2-min Technical Product Marketing Insights: Oct 2025 Releases
Part 1 Release Date: Oct 12, 2025 (2 min read)
📈 4 MICRO [PRODUCT MARKETING] CASE STUDIES
1 / For B2B: Create B2C-style ‘viral drops’ instead of a generic content calendar by combining one unexpected format with one audience.
Wiz noticed their competitors sticking to fear-based marketing and decided to double down on hard-to-copy content. The company’s content calendar is filled with drops such as a musical for CISOs, Kubernetes training for puppy lovers, a toy store for security professionals, and a meditation app for burned-out CISOs.
2 / Explore offline gestures and celebrate them online to create buzz, brand recall, and amplify your social strategy.
Delve recently closed its Series A funding round ($32 million). While most SaaS teams stick to AI-powered outbound, Delve went old school with personalized doormats for prospects, 10K donuts hand-delivered across San Francisco, a plane flying over SaaStr with their tagline, to name a few scrappy tactics.
3 / For startups: Be intentional about picking your early lighthouse customers to grow beyond the SMB segment and create advocates.
New Relic’s former CRO scaled the company’s enterprise revenue from 25% to 55% within a few years. Her playbook for expanding beyond SMB included deep partnerships with select customers to make them successful enough to turn them into advocates and share New Relic’s story.
4 / Create a steady stream of reviews through lightweight nudges to both appear on G2’s category grid and better surface in LLM search results.
A startup requires at least 10+ reviews to appear on any G2 category grid. Set up a simple campaign to encourage CSMs to request reviews, add CTAs in-app and in customer emails, and offer small gift card incentives to solicit more recent reviews.
🙌 PMA is recognizing top PMM voices this year. If my work has been useful or sparked an idea for you, I’d love your support. You can nominate me here.
📚 1 BOOK & TOP 3 INSIGHTS
“Where Stellar Messages Come From” by Joanna Wiebe
1 / Go narrow to convert visitors into customers. Write copy for 20 to 35% of your visitors and not 100% of them. You should target your copy towards the “select but perfectly matched few”.
2 / Do a content audit of a maximum of 10 competitors by analyzing 5 things: (i) value proposition/headline, (ii) major messages they aim at visitors, (iii) their primary calls to action, including language, visual, design, position on page, (iv) special reasons to buy (ex: guarantees, assutances), and (v) cool stuff that wows you.
3 / Establish a messaging hierarchy by going through every feature one by one. Create a table and list all the features. For each feature, check if it’s unique to your company, then connect it to the solved customer pain point, assign it at least one express benefit, and finally prioritize it as high, medium, or low.
🧠 5 CURATED MARKETING THINK PIECES
1 / A24 Marketing Strategy: From Indie Darling to Cultural Icon
2 / Vercel vs. Cloudflare: Two philosophies of building for developers
3 / What is “good taste” in software engineering?
4 / How PMMs can become the voice of the market
5 / Taste vs. Empathy: In the pursuit of the superpower that makes designers irreplaceable
Part 2 Release Date: Oct 24, 2025 (2 min read)
📈 4 MICRO [PRODUCT MARKETING] CASE STUDIES
1 / Create a foundational market doc to align teams, improve AI search visibility, and conversions.
SavvyCal talks about its competitor (Calendly) with a complete understanding of the lay of the land. They can address the competitor without badmouthing them. Similarly, you can understand your landscape by looking at these 3 questions: “How has the industry evolved, and where is it headed? What are some legacy players, and where do they traditionally lag? Where do you and where do the alternative tools stand?”
2 / Use the HERO section of your pricing page to highlight your ICP and pricing philosophy.
Stasig lets its pricing philosophy (”Scalable tools to drive product growth“) simplify pricing decisions for every prospect. For the hero section, ask yourself, “What’s one thing you want visitors to know? Can you describe it in 1 sentence?”
3 / Apply these 5 principles to develop high-context AI features that are informed by users’ actions, motivations, and their overall journey.
Amplitude recently introduced its own MCP server. It plays into the principles of “behavior-led contextual AI” - (i) context on user behavior as your competitive moat, (ii) aim for contextual AI to get your user to their “aha moment” faster, (iii) hyper-personalize for every user, (iv) setup AI as a co-pilot (not the pilot), and (v) use data for context aware decisions.
4 / Stop explaining your product and get your prospects to discover its value by enticing them to play with your product.
OpenAI is borrowing YouTube’s playbook (see: play button) by mailing physical coins to its power users. These sorts of rewards lead to social brags, and customers usually “don’t churn from a product that celebrated them.”
🙌 PMA is recognizing top PMM voices this year. If my work has been useful or sparked an idea for you, I’d love your support. You can nominate me here.
📚 1 BOOK & TOP 3 INSIGHTS
“Headlines, Subheads & Value Propositions” and “Buttons & Click-Boosting Calls to Action” by Joanna Wiebe
1 / Your value proposition should be your home page headline. This value proposition needs to be (i) unique: something your competitors can’t say, (ii) desirable: your prospects want this uniqueness about your offering, (iii) specific: something “definite and graspable”, (iv) succinct: not wordy, and (v) sticky: a visitor can recall it.
2 / The 5 principles of high-performing button copy: (i) lead with a familiar verb, (ii) avoid sounding robotic, (iii) be specific with word choice, (iv) add a point of value, and (v) consider the headline of the page you’re driving to.
3 / Cover these in captions to get more people to watch your videos: (i) Length of play time - ex: let the visitor know your demo won’t take more than 44 secs, (ii) What you want people to do - ex: write “click to play”, (iii) What’s in it for me? Share this in a few words, and (iv) ‘Cool’ factor - ex: “Does your video showcase the #1 feature everyone’s talking about?”
🧠 5 CURATED MARKETING THINK PIECES
1 / I studied the UX/UI of over 200 onboarding flows - here’s everything I learned
2 / The End of the User Interface? How AI Agents Are Rewriting UX
3 / Dopamine addiction: the obscure side of the seeking-reward loop
4 / Customer Interview Analysis: Where AI Helps and Hurts
5 / How I provide technical clarity to non-technical leaders
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