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An insight into Product Marketing roles, responsibilities and KPIs after interviewing dozens of Product Marketing Managers.

The New Age of Product Marketing

The evolution of Product Marketing is one of the newest and most important trends in software marketing today, so it’s important to understand it and know how to apply it for your career or company.

Everyone is hiring Product Marketing Managers (“PMMs”) and there is a great demand for expertise in this space, so read on for a strategic and tactical definition of “What is Product Marketing?”.

The State of Product Marketing today

Product Marketing is like Customer Success was 5 years ago; misunderstood but easily thrown around.

Back then, Customer Success sounded cool, and more companies started to adopt the role. Often it was really…

The psychology behind how people deal with change will help you drive adoption of product and features.

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Product Adoption is a Change Management Challenge

You’re building something incredible. But it’s so hard to get people to use it. You know they’d find it valuable once they understood how it worked, but your users don’t get over the learning curve.

The process our brains go through while adjusting to any kind of change is the same process behind product adoption.

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Your software is improving all the time… You’re battling your competition, moving fast, and listening to your users when they tell you what they need.

For a small set of loyal customers, your latest feature was the answer to their product prayers. (“Finally!” they collectively exclaim.)

For the rest of your customers — who are still learning your product’s existing functionality — that new feature doesn’t even exist.

A feature without an effective announcement and user onboarding strategy isn’t a feature at all. It’s wasted dev time and a layer of complexity for your users.

“Nobody cares about the thing…

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Google Maps is one of my favorite (and most used apps) so I’m really excited to write about how they nailed user onboarding (my favorite topic).

Although Google Maps is an old product (launched 2005), it continues to gain importance, and may eventually be a pillar for Google’s self-driving efforts.

About a year ago, the Maps team added a cool feature: Location Sharing. It allows me to share my ongoing real-time location with someone. It’s great for family and when you’re on the way to meet someone and want to update them on your progress (or lack thereof…)

Location Sharing wasn’t getting enough adoption

However most…

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Nir Eyal’s 2013 book Hooked completely changed the way people think about creating viral technology and products.

The apps that won, Eyal said, did so because they tapped into something deep in the brain. Facebook, Farmville, Angry Bird, Foursquare — like hit songs, these apps wormed their way into our heads. They made us come back again and again. These companies were all successful at one thing; creating a hook that formed strong user habits.

Eyal defines a hook as an experience that is designed to create a habit. …

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SaaS companies today rely on free trials to generate leads and hope 🤞 to convert those users into paying customers. If you do this but haven’t yet optimized your conversion flow, you’re leaving easy money on the table.

The goal of a trial is for users to discover your product’s value — by reaching their “Aha!” moment. This is the point when they understand the benefit of your product and become ready to buy or invest more. It is a key part of user onboarding.

Here are 5 ways to help get your users to the “Aha!” moment and increase…

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Your product and marketing team can help drive up new user activation and retention.

Often it is assumed that user onboarding is the designer’s job. This might make sense if you believe that good onboarding is only about design. But, as we’ve explained before, just because your product is easy-to-use does not mean people will use it!

The first step to great user onboarding is understanding that it takes more than visual design to solve the problem of user engagement. To do this, experts recommend having clear responsibility and accountability for managing onboarding and engagement across your product and company.

Even if your designer will be responsible for user onboarding, use the following advice…

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You need to understand the two types of help and how to deliver it.

Why Your Help Content is Creating a UX Problem

Great customer support involves providing the right information at the right time. But overwhelming amounts of help content doesn’t necessarily make a user more successful with your product. In fact, poorly structured help content creates a massive UX problem.

To be successful, the information needs to provide value. Our formula for providing valuable help is simple:

relevant + actionable information = value

  • Relevant to the user’s lifecycle stage and to the behaviors they’re taking
  • Actionable advice on what they can do to fix the problem at hand

However, you have multiple kinds of users at different stages of the customer…

A primer on driving long-term user success with continued user onboarding

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What is User Onboarding?

The term gets thrown around a lot in the software world, but has varying definitions — even to people on the same team! Some say it’s teaching new users, others that it’s indistinguishable from user experience, while others imagine it to just be swipe screens or a quick product tour.

How are you supposed to have great user onboarding if your team isn’t on the same page about what user onboarding is? Let’s get clear about what user onboarding is, and clear the air about what it isn’t.


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The key lessons from brick-and-mortar expertise on how to engage new visitors.

The Apple retail store on 5th Avenue in New York City is designed to feel like an underground clubhouse.

Architect Peter Bohlin designed the store with the customer’s literal journey in mind. The storefront is a giant glass cube that draws pedestrians’ attention. To enter, you must step down an intricate (and patented!) staircase, which Bohlin says is supposed to make a “ceremony of descent.” Once finally underground, customers are treated to a treasure trove of sleek gadgetry.

Pulkit Agrawal

Building better onboarding @trychameleon

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