Goal

The main objectives of product marketing were two-fold: to constantly attract new users and build the top of the funnel, while consistently engaging existing users in a way that showcases the value of the product. This meant the solution had to go beyond marketing and incorporate every customer touchpoint both inside and outside the product.

But you can’t be present to onboard each and every person who signs up for your product. What I set out to solve for this popular EdTech product was to design every launch and seasonal campaign in a way that ensured users across segments understood how and why the product adds value.

Methodology

I begin every project by scoping out the scale of the campaign - is this a new feature launch, a new segment or audience, or a seasonal campaign? This is a great starting point to define all the aspects that go into a product marketing campaign because not all of them look the same.

This is followed by a project brief that combines everything I already know with what I need to find out before formulating the plan. I have a self-devised template for this incorporating aspects such as key messages, value propositions, teams involved, timelines, and expected outcomes. Once these details are in place, it becomes much easier for creativity to take the reins. Typically, I collaborate with in-house designers and freelancers or both to transform rough concepts into a cohesive campaign.

The campaign type influences everything from the content, level of cross-collaboration between teams, length or duration of activities as well as the channel mix for promotion and distribution.

Outcome

All campaigns included a mix of content (blog posts, landing pages, videos, templates), social media marketing (targeting the teacher community and influencers in the space), and email newsletters. I incorporated a mix of in-product and external channels to ensure that users understand and experience the value of the product across multiple touch points inside and outside the product.

This ensured that the key messages and value propositions that were communicated through the product campaigns were also validated and picked up by the user community and further amplified through WOM marketing and user-generated content.

If this is the kind of impact you want and you’re curious to find out how to get there, let’s chat!