📸 2-min PMM: Loom's Email Copy, Snapchat's PMF, Paperspace's PLS Motion, Zenadmin's Homepage
November 2023, Part 1 release
📈 4 MICRO [PRODUCT MARKETING] CASE STUDIES
[1] Employ curiosity gap to craft notification emails that drive email opens and encourage continuous user engagement.
Loom relies on a simple and scannable email template to drive people back into the product. For example, you get a notification email with a curious subject line, header copy, and anonymous username every time someone views the video you share, motivating you to engage and record more videos.
[2] Look at these 3 areas to verify if your product has gained product-market fit (PMF) within a few months post-launch.
An advisor at Snapchat highlights how they were absolutely sure about their PMF by looking at the 'trifecta' - (i) non-trivial topline growth: Snapchat had 200K downloads within a few months after launch, (ii) retention: 50% of those downloads were active daily, (iii) meaningful usage: the active users were taking 10 pics daily on an average.
[3] Lean on your CS team more instead of Sales to convert prospects while dealing with specific users like developers.
Paperspace uses data to glide its Customer Success (CS) team into the self-serve journey of developers (their users). For example, the CS team non-intrusively answers questions, offers credits to promote product usage, and gradually offers discounts while following up with the same users later.
[4] Don't forget to include the problem (before your solution's existence) section on your homepage to qualify/disqualify visitors.
You must remind your visitors about their inconvenient status quo before introducing your solution. Additionally, if this section doesn't resonate with them, they can automatically disqualify themselves as prospects. To achieve this, Zenadmin uses a simple comparison of the pre-solution and post-solution situational descriptors.
📚 1 BOOK & TOP 3 INSIGHTS
[1] A well-functioning product operations team relies on 3 key pillars - data & insights, customer & market insights, and process & governance. Such a team can help your product management function scale well.
[2] Try the following technique if you're unable to trial your competitor's product. Ask your prospects or customers who want to switch to your competitor to screen share and walk you through the reasons while interacting with the competitor's product. Record these sessions for your research database.
[3] Set up a 'Community of Practice' for people in a specific role to get together and upskill. Think lunch and learns, quarterly events with experts, external events, targeted training, best practice playbooks and toolkits.
🧠 5 CURATED MARKETING THINK PIECES
[1] Banishing Burnout: It’s Time to Thrive at Your Workplace
[2] Rigorous thinking: How to build a culture of thoughtful debate
[3] Marketing-Led Growth with Outbound Fury
[4] How to measure what marketing activities are actually driving revenue
[5] Why Horror Films Are Hollywood’s Best Investment: A Statistical Analysis