The Overview #73
Hey there. This is The Overview, a weekly roundup of noteworthy B2B SaaS stuff. You’ll find interesting thoughts, articles, and more from around the internet.
In this post:
What’s your “Hey there…” pitch?
I love the framing of this. You’re at a casual event in a noisy bar, and someone asks what your product does. What do you say?
Often our positioning and messaging exists in carefully curated decks and website copy… but just sounds weird when you say it out loud.
Is there a more ‘everyday’ way to share your message? … and if there is, why isn’t THAT what you use on the website?
Refocusing PLG
PLG might be the GTM motion du jour, but this slide from Battery shows it might be complemented by PAG or SIG – more acronyms to get to grips with.
I think most businesses say they’re doing PLG, but actually are more focused on selling to teams through inside sales – and therefore, not strictly PLG.
(Here’s a great AMA coming up with Matt Hodges on how PLG fails without great marketing).
PMM tool: 990 B2B SaaS website screenshots
Every product marketer needs inspiration – this free tool gives you access to 990+ B2B Saas website screenshots, including the homepage and product page. You can filter by industry, GTM motions, and company size to kickstart your creative juices.
Swipe File: Advice for aspiring PMMs
???? When you become a free Building Momentum subscriber, you get access to my exclusive product marketing swipe file! Click here to find out more.
In this LinkedIn post, Hila Segal (VP Product & Customer Marketing at Observe.ai) shared seven tips of things that folks wanting to move into PMM can do to build their experience, ready for their next role. My favorite tips from her list are:
3. Partner with product management and work together to drive adoption and success for your product. Some PMs are more technical, some are true GMs of their product. You’ll need to adapt based on the PM skillset and focus in your company.
It’s easy for a marketer to create some top-of-funnel deliverables, but much harder to drive results. Understand your marketing, sales, and product mechanics that drive new business logos and expansion revenue.
6. Talk to customers as much as possible. Find every creative way to do so regularly.
Just do it – talk to customers. Understanding your customers better than anyone else is a competitive advantage.
7. Build your network of product marketing peers – folks you can call on when you’re stuck or simply to exchange ideas.
(Alicia and I are building a private, paid community for product marketers. If you want to join similar-minded folks you can support, celebrate, and commiserate with, hit me up for an invite!)
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