"Marketing and Selling Products for Product People" Ty Ahmad-Taylor, Ignite at #ProductSF | Summary and Q&A

TL;DR

Learn how creating a one-page marketing case study can help product people sell their products and advance their careers.

Key Insights

• 🧑‍🏭 There are three actors involved in the sales and marketing process: internal clients, external clients, and product people.
• 🖐️ B2B companies can focus on either growth or selling, and product managers play a role in driving sales growth.
• 👯 Creating a one-page marketing case study helps product people sell their products and advance their careers by providing psychological comfort to clients.
• 🏍️ Sales and marketing in the B2B industry can be challenging due to long sales cycles and conservative clients.
• ❓ Product managers can contribute to sales growth by ensuring product-market fit and implementing strategies like freemium models.
• 💼 Concrete numbers and quantifiable results are crucial in marketing case studies to convince both internal and external clients.
• 👯 The one-page marketing case study can drive product success and career advancement for product people.

Transcript

I so I'm presenting myself I'm just gonna be interesting because I didn't have any time the photos that look like they're shot in Vietnam or shot in vietnam by me I'm so it says sales and marketing for product people what this is really about is creating a marketing case study and its product people I think that it's important for you for external ... Read More

Questions & Answers

Q: What is the purpose of creating a marketing case study for product people?

Creating a marketing case study helps product people sell their products to external clients and advance their careers internally by showcasing their achievements and value.

Q: How can product managers contribute to sales growth in B2B companies?

Product managers can help in the sales growth aspect by ensuring product-market fit, driving product upsells, and implementing freemium models.

Q: What are some challenges faced in the B2B sales cycle?

B2B sales cycles can be long and unpredictable, often resulting in cycles of despair and joy. Prospects may be conservative due to personal or metaphorical private school concerns, making it difficult to close deals.

Q: How can a one-page marketing case study provide psychological comfort to both internal and external clients?

The one-page marketing case study provides concrete numbers and results, giving clients the confidence to invest in the product and its success. It addresses the private school problem and reassures the internal client of the value of the product.

Summary

In this video, the speaker discusses the importance of creating a marketing case study for product people. He emphasizes the need to create a one-page document that addresses the core problem, provides a real-life example, and quantifies the results of the solution. The speaker explains that this marketing case study is essential for both external clients and internal clients (such as bosses), as it helps in closing deals and advancing careers. He also mentions the challenges of sales in both contexts and highlights the overlap between sales, product development, and career advancement.

Questions & Answers

Q: What is the speaker's main point about creating a marketing case study?

The speaker believes that creating a marketing case study is important for both external clients and internal clients, as it helps in closing deals and advancing careers.

Q: Who are the three actors the speaker mentions in the video?

The three actors mentioned are the internal client (boss), external client (person being sold to), and the person selling the product (the speaker).

Q: What are the three types of companies the speaker discusses?

The speaker talks about companies that can make money immediately, companies focused on growth, and companies in the middle that are trying to make money while also experiencing growth.

Q: How do B2B companies grow according to the speaker?

B2B companies grow by achieving product-market fit, followed by sales growth and product upsell through freemium or paid products.

Q: How can a product manager help in sales growth?

A product manager can assist in sales growth by providing strategic input and helping in the sales process, particularly in the aspect of product upsell.

Q: What is the "private school problem" mentioned by the speaker?

The "private school problem" refers to the conservative nature of potential clients who do not want to disrupt their comfortable situations, such as having kids in private school. This often leads to challenges in convincing them to buy a product or close a deal.

Q: What is the impact of the "private school problem" on sales cycles?

The "private school problem" can result in prolonged sales cycles and recurring cycles of despair and joy, making it difficult to close deals.

Q: How can chaos and gridlock be avoided in the sales process?

To avoid chaos and gridlock in the sales process, the speaker suggests using a one-page document that serves as a marketing case study, providing psychological comfort and concrete results to both external and internal clients.

Q: What is the internal client in the context mentioned by the speaker?

The internal client refers to the individual one is working for or whose boss one is working for. It is the person for whom you need to make a case to demonstrate the value of your work.

Q: What does the speaker propose using the one-page marketing case study for?

The speaker proposes using the one-page marketing case study for both external clients and internal clients. It can help in closing deals with external clients and gaining internal client support for career advancement.

Takeaways

The key takeaway from this video is that creating a one-page marketing case study can have a significant impact on both closing deals and advancing one's career. By addressing the core problem, providing a real-life example, and quantifying the results, the marketing case study offers psychological comfort and helps overcome challenges in sales. The speaker emphasizes the importance of using hard numbers and concrete evidence to demonstrate success. Additionally, he highlights the opportunity to use sales to drive product development and career growth.

Summary & Key Takeaways

• The content discusses the importance of creating a marketing case study for product people, both for external customers and internal career growth.

• There are three actors involved in the process: the internal client (boss), the external client (customer), and the individual (product person) selling the product.

• B2B companies can focus on either growth or selling, and product managers play a role in sales growth.