🥈2-min Product Marketing Insights from Atlassian, Hackajob, Spotify, TimeTackle
August 2022, Part 2 Release
📈 4 MICRO [PRODUCT MARKETING] CASE STUDIES
[1] Enable triggered surveys to get immediate passive feedback on product functionality.
Triggered surveys are small forms that appear when a customer uses a specific feature, completes a particular action, etc. Unlike the drawn-out process of Net Promoter Score surveys, Atlassian could quickly measure the satisfaction behind the new page editing experience in Confluence using these.
[2] Perform a holistic MARKET/PRODUCT/CHANNELS/MODEL analysis to break your growth slump.
Hackajob, a developer job platform, reignited its growth after a slump of 18 months by reevaluating market/product/channels/model fit. They made 3 choices – focus on a specific persona, change the business model, and set up a brand budget without conversion goals.
[3] Double down on winning channels to attract new users during a down cycle and build expertise.
Patrick Moran, who built growth models leading to 30% Y/Y MAU growth at Netflix and Spotify, advises companies to avoid testing multiple channels to see what works in a down cycle. You manage 'burn' and gain channel expertise by focusing on your 1 or 2 well-performing channels.
[4] Communicate your value better by replacing generic CTAs with an invitation for a product demo.
To become a customer-centric B2B SaaS business, you need to personalize your marketing beyond your traditional social media touchpoints. TimeTackle uses the technique above to show its value faster to prospects.
📚 1 BOOK & TOP 3 INSIGHTS
[1] 40-70 rule of decision making - "Never make a decision with less than 40% of the information available, and don't gather more than 70% of the information available".
[2] 4 vital areas to master at a minimum to start a competitive intel program - B.P.I.S. = business, product, industry, and stakeholders.
[3] Offer basic intelligence training for people in front-line roles like new client onboarding, customer support, sales, and loyalty.
🧠 5 CURATED BUSINESS THINK PIECES
[1] The Rise of the Worker Productivity Score
[2] Product market fit isn’t a destination
[3] The forgotten benefits of “low tech” user interfaces
[4] A Cyclic Theory of Subcultures
[5] The X Inside the U: The 6 elements in user experience