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Change tact and move from features to what customers really care about

Change tact and move from features to what customers really care about

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  1. © Created & Designed by Juvo Mobile - 2019
    Moving from Features to
    What Customers Really
    Care About
    P R O D U C T M A R K E T I N G S U M M I T – S A N F R A N C I S C O

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  2. Josh Gosliner
    Director of Product Marketing
    Juvo

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  3. “We just added a new feature to
    the roadmap that I can’t wait to
    tell you about”

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  4. There are three ways this
    conversation is going to go…

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  5. How Likely are each of these to happen?
    PRODUCT MARKETING SUMMIT – SAN FRANCISCO
    8.20%
    3.60%
    88.20%
    Lloyd Christmas
    Billy Madison
    Underpants Gnome
    Source: I completely made this up

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  6. Most Product Managers
    are Underpants Gnomes

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  7. But what did the Underpants
    Gnomes get right?

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  8. So how did the underpants gnomes do?
    PROFIT
    PRODUCT MARKETING SUMMIT – SAN FRANCISCO
    They knew what they
    had built
    They just didn’t know
    how what they built got
    them to where they
    wanted to go
    They knew where they
    wanted to go
    ?
    STEAL
    UNDERPANTS

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  9. Time to put on your Product
    Marketing Cape!

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  10. Benefits are the way that real people think about a feature
    PRODUCT MARKETING SUMMIT – SAN FRANCISCO

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  11. What does the product/feature do for our customers?
    PRODUCT MARKETING SUMMIT – SAN FRANCISCO
    Convenience Experience Performance Business Results
    • Reduce workload
    • Fits into schedule
    • Personalized
    • Intuitive
    • Faster
    • Reduce stress
    • Get Promoted
    • Get bonused

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  12. “WHY?”
    “The new customer portal is awesome”
    “It gives customers far more control over their
    deployment”
    “Why does that matter them?”
    “It reduces risk while increasing revenues”
    “and what does that do for their business?”
    “It means they can customize the end-user experience”

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  13. What do your customers care
    about most?

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  14. Write the things you wish your
    customer would say about the
    product/feature

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  15. “The app re-design is so intuitive; it
    makes me feel like a pro”
    “Slack integration means I can
    automate alerts and focus on what
    really matters”
    “Enhanced uptime means
    that I can sleep better at
    night”
    “Sales tools increased our company
    revenues by 8% this year”

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  16. Customer messaging
    should reflect the
    “things you wish they’d day”

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  17. If successful, what does that do for us as a company?
    PRODUCT MARKETING SUMMIT – SAN FRANCISCO
    Attract new customers Retain customers New revenue sources
    • New customer types
    • More customers
    • Increase renewal rate
    • Reduce
    churn/abandonment
    • New product revenues
    • Increase utilization

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