🏎️ 2-min PMM Insights: 6Sense's Metrics, Monzo's Launch, Frontify's Content, Influencity on Product Seeding
May 2023, Part 2 Release
📈 4 MICRO [PRODUCT MARKETING] CASE STUDIES
[1] Use 3 sales efficiency metrics to check if you understand your ideal customer profile (ICP) and qualify your accounts well.
The CMO of 6Sense suggests using the win rate, cycle time, and average selling price (ASP) to see how your product marketing efforts add up to closing deals. The win rate in itself measures 3 things: market demand, product-market fit, and sales execution effectiveness.
[2] Incorporate some version of a waiting list as part of your pre-launch campaign to create buzz for your product.
Monzo - considered a successful retail challenger bank in the UK - launched its app using a unique referral scheme. After downloading the app, every user would immediately be added to a waiting list and only move forward with every referral.
[3] Highlight your company's unique opinions to solidify your brand and create content that exceeds expectations.
Companies usually rehash the same ideas to rank for keywords and increase website traffic. By focusing on opinionated SEO content - ex: challenging industry norms - Frontify increased the traffic from organic search vs. paid channels.
[4] Create exclusivity by focusing on micro-influencers with an engaged audience for your product seeding campaigns.
Product seeding is a strategy where you offer influencers free products for their promotion. Influencity says you can create an effective product promotion for your business using influencers with 1K to 100K followers.
📚 1 BOOK & TOP 3 INSIGHTS
[1] "The 5 Ps of Marketing AI - (i) Planning - building intelligent strategies, (ii) Production - creating intelligent content, (iii) Personalization - powering intelligent consumer experiences, (iv) Promotion - managing intelligent cross-channel promotions, (v) Performance - turning data into intelligence.”
[2] A typical marketing team, 5 years from now, will look different. You may see roles like "marketing AI specialist, AI ops leader, AI trainer, machine manager, recommendation engine director, director of deep learning, VP of augmented intelligence, and chief algorithms officer."
[3] Your organization needs an AI ethics policy - a formal statement that outlines your company's stance on AI. It should include how you will and won't use AI, plus efforts on your part to remove bias and ethical issues
🧠 5 CURATED MARKETING THINK PIECES
[1] How A24 took over Hollywood
[2] Creating an Experiment Doc - organize and structure with this template
[3] You Can’t Hack Product Positioning
[4] How to thrive as a PM by staying aware of your product ecosystem
[5] Dirty Dozen of PLG B2B SaaS health metrics with benchmarks