This week, our product marketing community asked about everything from landing page headline inspiration to qualitative data analysis advice.
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Q. Have you ever worked with analysts outside of Gartner and Forrester? I would love to leverage their industry expertise to refine messaging, positioning and expansion strategy, but I can't justify their cost right now.
A. Some first-hand recommendations from the community include:
- 451 Research
- HFS Research
- TOPO (although they were recently acquired by Gartner)
It’s worth noting, a couple of the companies on the list specialise in certain industries.
Q. Writing landing page headlines for my launches is by far my greatest weakness…how do you all approach this? Any landing page headline inspo would be appreciated.
A. Here are a few tips to help with your next one:
1. Keep it simple. Don’t overcomplicate things by trying to be clever or ambiguous, the aim of the game’s for people to see it, read it, understand it and move onto the next part of your page. Vague titles run the risk of losing people.
2. Make sure it’s relevant. Where will people be coming to your landing page from, PPC? Social ad? Email? Wherever it is, make sure your headline matches and flows on from the source.
3. Lead with the benefits. This’ll get people engaged from the outset and increase the odds of them reading on. For example, instead of saying:
Based on your feedback, we’ve launched a new email automation tool
You could say:
Our new email automation tool saves you time, money and resource
There are lots more, of course, but hopefully those basics will get you off the ground.
Q. Does anyone have recommendations for how to best analyse, and draw conclusions from, customer interviews and other qualitative data? Do you use specific qualitative data analysis software?
A. Unfortunately, there isn’t really such thing as a universal technique for this as qualitative data differs from industry-to-industry, business-to-business, project-to-project, and person-to-person.
For a manual approach, you could look to systemise your findings. For example, if you’re speaking to customers over the phone, you could create a scorecard with specific issues listed and then each time a customer raises something relating to that issue, scribble some of the buzzwords into the corresponding field. It might take a bit of time, but the context you’ll pull in throughout could be invaluable.
Looking at it from a different angle, you could monitor things people don’t do or say. This time, let’s say you’re watching a bunch of screen recordings to see how people navigate around your app. You could make a note of every time someone doesn’t follow the obvious path you want them to take, or respond to the alert you’ve sent their way, etc.
And if you’re looking for some tools to support your efforts, here are some potential contenders:
Q. We have several features going live at the same time from the product team, does anyone have any ideas on an approach for the order of marketing them (staggering them monthly or all at once?)? This will be the first time we do marketing around any features so there isn't a precedent for me yet.
A. A lot of it will likely depend on who the features relate to. If they’re all for the same product it might be best to bundle them all into one big release and then within it, work your way through each new feature and the benefits it brings.
Another plus side to packaging them into one major update, as highlighted by a fellow PMAer on Slack, is your audience then has a whole load of benefits to pick and choose which ones excite them most - even if one doesn’t, another surely will.
If the feature’s for two, three, four or more different products with different users, it’s probably best to stagger your marketing. Especially because this is the first time you’ve marketed a new feature, this’ll give you a chance to take learnings from your first launch and feed them into subsequent ones.
And if you’re not sure how to prioritise a staggered a rollout, one way could be by customer demand. So, if, for example, a lot of customers have been complaining about lack of feature A for product B, but only a handful of customers have suggested feature C would be a nice-to-have for product D, it’d make sense to market the former first, because from a damage limitation and return perspective, the benefits are likely to be far greater.