Evangelism dependencies

Deliverables from technical evangelism (and overall marketing)

                       

Overview

• More on technical evangelism

This diagram is an example of the deliverables necessary for professional evangelism:

Different colors in the diagram delineate possible levels of secrecy or ownership by different teams.

The sequence of what comes first, second, and so forth can also be different for each organization.

Let’s look now at the wisdom, the PROTIPs, behind each item in a sequence.

1. We start with the pain points, where people need to take action and are likely to be looking for solutions, which is the definition of a sales prospect.

2. Prospects are likely to encounter an organization’s competitors, so a strategy is needed to best answer concerns, both verbally and in real products and services.

   Industry analysts’ review sites, awards:

   • Gartner, G2, Forrester, TrustRadius, PeerSpot
   • Best Places to Work, Indeed, Glassdoor
   • Infoworld, PC World, Mac World, Linux Journal
   • Always On Global 250
   • The Companies That Matter Most in Data
   • Sand Hill 50 “Agile and Innovative” in Cloud
   • EMA Vendor to Watch
     
     

3. Ideally, differentiation and positioning is summarized by keywords “sound bytes” and Twitter hashtags used in emails and titles of presentations.

4. But rather than just empty slogans, statistics about customers (their concerns, where they live, both industry-wide and your particular sub-groups) should drive messaging.

5. Real people and their organizations
6. and their stories (“proof points”)
7. in presentation graphics so

8. social media reflects reality and sincerity.

9. Validated “proof points” in testimonials and surveys are needed to prove Return on Investment on time spent to

10. view demos, take calls, and read communications.

11. Scripted videos are essentially short recordings of conversations and conceptual explanations given during

12. Live demos, meetups, and conference presentations (on YouTube)

13. On the technical side, sample applications are used in
14. benchmark statistics which provide a factual and repeatable basis to prove competitiveness.

15. Such are what external industry analysts (such as Gartner) can use to make their case for you.

16. Yes, books are still helpful for publicity and credibility.

    • OReilly, Manning, Packt, etc. provide publicity and credibility.
      
      
17. But video courses with student interaction and quizzes to ensure learning is what delivers capable users who can

18. achieve useful results during Hackathons and actual deployments of your offering.

    • Hackathons are where experienced technologists can try out your offering in a safe environment and get help from your experts.
    • Hackathons are where you can get face-to-face feedback on your blind spots: competitors, industry trends, what people want, and what are they really trying to do with your offering.
    • Hackathons are a great time to try out integrations with other products (Twillo for SMS, IFFT for IoT, Snaplogic, SAP, Salesforce, Workday, ServiceNow, observability vendors, etc.).

These items don’t cover all of the artifacts relevant to technical evangelism, so contact me for more.

NOTE: The diagram was (created with animations in MS PowerPoint 2011)

More on technical evangelism

This is one of several topics:

1. Evangelist Job Description (dreaming on both sides)

2. Evangelism dependencies
3. Deliverables and Events Budgeting spreadsheet

4. Evangelism Cost-Benefit analysis (Bang-for-the-buck comparion)

5. Events and Conferences
6. Calendar of Announcements

7. Milestone events

8. Social media
9. Social media strategy
10. Tweets
11. Sentiment analysis (of favorable words or not)
12. Responses to social media

13. Tech Press mentions

14. Competitive Comparisons (by analysts and others)
15. Competitive Strategy
16. Competitive Comparison Kit (for people to run for themselves)

17. Objections, and how to handle them

18. Target Customers
19. Customer References
20. Proof Points
21. Email databases (User Acquisition)

22. Remarketing of current or lapsed users

23. Product websites
24. Product wikis
25. User Forums (Google, LinkedIn, Reddit, etc.)

26. Surveys

27. Product Roadmaps
28. Release Schedule
29. Tasks

30. Issues

31. environments for development, testing, demos, training, etc.
32. Demo presentation scripts
33. Beta activities

34. Release Notes

35. Tutorials
36. Live event sign-up administration
37. Webinars
38. Video production capability

39. Live Video Streaming

40. Spiffs
41. Hackathons
42. Participating in Conferences
43. Running Conferences

44. Dynamic projections of tweets, etc.

45. Recruitment follow-up

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