✌️ 2-min Product Marketing Insights from Snyk, Hopper, Equals, Paddle
January 2023, Part 2 Release
📈 4 MICRO [PRODUCT MARKETING] CASE STUDIES
[1] Self-select a small cohort of highly engaged users to identify your core buyer, use cases, and features before launching a PLG motion.
Equals offered a sneak peek into their product - a new type of spreadsheet - through a simple landing page and demo video. After the social media buzz, the company selected 20 engaged users to go through a high-touch onboarding experience to unpack why and how they used Equals. These insights shaped their subsequent self-serve motion.
[2] Keep your community independent of your sales efforts and build it in places where relevant conversations already occur.
Snyk built its community anywhere people were already talking about developer security - including Discord, Twitter, Reddit, and Slack. This community allowed the company to offer a free version of its product to educate developers on building secure software - utterly detached from selling.
[3] Discover what users who are about to churn like about your product to dictate future marketing efforts.
Some level of churn is unavoidable in any product. Paddle suggests asking users what they like about your product as they're about to discontinue using it. This may encourage some users to stay while helping you determine what will click better in future marketing.
[4] Send active notifications to inform the user that your app is working to increase conversions.
Hopper is the #1 most downloaded travel app to book travel - be it flights, hotels, car rentals, etc. After noticing their notifications get lost more often, the company started sending more notifications to inform users of price discounts with recommendations. The increased notification frequency led to a direct increase in purchases.
📚 1 BOOK & TOP 3 INSIGHTS
“The 22 Immutable Laws of Marketing: Violate Them at Your Own Risk” by Al Ries & Jack Trout
[1] The limiting factor for marketing moves in companies - "nothing gets done unless it personally benefits the agenda of someone in top management."
[2] If your business is rapidly rising due to a fad, try to dampen the fad and stretch it out so it becomes more like a trend!
[3] Study how the mind forms perceptions. And then, focus your marketing programs on those perceptions to counter incorrect marketing instincts.
🧠 5 CURATED MARKETING THINK PIECES
[1] The ‘Enshittification’ of TikTok. Or how, exactly, platforms die.
[2] How to Use Topic Maps to Run Generative User Interviews
[3] Five Ways to Address Complexity In Your Product
[4] Getting Ready to Move Upmarket
[5] How Generative AI Is Changing Creative Work