🏃🏽2-min Product Marketing Insights from Snowflake, Temu, Dock, Elwyn
March 2023, Part 1 Release
📈 4 MICRO [PRODUCT MARKETING] CASE STUDIES
[1] Add a ceiling to your usage-based pricing to avoid hurting adoption among your most valuable customers.
Snowflake won a lot of customers from its competition by highlighting cost savings via its usage-based pricing model. But when there are no cost savings for the customer after a certain point as usage scales up, unlike Snowflake, you benefit from switching to value-add pricing.
[2] (For B2C) Increase new user referrals by making them crucial to winning freebies via in-app games.
Temu - a shopping app launched in September - wins over new users through low prices and referral campaigns involving mobile games. Other platforms like Taobao, Shein, Meituan have also followed suit with a gamified shopping experience.
[3] Focus more on activation content if you're a PLG startup where your product is the primary acquisition driver.
Your content plan should directly match your business model. In the case of Dock, a revenue enablement platform, the company prioritizes mid-funnel, product-related content - ex: guides, templates.
[4] Cultivate an employee ambassador program to improve brand awareness, visibility, and sales reach.
According to Elwyn's Marketing Director, a team of employee ambassadors representing different departments can effectively improve brand perception and share information given our distributed workplaces. It is vital to establish guidelines, offer an assessment process, and the right incentives for participation.
📚 1 BOOK & TOP 3 INSIGHTS
[1] 5 principles of AI weirdness - (i) The danger of AI is that it's not smart enough, (ii) AI has the brainpower of a worm, (iii) AI doesn't understand the problem you want it to solve, (iv) But: AI will do what you tell it to or at least try its best, (v) AI will take the path of least resistance.
[2] Training data is more crucial than how the AI was designed. Therefore, if you don't create your own proprietary dataset, hackers can still design adversarial attacks that fool your AI.
[3] The best way to use AI - understand (i) how to choose the right problems for it to solve, (ii) how to anticipate its misunderstandings, and (iii) how to prevent it from copying the worst of what it finds in 'human' data.
🧠 5 CURATED MARKETING THINK PIECES
[1] A joyful writing process for your Product Vision
[2] 6 Demand Gen Channel Options for Startups: Which is Best for You?
[3] How to Write a Case Study (That Actually Closes Deals)
[4] The 10 principles of product discovery
[5] ChatGPT use cases for Product Managers