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Blink 3 of 8 - The 5 AM Club
by Robin Sharma
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Loved summary
Martina Lauchengco
How to Rethink Marketing for Tech Products
19 mins
Brief summary
Loved by Martina Lauchengco delves into the art of product marketing, offering strategies to create products people love. It provides frameworks and insights for aligning teams and cultivating a lasting brand-customer relationship.
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Loved
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A great product needs great product marketing
The battleground of digital innovation is littered with brilliant products that failed to find their audience. Consider the tale of two save-for-later apps: Instapaper and Read it Later. One was created by Marco Arment, Tumblr’s chief technology officer with Silicon Valley backing, the other by Nate Weiner, a self-taught Midwest coder. Against all odds, it was Weiner’s creation that ultimately flourished. Why? The answer lies in product marketing.
Product marketing drives adoption by strategically shaping market perception. It’s not just promotion – it’s the critical work of positioning your product within the marketplace. This positioning work isn’t optional; it’s essential. Product marketers research competitive landscapes, craft messaging, manage launches, and develop strategies to convert interest into adoption.
Read it Later, now rebranded as Pocket, positioned itself to become the industry standard through several brilliant tactics. To begin with, it connected its purpose with broader digital trends, comparing itself to Netflix and Dropbox as part of the “anytime, anywhere” online shift. It also developed an API allowing any app to integrate its service, establishing it as the industry standard.
Pocket made a point of sharing compelling data about shifting customer habits, such as the surprising insight that the most-saved videos averaged 30 minutes in length. The company thus positioned itself as customer-oriented and in tune with changing consumption habits. This wasn’t just internal insight – it was marketing that established Pocket as the thought leader that truly understood its users. The company prioritized transparency with key influencers, bringing press and opinion leaders into its thinking behind updates and changes, creating powerful evangelists.
Perhaps most brilliantly, its rebrand from "Read it Later" to "Pocket" expanded perception beyond article reading to saving anything valuable – expanding its addressable market overnight.
Pocket is undoubtedly a great product, but it was inspired product marketing that drove its success against a competitor with seemingly every advantage. The lesson? Even the best products need strategic marketing to find their audience and fulfill their potential.
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What is Loved about?
Loved (2022) uncovers the true potential of product marketing, showing how industry leaders use product marketing to shape market perception and category definition. Great product marketing goes beyond sales support to inspire others to tell your product’s story, transforming also-rans into market leaders.
Who should read Loved?
- Product marketers looking for leading insights
- Sales reps who want to transform product features into compelling stories
- Start-up founders who want to position their product for market success
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