BLOG, Social media

How to take up social network efficiently?

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Creating a blog, entering Facebook, Twitter, LinkedIn is something that you are decided to do? You succumbed to the charms of these new, fascinating and promising tools?

The first advice of Product Managers: be sure that this is not what you want to do but what your customers ask for.  If it is not part of their expectations, social networks will remain tchotchkes! Second advice would be: don’t think it is cheap, quick and easy. To be efficient, a social media marketing strategy will ask you time, resources and commitment.

Still motivated? To make it a success, follow our tips. Read more

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BLOG, Product Launch

Optimizing lead generation

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In B2B, shortening the sales cycle has become an absolutely essential issue.

It is now the responsibility of marketing to minimize the search time and to fuel sales with qualified leads.

Previously, a major synchronization effort between Sales and Marketing is essential.

Since the vocabulary: « contact », « prospect », « lead » … to the process steps and their assignment on which you will have to agree, this article explores the various milestones for the company. Read more

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BLOG, Product Strategy, Product Launch

Pricing an high tech product, one of the challenges of the product manager

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Pricing keeps being a real challenge for the product manager.
I would better say that determining the price of a product place the product manager in front of several challenges!

Newly appointed product manager, or simply to refresh your knowledge, read the few lines that follow and do not hesitate to challenge Product Managers on that subject.

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BLOG, Bibliography

The Product Managers Handbook – Linda GORCHELS

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the Product Managers handbookThe Product Managers Handbook

Linda GORCHELS

McGraw Hill –
4th Revised ed. – 2012

The essential guide to seamless product management for today’s fluid, unpredictable business world.

Long considered the most useful and insightful guide of its kind, The Product Manager’s Handbook has been fully revised and updated to give you the edge in today’s challenging business landscape. It features expanded coverage of product development processes, intelligence-gathering techniques (including social media), and a greater emphasis on international issues.

BLOG, Social media

Measuring your Social Media ROI

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Because it is now recognized that social media can bring leads and generate revenue you decided to launch a social media strategy? You probably also discovered that it has a cost. The time spent to learn how to use it, to create your strategy and creating content… As any other manager you probably have one question in mind “Am I throwing money out of the window?”. Are you part of the 72% of marketers that don’t calculate the ROI of their social media activities? [1]

Product Managers helps you determining you Social Media ROI. Read more

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BLOG, Growth & International

Surviving and prospering across the life cycle of your innovation – Crossing the Chasm

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70% of the products will never be commercial successes. To be a true success, the companies have to cross the gulf between the early adopters and the mass market by adapting their marketing actions.

Based on the best-seller « Crossing the Chasm » by Geoffrey A. Moore, Product Managers recommend you best practices to implement for success. Advices as relevant for B2B as for B2C, in any circumstances. Read more

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BLOG, Marketing Tools

Video interview – an effective marketing tool

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Broadcast a video presentation of your business, since your website is an effective marketing tool. In addition, you can associate the content: Video + tab « business » + « tab biography officer » for example.

The preparation and implementation of such a video is not so complicated…

Product Managers list the key points to make a successful video marketing tool and get a high value added service to your brand. Read more

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BLOG, Product Strategy, Growth & International

Intellectual property issues

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Trademark registration and patent guard the company against counterfeiting…but not only!

Managing your intellectual property is a real strategy to promote the image of an innovating company, by increasing its value for potential investors.

Discover the intellectual property issues analyzed by:

  • Catherine Kokoreff, high tech marketing specialist
  • With the friendly collaboration of Joël Heslaut, lawyer and member of the Paris Bar, intellectual property specialist

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BLOG, Bibliography

Inside the Tornado – Geoffrey A. MOORE

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Inside the tornado - MooreInside the Tornado – Strategies for developing, leveraging and surviving hypergrowth markets.

Geoffrey A. MOORE

Collins Business essentials –
2005

In this, the second of Geoff Moore’s classic three-part marketing series, Moore provides highly useful guidelines for moving products beyond early adopters and into the lucrative mainstream market. Updated for the HarperBusiness Essentials series with a new author’s note.

Once a product « crosses the chasm » it is faced with the « tornado, » a make or break time period where mainstream customers determine whether the product takes off or falls flat. In Inside the Tornado, Moore details various marketing strategies that will teach marketers how reach these customers and how to take advantage of living inside the tornado in order to reap the benefits of mainstream adoption.

BLOG, Bibliography

Marketing of High-Technology Products & Innovations – J. MOHR, S.SENGUPTA, S. SLATER

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Marketing of High Technology products ans innovationsMarketing of High-Technology Products & Innovations.

Jakki MOHR, Sanjit SENGUPTA, Stanley SLATER

Pearson – Third edition – 2010

Think of all the exciting new developments in the high-technology arena.It covers such industries and contexts as telecommunications, information technology (hardware and software), biotechnology, and consumer electronics. The book provides a balance between conceptual discussions and examples, small and big business, products and services, and consumer and business-to-business marketing contexts.

Ideal for those interested in learning about Marketing of Technology and Innovation, as well as Marketing Management, Business-to-Business Marketing, New Product Development, E-commerce and Internet Marketing.

BLOG, Bibliography

Maximizing Lead Generation – The complete guide for B2B marketers – Ruth P. STEVENS

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Maximizing lead generationMaximizing Lead Generation -The complete guide for B2B marketers.

Ruth P. STEVENS

Que publishing –
First edition – Juillet 2011

The Hands-On, Up-to-the-Minute Guide to Generating Better-Qualified, Quicker-to-Close B2B Leads !
Lead generation is “Job One”: B2B marketers’ single most important objective. Maximizing Lead Generation brings together everything you need to know to do it right. Fast-paced and 100% practical, it will help you achieve outstanding results in any B2B marketplace—from enterprise technology to industrial equipment to professional services.

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BLOG, Product Strategy

Business Intelligence with a limited budget

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Every marketing expert will tell you that before launching a product it is fundamental to analyze the targeted market:
“What is the market size?
How is the competitive environment?
What is the benefit of the new product?”???

These analyses principally lean on the results of studies (customer tests, sample group of distributors, analysts’ reports…) which cost can represent a real obstacle.
This is why a lot of companies evade this step. Then, they take the risk of a commercial fail and of a resources waste.

The lack of budget for marketing studies is not a fate. It is possible to realize a relevant market analysis by using a cheap alternative approach.

Product Managers present you this approach.

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BLOG, Growth & International

« Technological entrepreneurship »- Round table speech – 23 juin 2012

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The round table was organized as part of the Executive MBA, with the initiative of Roy TOFFOLI, Professor at the University of Quebec in Montreal, specializing in international marketing for high-tech companies.

It was held at the University Paris-Dauphine, June 23, 2012

The conference was

  • chaired by Jean-François Chanlat, Director of the Executive MBA Paris Dauphine
  • hosted by Roy TOFFOLI et Catherine  KOKOREFF graduated from the exec MBA in 2006, founder of Product Managers Consulting.

Entire conference  in PDF:
Technological-entrepreneurship-Round-table-speech-by-Toffoli-and-Kokoreff-June-23-2012

Around the table: Read more

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