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How to Use Product Marketing to Drive Growth
๐ Abstract
The article discusses how to operationalize product marketing through growth tactics, as part of a four-part series on building a product marketing strategy. It covers understanding growth tactics, mapping them to product marketing strategy, and integrating them into the overall marketing plan.
๐ Q&A
[01] Understanding Growth Tactics
1. What are the three key levers for driving growth?
- Acquisition lever: Acquiring customers through awareness, interest, and activation/purchase
- Retention lever: Retaining and expanding existing customer revenue through feature expansions, reliability, and services
- Monetization lever: Optimizing for revenue and profit by charging customers
2. What is the importance for PMMs to understand growth tactics?
- PMMs need to understand growth tactics to inform their own strategy and determine which efforts require collaboration with different teams
- Understanding common growth tactics across sales, marketing, and product is essential for PMMs
[02] Operationalizing Growth Tactics
1. What is the recommended process for PMMs to operationalize growth tactics?
- Determine the key growth lever to meet the business goal
- Use the PMM framework to map out product marketing strategy and tactics
- Choose the growth tactic to double down as a key focus
- Complete the rest of the marketing plan with additional tactics
2. How can PMMs collaborate with other teams when operationalizing growth tactics?
- If the company has a strong lifecycle marketing team, PMMs can co-own email nurture sequences by providing insights on ideal customer profile, segmentation, and messaging
- PMMs can offer valuable insights on growth tactics even if they don't directly own the execution
Shared by Daniel Chen ยท
ยฉ 2024 NewMotor Inc.