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eghenson

Marketing Mechanics provides services across the product lifecycle including research and analysis, whole product management, and product marketing. They help clients understand market opportunities and deliver customer value through an integrated approach involving cross-functional collaboration, knowledge transfer, and best practices in product definition, messaging, and reaching customers. Their goal is to help clients manage and deliver products to market success.

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Service Offerings WE BUILD MARKETING MACHINES SM Marketing Mechanics © 2009 v0623
Agenda • Introduction • Philosophy and Approach • Service Offerings • A Process View • Manage and Deliver to Success WE BUILD MARKETING MACHINESSM Marketing Mechanics © 2009 v0623 2
From concept to market and back, Marketing Mechanics helps your company better understand and respond to market opportunities. • Research and Analysis • Whole Product Management • Product Marketing • Knowledge Transfer and Team Enablement WE BUILD MARKETING MACHINESSM Marketing Mechanics © 2009 v0623 3
Clients Known for our expertise in digital media, our clients include: • Move Networks • VeriSign • Adobe • Sling Media • Technicolor • Anystream (now Grab Networks) • Canesta • Pie Home WE BUILD MARKETING MACHINESSM Marketing Mechanics © 2009 v0623 4
Philosophy and Approach Whole Product Better Practices Knowledge Transfer and Team Enablement WE BUILD MARKETING MACHINES SM Marketing Mechanics © 2009 v0623
Whole Product = Value to the Customer • Technology is one factor that delivers value to the customer. • Beginning with advanced information or first awareness of the product, through purchasing it, Finance Partners unwrapping it, deploying it, using it, maintaining it, fixing it, talking about it, sharing it, and retiring it – all are factors of the value delivered to the Sales Service & customer. CUSTOMERS Support • Customer value is delivered through a process that focuses on customer experience and requirements; Marketing Operations relating both to company strategic and financial goals. Engineering • The informed collaboration of the whole organization is required to deliver the whole product. PRODUCT MANAGEMENT WE BUILD MARKETING MACHINESSM Marketing Mechanics © 2009 v0623 6
Better Practices Derived from product management and marketing experience with a wide range of clients and challenges as well as extensive education and professional organization participation. • Product Development and Management Association • Silicon Valley Product Management Association • Business Marketing Association • American Marketing Association WE BUILD MARKETING MACHINESSM Marketing Mechanics © 2009 v0623 7
Knowledge Transfer; Team Enablement We work with and augment your team Focusing on • Collaboration and knowledge transfer. • Pragmatic and actionable results. Helping to assure that your team develops better practices and skilled approaches to understanding and responding to opportunities. WE BUILD MARKETING MACHINESSM Marketing Mechanics © 2009 v0623 8
Service Offerings Research and Analysis Whole Product Management Product Marketing WE BUILD MARKETING MACHINES SM Marketing Mechanics © 2009 v0623
Research and Analysis Develop a 360°market view Players Influencers Trends Identify unique value and market opportunity Integrate customer perspective throughout the product process Capture competitive dynamics WE BUILD MARKETING MACHINESSM Marketing Mechanics © 2009 v0623 10
Whole Product Management Integrate customer perspective throughout the product process Develop market and product requirements against all points of customer value Strengthen differentiated value Refine product concepts Deliver through cross-functional collaboration WE BUILD MARKETING MACHINESSM Marketing Mechanics © 2009 v0623 11
Product Marketing Articulate value Internally To the Market To Customers High-Impact, Relevant • Messaging • Collateral • Programs WE BUILD MARKETING MACHINESSM Marketing Mechanics © 2009 v0623 12
A Process View Build Better Practices: Manage and Deliver to Success Refine Define Manage Reach Fuzzy Whole The The Concepts Product Message Customer TRACK MEASURE REFINE WE BUILD MARKETING MACHINESSM Marketing Mechanics © 2009 v0623 13
Manage & Deliver To Success Concepts that are: Concept refinement • Unfocused • Base on best practices • Incomplete in product definition. • Poorly articulated • Focus on what is meaningful to Can result in: the customer. • Inefficient development • Align team activities with • Costly marketing cycles compelling strategic value • Failed products • Primary and secondary research supports clearly articulated concepts. WE BUILD MARKETING MACHINESSM Marketing Mechanics © 2009 v0623 14
Manage & Deliver To Success Technology ≠ Product Whole Product • Are your product efforts • Best practices focused primarily on • Focus on delivering a full technology? range of value to customers • Leverage company-wide efforts • Without a whole product • Articulate customer value view, teams within the requirements across the team— company may management, engineering, design, marketing, customer service, finance, inadvertently work against and partners. each other – wasting valuable time and • Align team activities resources. WE BUILD MARKETING MACHINESSM Marketing Mechanics © 2009 v0623 15
Manage & Deliver To Success Messaging can get short Manage the Message shrift and fail to deliver • Understand how your customers: the impact needed. • acquire information • make decisions • How can your company • use products like yours as part focus and develop of their overall workflow or life. messaging that will make a difference? • Integrate corporate and product positioning. • Develop strategic content that works. WE BUILD MARKETING MACHINESSM Marketing Mechanics © 2009 v0623 16
Manage & Deliver To Success Build it and they will come? Reach the Customer • Competing doesn’t just • Understand what your involve having the best customer values. technology, service model, or pricing. • Communicate authentically to what is meaningful in • Market noise, multiple their lives. channels of communications – If your customer doesn’t • Leverage dynamic possibilities in the hear or relate to product marketplace. messages, how can you win their business? WE BUILD MARKETING MACHINESSM Marketing Mechanics © 2009 v0623 17
Ellen Grace Henson Managing Director egh@mktgmech.com 408.292.7476 office 408.835.2577 mobile WE BUILD MARKETING MACHINESSM Marketing Mechanics © 2009 v0623 18

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Service Offerings

  • 1. Service Offerings WE BUILD MARKETING MACHINES SM Marketing Mechanics © 2009 v0623
  • 2. Agenda • Introduction • Philosophy and Approach • Service Offerings • A Process View • Manage and Deliver to Success WE BUILD MARKETING MACHINESSM Marketing Mechanics © 2009 v0623 2
  • 3. From concept to market and back, Marketing Mechanics helps your company better understand and respond to market opportunities. • Research and Analysis • Whole Product Management • Product Marketing • Knowledge Transfer and Team Enablement WE BUILD MARKETING MACHINESSM Marketing Mechanics © 2009 v0623 3
  • 4. Clients Known for our expertise in digital media, our clients include: • Move Networks • VeriSign • Adobe • Sling Media • Technicolor • Anystream (now Grab Networks) • Canesta • Pie Home WE BUILD MARKETING MACHINESSM Marketing Mechanics © 2009 v0623 4
  • 5. Philosophy and Approach Whole Product Better Practices Knowledge Transfer and Team Enablement WE BUILD MARKETING MACHINES SM Marketing Mechanics © 2009 v0623
  • 6. Whole Product = Value to the Customer • Technology is one factor that delivers value to the customer. • Beginning with advanced information or first awareness of the product, through purchasing it, Finance Partners unwrapping it, deploying it, using it, maintaining it, fixing it, talking about it, sharing it, and retiring it – all are factors of the value delivered to the Sales Service & customer. CUSTOMERS Support • Customer value is delivered through a process that focuses on customer experience and requirements; Marketing Operations relating both to company strategic and financial goals. Engineering • The informed collaboration of the whole organization is required to deliver the whole product. PRODUCT MANAGEMENT WE BUILD MARKETING MACHINESSM Marketing Mechanics © 2009 v0623 6
  • 7. Better Practices Derived from product management and marketing experience with a wide range of clients and challenges as well as extensive education and professional organization participation. • Product Development and Management Association • Silicon Valley Product Management Association • Business Marketing Association • American Marketing Association WE BUILD MARKETING MACHINESSM Marketing Mechanics © 2009 v0623 7
  • 8. Knowledge Transfer; Team Enablement We work with and augment your team Focusing on • Collaboration and knowledge transfer. • Pragmatic and actionable results. Helping to assure that your team develops better practices and skilled approaches to understanding and responding to opportunities. WE BUILD MARKETING MACHINESSM Marketing Mechanics © 2009 v0623 8
  • 9. Service Offerings Research and Analysis Whole Product Management Product Marketing WE BUILD MARKETING MACHINES SM Marketing Mechanics © 2009 v0623
  • 10. Research and Analysis Develop a 360°market view Players Influencers Trends Identify unique value and market opportunity Integrate customer perspective throughout the product process Capture competitive dynamics WE BUILD MARKETING MACHINESSM Marketing Mechanics © 2009 v0623 10
  • 11. Whole Product Management Integrate customer perspective throughout the product process Develop market and product requirements against all points of customer value Strengthen differentiated value Refine product concepts Deliver through cross-functional collaboration WE BUILD MARKETING MACHINESSM Marketing Mechanics © 2009 v0623 11
  • 12. Product Marketing Articulate value Internally To the Market To Customers High-Impact, Relevant • Messaging • Collateral • Programs WE BUILD MARKETING MACHINESSM Marketing Mechanics © 2009 v0623 12
  • 13. A Process View Build Better Practices: Manage and Deliver to Success Refine Define Manage Reach Fuzzy Whole The The Concepts Product Message Customer TRACK MEASURE REFINE WE BUILD MARKETING MACHINESSM Marketing Mechanics © 2009 v0623 13
  • 14. Manage & Deliver To Success Concepts that are: Concept refinement • Unfocused • Base on best practices • Incomplete in product definition. • Poorly articulated • Focus on what is meaningful to Can result in: the customer. • Inefficient development • Align team activities with • Costly marketing cycles compelling strategic value • Failed products • Primary and secondary research supports clearly articulated concepts. WE BUILD MARKETING MACHINESSM Marketing Mechanics © 2009 v0623 14
  • 15. Manage & Deliver To Success Technology ≠ Product Whole Product • Are your product efforts • Best practices focused primarily on • Focus on delivering a full technology? range of value to customers • Leverage company-wide efforts • Without a whole product • Articulate customer value view, teams within the requirements across the team— company may management, engineering, design, marketing, customer service, finance, inadvertently work against and partners. each other – wasting valuable time and • Align team activities resources. WE BUILD MARKETING MACHINESSM Marketing Mechanics © 2009 v0623 15
  • 16. Manage & Deliver To Success Messaging can get short Manage the Message shrift and fail to deliver • Understand how your customers: the impact needed. • acquire information • make decisions • How can your company • use products like yours as part focus and develop of their overall workflow or life. messaging that will make a difference? • Integrate corporate and product positioning. • Develop strategic content that works. WE BUILD MARKETING MACHINESSM Marketing Mechanics © 2009 v0623 16
  • 17. Manage & Deliver To Success Build it and they will come? Reach the Customer • Competing doesn’t just • Understand what your involve having the best customer values. technology, service model, or pricing. • Communicate authentically to what is meaningful in • Market noise, multiple their lives. channels of communications – If your customer doesn’t • Leverage dynamic possibilities in the hear or relate to product marketplace. messages, how can you win their business? WE BUILD MARKETING MACHINESSM Marketing Mechanics © 2009 v0623 17
  • 18. Ellen Grace Henson Managing Director egh@mktgmech.com 408.292.7476 office 408.835.2577 mobile WE BUILD MARKETING MACHINESSM Marketing Mechanics © 2009 v0623 18