Product Marketers are responsible for crafting & running marketing programs that generate healthy opportunity funnel. Success of these efforts is measured with marketing activities, pipeline generation & revenue. However, as marketing activity translates into pipeline & revenue, what happens in between is still a blackbox for many marketers & sales people. Marketers fall into the trap of using vanity metrics to measure the results, which prevents them from calibrating marketing programs to drive better outcomes. This becomes even more complex when sales cycles spread across multiple quarters & business units.Marketers are also susceptible to spending disproportionate resources on bottoms-up marketing activities to meet quarterly goals.The opportunity cost for those investments is to not have a well thought out top down marketing strategy that could drive sustained outcomes for a long period.Marketers miss out on those opportunities because of the constant pressure of meeting pipeline goals every quarter, if not month.Attend this session to understand how you can become a data driven marketer, refine your programs every quarter & contribute to sustained marketing outcomes for your companyMain takeaways:- Why it's important to segment your market carefully before operationalizing the marketing mix?- How to go beyond pipe generation numbers & assess the health of your opportunity funnel?- How to run data driven marketing programs that support the complete opportunity funnel?What this is NOT? - This is not about growth marketing strategies, A/B testing or statistical analysis to run marketing experiments.
Meet the Speaker:Suyog Deshpande
Suyog is Head of Product Marketing at Amplitude, leading the company's efforts to help enterprises connect with customers, partners, & employees in an innovative way. During his lucrative career, he contributed to multiple roles gaining expertise in Go To Market, User Experience, Product Design, & R&D.
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Product School is the first technology business school. We provide certified courses in Product Management & other digital skills to professionals across 20 campuses worldwide. We also offer the same courses live online. All courses are taught by real-world product managers working at top technology companies such as Google, Facebook, Slack, Airbnb, LinkedIn, & Netflix.