Create Differentiating Product Positioning and Messaging
Through Hands-on Workshop at the 2007 SMP Event

For Immediate Release

Newton, MA March 21, 2007 – Product managers and marketers continually face the tough challenge of creating compelling and differentiating positioning and messaging for their products. This challenge is magnified if the sales force is supposed to be selling the product as a solution.

In an effort to ease that challenge, Bob Schmonsees (http://www.web2one.com), inventor of the Value Mapping Process and founder of the Value Mapping Consortium, will be offering a hands-on workshop at the 2007 Software Marketing Perspectives Conference & Expo to be held in Boston May 23-25, 2007, the leading industry forum for high-tech product management and marketing professionals.

The thrust of Schmonsees’ session focuses on process, which makes up 50 percent of solution positioning and messaging, he says. The other 50 percent is art. Schmonsees’ aim is to show product managers and marketers how to use Value Mapping to create more customer-relevant, differentiated, and sales-ready messaging for any software or service in a matter of hours. Together session attendees will build a value map for a complex product.

“What’s new about Value Mapping,” Schmonsees says, “is that it uses a computer model to create a solution-centric positioning and messaging framework that aligns strategic positioning with marketing messages with sales messaging and conversations.” All session attendees will be granted free access to a website that will allow them to create their own Value Map for their product.

Schmonsees’ session is part of the SMP event’s concentration on Early Career Product Management as a result of a partnership with the Association of International Product Marketing & Management (AIPMM). The AIPMM offers the Certified Product Manager and Certified Product Marketing Manager program. This program, according to Therese Padilla, executive director, certification and chapter leadership, is the only cross-industry certification for validation in the product management field. “It validates a product manager’s experience level,” she explains. “It also tests the knowledge – both theoretical and practical – of the candidate.”

Come to the Software Marketing Perspectives Conference & Expo, May 23-25, 2007, at the Boston Marriott in Newton, Mass. You may register at http://www.smpevent.com/registration.htm.

The software Marketing Perspectives Conference & Expo invites high technology marketing professionals from product management, marketing communications, public relations, business development, and market analysis to attend this power-packed three-day event.

The SMP event’s Premiere Co-sponsors – Pragmatic Marketing, Ryma Technology Solutions (makers of FeaturePlan), 280 Group, Autodemo, Brainshark, DM2, Good Leads, Orasi Software (makers of IdeaScope), Intel, OpSource, Pathfinder, Qliktech, SmartSearch Marketing, Telelogic and ZIGZAG Marketing – are joined by their marketing partners: the Boston Product Management Association, AIPMM, the Silicon Valley Product Management Association, and Software Magazine.

The 2007 Software Marketing Perspectives Conference & Expo is produced by King Content Co. of 233 Needham St., Newton, MA 02464. Contact: John P. Desmond, E-mail: john_desmond@king-content.com; Phone: (508) 668-9928.

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