2-minute Product Marketing Insights: January 2023 Releases
Part 1 Release Date: January 5, 2023 (2 min read).
📈 4 MICRO [PRODUCT MARKETING] CASE STUDIES
[1] Make potential customers more comfortable ending a free trial to improve conversion rates.
Blinkist started to send push notifications to users to alert them of their trial coming to an end soon. As a direct result, the company saw an increase in its trial start, engagement, and trial conversion rates.
[2] Allow your community to launch micro products built using your solution on Product Hunt to acquire new users.
ClickUp lets its power users launch micro products built using ClickUp on Product Hunt - these are usually public ClickUp docs like Micro SaaS Kit, Product Promotion Stack. These micro products drive the discovery of the company's platform.
[3] Let your employees create and launch a customer experience (CX) day to understand your customer from all touchpoints.
ServiceNow believes in connecting employee experience with customer experience to create a 'total experience'. An event like CX day lets the company democratize customer insights and offers employees the tools to impact CX while still delivering on revenue and strategic goals.
[4] Play up the enemy in your core brand story for customers to pay attention and keep coming back to you.
Siegel+Gale offers 3 examples where highlighting the negative force facing the hero gave people reasons to rally behind each brand - Example 1 - Pfizer - hero: science vs. enemy: serious disease, Example 2 - The New York Times - hero: truth, enemy: new threats to journalism, Example 3 - Nike - hero: athlete in everyone, enemy: blockers to 'doing it.'
📚 1 BOOK & TOP 3 INSIGHTS
“Product Marketing: Mastering the art and science of PMM” by Div Manickam
[1] Set your product marketing OKRs to 3 core values - (i) Inspire: linked to employees, (ii) Influence: linked to business, (iii) Impact: linked to the customer.
[2] Engage with analysts every quarter at the minimum. Use them to test your messaging, get a feel of the market perspective, and gather feedback.
[3] On tackling product marketing projects - Keep your team (project) capacity at 80% to allow room for last-minute requests given changes in your company, market, and industry.
🧠 5 CURATED MARKETING THINK PIECES
[1] 2023 Predictions (mostly for the tech sector) from Scott Galloway
[2] Strategies for Sustainable Growth In 2023
[3] The End of Blitzscaling
[4] Enterprise Retention Means Solving Hard Problems
[5] Validating Product-Market Fit in the Real World
Part 2 Release Date: January 26, 2023 (2 min read).
📈 4 MICRO [PRODUCT MARKETING] CASE STUDIES
[1] Self-select a small cohort of highly engaged users to identify your core buyer, use cases, and features before launching a PLG motion.
Equals offered a sneak peek into their product - a new type of spreadsheet - through a simple landing page and demo video. After the social media buzz, the company selected 20 engaged users to go through a high-touch onboarding experience to unpack why and how they used Equals. These insights shaped their subsequent self-serve motion.
[2] Keep your community independent of your sales efforts and build it in places where relevant conversations already occur.
Snyk built its community anywhere people were already talking about developer security - including Discord, Twitter, Reddit, and Slack. This community allowed the company to offer a free version of its product to educate developers on building secure software - utterly detached from selling.
[3] Discover what users who are about to churn like about your product to dictate future marketing efforts.
Some level of churn is unavoidable in any product. Paddle suggests asking users what they like about your product as they're about to discontinue using it. This may encourage some users to stay while helping you determine what will click better in future marketing.
[4] Send active notifications to inform the user that your app is working to increase conversions.
Hopper is the #1 most downloaded travel app to book travel - be it flights, hotels, car rentals, etc. After noticing their notifications get lost more often, the company started sending more notifications to inform users of price discounts with recommendations. The increased notification frequency led to a direct increase in purchases.
📚 1 BOOK & TOP 3 INSIGHTS
“The 22 Immutable Laws of Marketing: Violate Them at Your Own Risk” by Al Ries & Jack Trout
[1] The limiting factor for marketing moves in companies - "nothing gets done unless it personally benefits the agenda of someone in top management."
[2] If your business is rapidly rising due to a fad, try to dampen the fad and stretch it out so it becomes more like a trend!
[3] Study how the mind forms perceptions. And then, focus your marketing programs on those perceptions to counter incorrect marketing instincts.
🧠 5 CURATED MARKETING THINK PIECES
[1] The ‘Enshittification’ of TikTok. Or how, exactly, platforms die.
[2] How to Use Topic Maps to Run Generative User Interviews
[3] Five Ways to Address Complexity In Your Product
[4] Getting Ready to Move Upmarket
[5] How Generative AI Is Changing Creative Work
Sign up for 2-minute Product Marketing Insights. Every 2 weeks, you get 📈 4 micro case studies 📚 1 book & top 3 insights 🧠 5 curated marketing think pieces.