👉 2-min PMM Insights: Apple's Vision Pro, Usersnap's Feedback Tools, PartnerHacker's Forecasting, Spotify's Onboarding
June 2023, Part 2 Release
📈 4 MICRO [PRODUCT MARKETING] CASE STUDIES
[1] Improve sales forecasts from partners by treating each partner as a new AE and going through the same qualification process.
Partners work with multiple tech vendors, and your solution may not always be a priority, further adding to the challenges in forecasting partner-led deals in your pipeline. PartnerHacker suggests a couple of improvements - ex: stick to the same onboarding process for a new account executive in your sales org with the partner, set a cadence for updates, squeeze the partner into your sales methodology (ex: MEDDIC).
[2] Capture, at a minimum, both customer satisfaction and feature or outcome validation directly in your product.
Usersnap and similar feedback software let you plan and run periodic NPS surveys directly within your product. You can extend this software to also survey and determine if your users are getting to the right outcome with a newly launched feature - ex: users who've tried to use the new feature vs. users who use the new feature frequently vs. ones who used the new feature and don't do so anymore.
[3] Study these 3 issues after you map out your user journey to increase your product's conversion rates.
Analyzing the user journey in a popular app like Spotify can help you parallelly discover limits within your own product. When you see users drop across their journey, it's likely due to one or more of these 3 reasons - "(i) lack of clarity on the value proposition, (ii) confusing UX, and (iii) complex onboarding processes."
[4] Make your price point compelling by showing what your product replaces and how it enhances what users already do.
Apple justifies the high cost of Vision Pro by showing how it replaces your TV and high-end cameras. It also plants the new product right at the center of the things we love to do - ex: take photos, use FaceTime, watch sports with a virtual monitor.
📚 1 BOOK & TOP 3 INSIGHTS
“For the Culture: The Power Behind What We Buy, What We Do, and Who We Want to Be” by Marcus Collins
[1] Our decisions are by-products of the cultural characteristics of the tribe we belong to. You can use this framework to unpack that - "I am a member of [name of the tribe]; we believe [shared belief of the tribe]; therefore, I [behavioral norm]."
[2] A better way to build a community for your company would be to first identify folks who already believe what you believe, i.e., mirror your belief system. And simply facilitate the network that connects them.
[3] A quicker way to truly learn about a community beyond just observing and listening is to ask these 3 questions - "Why do they behave in a certain manner? What are they feeling? How do they view the world around them?"
🧠 5 CURATED MARKETING THINK PIECES
[1] Why AI Will Save the World (by Marc Andreessen)
[2] Are You Tracking the Right Metrics?
[3] How to Hire Your Next Community Lead
[4] S.P.A.C.E. Framework - The Ultimate Framework For Measuring Your Tech Team Productivity
[5] The First 90 Days in DevRel - A menu of milestones for the first devrel in a startup