This presentation explains the basic principles of Product Marketing, including positioning, customer benefits, jobs to be done, user testing. Examples: Intuit, QuickBooks, TaskRabbit, TransferWise, MarketInvoice, Intercom.

1. NEW TRENDS
IN DIGITAL MARKETING
by Victoria Rusnac
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2. Marketing strategy
Brand marketing
Digital marketing
Product marketing
B2B marketing
MY EXPERIENCE
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3. Customer experience
Data-driven marketing
Compelling content
Marketing Automation
Video
Multichannel marketing
AI
Creativity
Chatbots
Product Marketing
A SIMPLE RESEARCH SHOWS A PLETHORA OF TRENDS
Privacy
Programmatic advertising
Personalisation
Influencer Marketing
Social Messaging Apps
Voice search
Social Media stories
Visual search
Growth hacking
Branding vs Direct Response
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4. 4
THE MOST RELEVANT TREND IS PRODUCT MARKETING

5. PRODUCT MARKETING HAS LOTS OF CHANNELS
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6. Product Strategy & Roadmap
What are we building, and for whom?
Positioning & Messaging
How do we talk about the change it will create for our
customers?
Go-to-market
How do we tell the story of the product or feature to
our prospects or customers?
Ongoing Amplification
How do we continue to drive engagement with the
product for both new and existing users?
PRODUCT + MARKETING =
https://medium.com/tradecraft-traction/what-do-product-marketers-do-insights-from-pmms-at-facebook-uber-lyft-and-figma-9159e625e5e9
Product marketing is the process of bringing a product to market and overseeing its overall success.
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7. PRODUCT MARKETERS VS PRODUCT MANAGERS
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8. 1. Users have short attention span
2. Communicate customer benefits not features
3. Use “quantifiable” customer benefits
4. Play with “jobs to be done” messaging framework
5. Test
PRODUCT MARKETING: TOP 5 TO REMEMBER
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9. 1. Users have short attention span
2. Communicate customer benefits not features
3. Use “quantifiable” customer benefits
4. Play with “jobs to be done” messaging framework
5. Test
PRODUCT MARKETING: TOP 5 TO REMEMBER
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10. HUMANS HAVE SHORTER ATTENTION SPAN THAN
GOLDFISH
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11. IMPLICATION: HIGH BOUNCE RATE
In web analytics, a “bounce” means that the person only had a single interaction with your page.
What is a Good Bounce Rate?
§ As a general rule, you’re probably good if you’re under 50%.
§ Any higher and it’s time to start looking into things and figure
out which parts of your user base are only taking a glance
and what content, specifically, is causing them to get out of
there so quickly.
§ 30%-40% is probably just about right for most pages,
provided that everything is in order.
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12. 1. Users have short attention span
2. Communicate customer benefits not features
3. Use “quantifiable” customer benefits
4. Play with “jobs to be done” messaging framework
5. Test
PRODUCT MARKETING: TOP 5 TO REMEMBER
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13. A feature is a factual description of how your product works.
The features are the functioning attributes of your product.
The features also provide the ‘reasons to believe’.
A benefit is what your product does for the customer.
The ways that the features make your customer’s life better by increasing
pleasure or decreasing pain.
FEATURES
BENEFITS
FEAUTURE VS BENEFITS

14. TASK RABBIT USES CUSTOMER BENEFIT
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15. Lead with benefit messaging supported by customer insights to drive acquisition
Breakthrough positioning &
creative
Messaging
From: To:
CUSTOMER BENEFIT MESSAGING BOOSTS CONVERSION
Outcome: 30% lift in traffic-to-subscription conversion 15

16. 1. Users have short attention span
2. Communicate customer benefits not features
3. Use “quantifiable” customer benefits
4. Play with “jobs to be done” messaging framework
5. Test
PRODUCT MARKETING: TOP 5 TO REMEMBER
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17. CUSTOMER
BENEFITS
QUANTIFIABLE
CUSTOMER BENEFITS
Rules:
1. Lead with highest order benefit
2. Support with proof, specificity, claims, testimonials
3. Use visuals that show the benefit (ideally without words)
4. Reinforce with holistic integrated plan across all touch points
MESSAGING FRAMEWORK: CUSTOMER BENEFIT
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18. FUNCTIONALITY: send money at the market rate
BENEFIT: cheaper money transfer
QUANTIFIABLE BENEFIT: up to 8x cheaper. Save $72.
TRANSFERWISE: QUANTIFIABLE CUSTOMER BENEFITS
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19. BENEFITS:
§ Funding in 24 hours
§ Flexible
§ Low rate between 1 and
3%
§ Use case study and
quantifiable benefit
§ Build trust = show the
amount funded so far
MARKETINVOICE: QUANTIFIABLE BENEFITS

20. 1. Users have short attention span
2. Communicate customer benefits not features
3. Use “quantifiable” customer benefits
4. Play with “jobs to be done” messaging framework
5. Test
PRODUCT MARKETING: TOP 5 TO REMEMBER
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21. JOBS TO BE DONE WITH INTERCOM EXAMPLE
The process for “Jobs to be done”
1. Identify Jobs Customers Are
Trying to Get Done
2. Categorize the Jobs to be Done
3. Define competitors
4. Create Job Statements
5. Prioritize the JTBD Opportunities
https://medium.com/@zbigniewgecis/8-things-to-use-in-jobs-to-be-done-framework-for-product-development-4ae7c6f3c30b

22. 1. Users have short attention span
2. Communicate customer benefits not features
3. Use “quantifiable” customer benefits
4. Play with “jobs to be done” messaging framework
5. Test
PRODUCT MARKETING: TOP 5 TO REMEMBER
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23. 1. Face2face
• Starbucks method
2. UX testing
• https://www.usertesting.com/
• https://www.userzoom.com/
3. A/B testing
4. Analytics: heatmaps, visitor recordings,
conversion funnels
TEST YOUR WEBSITE
23https://www.linkedin.com/pulse/know-your-customer-guide-start-ups-victoria-Rusnac/

24. IS IT APPLICABLE FOR SME? YES!
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25. THANK YOU!
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