Hello Folks! Welcome back to our weekly AMA series. This week we got an opportunity to interact with a very special guest, Utkarsh Rai, who is leading Product Marketing at Airmeet.
Let's jump straight into the AMA!
Currently leading the Product Marketing function at Airmeet, Utkarsh specializes in product marketing for B2B SaaS businesses. He has helped several early and mid-size companies to launch new products to market and drive revenue. Utkarsh also hosts the Growth Signals podcast to help founders and marketers scale their startups.
Here's how a successful launch looks like:
Step 1: Build a messaging framework (Define the job, how you help, benefits to chose your product, what people can do, how can they do it on your product (features) and establish credibility (social proof)
Step 2: Define success metrics of the launch (Product adoption rates, win rate amongst ICPs, NPS growth, traffic to site etc.)
Step 3: Have a launch checklist (here's one I prepared for you all)
Step 4: Measure everything, request feedback and course correct if needed.
Bonus: If it's a new product or a sub-product, launch it on Appsumo (for early revenue and customers)
My day goes by doing 3 things:
Jobs to be done framework is your go-to-market plan! Focus on the job. What drives it, who wants to hire your product etc. will address your targeting and positioning needs.
In my opinion, more than being innovative, be receptive and empathetic with your messaging.
Once you prepare a job card. You can go about building campaigns around the pain your audience have with their current solution.
If your product marketing team isn't talking to you/your team then that's a red flag and that's exactly where you start.
Marketing teams are hungry to know more about what's working for our existing customers, their intrinsic needs, their growing expectations and which other problems in the market they are trying to solve (co-marketing play.)
You should pitch to your marketing/product-marketing head that you want to contribute to this research. This research will not just help you but also you to create your personal framework to engage with your sellers.
It actually depends on what you're trying to do in your role and which problem you are looking to solve. Here's my stack:
I did it because a lot of my founder friends and marketers were reaching out to find answers on the topics and questions I covered there.
So, it helped me clone myself and save on time.
It mostly depends on how competitive your market is. Following are the possible scenarios-
Honestly, I haven't read a book on product marketing.
However, I read a lot of content on it on the following websites and would recommend the same:
Want to join the next conversation? We’ll be having another Product Chat soon, get your invite to our Slack community to get all the details. See you inside.
The past years have seen a huge amount of growth for the product management function. Companies of all sizes are investing more into product development and product managers are becoming key stakeholders within their organizations.
If you want to create a product-led content marketing strategy to help your SaaS company succeed, look no further! This guide will teach you everything you need to know, from identifying your target audience to creating engaging content that resonates with them.