✌️ 2-min Product Marketing Insights from Figma, Otter.ai, Help Scout, Clubhouse
August 2022, Part 1 Release
📈 4 MICRO [PRODUCT MARKETING] CASE STUDIES
[1] Use release notes to engage with your customers better and grow by offering support.
Release notes help you proactively communicate to your customer, increase transparency, and improve retention. Help Scout refers to this as ‘support-led growth’ – turning a customer support channel into a revenue driver.
[2] Choose UX over UI during the initial stages of your product to attract early adopters.
Clubhouse used its UX to facilitate more core product interactions and settled for a good enough UI. Research also shows that most of your bug reports and product feedback stem from UX issues.
[3] Verify if your product is 10X better than the existing way of doing things before monetization.
Otter.ai competes with traditional notetaking. The company uses free engagement to educate new users on a new way of taking meeting notes. Monetization is a few steps down, explicitly aimed at premium users to tap into events, resources, and better customer experience.
[4] Communicate the Voice of Customer (VoC) in multiple ways to ensure the customer wins.
Figma relies on a dedicated ‘customer feedback’ slack channel to drive executives’ business and product decisions. Google offers a report internally to show progress on themes uncovered during customer feedback.
📚 1 BOOK & TOP 3 INSIGHTS
[1] Apply the concept of 3 ways to your company - 1st way: aim to create a fast flow of work from you (company) to the customer, 2nd way: shorten and amplify feedback loops, 3rd way: experiment and learn.
[2] It's vital to take needless work out of any system more than adding more work into the same system.
[3] Ask the following question to any project stakeholder for new insights - "What does a bad day look like for you?"
🧠 5 CURATED BUSINESS THINK PIECES
[1] Rituals for hypergrowth: An inside look at how YouTube scaled
[2] How can experimentation reduce uncertainty during a recession?
[3] A look behind Shein’s success: a “ruthlessly efficient” supply chain
[4] Avoiding the common pitfalls of strategy offsites
[5]How to improve understanding and empathy with an organization communication plan