2-minute Product Marketing Insights: December 2022 Releases
Part 1 Release Date: December 8, 2022 (2 min read).
📈 4 MICRO [PRODUCT MARKETING] CASE STUDIES
[1] Break your B2B PLG onboarding process into 4 distinct stages to determine the right strategies and tactics.
According to Digital BIAS, onboarding starts with the first potential customer touchpoint with your organization. And it breaks down into 4 stages - (i) Marketing onboarding: "making the unfamiliar familiar", (ii) Platform onboarding: "familiar to freemium user", (iii) Value onboarding: "freemium to paid user", (iv) Peer-led onboarding: "paid user to product champion".
[2] Combine 3 types of data to define your PQL that's more likely to convert to a revenue-generating customer.
The CEO of Pitch looks at (i) web analytics - pre-signup touchpoints, (ii) product telemetry data - behaviors of active users, and (iii) firmographic insights - industry profiles of users, to decide on an ideal PQL. These product-qualified leads increase your chances of winning new customers.
[3] Build a buyer awareness matrix to prioritize the right content for your customers.
Powered by Search divides the different content types (ex: checklists, buying guides, ROI calculators) by where they fit into 4 areas - (i) problem-unaware content, (ii) problem-aware content, (iii) solution-aware content, and (iv) product-aware content. Understanding your customers and where they fall in these areas will help you choose the content you produce.
[4] Improve the design of assets and user interactions by reducing the number of options to make a final decision.
Hick's Law states that a user takes a lot of time to decide when the number of options increases. Using this law, Better leverages a clutter-free homepage, contrasting colors (for example) to get users to act quickly based on their mortgage needs.
📚 1 BOOK & TOP 3 INSIGHTS
[1] Every department in the customer acquisition process should connect its goals, objectives, and incentives to customer lifetime value.
[2] The first step in any customer experience effort is to focus on your target personas in an organization and map their journeys, critical touchpoints, and interactions on a customer lifecycle.
[3] Customer Touchpoint vs. Interaction vs. Engagement - Touchpoint is a single moment when a customer comes in contact with a company (ex: brand, product, employees, message). Interaction is a 2-way communication between a customer and a company. Engagement is a customer agreement to act (ex: buying is the ultimate engagement).
🧠 5 CURATED MARKETING THINK PIECES
[1] Hard Reset Or, How Not to Drive Your Company Off A Cliff
[2] Becoming a customer-centric product leader
[3] UX Chunking: a new digestible product design process
[4] A Framework for Finding A Design Partner
[5] Beauty in the machine: Post-industrial design
Part 2 Release Date: December 22, 2022 (2 min read).
📈 4 MICRO [PRODUCT MARKETING] CASE STUDIES
[1] For B2C: Drive traffic for your product by relying on what your users create as word of mouth.
Search traffic is the 2nd biggest marketing channel for Pinterest. The company exposes any image a user creates to search engines for this to occur.
[2] Host a content pitch-off on 4 content lanes to build your company's editorial calendar.
Panorama Education's content team generates content ideas via 1-hour brainstorming sessions across 4 content lanes: search/SEO blog posts, gated content, customer impact stories, and thought leadership blog posts. Each content lane gets 10 minutes for pitches, and these sessions are scheduled monthly.
[3] Create a 'churn funnel' at the point of cancellation to influence your customers to stay.
Nearly 15-30% of customers cancel over issues you can resolve, like poor onboarding experience, pricing concerns, internal company changes. Chargebee suggests stepping in at this point and customizing offers to avoid cancellation by satisfying their unmet needs.
[4] Delight your customers by crafting products around 3 types of current & prospective customer problems.
The CPO of Currencycloud links the operational purpose of any business to delighting customers and highlights 3 areas of problem discovery to craft products - discover problems that current & prospective customers: (i) have, (ii) don't know they have, (iii) may have in the future.
📚 1 BOOK & TOP 3 INSIGHTS
“Empowered: Ordinary People, Extraordinary Products” by Marty Cagan & Chris Jones
[1] An empowered product team model includes (i) the product manager who ensures solutions are viable and valuable - the product meets the needs of the business and customers will buy it, (ii) the product designer who ensures the solution is usable, and (iii) the tech lead who ensures the solution is feasible.
[2] You evaluate a product person's level of competence across 3 areas - (i) product: knowledge of user & customer, data, industry & domain, business & company, product operations, (ii) process: product discovery, optimization, delivery, development, and (iii) people: skills around team collaboration, stakeholder collaboration, evangelism, leadership.
[3] A new PM onboarding should involve at least 15 customer visits. Additionally, there needs to be a minimum of 3, 1-hour customer interactions every week!
🧠 5 CURATED MARKETING THINK PIECES
[1] How to Grow Faster With (Near) $0 CAC
[2] The Cadence: How to Operate a SaaS Startup
[3] Companies Build “Capabilities” Before They Build “Moats”
[4] Strategy, Systems Thinking, and Being Wrong
[5] For Product/UX Decision Making - “7 approaches game designers to solve problems”
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