2-min Product Marketing: ClickUp's Unified GTM, Stripe's MV(Q)P, ShadowTraffic's Low Cost Tactics, Journey Map Interview
October 2024, Part 1 release
📈 4 MICRO [PRODUCT MARKETING] CASE STUDIES
[1] Move away from MQL thinking and adopt a unified GTM approach focused on your ideal customers.
ClickUp’s COO suggests treating revenue as a 'repeatable machine' and not assigning a single owner. To form a unified view of GTM, ask these 3 questions - "(i) How many accounts are in my ICP? (ii) Where are these accounts in their buying journey? and (iii) Which activities influence them along that journey best?"
[2] Ship an MVQP (Minimum Viable Quality Product) instead of an MVP by asking these 3 questions to think beyond just utility.
Stripe's Head of Design points out how the company balances beauty with utility and usability by offering these questions to evaluate the time it takes any user to get to their magic moment - "(i) Is your product clear for users, given their mental model and context? (ii) Can users quickly understand what your product does? (iii) Have you removed every roadblock so they can realize the utility of your product?"
[3] Experiment with low-cost, high-visibility tactics (including creative collaborations) to market to prospects at big conferences.
ShadowTraffic's CEO became a 'mobile expo booth' at Confluent's Current conference by wearing a T-shirt with a giant QR code and the text "Free Kafka Test Streams." On top of that, he offered a custom data set for use in the keynote demo in exchange for a shoutout to ShadowTraffic.
[4] Conduct a productive journey mapping interview focusing on triggers, pain points, and barriers around signup and activation.
You can create a journey map by consistently interviewing users about their - "(i) Signup trigger: What was the problem they had to solve? When did they become aware of it? What did they learn about your product to trigger signup? (ii) Signup barrier: Anything that almost prevented signup? What were the top questions and concerns? (iii) Activation trigger: What helped the user reach activation? What content was helpful? How long did it take between signup and activation? (iv) Activation barrier: Was there anything that almost prevented activation? What were the top questions and concerns?"
📚 1 BOOK & TOP 3 INSIGHTS
[1] The business model for developer relations is "Business to Developer (B2D)." You're usually offering a tool for developers to create or enhance a different product. Therefore, you're trying to remove friction in any way so that developers can adopt your product. Another critical element of B2D is inspiring and educating developers on how to use your tool.
[2] Effectively reach developers by understanding the following about them - "(i) Motivation: Why do they do what they do? (ii) Skill Set: What tools and resources do they use, and what gaps do they have? (iii) Goals: What do they want to achieve? (iv) Mindset: How do they evaluate and make decisions? (v) Time Demands: Where and how do they need support? (vi) Limiting Factors: Skills, budget, existing infrastructure choices? (vii) Attention Demands: Who are you competing with for mindshare?
[3] The key stages a developer travels - "(i) Discover: Is this useful to me? (ii) Evaluate: Will it meet my needs? (iii) Learn: How does it work? (iv) Build: Can I build a proof of concept? and (v) Scale: Can I build for the long term?"
🧠 5 CURATED MARKETING THINK PIECES
[1] How to become a 10X marketer by ‘Reverse Engineering’
[2] Usability research techniques for developer led growth
[3] How consumer insights fuel billion dollar products
[4] How to get started with User-Generated Content
[5] 5 Megatrends Shaping the Future of Go-to-Market