2-min Technical Product Marketing: Miro, Cursor, Nextdoor, and Nudge Security.
April 2025, Part 1 release
📈 4 MICRO [PRODUCT MARKETING] CASE STUDIES
[1] Improve the adoption of every product update by turning your changelog into a guided tour, especially for more technical products.
Nudge Security turns every changelog entry into a step-by-step explanation complete with visuals. It ensures every complex update is easy to understand, increases the likelihood that every user will try it, and makes every update impactful.
[2] Discover unmet demand within your product by focusing on the different ways your users are currently "hacking" your product.
Nextdoor's focus was entirely on neighbor connections at the get-go. However, as they started seeing local businesses attempt to advertise on their platform (initially blocked as spam), the company created a new business line dedicated to connecting these businesses with neighbors.
[3] Integrate into an existing workflow and commit to community-driven product iteration to turn early adopters into vocal advocates.
Cursor is an AI-first code editor that grew past $100MM in ARR within the first 12 months in the market. Part of their appeal is a product built with AI from the ground up and the quick feedback loop from actual developers cultivated across platforms like X, Discord, and GitHub.
[4] Use a short survey (5-7 mins) to compile responses from your preferred audience and discover prospects for deeper (30-min) interviews.
Growth teams in companies like Miro use short surveys at scale to regularly build insights on pricing, onboarding, power users, etc. Adding a question at the end of the survey to gauge interest in a follow-up interview also saves them time pre-selecting interview candidates for an in-depth analysis.
📚 1 BOOK & TOP 3 INSIGHTS
“Blindspots: The Ultimate Guide to Building a Better Win-Loss Program” by Ryan Sorley
[1] Win-loss interviews can be a boon for new-hire onboarding. Smartly select specific win-loss reports for new hires to read to get them up to speed on buyers, their needs, your sales process, organizational ideas, and best practices.
[2] Don't just look at the most exciting deals for your win-loss interviews. Adopt the concept of a "research cohort." Aim to compile a series of deals that share characteristics like "deal size, location, industry, competitor, or product/service type."
[3] Ask every stakeholder to fill out the following sentence to figure out the information they want and the action they want to take: "If I knew ____________, then I could ___________, which would result in __________."
🧠 5 CURATED MARKETING THINK PIECES
[1] Why Costco Went All In on Kirkland - and How It Paid Off
[2] Urgent needs meet quick solutions: The rise and fall of urgent market needs
[3] The Problem With AI Generated Personas…New Study Sheds Light On Their Limitations
[4] How to Write Blog Posts that Developers Read
[5] 4 Different Ways to Transform a Product Organization