To succeed in product marketing, do less

Simple (actually simplistic) Answer

Distillation in action

They’ve done alright

The deeper answer

I didn’t mean it literally

Sales Enablement

Never happens
Batman fans will get it

Get data-driven

  • Website visitors: get this from Google Analytics
  • Unqualified leads: all leads gathered from all sources — product trials, content regwalls, events, webinars, etc. Any lead, regardless of lead score.
  • MQLs: Marketo should also have all leads that are scored highly enough to be passed to sales.
  • SQLs: in a CRM like Salesforce.
  1. Product versus blog traffic split. When I was at the SpringSource division of VMware and Pivotal, blog traffic dominated overall site traffic. So that’s where product marketing focused its time. At other companies, the blog was just a tenth of traffic, so it made sense to focus more on getting evergreen content, like product pages.
  2. Traffic quality. At some companies, I’ve seen that YouTube drives a small amount of traffic that is highly engaged. This argues for investing more in our video content.
  3. Investment versus traffic payoff. At one company, I’ve seen that a 5x increase in Twitter followers — via a paid follower campaign — has had zero impact in traffic from twitter.com. This argues for scaling back our efforts on that platform.
  4. Performance versus competition. Use SimilarWeb (or similar services) to track your traffic growth versus that of similarly-sized competitors. If you’re lagging in growth, ask what you can do to improve.

What funnels won’t show

Lead Management

Sales Enablement

Summary

Always nice to leave while the sun’s still out

Occasional thoughts on tech, sailing, and San Francisco

Love podcasts or audiobooks? Learn on the go with our new app.

Recommended from Medium

Suzy Meriwether: “Enterprise customers want to know, ‘How does it make my job easier?’”

ROI Of Email Marketing — Statistics for 2019 and Predictions of 2020

Creating a content strategy is a bit like going on a Tinder date… here’s why!

Content Strategy Recommendations For Stencil

Is Creativity Facing a Peak, or a Valley?

Top 5 Home & Garden Influencers You Should Get Inspired from!

The Grey Swan Guild News Wrap — The Week That Was March 26, 2021 —

READ/DOWNLOAD=$ Strategic Marketing Problems: Cases and Comments, 13th Edition FULL BOOK PDF & FULL…

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store
Al Sargent

Al Sargent

Occasional thoughts on tech, sailing, and San Francisco

More from Medium

How to determine what product opportunity to pursue next

How much time does it take to instrument your product?

What is Product Psychology?

Product Discovery: what is it and how to get it right