🚀 2-min Product Marketing Insights from Airtable, Guru, Eraser, Amazon
October 2022, Part 1 Release
📈 4 MICRO [PRODUCT MARKETING] CASE STUDIES
[1] Offer a ready-to-use template for a niche to quickly get people into your product.
Airtable's solution applies to different verticals, thereby running the risk of spreading its marketing thin. To tackle this, the company focuses on high-priority use cases in select verticals while releasing product templates for users in that space to show its product value quickly.
[2] Rely on cold-outbound efforts to unravel new value even when you have a PLG motion.
Sometimes your product-led growth motion stalls because the target users for your product require approvals. Guru recognizes the existence of personas who aren't end-users that they need to win over through cold-outbound efforts despite a PLG sales strategy.
[3] Use your landing page to show your product in action and cut down on product tours or explanations.
Eraser uses the "show, don't tell" idealogy to let any user get a feel of their product without leaving the landing page. They use videos showing screen captures alongside full-size live embeds of their product to achieve this.
[4] Track customer behavior around purchase and customer service support to preempt new services.
Look for emerging patterns whenever a customer falters in their journey to discover, purchase, or use your product. One of Amazon's patents around customer buying habits includes "tracking buying habits and applying those past purchases to other people who share that interest."
📚 1 BOOK & TOP 3 INSIGHTS
“Smart Brevity: The Power of Saying More with Less” by Jim VandeHei, Mike Allen, and Roy Schwartz
[1] To write something clear and urgent - Talk to someone initially about the point you want to make. This will lead to something much more interesting when you sit down to write.
[2] The trick for writing team updates - Imagine someone getting on an elevator with no time to spare. What you shout to inform them quickly should be your opening sentence.
[3] “Educational theory shows we can process a presentation best if it has one big idea, backed by three to five points.”
🧠 5 CURATED BUSINESS THINK PIECES
[1] 7 Lessons on Dynamic Pricing (Courtesy of Bruce Springsteen)
[2] A Framework for Finding A Design Partner
[3] Make “Evidence-based” Decisions, Not “Data-based” Decisions
[4] Mapping the Unknown - The Ten Steps to Map Any Industry
[5] The TikTokization of Everything: The Great AI Reckoning