2-min Technical Product Marketing: Wiz, Granola, Attio, and Vector.
May 2025, Part 2 release
📈 4 MICRO [PRODUCT MARKETING] CASE STUDIES
[1] Building for AI agents: Measure success not by usage metrics but by how users delegate to agents and how those agents succeed in their tasks.
The traditional PLG journey - think onboarding, feature discovery, aha moments - is losing relevance as AI agents execute tasks on behalf of users. For example, Granola is an AI notepad that joins meetings and drafts recap emails while users barely interact with the product.
[2] Start with the question, "What friction exists?" before adding AI capabilities and ensure qualitative testing before release.
Attio encourages its engineers, designers, and non-technical team members to run AI workflow experiments well before they turn into AI features for the product. The AI implementation focuses on transforming existing workflows rather than creating new ones!
[3] Recognize completion of essential courses by your employees and allow for social shares to build community and show off achievements.
Wiz employs 'certificate marketing' to incentivize their employees to take on challenges to complete coursework around topics like cloud security and get a personalized certificate. They also supplement this with leaderboards and prizes for extra engagement.
[4] Use this flow to create high-performing LinkedIn Ads: two-line hook, pain point in the headline, UI screenshot, and a non-boring CTA.
Vector generated a top-performing ad by leaning into the central pain point it tackles (de-anonymizing visitors) with a no-nonsense one-liner and an actual screenshot of the workflow from within its app.
📚 1 BOOK & TOP 3 INSIGHTS
“Go-To-Market Strategist: Everything You Need to Reach Product-Market Fit” by Maja Voje
[1] You have to focus on 3 key jobs when it's time to 'go to market': "(i) identify channels that effectively reach your target market, (ii) build a multitouch strategy to lead them through the customer journey, (iii) build growth loops, i.e., recommendations or virality to fuel your growth."
[2] Aim to spend 10 to 20% of your GTM marketing resources on MOONSHOTS or actions that move the needle in a big way. Most of them will fail, but you win big time when you win.
[3] A convenient rule of thumb to select your initial (beachhead) segment: "In B2B, the focus can be as narrow as choosing a beachhead segment of 100 companies and consider it a win if you can win 30 to 50% of that segment in a year and a half."
🧠 5 CURATED MARKETING THINK PIECES
[1] The Era Of The Business Idiot
[2] I’m a LinkedIn Executive. I See the Bottom Rung of the Career Ladder Breaking.
[3] Avoiding Skill Atrophy in the Age of AI
[4] The AI job crisis is a crisis of groupthink
[5] 5 Practical Steps to Future Proof Your Career in the AI Era