2-min Product Marketing Case Studies: Clay, Dashlane, Miro, and Spotify.
July 2025, Part 2 release
📈 4 MICRO [PRODUCT MARKETING] CASE STUDIES
[1] Embrace B2C style weekly digest emails to offer personalized usage stats and insights to consistently show your product's value outside of QBRs.
Clay's 'Week in Review' emails are well-received and shared by their customers. This summary of key customer-specific metrics helps combat churn, nurture connections, and facilitate product adoption, as evidenced by the high open rate.
[2] Think of your social media strategy as an episodic TV series that builds character, tone, and relationship with your core audience.
Spotify Unwrapped is a 'once-a-year' event that wins attention, and people talk about it for a limited time. Your company's social media presence, on the other hand, should function like a TV show that engages your audience daily, focusing on specific themes to foster meaningful connections.
[3] Focus on what makes you unique with 2 or 3 honest and straightforward talking points, rather than naming and shaming the competitor.
Dashlane's CFO believes that it's more important to differentiate than to demonize your competitor. In doing so, you describe yourself in your preferred terms and have the opportunity to play the long game, allowing for a partnership, acquisition, or more down the line.
[4] Create a 'small pod' in your revenue org to test different assumptions about your GTM motion to uncover select results that you can scale afterward.
Miro uses product thinking in its GTM motion by running 4-5 experiments at any time. The dedicated pod, comprising BDRs, SEs, and renewal managers, tests everything from sales plays to competitive positioning and pricing changes.
📚 1 BOOK & TOP 3 INSIGHTS
[1] The 'mantra' to cut through vague promises in the corporate world: "Who does what, by when?" WDWBW. Gets people to be specific.
[2] Timing is everything. "Where a company sits in its growth journey matters more than its logo. Join transformations early, face chaos. Too late, miss opportunity."
[3] Do your homework too. "If you take a job that requires multiple referrals and the interview process is intense, play the same game. Reverse background check your prospective employer. Track down former employees. Scrutinize Glassdoor reviews. Connect with industry insiders. Investigate leadership backgrounds."
🧠 5 CURATED MARKETING THINK PIECES
[1] OpenAI Product Leader: The 4D Method to Build AI Products That Users Actually Want
[2] The Seven Modes of Modern Marketing. How Brands Build Growth in a Post-Advertising World.
[3] Why Agentic Marketing Is the New Architecture for B2B Growth
[4] How to become indispensable in your first 6 months
[5] Your 30/60/90 is too slow for startups. My 3/6/9 plan: Work fast, judge slow.