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Sessions at ProductCamp Boston 2015 about Product Marketing

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Saturday 2nd May 2015

  • Executing Product Positioning, Messaging, and Social Storytelling

    by David P Butler

    Slides: http://www.slideshare.net/Produc...

    Learn how to avoid one of the big challenges created by the proliferation of digital marketing and social media – inconsistent execution of the product positioning and messaging strategy.
    This presentation and interactive discussion will introduce a product positioning, messaging, and social storytelling blueprint to "own the message". Product and marketing teams will learn how to capture, collaborate, and align positioning, messaging, and social positioning stories across multiple social channels.
    The need to shorten product development cycles to engaging with customers requires excellence in messaging and storytelling.

    About David P. Butler

    Founder of iPositioning: A cloud software company dedicated to helping product and marketing teams create and manage positioning, messaging and social storytelling.

    28+ years industry veteran in product strategy and management experience: product-centric marketing executive in high technology companies. 28+ years experience in B2B marketing and product strategy; marketing leadership and execution. Companies include: Eucalyptus, HP, Systinet, Spotfire, Netscape, NeXT, Cadre, Data General.

    At 9:30am to 10:20am, Saturday 2nd May

    In Commons A (10th floor), Microsoft NERD Center

  • Getting Sales, Marketing, and Products to Play Well Together

    by Chester Liu

    At too many organizations, people are frustrated that Sales, Marketing, and Products work in silos, don't really collaborate, and it's painfully difficult to make cross functional decisions that would benefit the entire company.

    Are you in that situation? I sure have been. Three times in fact. But now I've found nirvana. This interactive session is for anyone who is interested learning what it takes to break down these barriers and have an impact beyond the walls of their role or function.

    About Chester Liu

    Chester was once a software developer and UXD engineer, but has moved into roles in Product Marketing, and most recently, in Sales Enablement. Therefore, he has lived and walked in the shoes of Products, Marketing, and Sales.
    He has worked in small companies (Black Duck Software) as well as mid-size companies (Qlik) and large companies (RSA Security, EMC).
    He has never led this particular session but has spoken at numerous industry events.

    At 9:30am to 10:20am, Saturday 2nd May

    In Vitruvius (10th floor), Microsoft NERD Center

  • What My Neighbor's Dog Can Teach Product Teams About Sales Enablement

    by Neil Baron

    One of the biggest challenges for Product teams is to provide the right combination of sales tools and support programs for Sales teams. Sales teams frequently complain that their sales tools are off the mark and their product training doesn't provide any real competitive edge.

    My neighbor’s dog, Cody, is friendly, full of energy and a ton of fun. Cody also has instinctive behaviors that, it turns out, are highly suited for the B2B sales process .

    During this session, we will walk through a typical B2B sales engagement and apply highly-useful lessons from Cody. Some of the topics we will cover through a short presentation and interactive discussion include:

    •Choosing the right markets
    •Generating awareness
    •Establishing rapport
    •Building credibility and trust before you pitch your product
    •Aligning your sales tools with your customers buying process
    •Understanding customer value drivers and key concerns
    •Planting curiosity hooks
    •And much more

    About Neil Baron

    Neil Baron runs Baron Strategic Partners, a consulting firm focused on helping B2B companies succeed by implementing product management and marketing best practices. He regularly delivers highly rated sessions at Product Camp, numerous BPMA events and other venues. He is the founder of the Strategic Marketing Leadership Summit and the Boston Product Executives Forum.

    At 9:30am to 10:20am, Saturday 2nd May

    In London (11th floor), Microsoft NERD Center

  • Digital Transformation - Breaking down silos to product development

    by John Cass, Ravi Prasad, Jeffrey Eckman and Dan Flanigan

    This session discusses the concept of digital transformation, almost at the hype level in the marketing community, the concept describes how businesses must prepare and transform their marketing processes to successfully market products in the new realities of different devices and channels for customers. We have 3 panelists who will discuss the concept, and how product marketers can help to break down other marketing silos to build better products, services and marketing organizations.

    Panel Members Include:

    Host: John Cass, Co-Organizer for the Boston Agile Marketing Meet up, and Author of the PR Communications blog, and 2007 book, “Strategies and Tools for Corporate Blogging”

    Panel Member: Ravi Prasad heads the digital innovation practice at Infosys Consulting, and is responsible for developing go-to-market strategy for new and existing products. With over a decade of experience in Product Marketing and Development, Ravi believes in consumer centricity and design thinking approaches for market adoption. His areas of interest include Internet of Things, Data Monetization, Digital and Social currency, and Brand Analytics. Ravi holds an MBA from Kellogg School of Management and MS from MIT.He enjoys long walks and spending time with family during free time.

    Panel Member: Jeff Eckman. Jeff Eckman is the Founder and CEO of BGC Boston, an agile marketing company that delivers exponential growth in returns on marketing and advertising investments. With over 20 years’ experience in digital, design, and agile teams, Jeff has a passion for applying simplicity to complex problems, and creating relationships between people and technology that generate novel value. Beneficiaries of BGC’s work include national and global brands such as California Closets, athenahealth, and PayPal. Jeff earned his BS in Operations Technology at Northeastern University, and holds an MBA from the MIT Sloan School of Management. In his time off, Jeff enjoys spending quality time with his wife and two children, and for over 25 years, he has been a drummer in Boston area bands including Pressure Cooker, an original reggae act.

    Panel Member: Dan Flanigan. Dan Flanigan most recently was the VP of Products for Percussion Software where he was responsible for product strategy, product management, product marketing, and user experience. Dan has a passion bringing consumer web ease-of-use to enterprise software, believing that user engagement is the key to product success. Prior to Percussion, Dan spent a dozen years in product management. As Director of Product Management for Taleo, he launched five new products to market growing revenue from zero to $25M in five years, resulting in over 1,000,000 enterprise users across multiple Fortune 100 customers. Dan is also a startup veteran having led product management at Courion and Softscape. Dan holds a BS in American Studies from Northwestern University. Dan has a wife, two kids and a dog, so he has no free time.

    At 10:30am to 11:20am, Saturday 2nd May

    In Rutledge (1st floor), Microsoft NERD Center

  • How To Keep The Audience Awake During Your Next Presentation: Steve Johnson On Killer Presentations

    by Steve Johnson

    Why are so many presentations so mind-numbingly boring? PowerPoint is often blamed but it’s just a tool; it’s not the reason for boring presentations. Too often, presentations are filled with too much data and lack the stories that people crave.

    Let’s examine a number of techniques to make your next presentation memorable and fun—so you can keep your audience’s attention to the end.

    About Steve Johnson

    Steve Johnson is a product management process coach, author, speaker, and advisor. He was the keynote speaker at the first Boston Product Camp and has attended most of them over the last decade. His presentations are always well-attended and often voted the most popular session.

    What tricks does he use in his presentations? Find out in this fun session.

    At 10:30am to 11:20am, Saturday 2nd May

    In Sampson (1st floor), Microsoft NERD Center

  • De-mystifying Product Marketing

    by Shobhit Chugh

    Product Marketing is one of the most mis-understood roles. Is it like Product Management? Is it all about writing snazzy content? Are you running Marketing campaigns?

    Join me on my journey into Product Marketing, and understand what this role is all about, if it is the right fit for you, and how to leverage various experiences to land such a role.

    About Shobhit Chugh

    Shobhit Chugh leads Product Marketing at Tamr Inc. His career spans 12 years of product, engineering and sales roles across multiple startups, including High Start Group, Lattice Engines and Manhattan Associates. Shobhit co-founded Adaptly, a social media advertising technology startup, and worked at McKinsey & Company, where he advised clients on technology and sales and marketing strategy. Shobhit holds an MBA from Kellogg School of Management, a Masters of Engineering Management in Design from Northwestern University, and a BS in Computer Science from Indian Institute of Technology, Delhi.

    At 12:45pm to 1:35pm, Saturday 2nd May

    In Attucks (1st floor), Microsoft NERD Center

  • Pricing: The most important concept you don't know

    by Mark Stiving, Ph.D.

    Pricing is a powerful yet confusing topic. You already understand that when pricing you start with how much your customers are willing to pay. The problem is how do you do that? The answer is very different depending on whether your product has competition or if you’ve created a one of a kind offering. Understanding how your customers make their purchase decisions in these two scenarios will transform the way you think about pricing ... and your products.

    In this session, Mark Stiving, Pragmatic Marketing Instructor and pricing expert, will begin by describing this critical concept. Then, the participants will apply this concept to their own products. Time permitting, Mark will publicly coach some participants using this and other pricing concepts.

    About Mark Stiving

    Mark Stiving is a Pragmatic Marketing instructor, has a Ph.D. in Marketing (Pricing), has written a book on pricing, blogs on pricing and has developed a full day course on pricing. He has led this session at other productcamps around North America, typically to full rooms and vocal audiences. You are guaranteed to learn something in this session or your money back.

    At 12:45pm to 1:35pm, Saturday 2nd May

    In Commons A (10th floor), Microsoft NERD Center

  • The Truth about Growth Hacking in B2B

    by Vishal Sunak

    Slides: http://www.slideshare.net/Produc...

    Based on my 2+ years of running marketing, sales and tech ops for Backupify.... we've tried so many different tactics to get more visitors, conversions, subscribers, and leads and this session would cover some of the things we've tried... had success on... and also what practical stuff you can do to start implementing these tactics/tools, including A/B Testing, CRO, Hacks for websites to get more conversions, how to analyze your results, etc

    Vishal H. Sunak

    At 12:45pm to 1:35pm, Saturday 2nd May

    In Toronto (1st floor), Microsoft NERD Center

  • Let Your Customers Do the Talking: Creating and Leveraging Great Case Studies

    by Matt Volpi

    There is nothing more convincing to a potential customer than hearing about the success someone else has had with your product or service - it's way more believable than anything your sales or marketing team can come up with on their own.

    In this session you will learn the steps to create an effective case study and start using it to generate leads and close deals.

    This session is for anyone in product management or product marketing that cares about increasing sales and highlighting how their solutions are being used in the real world. You'll walk away with ideas on how to identify good targets for case studies, how to create an interview guide, examples to learn from and how to keep squeezing value out of it after it is published.

    About Matt Volpi

    Matt has been a product management and marketing executive at a number of technology companies, from start-ups such as BigBelly Solar and Modiv Media (acquired by Catalina Marketing) to multinational titans such as Nokia and Sun Microsystems (acquired by Oracle). Since moving into marketing and product strategy consulting two years ago, Matt has helped a variety of software companies, media businesses and services organizations with market research, content creation and strategy initiatives.

    At 1:45pm to 2:35pm, Saturday 2nd May

    In Sampson (1st floor), Microsoft NERD Center

  • Marketing 3.0 – What’s Next?

    by Steve Robins

    Empowered consumers, content marketing, social selling, agile marketing and an explosion of new marketing (martech) tools: the world of marketing is rapidly evolving.

    Join this interactive discussion about the challenges, opportunities and imperatives of the new marketing department of today. What’s working? What’s not? What needs to change? What does the marketing 3.0 department look like? What is its mission and goals?

    About Steve Robins

    Steve Robins is the principal of Solution Marketing Strategies. For the last 15 years, Steve Robins has been transforming technology firms into market-leading, customer-focused solution providers. He's held senior marketing roles at FirstBest Systems, EMC Documentum, and KANA Software. An industry thought-leader, Steve started the top-rated solution marketing blog, writes a marketing tech column for TechTarget, and has co-chaired the ProductCamp Boston unconference for several years.

    At 1:45pm to 2:35pm, Saturday 2nd May

    In Commons B (10th floor), Microsoft NERD Center

  • Social Media SUCKS...if you don't know what you're doing!

    by Sebastian Rusk

    The title of my talk is also the title of my book. I will share my story by giving a brief overview of my story in an effort to set the stage and explain how to launch a brand from nothing other than the use of Social Media.

    People will learn the Top 5 things you MUST have as a brand in order to be social.

    A Story - how did all of this start? Where is is going?
    Unique, engaging content - what do you talk about?
    An audience/community - how do you find them?
    A mission - what are you doing to give back and serve?
    A YOUtility - what are you providing as value that has nothing to do with your brand?

    Things NOT to do with social media. Trends, where we've been, my opinion of where we're headed, and most important, how to NOT suck when it comes to Social Media.

    About Sebastian Rusk

    Sebastian has developed a very unique approach to creating buzz and making noise for brands via social media. His role as an Author, Emcee, Speaker, Influencer, personality for brands and Social Media Strategist has enabled him to influence those around him. His forte of being able to make his crazy ideas a reality, are what make SocialBuzzTV.com a reality today. It is no mystery why Sebastian is referred to as "a walking billboard" and the "Creator of Buzz".

    SocialBuzzTV.com was conceptualized and founded by Sebastian Rusk in March of 2010. With 12+ years of experience in Marketing and Online Ad space, Sebastian has a real knack for not only 'thinking outside the box', but showing there can be reasonable thinking INSIDE that box! He has a passion for Social Media, creating "buzz" for brands and spreading the word on the power behind though the digital space, which has been the driving force to launch SocialBuzzTV.com (bow tie and all)

    At 1:45pm to 2:35pm, Saturday 2nd May

    In Paris (11th floor), Microsoft NERD Center

  • Top 5 Ways to Attract Corporate Sponsors, Even if You're Just Starting Out

    by Linda Hollander

    Did you know that many conferences and other events fail to launch due to funding problems?

    This phenomena is unfortunate, as it is entirely preventable. America's most successful companies are already partnering with corporate sponsors. Why aren't you?

    In this conference session, attendees will learn how to identify and attract potential sponsors for their business. Regardless of the type of event, there are sponsors out there that would mutually benefit from exposure at your event. Learn how to find them, pitch them, and secure your own sponsor benefits packages. Attendees will learn how to craft a stellar sponsor proposal that adequately spotlights their assets.

    About Linda Hollander

    Linda Hollander has been featured by Inc. Magazine as the leading expert on corporate sponsorship. She is the author of the #1 best-selling book, Corporate Sponsorship in 3 Easy Steps. She is also the CEO of Sponsor Concierge and works with companies to help them fund their businesses with the awesome power of corporate sponsors. A popular international speaker, she is the industry leader in teaching entrepreneurs about how to get corporate sponsors. Her sponsors and clients include Microsoft, Wells Fargo, Epson, Fed Ex, American Airlines, Staples, Marriott, Wal-Mart and IBM. Her media appearances include NBC, ABC, CBS, Bloomberg and Entrepreneur Magazine. She received the Caught in the Act of Excellence Award and she has over 20 years of experience in business, corporate sponsorships, sales, marketing, promotion and creating lifetime customers. She lives in Los Angeles, California with her husband, Leslie Greenfield, and various rescue cats.

    At 1:45pm to 2:35pm, Saturday 2nd May

    In Rutledge (1st floor), Microsoft NERD Center