2-minute Product Marketing Insights: July 2022 Releases
Part 1 Release Date: July 14, 2022 (2 min read).
📈 4 MICRO [PRODUCT MARKETING] CASE STUDIES
[1] For B2C: Oscillate copy between big themes/beliefs and playful humor to build a brand following.
Oatly loves to write elaborate copy no matter the medium – billboards, cartons, Instagram posts, etc. A consistent theme in everything they do is letting humor guide topics like carbon footprint, benefits over traditional milk, and company beliefs.
[2] For SaaS: Reduce friction such that it’s easier for the customer to buy your product than to use it.
When your product is hard to buy, it correctly or incorrectly informs your customer that your product will be hard to deploy and use. SaaStr proposes a few improvements to your customer’s buying process - for ex: make it easier to instantly connect with sales/support, expand the duration of free trials, show prices for solutions <$50K, remove sales development reps for high-intent buyers.
[3] Rely on the G.A.M.E. framework to compose narratives for leading market transformations.
Mastercard had a vision for a ‘world beyond cash’ for over a decade. The G.A.M.E. framework helped them kickstart this effort by focusing on (1) G: the goal – ex: digital transformation, (2) A: initial audience – ex: government organizations, (3) M: message – ex: a world beyond cash, (4) E: the right experience – ex: focus on digital-only campaigns for transitioning to digital payments.
[4] Use exit-intent popups creatively to prevent first-time buyers from abandoning their carts.
Exit-intent technology detects when a visitor is about to leave your website. Drip suggests using exit-intent popups - like a popup to offer an incentive or benefits reminder or alternative products - for first-time buyers who are about to abandon their purchase.
📚 1 BOOK & TOP 3 INSIGHTS
[1] Craft a simple polarizing message that clicks with any customer using this messaging formula: 'Customers like you tell us all the time that they love [BLANK] but hate [BLANK].' The first blank should describe the future outcome your customer wants, and the second one should define the enemy.
[2] Get customers to open up on their opinions instead of listing facts using the "do you think" tweak for your question. For ex: Why do you think you are still using the old process?
[3] "Don't tell your customers something they don't know about you. Tell them something they don't know about them." - Jeffrey Gitomer.
🧠 5 CURATED BUSINESS THINK PIECES
[1] There’s a clever strategy behind the flash of fireworks packaging
[2] Minions and Gen Z Characteristics
[3] How TikTok became a best-seller machine
[4] How football shirts chart the rise and fall of tech giants
[5] E-commerce hasn’t killed physical retail. It’s made it more important than ever.
Part 2 Release Date: July 29, 2022 (2 min read).
📈 4 MICRO [PRODUCT MARKETING] CASE STUDIES
[1] Align with sales to practice deliberate “underselling” for faster sales cycles and greater NDR.
Account executives in Twilio were told to undersize their initial contract with a new customer. This allowed the customer to gradually size up as their usage would increase and become an ideal referral candidate for Twilio.
[2] Focus on 3 categories – tactics, strategy, and operations – to build a competitive intel program.
Datto uses a tiered approach for its competitive intelligence program. It boils down to three questions: (i) Tactical – How are we enabling sales to sell today? (ii) Strategic – Who will we compete against in 3-5 years? (iii) Operational – What product features should we focus on in the next 1-2 quarters?
[3] Offer a stepwise guide to first solve a problem for your audience and introduce your product later.
Ahrefs provides a guide for its audience called ‘Link Building for Beginners.’ The company expounds on the topic first for its audience before jumping into how its product helps build links.
Read more here – Part 1, Part 2
[4] Lean on transparency and documentation to skip repeating details that delay the sales process.
Due to time-zone differences, Dovetail, an Australian-based company, had to get creative while courting American customers. They improved the self-serve options, among other things, by - (a) making pricing transparent on its website, (b) allowing anyone within the company to update documentation, and (c) reviewing enterprise deals to publicize specific legal documents.
📚 1 BOOK & TOP 3 INSIGHTS
[1] Costovation = Innovation that cuts costs while wowing customers. Meet or exceed customer expectations with less.
[2] You will solve problems the same way as your competitors if you see the market the same way they do.
[3] 5 ways to develop a new perspective - (i) look at your industry from afar, (ii) study the little pieces that make your product under a microscope, (iii) interact with your business through a customer's eyes, (iv) organize your customers by the jobs they're trying to get done, (v) form new relationships with people in your value chain.
🧠 5 CURATED BUSINESS THINK PIECES
[1] The Good Thing About Hard Things: Software has spent a decade eating the world. What’s next?
[2] How Creators Balance Ownership and Partnership
[3] The Gym Business: Usage, Slacking, and the Duel Between Margins and Lifetime Value
[4] The ‘Shamanification’ of the Tech CEO
[5] The Silver Linings of a Recession
Sign up for 2-minute Product Marketing Insights. Every 2 weeks, you get 📈 4 micro case studies 📚 1 book & top 3 insights 🧠 5 curated business think pieces.