Kevin Ferguson

I use Twitter Lists to customize my industry resources. I have different Lists for Product Marketing, Brand Storytellers (like Mike, I have AdAge in this group), ABM, Productivity Tools, Video Tips etc. The Product Marketing list includes Sharebird, PMA, Product Marketing World, Drift, Gainsight, HubSpot, Lemonlight as well as prominent CMOs. Here’s what some of the blogs I mentioned above are good for: * HubSpot: Inbound Marketing * Drift: Conversational Marketing * Gainsight: Customer Success * Lemonlight: Video Marketing If I come across industry blogs that may not be promoted through Twitter, I create a bookmarked folder on my desktop.

Similar to David’s and Tom’s suggestions a well scripted (storyboarded) demo can save a lot of time and headaches down the road, as well as improve your viewer engagement, if you study the analytics data and want to improve the length at which people watch your demos and ultimately take action. I record screencasts using OBS (Open Broadcaster Software), then cut the clips in Adobe Premiere Pro. If I know I’ll be making a series of themed videos, I make intro and outro templates or use/modify Premiere’s motion graphic templates to save time and simplify my workflow. Here’s a matrix of competitors to OBS, Screenflow Quicktime and others with cost and features. In answering the first question of product demos I admire, I would say Adobe’s Creative Cloud “Adobe in a 1-Minute” series are great. Here’s an example for branding titles in Adobe Rush. 

Great tips so far. I want to piggy back off of Mike’s suggestion on practicing your public speaking through a group like Toastmasters. Toastmasters is a great organization with clubs in almost every city. While they generally have the same structure, the atmosphere may vary from club to club, so I’d suggest visiting a few to find the right fit. Not only will you get a chance to get comfortable with your public speaking, you’ll get feedback on how to improve with your storytelling, body language and engaging slide decks (which will be important for product marketing pitch decks).

I’d suggest compiling video case studies (60-90 seconds each) and post them on your Youtube channel as well as a section on your web site for a couple reasons. Video enhances a site’s Google search rankings if the videos are described and tagged properly, especially videos from Youtube, which is owned by Google. 1. Group your video case studies into playlists. You could also create playlists for verticals. If you only have one case study for a vertical, instead of segmenting out its own playlist, keep it with other case studies, but make sure the niche is noted in the Youtube headline, so it’s easy to find through filtering. 2. Video makes up 75% of all internet traffic, and is expected to grow to 82% by 2022 according to a Cisco report. Video is more engaging than static pages, which is partly why Google as well as social platforms are prioritizing the content in its algorithm rankings. 3. If the client in your case study shares it on their Web site/Youtube channel that enhances the video’s Google algorithm juice, and ultimately, the visibility of your brand.