2-min PMM: Away's Influencer Strategy, Wiz's Advocacy, Botpress' Dev Playbook, W&B's Growth Framework.
July 2024, Part 1 release
đ 4 MICRO [PRODUCT MARKETING] CASE STUDIES
[1] Treat every influencer as your creative partner and confirm how your brand organically fits into their content.
Away customizes its relationship with every influencer. A few of Away's guiding questions when working with any influencer include: Do they showcase the diversity of the company's community? Does the content they create fit organically into Away's campaign?
[2] Lean on these 4 strategic pillars - website, community, developer content, and developer events - to market to a developer audience.
The VP of Marketing at Botpress has also used this playbook to scale dev communities at Postman, Rasa, and npm. Additional pointers - work to build an organic community, create content to help devs become power users, prioritize events for dev relationships, and expect 90% of your community members to be consumers.
[3] Offer a step-by-step employee advocacy activation playbook to increase your reach beyond the company's social presence.
Wiz provides tactical assistance to its employees, enabling them to create content that builds credibility for the company while reaching a receptive audience. Some of the highlights of this playbook include limited-time contests for employees to create LinkedIn content with Wiz swag, a club for super influencers (#Wizfluencers), internal LinkedIn workshops, spotlighting employee work, etc.
[4] Use the F.U.E.L. framework to kickstart growth efforts in your startup and categorically address growth problems plus bottlenecks.
F.U.E.L. is an acronym for Flywheels, Users, Experiments, and Learnings. Weights & Biases leverages this framework to discover and prioritize the right experiments due to their limited resources.
đ 1 BOOK & TOP 3 INSIGHTS
[1] There are 4 levels of differentiation (it's a hierarchy!) - Level 1: feature differentiation. Level 2: differentiating your benefits. Level 3: differentiation by customer segment, i.e., define the customer segment that will benefit from your product more vs. the competition. Level 4: problem differentiation - can you articulate a problem for which your startup has the only solution?
[2] The only metric a developer tools startup needs to care about initially is Net Developer Retention. Do the devs continue to use your tool? Are they inviting others to join them? Only think of other metrics once this metric passes over 100%.
[3] An early-stage developer tools startup should create a technical advisory board (TAB). The TAB members should comprise potential users and customers of your product. This will also help you understand your personas a lot better.
đ§ 5 CURATED MARKETING THINK PIECES
[1] 15 Life and Work Principles from NVIDIA CEO (the rockstar of the moment)
[2] AIâs $600B Question. The AI bubble is reaching a tipping point.
[3] Removing Asymmetry of Information - Unlock decision-making with information liquidity
[4] How to go from Seed to Series A to Series B
[5] This is Big Techâs playbook for swallowing the AI industry