Global Product Management Talk On The Persona Based Approach To Effective Product Marketing

Marisa Kopec, SiriusDecisions’ Product Marketing and Management (PMM), Discusses Best-In-Class Practices For Incorporating B-to-B Personas Into Customer Centric Product Strategy
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Sept. 15, 2012 - PRLog -- San Francisco - Successful marketing is all about delivering the right information to the right individual at the right time in the buying process. To accomplish this, organizations must construct and abide by a systematic, complete persona-based approach that takes specific b-to-b buying characteristics into account. Product strategists will be among the biggest beneficiaries. Understanding buyer personas is a best practice to ensure that a new offering’s discovery and design process is founded not only on the needs of the end user, but also on those of the buyer. When leveraged properly, buyer personas are a key driver of customer-centric innovation.

Marisa Kopec leads SiriusDecisions’ Product Marketing and Management service, delivering research and advice to help product marketers and managers succeed.  Marissa will speak at the weekly Global Product Management Talk on Monday, September 24, 2012 at the simultaneous times of 1:00 PM Pacific Time, 3 PM CST Chicago, and 4:00 PM EST New York. Participants are welcome to listen live at, call in to talk on the show (323) 927-2957 and to participate on Twitter by following @ProdMgmtTalk and tweeting using the hashtag #ProdMgmtTalk.

Marisa says, "I'm looking forward to discussing personas with the Global Product Management Talk community. Product managers are responsible for identifying various customers/buyers and users' perspectives and isolating appropriate personas to forward product requirements and marketing strategy."

Each week, The Global Product Management Talk features an expert guest discussing pre-posted questions with the co-hosts and Twitter participants broadcast live over BlogTalkRadio. The transcript of Tweets and podcast are available following the event for on-demand consumption on the web, iTunes, Google Play and mobile devices. Get reminders and listen live by following More information available at

About Marisa Kopec

Marisa leads SiriusDecisions’ Product Marketing and Management (PMM) service, delivering research and advice to help product marketers and managers succeed.
Before joining SiriusDecisions, Marisa spent 12 years with Gartner, most recently as a managing vice president and product marketing leader for Gartner’s High-Tech and Telecom Programs business unit. She was responsible for the launch of new products into the direct sales channel, including sales communication, training and engagement, as well as external product promotion and client communications.

Prior to this role, Marisa was vice president of global corporate marketing, where her accomplishments included launching a new brand strategy and architecting the development of the company’s first customer-centric data warehouse. She also instituted Gartner’s first data privacy policies and processes, and held the title of chief privacy officer.

Marisa’s Gartner tenure also included serving as vice president of marketing communications, responsible for interactive marketing strategy and corporate marketing communications, planning and execution. Prior to that, she directed Web design and operations, assuming end-to-end responsibility for the architecture of

Before Gartner, Marisa spent six years as the global marketing director at Marine Management Systems, a small software company. She began her career at Modem Media, creating online promotional strategies for clients including Ford Motor Co., Godiva, JCPenney and Sears. Marisa received an MBA in marketing from the University of Connecticut and a BA from the College of the Holy Cross.


About Global Product Management Talk

The Global Product Management Talk is curated by Cindy F. Solomon, CPM, CPMM for passionate product professionals and business vsxvo owners who want to teach, learn & network about what it takes to produce successful products in an open digital environment inviting live participation. Everyone is invited including Agile practitioners, User Experience, Designers, Content and Community Managers, Product Marketing, Brand Management, Program Managers and Project Managers, Customer Service and Support, Social Media, Strategists and Innovation Management, CEOs, Founders, and all those involved with developing, designing & launching products, innovation and startups through out the entire product lifecycle process to guarantee successful products and companies.

Global Product Management Talk is a weekly mini-product camp Socratic discussion of pre-posted questions with live audio of thought leader and co-hosts commenting designed to bring Product Talks to product professionals wherever they are.  As a top 10 business podcast on the BlogTalkRadio network, we receive 10,000 listens per week! Imagine your brand engaged with our audience for over 50 minutes on their personal devices! Sponsor us:

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Brought to you this week by the AIPMM

The Association of International Product Marketing and Management (AIPMM), founded in 1998, promotes worldwide excellence in product management education and provides training, education, certification and professional networking opportunities. With members in 65 countries, the AIPMM is the Worldwide Certifying Body of product team professionals and offers globalized trainings and credentials localized for specific markets designed to meet the challenges of a constantly changing business landscape.  As the only professional organization that addresses the entire product lifecycle from inception to obsolescence in any industry, the AIPMM supports strategic partners with offerings in Europe, the Middle East, Australia, and SouthEast Asia, as well as North America.

The AIPMM Seven Phase Product Lifecycle Framework is a vendor independent Product Management and Product Marketing standard that takes into account best practices used in a wide range of companies and industries. This ensures that the most modern and up to date challenges faced in product management and product marketing are addressed for today’s environment. The Framework is part of the AIPMM Product Body of Knowledge (ProdBOK) that was developed with input from over 50 experts and endorsed by more than half a dozen consulting companies. The Framework includes seven distinct product phases, from Conceive to End of Life, and covers all aspects during the entire product lifecycle.

AIPMM Membership benefits include the national Product Management Educational Conference, regional conferences, the Career Center, peer Forums, tools, templates, publications and eligibility to enroll in the Certification Programs. The Agile Certified Product Manager® (ACPM), Certified Product Manager® (CPM), Certified Product Marketing Manager® (CPMM), Certified Brand Manager® (CBM), and Certified Innovation Leader (CIL) programs allow individual members to demonstrate their level of expertise and provide corporate members an assurance that their product professionals are operating at peak performance.
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Specifications are subject to change, without notice. While due caution has been exercised in the production of this document, possible errors and omissions are unintentional.
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