🙌 2-min PMM Insights: Aha!'s Pricing, Rows' Onboarding, Fluint's MAPs, Keyplay's Launch
April 2023, Part 2 Release
📈 4 MICRO [PRODUCT MARKETING] CASE STUDIES
[1] Focus on profitability from day one by training your users on smart price increase mechanisms built directly into your product.
Aha! avoids freemium and purely relies on 30-day free trials. Even more interesting in pricing, the company doesn't just change the price by the number of users in the account but also adds an annual cost-of-living adjustment.
[2] Improve product implementation by developing mutual action plans (MAPs) using the customer's most 'compelling event' as a starting point.
Fluint suggests using a 'time-bound need or goal' - aka compelling event - like a new product launch, use or lose it budget situation, seasonal site traffic increase, etc., as the north star to develop MAPs with your customer. That way, you're not arbitrarily creating deadlines, and the customer buys into each of them.
[3] For Enterprise SaaS: Incentivize every user to ideally sign up for your product using their business email to onboard their colleagues faster.
Rows ran a few experiments to redesign their onboarding. Adding incentives to sign up using a business email made it easier for the users to invite their teammates as part of the setup and reach the aha moment faster.
[4] Leverage content and community to determine the ideal product and monetization strategy for your preferred customer base.
Adam Schoenfeld knew he wanted to serve the B2B SaaS market, specifically GTM leaders. His resource - PeerSignal - which offers research on PLG companies covering everything from hiring to pricing, was the perfect market research and lead funneling tool for his eventual company Keyplay.
📚 1 BOOK & TOP 3 INSIGHTS
[1] Break your competitors (after compiling them) into 3 tiers - Tier 1: your major competitors, usually 5-7 companies. Tier 2: second level of competition, ~10 companies. Tier 3: everyone else.
[2] Quote - "Sometimes the ease of how a company does business or supports the customer after the close is as much as 10 times more important than a feature request."
[3] Get your competitive intelligence team to meticulously document CSM relationships with customers. And share those insights and practices with sales reps to improve customer lifetime value.
🧠 5 CURATED MARKETING THINK PIECES
[1] What Happened When Uber’s CEO Started Driving for Uber
[2] The Impact of Generative AI on Software (Workshop, Theory Ventures)
[3] The PLG Teardown - Exploring PLG via the language learning app Duolingo
[4] The Psychology of Digital Marketing (Ryan Sutherland, Ogilvy Group)
[5] How ChatGPT really works, explained to non-technical people