🏁 2-min Product Marketing Insights from Calendly, Teachable, Akili Interactive, Influitive
October 2022, Part 2 Release
📈 4 MICRO [PRODUCT MARKETING] CASE STUDIES
[1] Choose freemium over free trial if your product relies on 'virality' to grow.
Calendly allows you to use their tool for free to schedule appointments with others and attract potential users to get familiar with their product too. The freemium option additionally works well for tools that rely on a ton of data to show value or user-generated content.
[2] "Gamify" your customer interactions to support your product efforts from ideation to adoption.
Influitive uses a points-based system through their platform to get customers involved in new product ideas, design interviews, testing new prototypes, etc. Customers can use these points to claim various rewards - gift cards, event tickets, charity donations, books.
[3] Work with the PM team to create a user success statement for every persona to determine launch effectiveness.
Every product initiative at Akili Interactive starts with a statement that captures success in the user's words. This statement, along with key metrics relevant to it, carries all the way to launch.
[4] Reinvest to improve revenue-specific parts of your SaaS product workflow to increase MRR.
Teachable's course checkout page directly links to the company's revenue. Improvements to the page - ex: slick single flow with social proof - led to an increase in course sales by 60%!
📚 1 BOOK & TOP 3 INSIGHTS
[1] Purpose of a Competitive Intelligence (CI) unit - “enable growth, mitigate risks, inform short-term or long-term plans, address strategic or tactical needs, or a combination of all six of these elements.”
[2] Reverse-engineer products, wherever possible, “to fully analyze and understand construction and composition.”
[3] An excellent competitive intel program should include a network of journalists and industry experts to get early warnings on new products and entrants.
🧠 5 CURATED MARKETING THINK PIECES
[1] Conference Talk - “Optimizing go-to-market for product-led growth (PLG).”
[2] 10 General Principles for User Interface Design
[3] The forbidden arts: what Marketing can learn from PR
[4] The Value of Inconvenient Design
[5] (Creator Marketing) How to look more legitimate