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Product Marketing Questions Week #9

Product Marketing | Trending Questions

Every industry has its own battles but some pretty PMM-specific struggles tend to fall around messaging wars, competitor analysis and getting other teams to share their intel. Sound familiar? Then you’ll be pleased to know you’re not alone and there’s some solace on its way.

Outside of that, we’ve got some gif-capturing recommendations, feature-naming reasoning, and a customer feedback-centred poll. Enjoy!

Does anyone have any recommendations for a tool to quickly capture product screen share gifs? I need to create something lightweight to add to emails. Ideally free, but I am open to paid options.

These solutions come recommended by PMAers:

capture product screen share gifs

While naming a feature, how much importance do you give to SEO? I'm working on a feature that could give us an advantage and the name I have sounds apt, however, it's not going to be easy to rank because the name is used as a common noun in articles about the industry.

This was a really interesting one and credit to William Chia, he hit the nail on the head:

“I’m not sure, but you may be thinking about SEO wrong. It sounds like you’re asking, “If people hear about my feature and they google for it, will my page come up number one?”
“That’s a very tiny percentage of people (and those folks would likely add modifiers like <company_name>+<common_noun_feature_name>+<what_the_feature_actually_does>.
“Instead, you want to SEO the landing page(s) to include <what_the_feature_actually_does> using the words customers use to describe the problem. There’s a much larger percentage of folks who will Google for the problem they need to solve.
“You want to have that language on the page and especially in sub-headings. If that’s SEO’d the feature name matters very little. In my opinion, it’s much more important to pick a feature/product name that makes sense, i.e. people understand what it does when they hear the name.”


How does everyone use customer feedback to do their job?

This one was a poll and the results showed most people use customer feedback to position their solutions based on changing needs (12). After that, the most common uses were:

  • Understanding gaps across the business and influencing changes to improve them (11)
  • Updating content to reflect how customers talk about their solutions (10)
  • Identifying high-impact roadmap features (9)
  • Competitive benchmarking (7)
  • Changing price strategies to reflect customer approval (2)

Does anyone have any best practices when it comes to figuring out which messaging to use? We sell to C-suite execs but our end-users are very different and we’re currently having some internal disagreements.

If it’s a top-down sale, one PMAer suggested it’s probably best to focus your website messaging on the business value of your product to target those C-suite execs and get buy-in, and then using end-user-specific messaging for things like how the product works and what features it comes with. However, that kind of messaging doesn’t have to be the first thing on the page.

At the end of the day, without that C-suite interest a sale’s going to be much harder so first and foremost you need to get those buyers and decision-makers on board.

If you’re after some tangible learnings before you go one way or the other you could:

  • Run some A/B tests with the messaging in AdWords and on your landing pages, and/or
  • Conduct some research with existing customers.

What do people struggle with most when doing competitor research?

Interesting question! There was a mixed bag of results:

1. Coming up with a good format that structures the knowledge and makes it quickly accessible for all types of employees.

2. Trying to take a “one size fits all” approach and focusing on too many competitors, which is why they now narrow their scope to the top seven or eight and just go deep on them.

3. Finding the time to actually do it.

4. Gathering insights from other areas of the business. Sales and client management teams have loads of really useful info but they just don’t think to share it. Short of keeping asking them, holding semi-regular catch-up meetings and encouraging discussion on Slack, it's difficult to harvest all the intelligence in the business.

Written by:

Richard King

Richard King

Founder, Product Marketing Alliance

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Product Marketing Questions Week #9