✍️ 2-min PMM Insights: Webflow's Sign-Up, VeryGoodCopy's Loops, Cordial on Channels, Case Study Buddy's Stories
August 2023, Part 2 release
📈 4 MICRO [PRODUCT MARKETING] CASE STUDIES
[1] Optimize your SaaS sign-up page to highlight your credibility, offer more product clarity, and emphasize your core value proposition.
Your sign-up page can rely on testimonials, product previews, plan details, among many elements, to move the needle on "trust, motivation, and education." Webflow, for example, offers a sneak side preview of their product to excite the user on what they can create with one click.
[2] Create an engagement loop between your social channels to newsletters (and vice versa) to distribute your content better.
VeryGoodCopy uses the LinkedIn post to drive people to subscribe to its newsletter for exclusive content. Similarly, the newsletter readers also receive a CTA to get on their social channels and promote - for ex: a newsletter CTA would be "Show the love by liking or sharing this post for me!"
[3] Connect with your customers across multiple channels by offering incentives to improve their engagement and reinforce your value.
Cordial believes you can reduce churn by coordinating your messages across different customer channels. And it starts by offering your customers incentives to connect with you across channels - for ex: providing discounts to email subscribers to opt-in for SMS alerts, a coupon code for loyalty members when they enable push notifications, etc.
[4] Tell a customer success story from multiple perspectives mirroring the different stakeholders in the buying process.
Case Study Buddy recommends building separate narratives for the same success story to cover different stakeholders. As a benefit, you get stories that appeal to unique roles and multiple pieces of collateral to cover the complex B2B buying process.
📚 1 BOOK & TOP 3 INSIGHTS
[1] The author has 3 significant epiphanies on software development. Stated simply, he believes (i) waste increases (and productivity declines) when software scales due to the disconnect between architecture and value stream, (ii) disconnected software value streams are the bottleneck to software productivity, and (iii) the software value stream is different from a linear manufacturing process.
[2] The customer must exchange some 'economic unit' if they see some value in your product. It's as simple as revenue for an external product. The unit is 'adoption' if it's an internal product or a digital offering from a government/non-profit. Engagement time will be the unit for any product that relies on indirect monetization (ex: social media tools).
[3] You see a pattern over the last 3 centuries, starting with the industrial revolution. Every 50 years, a technological wave transforms the world economy after it combines with innovation and financing ecosystems. A lot of new businesses explode while many older ones go extinct. Each new wave gets triggered by some critical production factor becoming cheap.
🧠 5 CURATED MARKETING THINK PIECES
[1] What to do when product growth stalls
[2] AI and the automation of work
[3] Running up that hill: Creativity, AI, and the human pursuit of uphill thinking
[4] When to Dig a Moat: Uncertainty, Success, and Defensibility
[5] The 7 disciplines of a mature B2B Product organization