Great products will fail if target audiences don’t understand what the product is and why it matters to them. But B2B technology products are often complex, and getting the attention of your audiences– including customers, prospects, the media, analysts and potential investors – can be a challenge in a competitive marketplace. This presentation will help attendees to get the attention of the marketplace, and affect behavior, with a clear, concise and unique message.
May 16, 2013
Registration opens at 6:15 PM
1601 Trapelo Rd
Reservoir Place, Main Bldg, 3rd floor
Waltham, Massachusetts 02451
Online registration is closed.
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BPMA Monthly Meeting
B2B Product Messaging:
In 60 seconds or less - What does your product do, and why should I care?
Thursday, May 16, 2013
Whether communicating with prospective customers, investors, management, the media, or analysts, your ability to answer these questions clearly and concisely can make or break how you affect the behavior and attitude of your target audience and the success of your product. Developing one or two sentences for a message that differentiates your product may sound easy, but many companies realize that it’s not – particularly in the B2B space where new products are complex.This presentation will provide a hands-on approach for developing and communicating unique, compelling, and concise company or product messages to target audiences. Topics covered will include:
- What is messaging?
- Why it is important?
- What makes for a good message?
- How do you create a good message?
- How do you use it?
- How do you adapt it to target audiences?
- How do you get the message out to these audiences?
- Why a good message is critical to the success of their product
- A hands-on approach for developing a strong message
- A process for tailoring and distributing that message to key audiences
View Sadhana & Davida's B2B Product Messaging presentation from the event.
Timeline for the evening:
6:15 pm: Registration opens
6:30 - 7:15 pm: Informal & structured networking (light refreshments are served)
7:20 - 7:30 pm: Announcements
7:30 - 8:40 pm: Presentation
8:40 - 9:00 pm: Wrap up, networking follow up and depart
Premium Members: Free if you pre-register online at least one day prior to event or $10 at the door
Basic Members:$25 if you pre-register and pay online at least one day prior to event or $35 at the door
Non-Members: $35 if you pre-register and pay online at least one day prior to event or $45 at the door
About the Speakers:
Director of Marketing - Retail Solutions, Earthlink Business
Sadhana Joliet is Director of Marketing for retail solutions at Earthlink Business and the founder and principal of Venture Stage Marketing, a consultancy specializing in foundational marketing for high growth technology companies. She has over 20 years of marketing and product experience at both large enterprise and venture-funded technology companies, and prior to Earthlink Business was Vice President of Marketing for unified computing vendor Liquid Computing and Vice President of Marketing for security software company Kavado (acquired by Xcelera in 2005).
She has also held senior level roles at Gartner, Yahoo, Intel, and startup Online Anywhere (acquired by Yahoo in 1999). Sadhana received her MBA and Master of Engineering Management at Northwestern University's J.L. Kellogg Graduate School of Management, and her B.S. in Electrical Engineering at the University of Vermont.
Connect with Sadhana:
Director, Schwartz MSL
Davida Dinerman is a director at Schwartz MSL Boston, a global PR and engagement agency for technology, healthcare and energy innovation. She has more than 20 years of marketing and PR experience executing creative and focused PR programs for technology and healthcare companies which are hungry to generate and sustain a leadership role in their industries.
Several of Davida’s teams have earned PR industry awards. Davida received an MBA, with a concentration in management, from the F.W. Olin Graduate School of Business at Babson College, and a BA degree in psychology from Dartmouth College. She lives in Ashland, MA, with her husband and two children and is a competitive tennis player.
Connect with Davida: