You are a B2B technological SME ?
You work in software and/or infrastructure ?
You have first customers’ references?
You are a B2B technological SME ?
You are a B2B technological SME ?
Product Managers can help you accelerate!
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
After asking a definition of this new barbaric word, Product Managers will discuss the applications of this new tool, will attempt to establish his interest objectively and imagine some creative and promising uses!
New Venture Creation Entrepreneurship for the 21st Century.
Jeffry A. TIMMONS, Stephen SPINELLI, Rob ADAMS
McGraw Hill Higher Education,
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
The B2B Social Media Book – Become a marketing superstar by generating leads with Blogging, Linkedin, Twitter, Facebook, Email and More.
K. BODNAR, J.L. COHEN
John Wiley & Sons inc,
Pricing keeps being a real challenge for the product manager.
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.
Product Managers read the book “Business Model Generation”, and want to introduce you the tool created by XPlane to create a profile of your customers: “The Empathy Map”.
We will explain what it is, why we think you should use it and how. And because we love pragmatic things, we will give you an example!
The Product Managers Handbook
McGraw Hill –
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.
Keeping itself informed about the strategy, products and innovation of your competitors as well as the news of your economic environment is vital!
Find out how to use twitter to set up your competitive intelligence strategy. Twitter is a very useful tool: effective and cheap! Read more
The cornerstone of innovation is the « pioneer » or innovator. Originally, the pioneer is considered deviant. He takes risks to develop a new product or a new organization. If he fails, he will suffer a penalty from the established order. If he is successful, he can expect to be rewarded in the future order. Read more
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? 
Product Managers helps you determining you Social Media ROI. Read more
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
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
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:
Inside the Tornado – Strategies for developing, leveraging and surviving hypergrowth markets.
Geoffrey A. MOORE
Collins Business essentials –
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.
Marketing 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.
Maximizing Lead Generation -The complete guide for B2B marketers.
Ruth P. STEVENS
Que publishing –
The Hands-On, Up-to-the-Minute Guide to Generating Better-Qualified, Quicker-to-Close B2B Leads !
Every marketing expert will tell you that before launching a product it is fundamental to analyze the targeted market:
These analyses principally lean on the results of studies (customer tests, sample group of distributors, analysts’ reports…) which cost can represent a real obstacle.
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.
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
Entire conference in PDF:
Around the table: Read more