🐎 2-min Product Marketing Insights from Pendo, Airtable, Slab, SizzleForce Marketing
March 2023, Part 2 Release
📈 4 MICRO [PRODUCT MARKETING] CASE STUDIES
[1] Use the L.O.V.E. email copywriting framework to organize your ideas and convert more prospects into buyers.
L.O.V.E. framework from SizzleForce Marketing works as follows: (L) Leverage an existing authority - ex: statistics, thought leader - to build trust, (O) Offer your product's unique benefits and testimonials on its impact, (V) Validate your product's promise through different means - ex: free trials, certifications, satisfaction guarantee, (E) Ease your prospect into taking action through a non-demanding CTA.
[2] (For a new startup) Construct a simple pricing model by matching your competitors or setting prices ~20% higher and revisit later.
According to Slab, a 20% price difference vs. your competition is easy for prospects to accept when you're a new startup. Every negotiation from then on should get you on the path to experiment and iterate on your prices for the rest of your company's life.
[3] Create an internal product tracker to update the entire organization on every roadmap-related concern at scale.
Airtable maintains a single source of truth type tracker to update their team and partners on what's coming next. This product tracker is split into 7 levels: projects, OKRs, docs, updates, releases, feedback, and team.
[4] Collect feedback via polls and surveys within your product to both boost feature adoption and build your roadmap.
Pendo states that up to 80% of product features never get used! Usage analytics, on top of qualitative feedback from customers, can help you plan the right product experiences.
📚 1 BOOK & TOP 3 INSIGHTS
[1] Objectives & Key Results (OKRs) let you (i) set inspiring and measurable goals, (ii) ensure progress toward that end state, and (iii) provide cadence for the team to remember what's at stake while holding everyone accountable.
[2] How to write a good objective - An objective should be a single sentence that's (i) qualitative and inspirational, (ii) time-bound, and (iii) actionable by the team independently.
[3] On KRs - Key results answer the question - "How would we know if we met our Objective?" Aim for 3 key results for an objective and not more. Ideally, you want to have one usage metric, one revenue metric, and one satisfaction metric for your key results.
🧠 5 CURATED MARKETING THINK PIECES
[1] Why Churn is a SaaS Killer
[2] Do You Have Lightning In a Bottle? How to Benchmark Your Social App
[3] What Taylor Swift Can Teach Us About Business: From Viral Marketing to Market Sizing to Product Roadmaps
[4] When Content Creation Goes to Zero: AI is making a world where it costs nothing to produce anything. What happens next?
[5] How I’m protecting my job against AI