6 Marketing Twists
+ The Secrets to Succeeding With 3rd-Party Analyst Firms
There’s too much noise out there.
You can’t expect to make a splash doing the same thing as everyone else .
So to help with your creative juices, here are 6 twists on otherwise-boring marketing activities:
1. Acquisition Announcement —> Documentary
Paddle released a documentary that covered their acquisition of ProfitWell. It showed behind-the-scenes footage of the actual process going down.
The kicker? According to Paddle’s CMO, Andrew Davies, it only cost them $10k to produce.
2. Blog Center —> Revenue Hub
Every company has a blog. But not every company has its own media arm.
Clari recently launched their media portal, runrevenue.pro.
They don’t have blogs. They have “atomic articles.”
They don’t have e-books. They have “precision playbooks.”
They don’t have case studies. They have a “race to revenue” video series.
3. Executive Hire PR —> internal email
When new executives are hired, most companies just make a PR announcement then call it a day.
When Intercom announced that their original Founder, Eoghan McCabe, had returned as CEO, they posted the internal email that their CEO sent the company.
The result? Non-Intercom employees felt like insiders. The company was shifting and everyone was invited to come along for the ride.
4. Massive User Conference —> Intimate, Exclusive Networking Event
Few people actually enjoy conferences.
They’re stuffy, filled with lots of self-promotion, bad food, etc.
Attendees were capped to 200 people
Hosted at an outdoor venue in Austin, TX.
All-you-can-eat pizza, tacos, and beer.
Attendees got to attend sessions moderated by well-known marketers, and then hang out with them afterwards. The only “conference” I’ve ever enjoyed attending throughout.
5. Influencer Promotions —> Influencer Partnerships
Layoffs are being announced every week. So Ross Pomerantz (aka Corporate Bro) created a crowd-sourced Google Sheet for folks to share open roles.
Adam Schoenfeld, CEO of Keyplay, saw this and offered to enrich the company data so that it stayed up-to-date.
In less than a week, they were able to partner up and add more value together than they would separately by publishing stillhiring.today—community sourced, ungated, BS-free, list of tech companies who are still actually hiring.
6. Conference Booth —> Food Truck
You don’t always have to sponsor a booth to get the most out of conferences.
Sprig sponsored a food truck and got a great turnout.
The donuts were Sprig-branded
Attendees got donuts in exchange for filling out a Sprig survey
Healthy Competition is all about fruits ‘n veggies, but we’ll make an exception and endorse donuts as well 🍩
The Secrets to Succeeding With 3rd-Party Analyst Firms
Jarod Greene is the VP of Product & Customer Marketing at Highspot. Prior to becoming a PMM, he worked as a Research Director at Gartner.
Analyst Relations has always been a big question mark for me (and a lot of marketers that I know)—so here were my biggest takeaways from our conversation:
You need to have a deep understanding of your market landscape and know how you differentiate in order to explain your product's value to industry analysts.
Similar to customers, you should incorporate analyst feedback into your product strategy. Engage with them on a regular basis and listen to their feedback.
Too many people concern themselves with ranking as #1 on Grids or Magic Quadrants. There’s a lot of value in being the niche player. Maybe you can even position yourself as a category disruptor (like Qualified is doing in the Conversational Marketing space).
Advice from the Community
2,000+ messages are exchanged every month by your favorite Product Marketers in the Healthy Competition community. Here are some recent threads that got the community talking.
Not a member? Easy peasy. Just join here.
Product Marketer / Content Strategist @ Growth Plays
Comp range: $70k - $90k
Competitive Intel Strategist (freelance) @ Stack Against***
Email Federico Jorge at [email protected] for more details
Product Marketing Manager, Enablement @ Figma***
Comp range: $99k - $231k
***a member in the Healthy Competition community is the hiring manager or can help give you an intro to the hiring manager. Join here.
Quick Tips / Examples
Sometimes the best competitive strategy is just ~not~ being your competitor.
Love this visual of the classic “old way vs. new way” framework from Drift.
🥥🍍🥑 Fruity Memes 🍎🍉🫐
You don't even have a website buddy #b2bmarketing #b2bsales #saas #techtok #corporatehumor #businesstok #productmarketing #pmm
Please. No more. My heart can't take it 🏳️ #productmarketing #pmm #saas #gotomarket #productlaunch #productmanager #techtok #corporatehumo... See more
I created some fruit & veggie characters because why not. Which one was your fav?
That’s it for me this week. Seeya soon.
Stay Healthy, my friends.