🐝 2-min PMM: Sentry's Big Partnership, Databricks' Propensity Score, Focal Point's Pitches, Helio's Ideal Customers.
May 2024, Part 1 release
📈 4 MICRO [PRODUCT MARKETING] CASE STUDIES
[1] (For B2B Startups) Pitch the right person in enterprises after understanding their role's nuances through existing client interviews.
Focal Point avoided directly pitching COOs their procurement solution. Instead, they relied on the testimony of existing clients to discover mid to senior professionals to pitch to (ex: heads of procurement, chief procurement officers, etc.) along with their unique day-to-day issues.
[2] Assign a 'propensity score' to every customer to decide the level of support in a PLG/SLG hybrid model.
Databricks works to keep its PLG and SLG motions in sync with each other, even in support. The company decides on the right level of support for each customer based on their propensity to spend money. The support levels can vary from "email to an in-product banner to a solution architect or a senior seller."
[3] Explore a strong partnership motion with a big brand to raise awareness for your product and get a strong endorsement.
Sentry ran a bundle campaign where it was given away for free to anyone who bought Atlassian's Bitbucket Premium. This partnership brought Sentry much attention (think signups, referral traffic) during Atlassian's developer conference, including prominent logo placement on the latter's sites.
[4] Ask these 3 questions to test your homepage, discover the most appealing content, and find your ideal customers.
Helio suggests asking a targeted audience the following questions on your homepage - (i) What does the product/service do? (ii) Where would you click first? (iii) What was most compelling?
📚 1 BOOK & TOP 3 INSIGHTS
[1] The cardinal rule of growth hacking - Don't get into high-tempo growth experimentation until you know your product is a must-have, why it's a must-have, and to whom it's a must-have.
[2] 4 questions to ask users who go dormant and return - "(i) Can you tell us why you signed up in the first place? (ii) What didn't work for you? Why'd you bail? (iii) What caused you to come back and try it again? (iv) What worked this time?"
[3] 2 types of fit to aim for after product-market fit - (i) language/market fit: how well your product description resonates with your target audience and (ii) channel/product fit: how effective your selected marketing channels are to reach your intended audience.
🧠 5 CURATED MARKETING THINK PIECES
[1] How novelty effects and dopamine culture rule the tech industry
[2] The Future of Search is Conversations
[3] The Unsexy Future of Generative AI Is Enterprise Apps
[4] Netflix’s head of design answers every question you ever had about Netflix
[5] Saying It Right and Saying It Best