Ryma Technology Solutions sells a product management application (FeaturePlan) for companies that develop software products. They came up with a wonderful way to get product managers (their target market) to visit their website and build an ongoing relationship with the company.
Ryma created a webinar series that is incredibly rare and unusual for a software company. Instead of running endless demos and marketing pitches about their own product, they opened up the floor to guest speakers from around the continent. Anything of interest to the product marketing community was considered.
Now Ryma has every Wednesday through the end of the year filled with webinars on a huge variety of subjects. The only common denominator is that these are topics designed to appeal to the people they would like to sell to. Attendees are very likely to come back time and again to listen to additional events, since the topics are so plentiful and non-repetitious. Each time, they get a little more exposure to Ryma in a non-threatening way and build trust and goodwill for the company. Ryma gets the benefit of a solid repeating draw without having to spend endless hours on content production themselves. They collect leads, they benefit from some percentage of attendees who will self-select to ask for more information on FeaturePlan, and they also build ties to potential partners and referrers who are grateful for the opportunity to be heard in a public forum.
To keep visitors updated on all things product management, Ryma created a dedicated blog called The Product Management View. It features the usual business-related commentary, news items, and announcements. But it also lists all their upcoming and archived events.
If you look carefully, you'll find me listed as the speaker on Wednesday, September 6. I'll be talking about how public webinars can be created and delivered effectively as part of an overall product management and product marketing strategy. Whether you can make my presentation or not (and I certainly hope you give it a listen!), it's worth checking through the massive collection of speakers and subjects that Ryma has gathered. There is sure to be something that will catch your eye.
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