2-minute Product Marketing Insights: May 2022 Releases
Part 1 Release Date: May 12, 2022 (2 min read).
📈 4 MICRO [PRODUCT MARKETING] CASE STUDIES
[1] Identify better user insights by using your product in the new employee onboarding process.
Airbnb believes in undergoing the experience of a customer to shape their solutions. Every new team member takes a trip during their first week and documents their experience to support that.
[2] Craft your early-stage user acquisition plan around the habits and behaviors of your perfect user.
Tinder identified college students as its Ideal Customer Profile (ICP) early on and shifted all its marketing strategies to match this customer type. Some of the initial efforts, like college tours by one of the co-founders, were initially unscalable but focused on the high growth and ROI user.
[3] Allow website visitors to choose content unique to their industry or category to convert better.
Copyhackers has a blog search function that lets different customer types identify and subsequently download content specific to their goals or outcomes. This ‘self-assembly’ step leverages the IKEA effect to get a potential customer to appreciate Copyhackers’ product more.
[4] Create content to match common questions during sales demos and reduce the sales cycle.
Affinity uses its sales team to track common questions during demos that leads could not find on their website or Google. Therefore, any new content that's built speeds up the research process for a potential customer looking to book a demo.
📚 1 BOOK & TOP 3 INSIGHTS
[1] Companies tend to structure their product marketing teams into 1 of 4 types - (i) by feature, (ii) by function, i.e., market intel vs. messaging & positioning vs. launch & GTM vs. sales enablement, (iii) by the line of business (selling to a specific type of buyer), (iv) by objective or theme.
[2] Position your product marketing role to match the needs of your company. You can be the storyteller: expert positioner or performer: expert trainer or evangelist: product expert or strategist: expert campaign launcher or playmaker: expert revenue generator.
[3] 3 of the most common product marketing goals are growing revenue, increasing product usage, and decreasing churn.
🧠 5 CURATED BUSINESS THINK PIECES
[1] Talent as leverage: 10X engineers, tech bubbles, and the PayPal mafia
[2] From 0 to $70B ARR: The AWS Profile
[3] Melanie Perkins, the billionaire founder of the world’s most valuable software startup
[4] The essential art of smart politics
[5] How could we make a better internet?
Part 2 Release Date: May 27, 2022 (2 min read).
📈 4 MICRO [PRODUCT MARKETING] CASE STUDIES
[1] Educate new users on the vital features for success during onboarding before using your product.
Coda has an interactive walk-through to allow users to see the company's product at its best before they can start using it. The idea is that awareness and subsequent use of significant features will help users stick around for longer.
[2] Build a committee to regularly test and update product messaging internally and externally.
6Sense measures adoption to understand the impact of its narrative. It even has an internal committee composed of sellers, SEs, and CSMs to test new messaging.
[3] Find existing credentials to speed up the sign-up process to get new users to use your product.
Quali noticed a vast portion of its users using Github. The company, in turn, decided to avoid getting such users in the future to create new credentials and use their existing Github identity to enjoy Quali's product faster.
[4] Boost your competitive intel program's success through a regular 'competitive confidence' survey.
To build an effective competitive intel program from scratch, Community Brands surveyed its sales folks to determine what's working and not. Try sending a survey every 3 months to your sales folks to measure their confidence in your content and positioning against competitors.
📚 1 BOOK & TOP 3 INSIGHTS
“Radical Candor: Be a Kick-Ass Boss Without Losing Your Humanity” by Kim Scott
[1] There are only 3 responsibilities for any manager - (1) guide people in the right direction, (2) understand the motivations of each team member, and (3) drive results.
[2] Create a culture of 'small' innovations since it's harder for the competition to copy. You can always easily copy one big idea.
[3] Give valuable feedback using the following rubric - situation, behavior, impact - describe the situation you saw, the good or bad behavior, and the noticeable impact.
🧠 5 CURATED BUSINESS THINK PIECES
[1] Future watch: What’s next for behavioral nudges?
[2] A framework for navigating down markets
[3] Pop culture has become an oligopoly
[4] Why advertising won the streaming wars
[5] How to convince investors you’re the future, not the past
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