2-min Technical Product Marketing: Notion, Figma Slides, Supabase, Swiggy.
January 2025, Part 2 release
📈 4 MICRO [PRODUCT MARKETING] CASE STUDIES
[1] Onboard users faster by initially asking questions about their use cases and offering them pertinent templates to use immediately.
Notion uses 3 strategic questions to personalize the onboarding for every new user. The responses to these questions populate the user's workspace with templates and real-world examples of similar users, thereby avoiding the blank page problem.
[2] Create a series of 'viral moments' within your company to turn skeptics into champions and build momentum for a new product bet.
Figma Slides started with the founding PM scrappily selling her vision to engineers at a company hackathon. Every subsequent effort - showcasing this product vision with mocks and prototypes, giving the project a code name, creating a custom Slack emoji, etc. - created the internal groundswell for the eventual product introduction at Figma's mid-year user conference.
[3] Create a mix of entertainment, product info, product education, and promotion to crack developer marketing on social media.
Supabase's X posts (for example) consistently outperform peers and billion-dollar developer companies in engagement and impressions. Besides connecting with their ideal users and talking like them, Supabase mixes different types of content to escape the monotone dev-style content and build excitement about their product, community, and events.
[4] Set a priority for your product efforts using the 4BB framework, especially when resources get tight.
Swiggy's Former SVP suggests you categorize your projects into (i) Brilliant Basics: tasks to tackle tech debt or compliance, (ii) Bread and Butter: incremental product improvements, (iii) Big Bets: high-impact growth opportunities, and (iv) Breaking Bad: high-risk innovations or pivots.
Near the DMV area and ready to refresh your product marketing playbook?
Check out the Product Marketing Summit in Washington, D.C., hosted by Product Marketing Alliance.
🗓 January 30, 2025 📍Convene Hamilton Square, Washington, D.C.
Learn from the expert PMMs at Deloitte, Freshworks, Guidewire Software, Experian, and more – then take those strategies straight back to your desk.
Come say hi, share your marketing wins, and let's geek out about the future of the industry. 👋
👉Grab your ticket here. Use my exclusive discount code BRYAN20 for 20% off!
📚 1 BOOK & TOP 3 INSIGHTS
[1] You need 4 distinct yet interconnected systems for an 'adaptive' organization - (i) threat detection: identify and prioritize emerging threats, (ii) crisis management: diagnose and respond to surprises, (iii) post-crisis learning: reflect to avoid future problems, and (iv) problem prevention: mobilize for action to prevent identifiable threats.
[2] A leader can choose from 5 archetypes to talk about their company - (i) LOVE: company loves its product and wants to share its passion, (ii) REDEMPTION: business is facing hard times and will recover, (iii) RAGS TO RICHES: the company's an underdog about to overcome adversity, (iv) STRANGER IN A STRANGE LAND: launching a new product or service, and (v) THE HOLY GRAIL: you have ambitious goals to discover deep fulfillment.
[3] There are 3 components to framing a problem - (i) define the problem as a question requiring an answer, (ii) clarify the criteria to evaluate potential solutions, and (iii) identify the most significant potential barriers to overcome for success.
🧠 5 CURATED MARKETING THINK PIECES
[1] The Capacity Allocation Illusion: Capacity in the context of software development
[2] Doubt the default: 5 product development standards to challenge
[3] Stop building products for your imaginary user: Dear Mary-the-Marketer, you don’t exist - signed, every PM
[4] What comes after design thinking: The popular methodology isn’t equipped to solve the complexities of the current world
[5] The Great Product Reset of 2025: Navigating product building career uncertainty on the eve of an AI supercycle