Over the past decade, product marketing (and marketing in general) has become more data driven. This is largely due to a rampant desire of the C-Suite and investors to justify the ROI of everything. The good news is there are a lot of great tools out there to measure the efficacy of various marketing tactics and strategies. This operationalization of marketing can be a really good thing for budgeting purposes.
Specific to product marketing there are a lot of great metrics you can use to help define your plans. But honestly, my experience has been that is based upon backwards looking historic data. It may help with small adjustments over the next financial period or two.
Effectively, the increasing use of analytics and market data has made Product Marketing more tactical and short sighted. And, tis approach is very limited if your product is not performing well and needs a new direction, or, if you have a new product coming to market.
Until now.......
AI technologies bring a new set of capabilities to product marketing that enables a much more granular understanding of the market landscape. Using different tools can help you better understand your competition, your customer targets and what the overall market is focused upon. This allows you to take a longer term view and with the right subject matter expertise, you can begin to predict what may happen.
AI can Accelerate the strategic planning process for product marketers. I am very excited about the prospect of this and today I am introducing three new offerings under the banner of ASTRA (AI Strategic Acceleration). Each of these is delivered by Daruma Advisors with the help of AI experts Espalier.AI.
If you want to know more about my partnership with Espalier see this post.
Our new offerings
ASTRA - Target
One of the biggest questions as salesforce wants to know is where to spend their time and who they can call to gain access to a prospect. ASTRA target is a process that examines market priorities across over 100 vertical market segments and prioritizes them based upon your value propositions. From there AI models develop specific targeting information (in some cases down to a specific person) that you can market and sell to.
ASTRA - Compete
Competitive Intelligence is often performed with a very narrow view and there is often a disconnect with what you want to hear and what the market reality is. ASTRA Compete leverages LLMs to look at not only your traditional big competitors but we have a corpus of over 4,000 tech companies that can evaluated against your capabilities. Additonally, since Espalier has its roots in the investment world, there are also models to understand what market categories are seeing investment and marketing spend. These factors combined give you a view not only as to where the competition is, but also where it is going.
ASTRA - Build
Bringing new innovations to market is expensive, so anything that can be done to ensure quick market traction for MVPs or get 1 products is a game changer. A lot of focus is being paid to an area called Proactive Innovation. This is where the market and use cases are studied deeply to improve the product value proposition and prioritize the right capabilities first. ASTRA build leverages a model and aligns use cases to customer verticals and market needs. The idea is to create a very clear picture of whom to target and what they need before you start investing in products. (Note the initial model here is starting with Edge and IoT but new custom models can be built as needed)
Needless to say, I am super excited about how these tools can change the game in your product marketing efforts. If you'd like more information please connect and we can discuss a project in any or all of these areas. Also, we have options where these offerings can be deployed as a discrete project or as a service over time.
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