🏎️ 2-min Product Marketing Insights from Miro, Salsify, Courier, Kalungi
November 2022, Part 1 Release
📈 4 MICRO [PRODUCT MARKETING] CASE STUDIES
[1] Focus on increasing team usage in your PLG motion to close more enterprise contracts.
Miro doesn't count individual usage for its MAU numbers. They believe in creating a sticky team experience for a strong case during enterprise contract negotiations.
[2] Divvy up your win/loss report into distinct, actionable summaries specific to every stakeholder.
Salsify takes every win/loss report and chops them into bite-size intel unique to different areas of business - ex: feedback for the product team, competitor insights for sales, etc. They also use text tagging to identify trends across all reports.
[3] Improve user notifications by choosing the right channel, right timing and offering customizations.
You can impact your product experience for good or bad through how users interact with your notifications. Courier suggests the selective use of notification channels - email, mobile push, SMS, and chat (ex: Slack) - for their advantages in specific scenarios.
[4] Always compile 3+ bullet points of concrete evidence to support your value proposition statements.
Kalungi suggests 3+ "reasons to believe" to back up your 'umbrella' value propositions. These can be awards, numerical proofs, or a solid feature related to the proposition.
📚 1 BOOK & TOP 3 INSIGHTS
[1] An outcome is a change in human (customer/user/employee/stakeholder) behavior that drives business results.
[2] We need to ask our teams to work on outcomes (ex: fewer people calling tech support) to create the impact (ex: reduce costs) we want.
[3] THREE questions for finding outcomes – (a) Outcome we're trying to create: what are the user and customer behaviors that drive business results? (b) Features/policies/promos etc., to create the outcomes: how can we get people to do more of these behaviors? (c) Tests and metrics to measure progress: how do we know we're right?
🧠 5 CURATED MARKETING THINK PIECES
[1] How platforms turn boring
[2] Software pricing models: choice and intelligent implementation
[3] Building delight in your design system
[4] What is Product Operations (Ops), and is it Right for You?
[5] What Moneyball-for-Everything Has Done to American Culture