2-min Product Marketing Case Studies: Okta, Latitude, Jotform, Flo.
November 2024, Part 2 release
📈 4 MICRO [PRODUCT MARKETING] CASE STUDIES
[1] Use game-changing insights from your internal product data for marketing.
Okta reviewed its user data to uncover the fastest-growing SaaS apps of the year and shared it via their 'Businesses at Work' report. Any company featured in this report is bound to share it, adding to Okta's overall awareness in the marketplace.
[2] Design growth experiments to remove clutter on your website and allow prospects to complete their core action.
Results from DoWhatWorks show that "Why Choose Jotform" messaging works much better for Jotform in conveying the value of its pricing vs. the traditional way of cluttering a pricing page with social proof by listing G2 badges, company logos, etc.
[3] For dev tools: Explain your product in technical terms in your text-only Reddit ads and ask for feedback instead of signups.
Latitude's well-received Reddit ad shows various developer-friendly elements: product name on the title, open-source option, introduction by technical founder, technical product description, and CTA for feedback and contributions.
[4] Leverage 4 types of strategic discounts to capture additional subscribers with low willingness to pay.
You can use activity (ex: initial trial users), location (ex: geo-based pricing), demography (ex: students), and seasonal discounts (ex: Black Friday/Cyber Monday) to capture additional subscribers. Flo uses an activity-based discount - an expiring, significant lifetime discount for users who reject the free-trial offer - to convert lower-intent users.
📚 1 BOOK & TOP 3 INSIGHTS
“Working: Researching, Interviewing, Writing” by Robert A. Caro
[1] What does 'a sense of place' mean? Help the reader visualize the physical setting in which the action is occurring in vivid detail. Include enough detail for the reader to feel present while the action is occurring. When readers can visualize, they can understand things without the writer having to explain them.
[2] On interviewing - "If you talk to people long enough, if you talk to them enough times, you find out things from them that maybe they didn't even realize they knew."
[3] Caro's 3-part method to research a subject - (i) start with the books on the subject, then go to the big newspapers and all the magazines, (ii) "the next thing you do is the documents...the papers", (iii) "...then come the interviews."
🧠 5 CURATED MARKETING THINK PIECES
[1] I interviewed 100 DevTools founders and this is what I learned
[2] How Southwest Airlines Lost Its Groove
[3] The Once and Future History of Knowledge Work
[4] Hey, Growth teams: Here's how to make friends with your designers.
[5] Want to start the next billion-dollar AI company? 7 frameworks for AI-enabled Vertical SaaS