2-min Product Marketing: Navan's Narrative, Cedar's Prospects, Mural's Homepage, Delta's Mapping.
Aug 2024, Part 2 release
đ 4 MICRO [PRODUCT MARKETING] CASE STUDIES
[1] Minimize cognitive load for every feature by consistently improving value to the business, the user, and the likelihood of success.
Mural, a digital environment for visual collaboration, saw new signups show a low 1-week retention rate. They chalked this up to a noisy homepage and drastically improved retention by introducing a simple 5-item checklist to reduce the cognitive burden.
[2] For Crowded Markets: Reevaluate your narrative across these 5 areas: PoV, Clarity, Strategic Alignment, Memorability, and Distinctness.
Navan operates in the mature category of expense management solutions. It does a decent job of looking âmeaningfully differentâ from the status quo by highlighting travel and expense integration and offering a value proposition beyond making expense reports more âefficient.â
[3] For Niche Markets: Accelerate account-based marketing by pre-mapping the entire universe of contacts who influence or buy in target companies.
Cedar Health invests heavily in in-person experiences while targeting a select group of high-value people who fit their âprospectâ profile. The pre-mapping allows the sales team to spend less time qualifying and more time crafting deeper connections - ex: understanding pain points, mapping relationships within the market, etc.
[4] Align UX better to business metrics using tools/techniques like design sprints, persona & customer journey maps, and human-centered design.
Delta Air Lines mapped out its customer journey from booking to boarding to streamline the process and in-flight services, improving loyalty and customer satisfaction. Kaiser Permanente designs patient-centered services around its personas.
đ 1 BOOK & TOP 3 INSIGHTS
[1] Use a friction log to record your experience sequentially working through your software. The gulf between expectation and reality across all the steps is your opportunity to improve the docs and software.
[2] Create a user council to access a dedicated list of people who can offer feedback on any new feature or document. They can be current and potential users who you see as early adopters and expect to invest in your product.
[3] Triage user feedback with some inspiration from healthcare. Ask these questions to evaluate every feedback issue: â(A) Is the issue valid? (B) Can it be fixed? (C) How important is the issue?â
đ§ 5 CURATED MARKETING THINK PIECES
[1] The Lost Sense OR: The Marginalization of Touch in a Digital World
[2] When to write strategy, and how much?
[3] Why Dying Industries Can Make Great Investments
[4] The Feature War: Turning product managers and engineers from frustrating foes into advocating allies
[5] Songhurst Matrix - categorizing business opportunities based on their level of boredom and complexity.