Product Marketing and Sales Enablement at their finest.
The HELP Method for creating product marketing content.
I’m no expert, but I do have some product marketing experience and I’ve never seen the “shame customers into buying a product they don’t want” strategy work out so well.
Onboarding Segmentation as Product Marketing and Customer Education
Every Product Maketing hire should go through onboarding as a sales rep before (or concurrently with) anything else. ⬇️
You need to understand their world as it exists today before you can level it up.
What else should be on every PMM’s 30/60/90?
#productmarketing
Amazon’s packages aren’t “easy-open”.
They are “frustration-free”.
Lead with the problem, not the benefit.
#productmarketing
Launching any product without social proof is ill advised.
Giving early adopters a “backstage pass” to how the product is made, and giving them a voice in the product’s direction in exchange for a customer testimonial is a pretty big win for everyone.
The best product marketing teams need to drive three things:
- Help the product team build what sells.
- Help the sales team sell what we build.
- Help customers get the outcome we promised.
Product Marketing Fail
How to stop the hoarding of knowledge
Nostalgia is a powerful weapon.
It can stir emotions that change minds, sway opinions, even win elections…
Use it for good. Not evil.
Active listening
The “break-up email” in this SDR sequence is sure to at least get some replies. But I’m not sure it works as they intended.
It would be much better as the first message to get the back and forth going.
Relationships FIRST, business second.
Product-led vs. Sales-led isn’t a mutually exclusive choice. See this example from Toggl, who understands that different buyers have different needs. They signal that if you want to engage sales, you need to be considering the teams version (with 10+ seats). This page is very well executed.
Problem Marketing > Product Marketing
People don’t wake up in the morning excited to buy tools. They wake up in the morning excited to solve problems.
Sales-Led or Product-Led? Why not both?
Looking to start a @shopify eCommerce store after being out of the game for several years.
My thought is that it should serve a specific audience with curated products for multi-faceted lives, not a just be category of products.
Pros, where do you look for inventory? Do you drop ship or keep stock?
Do as I say, not as I do.
The best reps KNOW THEIR CUSTOMERS. Those reps? Restaurant servers who bring the kid’s meals out ASAP and drop the check with the meal. How can we learn from these geniuses?
Product marketing is about giving your customers a clear story and the words to use to describe your product. How are we feeling about this clarity?