For product marketing, 2023 is going to be a year of focus on improving the process, resources and programs that are already in place- driving alignment with clear, value-based messaging and enabling our teams to position our products more effectively, elevating JMP as an enterprise solution. Our 2023 plans center around 3 areas:
- SALES TRAINING
- SALES RESOURCES
- JMP.COM
Why these 3 areas?
- Consistency of message
- Alignment between groups (from how we sell to what is on our site to how our channels/events are promoting)
- Drive efficiency
When this alignment and efficiency occurs, our message and story becomes that much stronger, it drives process, we can onboard teams more quickly, we become better at delivering it.
SALES TRAINING
We took a slight detour in H2 2022, but the sales training series is coming back in full force in 2023. Training will kickstart in January with JMP Clinical. Throughout the remainder of the year, we will host at least one training per month with a continued focus on products, industries, capabilities and core sales messages. Each session is meant to inform and provide strategic approaches and resources around positioning and selling the product/capability/industry, etc.
What’s new in 2023:
- Includes marketing: In an effort to empower our marketing teams with the same knowledge as our sales teams. Information can be used to build better, more aligned campaigns around the vetted messaging and the way sales people sell.
- Consistency of Topics/Message: Standardized on annual trainings that align with taxonomy - industries, products, capabilities, competitors, core messages.
- Standardized Templates: when you go to a training page you know what was shared and you know where to find the key information.
- More engaging: Looking to make sessions more engaging, more fun → more memorable/actionable.
SALES RESOURCES
- We are moving!: With the introduction of confluence cloud we are moving the product management library (BOOKMARK THIS!!!) to confluence to take advantage of the tools, templates that they offer. Easy to search. Easy to find. Easy to collaborate.
- Templates: with allllllll of the documentation that we have in different areas we are utilizing the templates offered in confluence to standardize how
- Personas: Who do we sell to? Who is this content for? Map personas to content. Map content to personas.
- Sales Resources: We are going to continue to build out the sales resources we have put together (ppts, workflow assessment, etc) As we continue to add more messaging (JMP for the Cloud for example), we will ensure there are sharable sales resources as well.
JMP.COM
Over time, product marketing has and will continue to have a strong role in the overall content strategy and development of jmp.com. On top of that we have been working with a cross functional group in leading the efforts in the navigation updates.
What's new in 2023:
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“Value Blocks”: syndicated messaging that pulls out specific things from a page.
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Updated/Updating product pages: New messaging, incorporating social proof, connection to premium products.
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Extending JMP: Providing the business case of how JMP can be extended to provide even more value to an organization through data connectors, jmp for the cloud, jmp live, compatible interfaces, etc.
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JMP for the Cloud: We are looking to find ways to make it easier to communicate, both internally and externally, what JMP for the cloud is, what it isnt and what it does for an organization.
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Refining Industry pages: As we work through the industry trainings we will coordinate updates to external pages to ensure consistency of message, aligning to industry alignment and taxonomy efforts.
GROWING TEAM
Product Marketing has grown from 1 to 2 people (YEAH!!!) with the hire of Kaylee Warren. Kaylee is currently a senior at ECU and will be graduating in the spring. Kaylee will be working part-time until her graduation, but starting full-time in June. You can learn more about Kaylee here.
FEEDBACK ALWAYS WELCOME
Have thoughts on any of the above? Have training, resources that you would like prioritized? Please use this form to provide suggestions or feedback.
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