2-min Technical Product Marketing Insights: Dec 2025 Releases
Part 1 Release Date: Dec 4, 2025 (2 min read)
📈 4 MICRO [PRODUCT MARKETING] CASE STUDIES
1 / Explore ‘voice’ as a creative moat alongside your core marketing strategies.
Morning Brew offers a 5-min rundown of business news every day. One of their first editorial choices was on the writing itself. They asked, “What if we wrote business news the way people actually talk about business news?”
2 / Build and track metrics on visibility, comprehension, and conversion to assess success in the new world of AEO.
To dominate AEO (Answer Engine Optimization), Webflow follows (i) how often it’s cited in AI search results across ChatGPT, Perplexity, etc., (ii) how accurately those models describe Webflow, and (iii) how many signups and conversions originate from LLM-driven traffic.
3 / For AI Startups: Pay attention to the ‘four horsemen of AI’ to deduce if your revenue traction is for real or not.
Intercom‘s cofounder suggests that every AI company should have all 4 of these factors for durable revenue - “(i) revenue backed by usage, (ii) usage tied to business impact, (iii) deep, differentiated AI, and (iv) positive unit margins.”
4 / Employ hybrid pricing for products with ‘embedded AI’ to give customers some level of predictability in their spending.
Flat-rate AI pricing can be great for customer adoption, but it can put you on a death spiral as power users rack up heavy compute costs (think a SaaS version of MoviePass back in the day). Hybrid pricing models (ex: $X/month + Y credits) allow you to reflect the variable costs of AI in pricing.
📚 1 BOOK & TOP 3 INSIGHTS
“Better Onboarding: Effective Strategies for Guiding New Users” by Krystal Higgins
1 / For Onboarding: Research new users, existing users, and audiences you want to scale to using these questions - “(i) How and why did they find your product? (ii) What are their expectations? (iii) How have they approached trying other new products? (iv) What’s worked or hasn’t worked with other new products? (v) What common routines do established users lean on in and outside of your product that new users need to be guided to doing? (vi) What workarounds have your existing users developed?”
2 / Ask these questions to narrow down to the most critical actions where your users need guidance - “Which actions reduce abandonment or failure? Which actions are required to perform other key actions? Which actions are useful for many different entry situations? Which actions can you realistically support?”
3 / You can break onboarding actions into 3 parts - “(i) prompt to take action at the beginning (ex: prompt to identify vehicle to find matching parts), (ii) work in the middle of the action (ex: user specifies year, make, and model), and (iii) follow-up at the end of the action (ex: confirmation message for the saved vehicle for future access).”
🧠 5 CURATED MARKETING THINK PIECES
1 / What’s in a Name? A Lot, Actually. Here’s How to Pick the Right One For Your Company
2 / The Gospel of Product Management
3 / Prototyping everything: On rough drafts, sacrificial concepts, and designing your way through uncertainty
4 / Product Purgatory: When they love it but still don’t buy
5 / When Differentiation Matters: Working out the right time to invest in this tricky part of the positioning process
Part 2 Release Date: Dec 18, 2025 (2 min read)
📈 4 MICRO [PRODUCT MARKETING] CASE STUDIES
1 / Consider solving more problems for the same customer to expand your product offerings, rather than simply diversifying.
Samsara follows an 80/20 rule: they build something if 80% of their customers ask for it! This rule led them to build safety products after the initial success of their telematics solutions.
2 / Diagnose the effectiveness of your GTM using this simple 4-part pyramid to turn your marketing into calculated bets vs. expensive guesses.
Klear B2B suggests finding the ‘leak’ in your GTM in a linear way (specific order). Look at (i) The Market (The Foundation) - ex: ICP, JTBD, buying committee, (ii) The Message (The “So What?”) - ex: positioning, narrative, POV, (iii) Assets (The Tools to Move Buyers) - ex: case studies, sales deck, landing pages, and (iv) Action (The Plays) - warmup, activation, and nurture.
3 / Experiment with your product’s cancellation experience by listing the features the user was actually using to limit churn.
Canva’s cancellation flow doesn’t simply list all the features the user will lose. They instead focus on the specifics (ex: features) of what the user was actually using, along with their usage volume.
4 / Exploit your competitor’s moments of crisis with a playbook that makes it easy for their existing customers to switch to your plans.
Ahrefs pounced on Adobe’s announcement of acquiring Ahrefs’ key competitor: Semrush. Their playbook included a colorful landing page to lure Semrush’s existing customers with the 6-month free offer.
📚 1 BOOK & TOP 3 INSIGHTS
1 / 3 essential elements to create product delight - (i) Address Pain Points: remove their friction and do so seamlessly, (ii) Anticipate Needs: predict and serve before users ask for it, (iii) Exceed Expectations: surprise by going a step further in value, joy, or quality.
2 / 3 types of delight play a role in shaping our user experiences - (i) Low Delight: helps users accomplish something but can’t create an emotional connection - ex: skip feature in Spotify, (ii) Surface Delight: purely visual or interactive but doesn’t help users accomplish goals, (iii) Deep Delight: satisfies functional and emotional needs to deliver the most impactful user experiences - ex: smart compose in Gmail.
3 / Identify opportunities effectively by writing 2 types of statements - (i) Motivation Statements: [user characteristic] wants to [motivation] because [underlying insight]. (ii) Opportunity (or ‘How Might We’) Statements: how might we [intended action] to/for [targeted users] in order to [benefits, gains, or results we’d like to see].
🧠 5 CURATED MARKETING THINK PIECES
1 / How to Future-Proof Your Career in 2026: 5 GTM superpowers that will be mission-critical in 2026
2 / Tech predictions for 2026 and beyond
3 / 21 Lessons from 14 Years at Google: On code, careers, and the human side of engineering
4 / This thing is killing your creative momentum
5 / Companies Are Desperately Seeking ‘Storytellers’
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