🎄❄️ 2-min Product Marketing Insights from Pinterest, Chargebee, Currencycloud, Panorama Education
December 2022, Part 2 Release
📈 4 MICRO [PRODUCT MARKETING] CASE STUDIES
[1] For B2C: Drive traffic for your product by relying on what your users create as word of mouth.
Search traffic is the 2nd biggest marketing channel for Pinterest. The company exposes any image a user creates to search engines for this to occur.
[2] Host a content pitch-off on 4 content lanes to build your company's editorial calendar.
Panorama Education's content team generates content ideas via 1-hour brainstorming sessions across 4 content lanes: search/SEO blog posts, gated content, customer impact stories, and thought leadership blog posts. Each content lane gets 10 minutes for pitches, and these sessions are scheduled monthly.
[3] Create a 'churn funnel' at the point of cancellation to influence your customers to stay.
Nearly 15-30% of customers cancel over issues you can resolve, like poor onboarding experience, pricing concerns, internal company changes. Chargebee suggests stepping in at this point and customizing offers to avoid cancellation by satisfying their unmet needs.
[4] Delight your customers by crafting products around 3 types of current & prospective customer problems.
The CPO of Currencycloud links the operational purpose of any business to delighting customers and highlights 3 areas of problem discovery to craft products - discover problems that current & prospective customers: (i) have, (ii) don't know they have, (iii) may have in the future.
📚 1 BOOK & TOP 3 INSIGHTS
“Empowered: Ordinary People, Extraordinary Products” by Marty Cagan & Chris Jones
[1] An empowered product team model includes (i) the product manager who ensures solutions are viable and valuable - the product meets the needs of the business and customers will buy it, (ii) the product designer who ensures the solution is usable, and (iii) the tech lead who ensures the solution is feasible.
[2] You evaluate a product person's level of competence across 3 areas - (i) product: knowledge of user & customer, data, industry & domain, business & company, product operations, (ii) process: product discovery, optimization, delivery, development, and (iii) people: skills around team collaboration, stakeholder collaboration, evangelism, leadership.
[3] A new PM onboarding should involve at least 15 customer visits. Additionally, there needs to be a minimum of 3, 1-hour customer interactions every week!
🧠 5 CURATED MARKETING THINK PIECES
[1] How to Grow Faster With (Near) $0 CAC
[2] The Cadence: How to Operate a SaaS Startup
[3] Companies Build “Capabilities” Before They Build “Moats”
[4] Strategy, Systems Thinking, and Being Wrong
[5] For Product/UX Decision Making - “7 approaches game designers to solve problems”