2-min Technical Product Marketing: Unity, Zomato, Hiring Tool, and Gjensidige Insurance.
March 2025, Part 1 release
📈 4 MICRO [PRODUCT MARKETING] CASE STUDIES
[1] For AI tools/features: Solve concrete problems using AI by leaning on millions of data points accumulated from your product's history.
Zomato - a restaurant aggregator and food delivery company - has seen millions of customer issues. The company designed Nugget (an AI tool) that leverages this rich history to automate routine tasks, analyze customer sentiment, and offer consistent responses.
[2] For PLG & PLS: Qualify your self-serve users on fit and behavior before you start to enact multi-touch sales plays.
Your self-serve users should (i) fit your target persona and ideal customer profile before they move into your sales funnel, and then (ii) you can start studying their first-hand data, such as product usage plus marketing interactions, to build targeted touches. Unity deploys an eleven-touchpoint sequence against their validated self-serve users.
[3] On customer insights: Create a separate workflow that complements your regular sprints tackling product opportunities.
Your customer interviews can give rise to bug fixes or maintenance requirements that can't be fit into sprints to deliver specific product outcomes. Gjensidige Insurance deals with this by scheduling a week for maintenance requests right after a two-week sprint on priority product outcomes.
[4] Set up a recurring workshop to explore inspiring products, tools, websites, and designs to nurture product intuition beyond just hard data.
Hiring Tool offers a clutter-free, user-friendly interface for candidate tracking built on familiar behaviors like Kanban tracking. It's an example of how companies can use creative judgment as a competitive advantage to create fans.
📚 1 BOOK & TOP 3 INSIGHTS
“Get to Aha!: Discover Your Positioning DNA and Dominate Your Competition” by Andy Cunningham
[1] There are 3 types of companies in the world - (i) "Customer-Centric Mother" with a customer experience or customer segmentation focus, (ii) "Product-Focused Mechanic" with a value or features focus, and (iii) "Concept-Oriented Missionary" with a next big thing or cult of personality mindset.
[2] Positioning answers these 2 questions - Who are you? Why do you matter? Brand can only come after you're clear with positioning. Branding is the "emotional expression of positioning."
[3] Consider these 6 Cs in any positioning exercise - (i) Core DNA (see point 1), (ii) Category: Which group of companies do you belong to? (iii) Community: Who are your stakeholders? (iv) Competition, (v) Context: What are the trends shaping your market? and (vi) Criteria: What's needed to make your positioning successful?
🧠 5 CURATED MARKETING THINK PIECES
[1] Marketing With the Soul of a Poet? Why marketing should be beautiful and how to do it ethically
[2] Why most products today are meh. Here’s what designers can do about it.
[3] Using AI to Spot High Impact Product Opportunities
[4] User Research is not optional: arguing like Socrates will help you prove it
[5] AI transparency in UX: Designing clear AI interactions