:
“That's great! We will continue to make JMP the best
statistical discovery software in
the world.”
The people who sell the product said:
“This is exciting! We are ready to get JMP in the hands
of scientists, engineers and other data explorers.”
The people behind the scenes said:
”We’ll provide the support and services that keep business moving.”
The people who take care of customers said:
"Excellent!
Show us the users and we will take the very best care of them."
But something was missing.
Where were the marketers?
Where were the people who would tell the world about JMP software?
Where were the people who would warm up the market, generate leads and protect the JMP brand?
The marketers were already all over the world, in strategic places to spread the use and impact
of JMP.
They knew that if they could get people to try JMP, people would
like JMP... and then buy JMP.
So, the marketers worked and they worked.
They wrote for our customers.
And they wrote for our soon-to-be customers.
Heads down, they built websites, edited whitepapers, produced webcasts and more.
With unprecedented focus, they worked to create leads for JMP sales teams.
In the field, they produced learning opportunities.
They tailored offerings to the target audiences,
tweaking for regional differences, and inviting the most strategic people.
These marketers knew exactly what to do.
These marketers put wonderful things online to draw people who were statistically curious.
They always put the demo front and center for prospects, because they knew:
"If they try it,
they'll like it.”
They also enlisted the help of associations and partners and even special professors when possible, because this job is too big to do alone.
Back in the castle – or home offices if needed – marketers created magazines, brochures, customer stories
and more.
And then JMP marketers all over the world shared the good word via social media and traditional media.
By writing Talk Tracks, competitor analysis sheets
and other reference material, Marketing makes it easy
for Sales to do
their jobs.
Because Marketing loves users as much as Customer Care does, they work hand-in-hand on customer-focused events.
…like the Discovery Summit series.
Where the talks
enrich the mind
and the soul.
Whether we’re in-person or online, we put users on a pedestal at
Discovery Summits.
In times when travel is possible, Marketers are on planes, trains and in automobiles.
They are conducting site visits, they are hosting webcasts, and they are interviewing customers.
They travel the globe to spread the use and impact of JMP.
But no matter how far they go, they never get too far from the data.
They watch the results, they measure success, and they continually improve.
And that, my friends, is the how JMP Marketing helps spread the use and impact of JMP.
The End
