☕︎ 2-min Product Marketing Insights from Blinkist, ClickUp, ServiceNow, Siegel+Gale
January 2023, Part 1 Release
📈 4 MICRO [PRODUCT MARKETING] CASE STUDIES
[1] Make potential customers more comfortable ending a free trial to improve conversion rates.
Blinkist started to send push notifications to users to alert them of their trial coming to an end soon. As a direct result, the company saw an increase in its trial start, engagement, and trial conversion rates.
[2] Allow your community to launch micro products built using your solution on Product Hunt to acquire new users.
ClickUp lets its power users launch micro products built using ClickUp on Product Hunt - these are usually public ClickUp docs like Micro SaaS Kit, Product Promotion Stack. These micro products drive the discovery of the company's platform.
[3] Let your employees create and launch a customer experience (CX) day to understand your customer from all touchpoints.
ServiceNow believes in connecting employee experience with customer experience to create a 'total experience'. An event like CX day lets the company democratize customer insights and offers employees the tools to impact CX while still delivering on revenue and strategic goals.
[4] Play up the enemy in your core brand story for customers to pay attention and keep coming back to you.
Siegel+Gale offers 3 examples where highlighting the negative force facing the hero gave people reasons to rally behind each brand - Example 1 - Pfizer - hero: science vs. enemy: serious disease, Example 2 - The New York Times - hero: truth, enemy: new threats to journalism, Example 3 - Nike - hero: athlete in everyone, enemy: blockers to 'doing it.'
📚 1 BOOK & TOP 3 INSIGHTS
“Product Marketing: Mastering the art and science of PMM” by Div Manickam
[1] Set your product marketing OKRs to 3 core values - (i) Inspire: linked to employees, (ii) Influence: linked to business, (iii) Impact: linked to the customer.
[2] Engage with analysts every quarter at the minimum. Use them to test your messaging, get a feel of the market perspective, and gather feedback.
[3] On tackling product marketing projects - Keep your team (project) capacity at 80% to allow room for last-minute requests given changes in your company, market, and industry.
🧠 5 CURATED MARKETING THINK PIECES
[1] 2023 Predictions (mostly for the tech sector) from Scott Galloway
[2] Strategies for Sustainable Growth In 2023
[3] The End of Blitzscaling
[4] Enterprise Retention Means Solving Hard Problems
[5] Validating Product-Market Fit in the Real World