The Overview #83
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.
21 days remaining to register for our top-rated product marketing course, WTF is Go-To-Market!
Hear what Jack, a product marketing manager in tech, had to say:
“Quite simply the best thing I could have done as a product marketer.”
“I’ve spent my career to date largely executing quick and short term wins at startups. I joined WTF IS GTM to broaden my skillset, looking to become a less reactive product marketer and more of a strategic led one.
“The course gave me the skills, frameworks, and best practices (that i still lean on), while also giving me the confidence and sounding board to start implementing strategic projects straight away.
Check out the website and apply now
This week’s email is pretty short because I want to introduce you to a tool I found and loved so much, I decided to sponsor it!
In this post:
WTF does this company do?
I found this great website in a newsletter, and within a couple of hours I’d reached out and set up a sponsorship.
It’s a great use of AI, it makes a great point, and it also has real utility value.
WTF does this company do uses GPT3 to review a website landing page, try to make sense of it, and spits out a simple summary that even your dentist would understand.
Let’s take a look at how you can use it.
If you like it, share it with your network on social media!
Understand what a company does
Time after time, I land on a website and have no idea what they’re trying to say:
- The positioning is unclear – there’s a ton of buzzwords, but nothing tangible to tell me what the product is
- The messaging is confusing – it’s stuffed with weasel words to make it feel more important than it actually is
- There’s lots of features, but a lack of benefits and value communicated – lots of ‘how’, but not enough ‘why’
Plug it into this tool, and get an instant translation from BS to something you can actually understand.
Let’s take some examples:
Netacea – bot management cybersecurity:
Netacea is a company that provides solutions to protect businesses against automated bot attacks. They have solutions for various threats such as account takeover, card cracking, credential stuffing, fake account creation, loyalty point fraud, skewed marketing analytics, scalper bots, and web scraping. They also have solutions for eCommerce & Retail, Financial Services, and Telco & ISPs. Netacea has been recognized by analysts such as Forrester, G2v1, G2v2, SINET and Payment, and they use machine learning, Active Threat Database, and Intent Analytics which helps them stay ahead of future threats. They offer a free trial and resources such as webinars, reports, podcasts, and case studies to help businesses protect their revenue and eliminate automated threats.
Kayako:
This website is about Kayako, a help desk software platform that provides customer service solutions to businesses. It can be used to manage customer conversations and assign tasks to team members. It also provides features such as live chat software, shared inbox, self-service knowledge base, customer self-help, and real-time customer activity tracking. It promises to provide quick customer service experiences with depth and personality, as well as context-driven customer service. It also has an internal help desk and e-commerce customer service solutions. The website offers a 14-day free trial to get started and offers resources such as blogs, e-books, case studies, and webinars.
Building Momentum:
Building Momentum is a free newsletter created by James to help startup founders and marketers grow their businesses and increase their success. The website provides resources and templates like courses, swipe files, and templates to help with product marketing. It also provides examples of what other marketers are saying about the newsletter and recent posts. There are also articles on different topics like processes, systems, product pitfalls, and Go-To-Market strategies. Finally, there is a section for registrations to join the WTF is Go-To-Market course.
Test your own website
It’s also a great way to test your current website messaging.
Does the summary represent your value proposition? Are parts of it unclear, incorrect, or out of date?
If an AI, trained on trillions of examples, can’t accurately deduce your website – what’s the likelihood that your customer can?
For fun: Roast any website
Warning – don’t do this unless you want to be offended.
But it’s pretty fun to do.
Here’s an example for Building Momentum that majorly disrupted my confidence ???:
Welcome to Building Momentum, the online destination for aspiring marketers, where you can find ‘tips and advice’ and ‘actionable insights’ to help you accelerate SaaS growth, but not much else. This is the place where those looking for ‘top product marketing influencer’ or ‘positioning and messaging maestro’ status come to be disappointed. Here, you’ll find a barrage of confusing, overly complicated resources and templates, most of which you won’t even need. And don’t forget the weekly articles and overviews, which are no more than a generic list of trends and links that any internet user could find with a simple Google search. If you’re looking for true product marketing success, look elsewhere.
Hopefully you disagree!
Thanks for reading! Let me know what you thought – find me on Twitter and LinkedIn.
P.S. If you’ve found value in Building Momentum, could you buy me a coffee? Here’s my tip jar – any support is gratefully appreciated!
P.P.S: If you enjoyed this post, will you share Building Momentum with your network?