MARKETING
How to Ace Product-led Marketing
Marketing isn’t very different from great storytelling. If you want to sell your products, you need to sell the story first.
What is product-led growth marketing?
To sum up product-led marketing in one sentence, here’s what it is. Product-led growth marketing is when you use the product as the main driver of growth for your business.
The product also drives retention.
The components of a product-led growth strategy
- The product is the key and sometimes the only way to market
- The product should be so good that people share it with others
- Marketers are more involved at each stage. They collaborate on sales, onboard users, and help with retention
- User experience matters most
- Self-service funnels and training are key
- You should understand how people use the product to upgrade the onboarding experience
- You should segment users by the stage they are in the buyer’s journey
Several companies have had product-led growth like Slack, and Dropbox.
Product-led growth marketing
There are far too many software products. And customers have become more demanding. If that weren’t all, attention spans are decreasing. People would rather try your product than read a bunch of whitepapers on the product. They want to see if the product solves their problem, be it by making their lives easier with design tools for customizable videos or infographics, tracking vacations of employees, or scheduling appointments.
Product-led growth is more than giving away free trials of the software before purchase. It’s about creating a great product and providing ways for it to sell on its own.
A marketing guy would look at a product and exclaim how to generate demand for the product. And product-led marketers like us would say how our product can generate demand. They are on opposing sides.
By being focused on the product you can avoid a bunch of problems like rising advertising costs, difficulty in getting to profitability, low retention, and longer sales cycles.
How product marketers can make the biggest impact possible
The market is competitive and product-led marketing helps lower customer acquisition costs while also improving profits.
It’s not about getting people to buy a product but making it so good that people recommend it to others. It’s a higher standard than your company has to aspire to. The learning curve has to be non-existent.
The role of the marketer isn’t to get customers but to get those customers to recommend the product to others.
To benefit from product-led marketing, you need a complete and unwavering focus on it. Study the product well and if possible spend time talking to users.
Should you offer a free trial or a freemium version?
As a marketer, you are handed down decisions from others. Whether the product has a free trial or uses a freemium model is a decision made by the higher-ups. For example, Canva is a free graphic design tool to create social media graphics, presentations, posters, documents, and other visual content. They also have Canva Pro which includes premium features like Brand Kit, Background Remover, and more.
But, a lot depends on the pricing model you choose to go with.
The wrong pricing model can destroy all hope of profitability. A freemium model when the market isn’t big enough brings plenty of uncertainty regarding when the product will become profitable, if at all.
A free trial model for a product that can be massively successful in the future can stunt its growth.
However, above all your product should share these characteristics for it to be successful.
- The product must be simple and easy to use with users being able to see the value quickly
- The market is large enough for the product
- The product has fewer more useful features and is a scaled-down entity of enterprise-level software
There are a few conditions your product has to meet before you know if the free trial, the freemium version, or something else is more suitable.
Find out if a free trial is right for you
- The free trial is right if prospects are able to understand why the product is superior to others during the free-trial period
- The size of the recurring revenue with the product should be right to support sales
- The market size is medium or small
- The market isn’t overcrowded
The business model and the pricing model should be suitable for the product and the market. Think of the single feature you need that helps potential customers differentiate between what you do and what competitors aren’t able to do.
For product-led growth to happen there must be virality built around the product. Virality comes when users see the value of the product and share it with others. Meaning they’re not being externally incentivized to share the product or being compensated through a referral marketing program or an affiliate marketing program.
Simple value proposition from Quickbooks
You might already know what QuickBooks is. For those who don’t— QuickBooks is an accounting tool for small businesses. The homepage tells you this in simple words.
There’s no attempt at pointless creativity. The text is chosen carefully to be jargon-free and present what the brand is all about to someone new to the site before they can sign up and begin the free trial.
They say this is what Quickbooks is and that now you can try it.
The difference between marketing Quickbooks and other similar products is that for a product for which you provide a demo and not a free trial, you need to study and understand your persona and speak to them in the copy. You need to educate them on the solution and share what the business can do for them. There’s none of that with product-led growth. That’s exemplified by Quickbooks’ homepage. It’s a simplified homepage that motivates people to try the product before anything else.
Product-led homepage from Slack
In a similar fashion to Quickbooks, Slack makes it easy to get started with nothing more than an email address. This is available in the hero section.
Above the fold, you will find a product section that lets you click through and explore a few parts of the product. It’s like being allowed to use the product before signing up for it or going through the painful process of going through a demo.
The version is interactive and has many real aspects of a workspace that you can poke and play around with.
They have cleverly organized the menu bar by giving importance to the main list of tasks that you can expect to do with Slack. Plus, there’s a video that helps you attain even more clarity with the tool.
Freemium versus free trial: What is it?
Your pricing page
Another important part is the pricing page
Clear plan options from Delighted
Companies that use product-led growth must use a simple pricing page. Delighted has a great pricing page. There’s no complicated list of features explaining what you get and what you don’t. The pricing tiers must be simple to understand. Keep the number of factors that affect pricing to a minimum.
If you can simplify your pricing structure, go for that.
Buffer’s pricing page
For Buffer, loading up on more free users isn’t a priority anymore. That’s why they show the least possible features and try and downgrade the features they do show on the free plan. They have gently titled the scales to favor the more affordably priced paid plans for their product—which start for as low as $5.
Deliver value to your customer
A challenge in the customer experience space is putting together six different tools like a survey tool, a tool for email marketing, a CRM, and analytics to finally have something that can carry out and provide you the results of a Net Promoter Score (NPS) survey.
Delighted is a product that simplified these disparate parts of a customer experience program and brought them under one single umbrella, in an easy-to-use product—Delighted. They saw the value addition they brought by making things effortless to get companies to get an NPS score from their customers.
No one needed to be an expert programmer to do something as simple as this.
Understand and simplify onboarding
The highest rates of churn appear right after signup. The reason is clear. People can’t figure out how to use the product. After working on making the product the best it can be, you need to work on improving the experience, working on channels where you can distribute the tool, the dashboards you will give to customers, and so on. You need a way to get customer feedback.
The goal next is to make onboarding fast and simple. Refine your onboarding so that the customer can get what they’re looking for in little to no time.
Delighted focussed on getting feedback to customers in minutes rather than waiting for several days or months. Slack makes it possible to create your own workspace with just an email address. You can start adding team members and communicate with them almost instantly. The speed with which customers get their solutions led them to sing praises about the product. The key is in seeing the value first-hand.
Build a self-service solution
A self-service solution means customers don’t need hand-holding when they’re signing up for the trial and they can use the product. There’s no need to talk to a customer support agent or the implementation team. All they need is a credit card and upgrade the plan without assistance from anyone.
Think of simplifying these aspects:
- Think of how customers are going to add their data inside the product. If they want to upload data think of all the different formats that you should be providing support for
- If there are errors, make it easy for the support team to reach out to customers
These questions will help you create an improved self-service flow and create a better product.
The other choice is to get humans to solve issues that can result in confusing products and unhappy customers.
What do you think of my article on product-led marketing? Do let me know in the comments below.
MARKETING
YouTube Ad Specs, Sizes, and Examples [2024 Update]
Introduction
With billions of users each month, YouTube is the world’s second largest search engine and top website for video content. This makes it a great place for advertising. To succeed, advertisers need to follow the correct YouTube ad specifications. These rules help your ad reach more viewers, increasing the chance of gaining new customers and boosting brand awareness.
Types of YouTube Ads
Video Ads
- Description: These play before, during, or after a YouTube video on computers or mobile devices.
- Types:
- In-stream ads: Can be skippable or non-skippable.
- Bumper ads: Non-skippable, short ads that play before, during, or after a video.
Display Ads
- Description: These appear in different spots on YouTube and usually use text or static images.
- Note: YouTube does not support display image ads directly on its app, but these can be targeted to YouTube.com through Google Display Network (GDN).
Companion Banners
- Description: Appears to the right of the YouTube player on desktop.
- Requirement: Must be purchased alongside In-stream ads, Bumper ads, or In-feed ads.
In-feed Ads
- Description: Resemble videos with images, headlines, and text. They link to a public or unlisted YouTube video.
Outstream Ads
- Description: Mobile-only video ads that play outside of YouTube, on websites and apps within the Google video partner network.
Masthead Ads
- Description: Premium, high-visibility banner ads displayed at the top of the YouTube homepage for both desktop and mobile users.
YouTube Ad Specs by Type
Skippable In-stream Video Ads
- Placement: Before, during, or after a YouTube video.
- Resolution:
- Horizontal: 1920 x 1080px
- Vertical: 1080 x 1920px
- Square: 1080 x 1080px
- Aspect Ratio:
- Horizontal: 16:9
- Vertical: 9:16
- Square: 1:1
- Length:
- Awareness: 15-20 seconds
- Consideration: 2-3 minutes
- Action: 15-20 seconds
Non-skippable In-stream Video Ads
- Description: Must be watched completely before the main video.
- Length: 15 seconds (or 20 seconds in certain markets).
- Resolution:
- Horizontal: 1920 x 1080px
- Vertical: 1080 x 1920px
- Square: 1080 x 1080px
- Aspect Ratio:
- Horizontal: 16:9
- Vertical: 9:16
- Square: 1:1
Bumper Ads
- Length: Maximum 6 seconds.
- File Format: MP4, Quicktime, AVI, ASF, Windows Media, or MPEG.
- Resolution:
- Horizontal: 640 x 360px
- Vertical: 480 x 360px
In-feed Ads
- Description: Show alongside YouTube content, like search results or the Home feed.
- Resolution:
- Horizontal: 1920 x 1080px
- Vertical: 1080 x 1920px
- Square: 1080 x 1080px
- Aspect Ratio:
- Horizontal: 16:9
- Square: 1:1
- Length:
- Awareness: 15-20 seconds
- Consideration: 2-3 minutes
- Headline/Description:
- Headline: Up to 2 lines, 40 characters per line
- Description: Up to 2 lines, 35 characters per line
Display Ads
- Description: Static images or animated media that appear on YouTube next to video suggestions, in search results, or on the homepage.
- Image Size: 300×60 pixels.
- File Type: GIF, JPG, PNG.
- File Size: Max 150KB.
- Max Animation Length: 30 seconds.
Outstream Ads
- Description: Mobile-only video ads that appear on websites and apps within the Google video partner network, not on YouTube itself.
- Logo Specs:
- Square: 1:1 (200 x 200px).
- File Type: JPG, GIF, PNG.
- Max Size: 200KB.
Masthead Ads
- Description: High-visibility ads at the top of the YouTube homepage.
- Resolution: 1920 x 1080 or higher.
- File Type: JPG or PNG (without transparency).
Conclusion
YouTube offers a variety of ad formats to reach audiences effectively in 2024. Whether you want to build brand awareness, drive conversions, or target specific demographics, YouTube provides a dynamic platform for your advertising needs. Always follow Google’s advertising policies and the technical ad specs to ensure your ads perform their best. Ready to start using YouTube ads? Contact us today to get started!
MARKETING
Why We Are Always ‘Clicking to Buy’, According to Psychologists
Amazon pillows.
MARKETING
A deeper dive into data, personalization and Copilots
Salesforce launched a collection of new, generative AI-related products at Connections in Chicago this week. They included new Einstein Copilots for marketers and merchants and Einstein Personalization.
To better understand, not only the potential impact of the new products, but the evolving Salesforce architecture, we sat down with Bobby Jania, CMO, Marketing Cloud.
Dig deeper: Salesforce piles on the Einstein Copilots
Salesforce’s evolving architecture
It’s hard to deny that Salesforce likes coming up with new names for platforms and products (what happened to Customer 360?) and this can sometimes make the observer wonder if something is brand new, or old but with a brand new name. In particular, what exactly is Einstein 1 and how is it related to Salesforce Data Cloud?
“Data Cloud is built on the Einstein 1 platform,” Jania explained. “The Einstein 1 platform is our entire Salesforce platform and that includes products like Sales Cloud, Service Cloud — that it includes the original idea of Salesforce not just being in the cloud, but being multi-tenancy.”
Data Cloud — not an acquisition, of course — was built natively on that platform. It was the first product built on Hyperforce, Salesforce’s new cloud infrastructure architecture. “Since Data Cloud was on what we now call the Einstein 1 platform from Day One, it has always natively connected to, and been able to read anything in Sales Cloud, Service Cloud [and so on]. On top of that, we can now bring in, not only structured but unstructured data.”
That’s a significant progression from the position, several years ago, when Salesforce had stitched together a platform around various acquisitions (ExactTarget, for example) that didn’t necessarily talk to each other.
“At times, what we would do is have a kind of behind-the-scenes flow where data from one product could be moved into another product,” said Jania, “but in many of those cases the data would then be in both, whereas now the data is in Data Cloud. Tableau will run natively off Data Cloud; Commerce Cloud, Service Cloud, Marketing Cloud — they’re all going to the same operational customer profile.” They’re not copying the data from Data Cloud, Jania confirmed.
Another thing to know is tit’s possible for Salesforce customers to import their own datasets into Data Cloud. “We wanted to create a federated data model,” said Jania. “If you’re using Snowflake, for example, we more or less virtually sit on your data lake. The value we add is that we will look at all your data and help you form these operational customer profiles.”
Let’s learn more about Einstein Copilot
“Copilot means that I have an assistant with me in the tool where I need to be working that contextually knows what I am trying to do and helps me at every step of the process,” Jania said.
For marketers, this might begin with a campaign brief developed with Copilot’s assistance, the identification of an audience based on the brief, and then the development of email or other content. “What’s really cool is the idea of Einstein Studio where our customers will create actions [for Copilot] that we hadn’t even thought about.”
Here’s a key insight (back to nomenclature). We reported on Copilot for markets, Copilot for merchants, Copilot for shoppers. It turns out, however, that there is just one Copilot, Einstein Copilot, and these are use cases. “There’s just one Copilot, we just add these for a little clarity; we’re going to talk about marketing use cases, about shoppers’ use cases. These are actions for the marketing use cases we built out of the box; you can build your own.”
It’s surely going to take a little time for marketers to learn to work easily with Copilot. “There’s always time for adoption,” Jania agreed. “What is directly connected with this is, this is my ninth Connections and this one has the most hands-on training that I’ve seen since 2014 — and a lot of that is getting people using Data Cloud, using these tools rather than just being given a demo.”
What’s new about Einstein Personalization
Salesforce Einstein has been around since 2016 and many of the use cases seem to have involved personalization in various forms. What’s new?
“Einstein Personalization is a real-time decision engine and it’s going to choose next-best-action, next-best-offer. What is new is that it’s a service now that runs natively on top of Data Cloud.” A lot of real-time decision engines need their own set of data that might actually be a subset of data. “Einstein Personalization is going to look holistically at a customer and recommend a next-best-action that could be natively surfaced in Service Cloud, Sales Cloud or Marketing Cloud.”
Finally, trust
One feature of the presentations at Connections was the reassurance that, although public LLMs like ChatGPT could be selected for application to customer data, none of that data would be retained by the LLMs. Is this just a matter of written agreements? No, not just that, said Jania.
“In the Einstein Trust Layer, all of the data, when it connects to an LLM, runs through our gateway. If there was a prompt that had personally identifiable information — a credit card number, an email address — at a mimum, all that is stripped out. The LLMs do not store the output; we store the output for auditing back in Salesforce. Any output that comes back through our gateway is logged in our system; it runs through a toxicity model; and only at the end do we put PII data back into the answer. There are real pieces beyond a handshake that this data is safe.”
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