🌱 2-min PMM: Copy.ai's Entry Points, Warmly & 'Build in Public' Mentality, Lattice's Community Fit, 42 Agency's Guerilla Marketing.
March 2024, Part 2 release
📈 4 MICRO [PRODUCT MARKETING] CASE STUDIES
[1] Use guerilla marketing tactics at conferences to aid brand building over short-term lead generation.
42 Agency looks at conferences as brand experiential events - an opportunity to make your brand memorable and allow attendees to link you to pleasant experiences. These experiences lead to high conversion conversations later. An unconventional example: 42 Agency once branded a limo with their magnets and ran a shuttle for the SaaStr conference attendees.
[2] Include community-product fit as part of your go-to-market strategy to go upmarket easily and build an enduring differentiator.
Lattice would spend 90% of its marketing budget on brand and community efforts vs. sales or performance marketing in the early years. The company would host dinners and conferences to give HR leaders much-needed attention.
[3] (For Startups) Explore extreme 'build in public' mentality and share your company's metrics, highs, and lows to grow your business.
Warmly's CEO consciously chose to publicly share the company's sales numbers, disagreements, and much more via Linkedin to break through their crowded market. Since the CEO's announcement to move in this direction, the company has 8X'ed its inbound demo requests!
[4] Think of the participants in a buying group (typically 5 people or more) for an enterprise as multiple entry points into a company.
Copy.ai's CEO doesn't believe in going after a single person (or persona) while trying to appeal to an enterprise. Even if the end users don't click immediately, other folks, like an economic buyer, may warm up to what you're selling.
📚 1 BOOK & TOP 3 INSIGHTS
[1] Employ the FACT framework to become a better growth marketer - (i) Find your customers, (ii) Acquire your customers, (iii) Convert your customers, (iv) Turn your customers into marketers.
[2] What is Good Growth? It's growth that is sustainable for your business model. Your free channels help you get quality customers. Your paid channels offer a positive net return. Your CAC is less than the LTV.
[3] Email is still the #1 option for retention in most cases. Unlike others, people opt into this channel to let you serve messages straight to their inbox. Break your email strategy into 3 categories: email newsletters, email flows (based on the user's progress), and transactional emails (triggered by a user's actions).
🧠 5 CURATED MARKETING THINK PIECES
[1] Unlocking hidden value: How niche markets are bigger opportunities than VCs think
[2] Positioning and Pessimistic Product Thinking
[3] The most important goal in designing software is understandability
[4] The big design freak-out: A generation of design leaders grapple with their future
[5] Using the Needs Stack for Competitive Strategy