My approach for a Product Marketing Manager's homework assignment. Developed a GTM strategy for a product launch, with messaging and positioning, and lastly, copywriting for the landing page. Thoughts?

1. Talent Matching Project
Management
Financial
Management
Collaboration
Tools
Premium
Talent
B2B Product Marketing Manager
Farrel Brest.
Talent
Matching
Product
Launch.

2. Agenda.
What is the situation?
Goal & KPIs
Category insights
Competitive Insights
Persona insights, UVP messaging
Positioning statement
Promotional activities & timeline
Landing page

3. 3
What is the situation?
The narrative.
Organiz
Connecting teams to freelancers
Top-tier, vetted talent with 400+ skills
Key category players
Have expanded offerings
Opportunity to drive value
Curating precise matching
Problem solving
Searching for talent on their own
Flexibility to execute any project
Expand in-house capabilities

4. 52%
Of company leaders expect
usage of Flexible Talent
Platforms to increase by 20% by
2025.
Harvard Business Review

5. Strategic goals and KPI metrics.
Boost revenue generation by maximizing Talent
Matching adoption from existing customers by Q4, 2023.
Strive for 250K new briefs creation (25%).
Aim for 150K successful orders (15%).
Utilize our 1M email list for direct engagement.
Target a 10M reach with retargeting social ads.
2
3
4
1

6. Category research.

7. Has normalized Flexible
Talent Platforms for
outsourcing talent.
Covid-19 &
Remote Work
Increased operational
efficiency.
Economic
Slowdown
Companies are spending
$12k US a year on
outsourcing talent
Wasted
Spend
46% of repetitive projects
are produced in-house.
Output
Overload
Category research.
Forrester
Harvard Business Review Gartner Gigworker

8. Category insights.
Outsource
for
efficiency
Reduce
spending &
in-house
workload

9. Competitive intelligence.

10. Competitor research.
Aspect Fiverr Business Upwork Toptal Unique Value Proposition Insights
Quality assurance Vetting process
Some vetting,
mainly relies on
reviews
Rigorous screening
process, top 3%
Toptal and Fiverr Business ensure vetting, however
Fiverr Business provides access to a wider talent pool.
Talent Matching
Based on project
briefs
Through the
algorithm
Internal team
assessment
Fiverr Business' talent matching focuses on project
briefs which results in more accurate matches than an
algorithm or team-based approaches.
Partner Success
Manager
Dedicated Partner
Success team
Only through
Upwork
Enterprise
Some form of client
success representation
Fiverr Business' dedicated Partner Success team
provides a competitive edge. The personalize support
builds trust.
In-demand Skills 400+ 5000+
More focused on tech,
finance
Fiverr Business covers a broad range of skills Appeals
to companies that value quality over extreme variety.

11. Elite Talent
Vetting
Access the highest quality talent. Unlike the
competitors who rely on algorithms or
generic internal assessments. This builds
trust during the Talent Discovery Phase.
Guaranteed quality with
rigorous vetting.
Personalized
Matching
Based on specific project briefs, leading to
more accurate matching. Personalized client
experience incentives teams to create bigger,
high-value projects. With access to 400+
skills.
Dedicated support with a
Partner Success Manager.
UVP messaging: Why we are better.
Internal

12. 12
Persona segmentation.

13. 13
Persona insights.
Burdened by the task of
independently searching
for and vetting talent,
alone. Long onboarding
process.
Talent Discovery is
Time Consuming
Complex Freelancer
Search
Teams are shrinking,
yet are committed to
produce more,
Unable to Scale
Hard to get
work done
Outsourcing is
expensive. Need flexible
pricing to unlock skills
on-demand.
Limited
Resources
Reduced
Budgets
3
2
1

14. Persona segmentation.
Persona Responsibilities Product Usage Motivators Goals Challenges Messaging
SMBs, Lisa, Senior
Creative Manager,
30-40 years
Managing
creative talent,
planning projects
Hires 3-6
freelancers
monthly, (45%)
Scaling high
quality
projects.
To work with the
best talent,
quickly.
Managing
freelancers,
budgets, timely
delivery
Move fast with
premium quality.
NGOs, Sarah,
Project
Coordinator, 35-45
years
Managing large
projects, utilizing
limited resources
Hires 1 freelancer
every 2 months
(20%)
Successful
projects,
efficient use of
resources
Manage large
projects, maximize
output
Nervous about
managing large
projects,
cost-effective
Large projects can
be daunting, but
we're committed
to helping you.
Startup/Tech
Mike, Co-Founder
& CTO, 25-35 years
Managing tech
projects, hiring
talent
Hires 4
freelancers
monthly (40%)
Speed,
efficiency,
cost-effective
Swift delivery,
scalable solutions,
quick onboarding
Time constraints,
managing growth
You need a
consistent
creative partner.

15. SMB persona.
Lisa, the Senior Creative Manager within the
SMB segment, represents 45% of the user
base, with 4-6 freelancers hired per month,
This high usage suggests that her role
frequently involves high-value, complex
projects which would benefit greatly from
Talent Matching.
Motivated by scaling quality projects & on
budget. Struggles with time management.
Messaging: Move fast with premium talent.

16. SMB persona.
"I'm juggling multiple projects while
trying to secure top-notch freelance
talent. Meeting deadlines and scaling
work is a constant challenge. I just
need things to run smoother, so I can
focus on what matters.”

17. Positioning statement.
Internal
For SMB’s grappling with project overload, Talent
Matching ensures simplified talent discovery within
the Flexible Talent Platform space. Our dedicated
Partner Success team provides precise matching with
quality freelancers to successfully scale any project,
on-demand and on budget.

18. GTM launch activity.

19. Targeted email nurture campaign.
Directly reach companies, with
personalized content for different
segments.
Email
In-app notifications, tooltips and video
tutorials. Inform existing users about the
new feature right when they're using the
platform.
In-app tools
Create a live product webinar on YouTube
to leverage organic traffic. Based on
Similarweb’s data. YouTube has the
highest social traffic of 48%.
YouTube Webinar
Launch promotional channels.

20. March 30-April 7
-Video tutorial teasers
-Campaign measurement
May 8
April 14 May 8 May 15
Zoom training with sales, support
teams and Partner Success .&
Battlecards
Product launch!
Email blast to existing
customers. Add to
Calendar.
Alpha Launch Content & collateral
Update existing assets.
April 14 May 22
-Email blast #3
Last reminder 23
hours to go &
-Optimize Tooltips
-YouTube webinar is
live.
Launch
-In-app notifications
-Tooltips
-Video tutorial
May 8
Email blast #2
Highlighting the value
and speaker line-up.
May 23
May 28
Launch timeline.
-Case study
-Gather feedback
-Optimize campaign
-Email
Pre-Launch Launch Post-Launch

21. 21

22. 22

23. 23

24. 24

25. 25

26. 26

27. 27

28. 28

29. 29

30. Talent Matching Enhanced
Project
Management
Simplified
Financial
Management
Seamless team
collaboration
Account
Management
B2B Product Marketing Manager
Farrel Brest
● 052 861 5513
● Farrelbrest@gmail.com
● LinkedIn