2-min Product Marketing Insights: Oct 2024 Releases
Part 1 Release Date: Oct 10, 2024 (2 min read).
📈 4 MICRO [PRODUCT MARKETING] CASE STUDIES
[1] Move away from MQL thinking and adopt a unified GTM approach focused on your ideal customers.
ClickUp’s COO suggests treating revenue as a 'repeatable machine' and not assigning a single owner. To form a unified view of GTM, ask these 3 questions - "(i) How many accounts are in my ICP? (ii) Where are these accounts in their buying journey? and (iii) Which activities influence them along that journey best?"
[2] Ship an MVQP (Minimum Viable Quality Product) instead of an MVP by asking these 3 questions to think beyond just utility.
Stripe's Head of Design points out how the company balances beauty with utility and usability by offering these questions to evaluate the time it takes any user to get to their magic moment - "(i) Is your product clear for users, given their mental model and context? (ii) Can users quickly understand what your product does? (iii) Have you removed every roadblock so they can realize the utility of your product?"
[3] Experiment with low-cost, high-visibility tactics (including creative collaborations) to market to prospects at big conferences.
ShadowTraffic's CEO became a 'mobile expo booth' at Confluent's Current conference by wearing a T-shirt with a giant QR code and the text "Free Kafka Test Streams." On top of that, he offered a custom data set for use in the keynote demo in exchange for a shoutout to ShadowTraffic.
[4] Conduct a productive journey mapping interview focusing on triggers, pain points, and barriers around signup and activation.
You can create a journey map by consistently interviewing users about their - "(i) Signup trigger: What was the problem they had to solve? When did they become aware of it? What did they learn about your product to trigger signup? (ii) Signup barrier: Anything that almost prevented signup? What were the top questions and concerns? (iii) Activation trigger: What helped the user reach activation? What content was helpful? How long did it take between signup and activation? (iv) Activation barrier: Was there anything that almost prevented activation? What were the top questions and concerns?"
📚 1 BOOK & TOP 3 INSIGHTS
[1] The business model for developer relations is "Business to Developer (B2D)." You're usually offering a tool for developers to create or enhance a different product. Therefore, you're trying to remove friction in any way so that developers can adopt your product. Another critical element of B2D is inspiring and educating developers on how to use your tool.
[2] Effectively reach developers by understanding the following about them - "(i) Motivation: Why do they do what they do? (ii) Skill Set: What tools and resources do they use, and what gaps do they have? (iii) Goals: What do they want to achieve? (iv) Mindset: How do they evaluate and make decisions? (v) Time Demands: Where and how do they need support? (vi) Limiting Factors: Skills, budget, existing infrastructure choices? (vii) Attention Demands: Who are you competing with for mindshare?
[3] The key stages a developer travels - "(i) Discover: Is this useful to me? (ii) Evaluate: Will it meet my needs? (iii) Learn: How does it work? (iv) Build: Can I build a proof of concept? and (v) Scale: Can I build for the long term?"
🧠 5 CURATED MARKETING THINK PIECES
[1] How to become a 10X marketer by ‘Reverse Engineering’
[2] Usability research techniques for developer led growth
[3] How consumer insights fuel billion dollar products
[4] How to get started with User-Generated Content
[5] 5 Megatrends Shaping the Future of Go-to-Market
Part 2 Release Date: Oct 31, 2024 (2 min read).
📈 4 MICRO [PRODUCT MARKETING] CASE STUDIES
[1] Understand the entire developer journey, the needs of power users, and community opportunities to maximize your dev tool adoption.
AppWrite likes to use its own product internally and maintains a friction log to discover issues in the developer journey. They also constantly work to reduce context switching for their product (ex: using quickstarts) and try to balance complexity with usability to account for each developer's experience level.
[2] Cut onboarding complexity and personalize content based on user interactions to improve engagement.
Reforge would ask 12 different onboarding questions before a new user could start, unexpectedly overwhelming them. Now, they stick to a 2 step onboarding process and personalize every user's homepage, only showing content relevant to their interests.
[3] Define your best customer and find out where they're coming from as a first step to kick off marketing data analysis.
The founder of SegMetrics suggests getting a consensus on your best customer before any analysis. This customer spends the most money with you, but you'll likely measure their 'spend' differently based on your business model.
[4] Follow these 5 steps to create better content and build a cohesive content strategy.
(i) Break down your piece of content into multiple steps. (ii) Answer questions about your ideal customer - ex: who they are, their urgent problem, why and how they buy. (iii) What do you want your perception to be? (iv) Ask how you can repurpose this piece of content later. (v) Link your content to a revenue system - ex: connect social selling and warm outbound strategy to your content strategy.
📚 1 BOOK & TOP 3 INSIGHTS
“The Introvert's Edge: How the Quiet and Shy Can Outsell Anyone” by Matthew Pollard and Derek Lewis
[1] FOUR questions to answer before turning prospects into clients - "(i) What do they want? (before you sell them) (ii) What are they doing about it right now, and is it working? (iii) Who says it's a problem? How much of a problem is it? (iv) What's it costing them financially, in opportunities, and/or personally?"
[2] How to tell a relevant customer success story - "(i) The problem: start with the person's problem and use sensory words, (ii) Analysis and implementation: share their analysis steps and show how you led them to their 'aha' moment, (iii) Outcome: tell the 'after' part of the story, (iv) Moral of the story: share why your prospect now needs that implementation."
[3] Don't talk about price till the end. Leading with price forces every individual feature or benefit you present to be automatically gauged against this price.
🧠 5 CURATED MARKETING THINK PIECES
[1] How to estimate: Getting answers the quick and dirty way to save time and sanity
[2] How to understand complex concepts and systems
[3] How to market a product you don’t use
[4] Systems Thinking and Invisible Work: Bringing Clarity to DevRel
[5] Why leaders should take the time to write
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.