PostHog / handbook

ARCHIVE (see Posthog.com repo instead): The PostHog handbook
https://handbook.posthog.com
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Marketing for Engineers #6

Closed jamesefhawkins closed 4 years ago

jamesefhawkins commented 4 years ago

Background

Marketing for Engineers

We would like to produce a guide that will help engineers learn how to help their companies grow.

We will launch this on HN, and aim to reach the front page. That should lead to 20K+ relevant visitors which will help with our organic growth.

Having the guide published on our website, with a series of posts (like a set of docs) will drive longtail SEO traffic, and is something we can add to over time.

Tone and Style

Useful resources

The two main beliefs I have formed are these two things combined are how companies should grow:

Ideas for sections

Todo

Tannergoods commented 4 years ago

The initial plan for 4 sections.

I will submit a PR with 1 and we can then make that editing conversation transparent

1 Product Led Growth

What is it? Why is it best? (subtext: best for developers) How does that reflect onto a sales cycle? Understand / Attract (Case Study 1?) Communicate / Engage (Case Study 2?) Deliver / Delight (Case Study 3?)

2 Understand / Attract

To attract you must understand Functional Outcome (core task users need to get done) Emotional Outcome (how users feel as a result of executing the above) Social Outcome (how users are perceived when using product) Metrics to measure this Product usage stat What parts of product / mvp are used most (Trends) What do people not use (Actions & Funnel) How do they interact with content (Paths) Sign ups UTM tags (cohorts / users) Referrers (cohorts / users) Tactics Channel types (See ‘Traction’ for a great run through of ~12 channels based on the business type) Tactics within each channel

3 Communicate / Engage

To engage you must communicate effectively Two strands - Revenue model how do you tell people this? CAM - How good is your product Marry these two together (website and app example) Measure this - Tactics to improve Pricing pages - should I have one? Solution Selling - when communicating to solutions not features

4 Deliver / Delight

To delight you must deliver Perceived value vs experienced value - sales led issue of buyer’s remorse Closing a value gap Tactic and Measurement Stickiness, frequency of usage, “depth” of usage (i.e. how many features a user touches) A/B testing - what to measure when you can’t ask / the validity of soft feedback in itself NPS? - Passive and Active, will they tell you? Promoters - where is traffic coming from - organic or marketing efforts

5 Minimizing Friction and Driving Demand round up? Reassessing the wheel to look for inefficiency?