May 2020 Summaries

Product Marketing Manager (PMM) is a crucial role that connects the product with the market, ensuring both design and communication align with customer needs. Key responsibilities of PMMs include understanding market demand, creating content for sales teams, promoting products, and managing feature launches. The most important KPIs for PMMs are feature adoption and new revenue. Product Marketing is a growing field, and aspiring PMMs should focus on building strong relationships with other teams, mastering storytelling, consistently interacting with customers, and delivering compelling messages through clear writing.

User onboarding is an ongoing process that guides users to find value in a SaaS product. It involves creating compelling onboarding experiences, mapping the customer journey, and optimizing the path to "aha!" moments for each user profile. Examples of great self-serve onboarding experiences include Customer.io, Mixmax, Voxox, Zendesk, Clockshark, FullStory, Baremetrics, SendGrid, and Help Scout. To plan an effective self-serve onboarding experience, clearly define "aha!" moments for each user profile, map the steps users need to get there, gather user feedback continuously with microsurveys, and optimize the path to "aha!". Key best practices include reducing friction in the signup stage, leveraging multiple channels, using data-driven insight to test and iterate with agility, creating a process for product onboarding, keeping onboarding flows simple, and building SaaS user onboarding experiences fast.

The text discusses how to generate killer product growth with experimentation through a 5-step process called a growth product audit. This audit involves understanding the user journey, collecting qualitative insights from usability testing and user surveys, synthesizing research findings into a shareable document, and prioritizing experiment backlogs. The article emphasizes the importance of focusing on idea quality before velocity in experimentation and provides tips for each step of the process. It also highlights the benefits of running a growth audit, such as improving product success and understanding what makes best users.