Product marketing is about understanding what you’re building, why you invested in it, and how it will benefit the user, then messaging this to your customer, says ClassPass' Joanna Lord.
In Summary: Product marketing lies between Product Management on one side, and acquisition and retention on the other. If your product's complicated, it's worth investing in product marketing early; even when you're still small.
Every startup needs to weigh 3 key ways to grow (acquisition, retention, and monetisation) and most startups weigh them wrong. Product marketers must be experts at asking questions and understanding both customer and internal stakeholder.
Joanna's top tip? Host a 'slay day' where all teams help customer support get to inbox zero. Everyone will finish the day obsessed with solving issues for customers.
You need both to win, says David Bailey.
In Summary: Like many founders, David believed that a great product would market itself. It would be awesome if that was true, but it’s not.
Successful growth hacks do exist, but they're not what most founders think. The most effective hack is to hire a marketer months before product launch and market development activities early .
David also believed that marketing required exhaustive knowledge of the product and business model. This is also untrue. Someone with less understanding of how a product actually works is often better equipped to communicate what it does than someone deep in the details.
Growth hacking is a process, not a magic bullet. Someone needs to be doing marketing activities at a startup from Day 1. Not just from launch or during a PR campaign. Every day.
Strategies from Slack & Expensify, by OpenView's Natalie Diggins.
In Summary: Product-Led Growth (PLG) is a go-to-market strategy that relies on product features and usage as the primary drivers of customer acquisition, retention and expansion.
PLG starts with product. For it to be effective, the user experience - how the product solves the user’s problem in an engaging, way - has to be outstanding. Slack isn’t selling software; it's selling a positive user experience.
Expensify, Datadog and Slack all deliver products customers love. They solve customer problems, provide a better solution and enable their customers’ success. This is the secret sauce that establishes a foundation from which they can achieve even greater success using robust PLG strategies.