Hana Abaza, profile picture
Uploaded byHana Abaza
1,306 views

Product Marketing Inside Out

The document outlines the role and importance of product marketing, particularly in relation to Shopify Plus, detailing how it differs from general marketing. It emphasizes the need for effective positioning, messaging, and go-to-market strategies to connect with customers and drive growth. The document also discusses the challenges and methodologies involved in product marketing to ensure successful product launches and long-term market impact.

Embed presentation

Downloaded 63 times
1 / 123
2 / 123
3 / 123
4 / 123
5 / 123
6 / 123
7 / 123
8 / 123
Most read
9 / 123
10 / 123
11 / 123
12 / 123
13 / 123
14 / 123
15 / 123
16 / 123
17 / 123
18 / 123
19 / 123
20 / 123
21 / 123
22 / 123
23 / 123
24 / 123
25 / 123
26 / 123
27 / 123
28 / 123
29 / 123
30 / 123
31 / 123
32 / 123
33 / 123
34 / 123
35 / 123
36 / 123
37 / 123
38 / 123
39 / 123
40 / 123
41 / 123
42 / 123
43 / 123
44 / 123
45 / 123
46 / 123
47 / 123
48 / 123
49 / 123
50 / 123
51 / 123
52 / 123
53 / 123
54 / 123
55 / 123
56 / 123
57 / 123
58 / 123
59 / 123
60 / 123
61 / 123
62 / 123
63 / 123
64 / 123
65 / 123
66 / 123
67 / 123
68 / 123
69 / 123
70 / 123
71 / 123
72 / 123
73 / 123
74 / 123
75 / 123
76 / 123
77 / 123
78 / 123
79 / 123
80 / 123
81 / 123
82 / 123
83 / 123
84 / 123
85 / 123
86 / 123
87 / 123
88 / 123
89 / 123
90 / 123
91 / 123
92 / 123
93 / 123
94 / 123
95 / 123
96 / 123
97 / 123
98 / 123
99 / 123
100 / 123
101 / 123
102 / 123
103 / 123
104 / 123
105 / 123
106 / 123
107 / 123
108 / 123
109 / 123
110 / 123
111 / 123
112 / 123
113 / 123
114 / 123
115 / 123
116 / 123
117 / 123
118 / 123
119 / 123
120 / 123
121 / 123
122 / 123
123 / 123
Product Marketing, 
 Inside and Out Hana Abaza 
 Head of Marketing, Shopify Plus @hanaabaza
Revenue in Millions 0 175 350 525 700 2012 2013 2014 2015 2016 2017
Gross Merchandising Volume in Billions 0 7.5 15 22.5 30 2013 2014 2015 2016 2017
4000+ Total number of Shopify Employees 60% Started after me (!) Shopify By The Numbers
600K+ Number of Shopify Merchants 175+ Countries around the world Shopify By The Numbers
Starting from scratch #dreamjob
Hana’s Checklist Demand People Budget
Challenges: Chasing the firehose Low hanging fruit
 Pent up demand for marketing Sales was getting “creative" All the things changed Plus was different
Challenges: Chasing the firehose Low hanging fruit Pent up demand for marketing Sales was getting “creative" All the things changed Plus was different
Challenges: Chasing the firehose Low hanging fruit Pent up demand for marketing Sales was getting “creative" All the things changed Plus was different
Challenges: Chasing the firehose Low hanging fruit Pent up demand for marketing Sales was getting “creative" All the things changed Plus was different
Challenges: Chasing the firehose Low hanging fruit Pent up demand for marketing Sales was getting “creative" All the things changed Plus was different
Self-serve No Touch More like B2C One decision maker High Touch Longer sales cycle Multiple touch points Multiple decision makers
The job of marketing is different
The job of product marketing is different
Product Marketing didn’t exist
What the f&*k is product marketing?
“Product marketing is the process of promoting and selling a product to an audience. It includes assessing customer needs, customer type, and geographic area.” - Wikipedia
“7 P’s of marketing: Product, Pricing, People, Place Promotion, Process, Physical environment.” - A Marketing Professor
How is “product marketing” different from “marketing- marketing?
Product marketing uncovers and conceptualizes what we’re building and for whom…
…then figures out how to sell it
• What are we building? • Who is it for? • How do we talk about it? • How do we go-to-market? Define and Operationalize the Context
How & When to Invest in Product Marketing
It’s about size and complexity
🤔 What does that really mean?
PRODUCT MARKETING 
 AS A ROLE PRODUCT MARKETING 
 AS A FUNCTION PRODUCT MARKETING 
 AS A CONCEPT PRODUCT MARKETING 
 AS A ROLE Small Simple Complex Large Adapted from First Round Capital SizeofCompany Complexity of product/feature/market/landscape
What exactly is the job?
pragmaticmarketing.com
What Product Marketers Do FOUNDATIONAL Positioning, Messaging, Segments, Personas 
 (Output: assets, sales deck, 
 product pages, website etc.) CAMPAIGNS Product/feature launches (GTM) 
 Product Adoption/Growth Customer Marketing RESEARCH & INSIGHTS Win / Loss Analysis Competitive Landscape Market Perception ENABLEMENT Internal Resources Education
 Feedback Loops
What Product Marketers Do FOUNDATIONAL Positioning, Messaging, Segments, Personas 
 (Output: assets, sales deck, 
 product pages, website etc.) CAMPAIGNS Product/feature launches (GTM) 
 Product Adoption/Growth Customer Marketing RESEARCH & INSIGHTS Win / Loss Analysis Competitive Landscape Market Perception ENABLEMENT Internal Resources Education
 Feedback Loops
What Product Marketers Do FOUNDATIONAL Positioning, Messaging, Segments, Personas 
 (Output: assets, sales deck, 
 product pages, website etc.) CAMPAIGNS Product/feature launches (GTM) 
 Product Adoption/Growth Customer Marketing RESEARCH & INSIGHTS Win / Loss Analysis Competitive Landscape Market Perception ENABLEMENT Internal Resources Education
 Feedback Loops
What Product Marketers Do FOUNDATIONAL Positioning, Messaging, Segments, Personas 
 (Output: assets, sales deck, 
 product pages, website etc.) CAMPAIGNS Product/feature launches (GTM) 
 Product Adoption/Growth Customer Marketing RESEARCH & INSIGHTS Win / Loss Analysis Competitive Landscape Market Perception ENABLEMENT Internal Resources Education
 Feedback Loops
What Product Marketers Do FOUNDATIONAL Positioning, Messaging, Segments, Personas 
 (Output: assets, sales deck, 
 product pages, website etc.) CAMPAIGNS Product/feature launches (GTM) 
 Product Adoption/Growth Customer Marketing RESEARCH & INSIGHTS Win / Loss Analysis Competitive Landscape Market Perception ENABLEMENT Internal Resources Education
 Feedback Loops
Great product marketing 
 fuels growth, enables teams and helps build product
Great product marketing is cross-functional
Customer Facing Teams Product Marketing
Customer Facing Teams Product Marketing That’s Product Marketing!
Bad product marketing 
 can kill your company
How do you know if your product marketing is bad? 1. prospects don’t get/believe the value 2. employees don’t explain it well 3. the marketing stuff isn’t working
Back to Basics 1. positioning 2. messaging 3. go-to-market
Positioning
How do we position 
 Shopify Plus?
But, what exactly is 
 positioning?
April Dunford CEO, Ambient Strategy Marketing is about making it easy for people to find, evaluate and buy your products. Positioning is figuring out what your product is in the first place. “
Marketing can polish a turd. Positioning can turn turds into fertilizer. “ April Dunford CEO, Ambient Strategy
How do people think about your product?
Positioning isn’t something you make up. It’s something you uncover by looking at the right inputs.
Inputs Internal teams Customers Lost customers (win/loss) Product usage Website data Campaign data Market insights
WHAT IS IT? Plain language. 
 No jargon. WHO IS IT FOR? Be as specific as 
 possible. WHAT CATEGORY? New vs. established. Frame of reference. HOW ARE YOU DIFFERENT? 
 Be honest. WHY SHOULD I CARE? What’s in it for me? 
 Benefits and value. ALTERNATIVES? Status Quo, Competitors, Frenemies
WHAT IS IT? Plain language. 
 No jargon. WHO IS IT FOR? Be as specific as 
 possible. WHAT CATEGORY? New vs. established. Frame of reference. HOW ARE YOU DIFFERENT? 
 Be honest. WHY SHOULD I CARE? What’s in it for me? 
 Benefits and value. ALTERNATIVES? Status Quo, Competitors, Frenemies
WHAT IS IT? Plain language. 
 No jargon. WHO IS IT FOR? Be as specific as 
 possible. WHAT CATEGORY? New vs. established. Frame of reference. HOW ARE YOU DIFFERENT? 
 Be honest. WHY SHOULD I CARE? What’s in it for me? 
 Benefits and value. ALTERNATIVES? Status Quo, Competitors, Frenemies Product Price Brand
You can also differentiate on experience
Hana’s checklist Same price Same quality Same effort to assemble Same number of f-bombs dropped during assembly
Messaging
How do people talk about your product?
Messaging and branding is an expression of positioning It should be clear but allow for room to customize/localize to the audiences
This is the “why” — what’s the guiding narrative? Secondary Message Secondary Message Secondary Message Secondary Message Expand upon key messaging. Why does this matter?
This is the “why” — what’s the guiding narrative? Secondary Message Secondary Message Secondary Message Secondary Message Expand upon key messaging. Why does this matter? Proof points
This is the “why” — what’s the guiding narrative? Secondary Message Secondary Message Secondary Message Secondary Message Expand upon key messaging. Why does this matter? Proof points Product Story
This is the “why” — what’s the guiding narrative? Secondary Message Secondary Message Secondary Message Secondary Message Expand upon key messaging. Why does this matter? Proof points Product Story “Big C” Content
For example, Shopify Plus 
 looks like this…
Your customers are ready for the future of commerce. Are you? Grow bigger, 
 faster Sell where your customers are, and where they will be Choose better software 
 (as a service) Stop worrying, 
 start selling Partners, not Vendors Focus on your business, not your website. Let Shopify Plus power your store while you focus on driving growth, boosting revenue and making customers happy. Commerce is changing fast and you need a platform that will change with it. Sell on social, mobile, in marketplaces, IRL - or anywhere else! Shopify Plus lets you be where your customers are now - and where they will be tomorrow. Leverage the benefits of a SaaS solution without losing the ability to customize and scale your business. Execute with speed and agility while we do the heavy (IT) lifting. There’s a lot to worry about when growing a business - your store crashing shouldn’t be one of them. We cater to the world's biggest brands, processing billions of dollars in sales without batting an eyelash. You’ll have an army of people behind you including a dedicated Merchant Success Manager, launch partners and access to a world-class app and partner ecosystem to grow your business.
Your customers are ready for the future of commerce. Are you? Grow bigger, 
 faster Sell where your customers are, and where they will be Choose better software 
 (as a service) Stop worrying, 
 start selling Partners, not Vendors Proof points Product Story “Big C” Content
Both will (and should) evolve over time. Market changes, feedback loops, competitive landscape, product evolution
These people self-educate. Historical search terms?
Content, tactics and channels change. Need case studies, proof, validation.
2010
2017
Does your product? Save time Save money Make money
So does everything else
Macro Benefit Too abstract Lots of “same-ness” Becomes meaningless
Macro Benefit Feature / function Too abstract Lots of “same-ness” Becomes meaningless Misses the “why” Company centric, not customer centric
Macro Benefit Feature / function Too abstract Lots of “same-ness” Becomes meaningless Misses the “why” Company centric, not customer centric The Space Between
Macro Benefit Feature / function Too abstract Lots of “same-ness” Becomes meaningless Misses the “why” Company centric, not customer centric The Space Between benefit + why it matters + how you help
Go-To-Market
Here’s what most marketers do
Product managers put a product on the shelf and product marketers get it off the shelf
Product managers put a product on the shelf and product marketers get it off the shelf
PHASES BUILD PLANNING GTM KICK-OFF PRE-LAUNCH What happens? Work with product teams to give and get insights and context Who is it for? What problem are we really solving? What are the goals? How do we talk about it? What kind of launch is it? Contributors and stakeholders to create a detailed plan: Distribution, PR, messaging, creative, enablement assets etc Internal communications to customer facing teams pre-launch Who is involved? Product Team Product Marketing Product Marketing Product Team Marketing Sales Customer Success Support Enablement Product Teams Marketing Sales Customer Success Support Enablement Product Teams What’s the output? Feedback loop Foundation for GTM plan and objectives/targets GTM Brief Training and education
PHASES BUILD PLANNING GTM KICK-OFF PRE-LAUNCH What happens? Work with product teams to give and get insights and context Who is it for? What problem are we really solving? What are the goals? How do we talk about it? What kind of launch is it? Contributors and stakeholders to create a detailed plan: Distribution, PR, messaging, creative, enablement assets etc Internal communications to customer facing teams pre-launch Who is involved? Product Team Product Marketing Product Marketing Product Team Marketing Sales Customer Success Support Enablement Product Teams Marketing Sales Customer Success Support Enablement Product Teams What’s the output? Feedback loop Foundation for GTM plan and objectives/targets GTM Brief Training and education
PHASES BUILD PLANNING GTM KICK-OFF PRE-LAUNCH What happens? Work with product teams to give and get insights and context Who is it for? What problem are we really solving? What are the goals? How do we talk about it? What kind of launch is it? Contributors and stakeholders to create a detailed plan: Distribution, PR, messaging, creative, enablement assets etc Internal communications to customer facing teams pre-launch Who is involved? Product Team Product Marketing Product Marketing Product Team Marketing Sales Customer Success Support Enablement Product Teams Marketing Sales Customer Success Support Enablement Product Teams What’s the output? Feedback loop Foundation for GTM plan and objectives/targets GTM Brief Training and education Go-To-Market
PHASES BUILD PLANNING GTM KICK-OFF PRE-LAUNCH What happens? Work with product teams to give and get insights and context Who is it for? What problem are we really solving? What are the goals? How do we talk about it? What kind of launch is it? Contributors and stakeholders to create a detailed plan: Distribution, PR, messaging, creative, enablement assets etc Internal communications to customer facing teams pre-launch Who is involved? Product Team Product Marketing Product Marketing Product Team Marketing Sales Customer Success Support Enablement Product Teams Marketing Sales Customer Success Support Enablement Product Teams What’s the output? Feedback loop Foundation for GTM plan and objectives/targets GTM Brief Training and education Go-To-Market
PHASES BUILD PLANNING GTM KICK-OFF PRE-LAUNCH What happens? Work with product teams to give and get insights and context Who is it for? What problem are we really solving? What are the goals? How do we talk about it? What kind of launch is it? Contributors and stakeholders to create a detailed plan: Distribution, PR, messaging, creative, enablement assets etc Internal communications to customer facing teams pre-launch Who is involved? Product Team Product Marketing Product Marketing Product Team Marketing Sales Customer Success Support Enablement Product Teams Marketing Sales Customer Success Support Enablement Product Teams What’s the output? Feedback loop Foundation for GTM plan and objectives/targets GTM Brief Training and education Go-To-Market
Launch the thing!
Channel Activations • Segmented Email • Paid campaign • Search • Social • Blog • Case Studies Objective Primary • Lead Gen • Installs Secondary • Engagement • Shares
• Value Prop & Key Messages • Platform Story Deck (+talk track) • Personas • Market Insights • Competitive Insights & Positioning • Case Study • Customer Videos • Product Videos • Content and Resources • Objection handling Platform Toolkit Platform Story Deck Merchant Personas Platform Brochure
Channel Activations • Segmented Email • Paid campaign • Search • Social • Blog • Case Studies Objective Primary • Lead Gen • Installs Secondary • Engagement • Shares What else can we do?
Channel Activations • Segmented Email • Paid campaign • Search • Social • Blog • Case Studies • Partner engagement Objective Primary • Lead Gen • Installs Secondary • Engagement • Shares What have we learned?
Launch is over… now what?
Product Growth: Rinse & Repeat Target Metrics: installs, usage, etc
 Is growth baked into the product experience? Seasonal opportunities to drive adoption? Tripwires that signal readiness? What insights can be fed into product dev?
Product Growth: Rinse & Repeat Target Metrics: installs, usage, etc
 Is growth baked into the product experience? Seasonal opportunities to drive adoption? Tripwires that signal readiness? What insights can be fed into product dev?
Product Growth: Rinse & Repeat Target Metrics: installs, usage, etc
 Is growth baked into the product experience? Seasonal opportunities to drive adoption? Tripwires that signal readiness? What insights can be fed into product dev?
Product Growth: Rinse & Repeat Target Metrics: installs, usage, etc
 Is growth baked into the product experience? Seasonal opportunities to drive adoption? Tripwires that signal readiness? What insights can be fed into product dev?
Product Growth: Rinse & Repeat Target Metrics: installs, usage, etc
 Is growth baked into the product experience? Seasonal opportunities to drive adoption? Tripwires that signal readiness? What insights can be fed into product dev?
Product growth might be a good place to start
Build a Foundation
There’s a lot more to product marketing
pragmaticmarketing.com
Back to Basics 1. positioning 2. messaging 3. go-to-market
@hanaabaza

More Related Content

PDF
What Is Product Marketing?
byHana Abaza
 
PDF
5 Go-to-Market Strategies for B2B SaaS, FinTech, and IaaS [Webinar Recording]
bySP Home Run Inc.
 
PPTX
What is Product Marketing
byDrift
 
PDF
The Product Marketing Framework
bySteve Robins
 
PPTX
Building a B2B Demand Gen Engine
byTodd Ebert
 
PDF
Product Marketing 101
byCan Ozdoruk
 
PDF
Marketing Automation Success Planning Template
byPardot
 
PDF
501 Questions Every B2B CMO Needs To Ask
byTodd Ebert
 
What Is Product Marketing?
byHana Abaza
 
5 Go-to-Market Strategies for B2B SaaS, FinTech, and IaaS [Webinar Recording]
bySP Home Run Inc.
 
What is Product Marketing
byDrift
 
The Product Marketing Framework
bySteve Robins
 
Building a B2B Demand Gen Engine
byTodd Ebert
 
Product Marketing 101
byCan Ozdoruk
 
Marketing Automation Success Planning Template
byPardot
 
501 Questions Every B2B CMO Needs To Ask
byTodd Ebert
 

What's hot

PDF
Product Marketing Framework
bySteve Robins
 
PPTX
Go-to-Market Strategy
byJeremy Horn
 
PDF
Go to-market strategy for B2B SaaS companies
byGuillaume Lerouge
 
PPTX
Go To Market Strategy for Startups
byPRT Systems
 
PDF
How to Write a B2B Sales Playbook
byCarrie Morgan
 
PPTX
Product Strategy and Go to Market Model_Sample
byParesh Baghel
 
PPTX
Go-To-Market Strategy & Sales Enablement Framework
byLink Cheng
 
PPTX
Startup go to market strategy
byAnders Hermansson
 
PDF
Go-To Market Plan
byDennis Antolin
 
PDF
Go-To-Market Framework
byDemand Metric
 
PPTX
The Five Pillar Go-To-Market Strategy
byStan Monlux
 
PPTX
Go-To-Market Framework
byMark Officer
 
PDF
Go to market planning
byMike McCormac
 
PPTX
Digital Marketing Presentation
byJohn Quirke
 
PPTX
Go-to-Market Strategies
byStartup Secrets
 
PDF
B2B Sales & Marketing Strategy for Tech Companies -- by Jonathan Donado
byJonathan Donado
 
PDF
Lead Generation Playbook
byDemand Metric
 
PPTX
Digital Marketing Plan
byAshley Egan
 
PDF
2023 brand & digital marketing Trends
byAldridge Christian Seubelan
 
PPTX
Digital Marketing proposal
byVibes Communications Pvt Ltd
 
Product Marketing Framework
bySteve Robins
 
Go-to-Market Strategy
byJeremy Horn
 
Go to-market strategy for B2B SaaS companies
byGuillaume Lerouge
 
Go To Market Strategy for Startups
byPRT Systems
 
How to Write a B2B Sales Playbook
byCarrie Morgan
 
Product Strategy and Go to Market Model_Sample
byParesh Baghel
 
Go-To-Market Strategy & Sales Enablement Framework
byLink Cheng
 
Startup go to market strategy
byAnders Hermansson
 
Go-To Market Plan
byDennis Antolin
 
Go-To-Market Framework
byDemand Metric
 
The Five Pillar Go-To-Market Strategy
byStan Monlux
 
Go-To-Market Framework
byMark Officer
 
Go to market planning
byMike McCormac
 
Digital Marketing Presentation
byJohn Quirke
 
Go-to-Market Strategies
byStartup Secrets
 
B2B Sales & Marketing Strategy for Tech Companies -- by Jonathan Donado
byJonathan Donado
 
Lead Generation Playbook
byDemand Metric
 
Digital Marketing Plan
byAshley Egan
 
2023 brand & digital marketing Trends
byAldridge Christian Seubelan
 
Digital Marketing proposal
byVibes Communications Pvt Ltd
 

Similar to Product Marketing Inside Out

PDF
Build the right thing
byIntercom
 
PDF
Building A Growth Engine
byHana Abaza
 
PDF
eWay-Book - Online Marketttttttyting EN.pdf
byvikramrana9548
 
PDF
eWay-Book - Online Marketing EN
byJOHNASSERVAD
 
PPT
Product Marketing
byJohn Gibbon
 
PDF
Product marketing strategy
bykasimrasool
 
PDF
Strategic Marketing.pdf
byGen Shueh
 
PDF
New Product Marketing 101
byMarco Muzzi
 
PPTX
Introduction-to-Marketing-for-Startup-Founders.pptx
byhali086
 
PPT
Easy Marketing and Communications for Technology Startups
byClay Braziller, B.Eng, MBA
 
PDF
Hana Abaza (Shopify Plus) - How to build your revenue engine for Series A
byStartupfest
 
PDF
Product Marketing Crash Course
byHana Abaza
 
PDF
Product Marketing Crash Course: What it is, why it matters and how to do it
byKissmetrics on SlideShare
 
PDF
BoSUSA22 | Hana Abaza | Breaking Into Enterprise Customers
byBusiness of Software Conference
 
PPTX
Retail Boot Camp 2019
byMary Aviles
 
PPTX
How to build a successful marketing strategy?
byEdit Ditte Szabó
 
PPTX
5 things startup marketers can teach big companies
byApril Dunford
 
PDF
Innovation Workshop - Your Marketing is Broken! Come fix it!
byShervin Talieh
 
PDF
We Built It, And They Didn't Come!
byLukas Fittl
 
PPTX
Powering Yourself To Become a Product Manager & Product Marketing Manager
byThomas Ardi
 
Build the right thing
byIntercom
 
Building A Growth Engine
byHana Abaza
 
eWay-Book - Online Marketttttttyting EN.pdf
byvikramrana9548
 
eWay-Book - Online Marketing EN
byJOHNASSERVAD
 
Product Marketing
byJohn Gibbon
 
Product marketing strategy
bykasimrasool
 
Strategic Marketing.pdf
byGen Shueh
 
New Product Marketing 101
byMarco Muzzi
 
Introduction-to-Marketing-for-Startup-Founders.pptx
byhali086
 
Easy Marketing and Communications for Technology Startups
byClay Braziller, B.Eng, MBA
 
Hana Abaza (Shopify Plus) - How to build your revenue engine for Series A
byStartupfest
 
Product Marketing Crash Course
byHana Abaza
 
Product Marketing Crash Course: What it is, why it matters and how to do it
byKissmetrics on SlideShare
 
BoSUSA22 | Hana Abaza | Breaking Into Enterprise Customers
byBusiness of Software Conference
 
Retail Boot Camp 2019
byMary Aviles
 
How to build a successful marketing strategy?
byEdit Ditte Szabó
 
5 things startup marketers can teach big companies
byApril Dunford
 
Innovation Workshop - Your Marketing is Broken! Come fix it!
byShervin Talieh
 
We Built It, And They Didn't Come!
byLukas Fittl
 
Powering Yourself To Become a Product Manager & Product Marketing Manager
byThomas Ardi
 

More from Hana Abaza

PDF
Blogging in the Age of Modern Marketing
byHana Abaza
 
PDF
Building a Revenue Engine: Demand Gen, Funnels and Smarketing
byHana Abaza
 
PDF
Supply & Demand: Making the Case for Less Content
byHana Abaza
 
PDF
Content Marketing Growth Tactics
byHana Abaza
 
PDF
Building Your Revenue Engine As Your Startup Evolves
byHana Abaza
 
PPTX
7 Deadly Sins of Marketing
byHana Abaza
 
PDF
Cat Videos, List Posts and Other Myths of High Converting Content
byHana Abaza
 
PPTX
Everything You Need To Know About Content Marketing
byHana Abaza
 
PDF
If it don't make dollars, it don't make sense. Do you know your content ROI?
byHana Abaza
 
PDF
Startup Marketing
byHana Abaza
 
PDF
How to Optimize the Content Experience for Lead Gen
byHana Abaza
 
PDF
Content is for Closers: How to Leverage Content for Sales Enablement
byHana Abaza
 
PDF
How To 10X Your Content Team's Productivity
byHana Abaza
 
PPTX
How to Create Compelling Content for Boring Industries
byHana Abaza
 
PPTX
Stress, Startups and Survival
byHana Abaza
 
Blogging in the Age of Modern Marketing
byHana Abaza
 
Building a Revenue Engine: Demand Gen, Funnels and Smarketing
byHana Abaza
 
Supply & Demand: Making the Case for Less Content
byHana Abaza
 
Content Marketing Growth Tactics
byHana Abaza
 
Building Your Revenue Engine As Your Startup Evolves
byHana Abaza
 
7 Deadly Sins of Marketing
byHana Abaza
 
Cat Videos, List Posts and Other Myths of High Converting Content
byHana Abaza
 
Everything You Need To Know About Content Marketing
byHana Abaza
 
If it don't make dollars, it don't make sense. Do you know your content ROI?
byHana Abaza
 
Startup Marketing
byHana Abaza
 
How to Optimize the Content Experience for Lead Gen
byHana Abaza
 
Content is for Closers: How to Leverage Content for Sales Enablement
byHana Abaza
 
How To 10X Your Content Team's Productivity
byHana Abaza
 
How to Create Compelling Content for Boring Industries
byHana Abaza
 
Stress, Startups and Survival
byHana Abaza
 

Recently uploaded

PDF
KS MARKETING | PORTFOLIO #4 | PERFORMANCE MEASUREMENT
byKS Marketing
 
PDF
Best Practices for Acquiring LinkedIn Accounts in 2026.pdf
byBuy Old Facebook Accounts
 
PPTX
SEO & UI/UX Design Services in Chandigarh | Marketing Gears
bymarketinggearsind
 
PDF
QsAns – A Smart Content Marketing Platform for Digital Marketers.pdf
byDigital Marketing Services India
 
PDF
A presentation on Marketing Information Systems.pdf
byHeba Adel
 
PDF
2026 BookMovement Book Club Promotions.pdf
byBookMovement
 
PDF
Common Causes of Duplicate Content and How They Impact SEO
byshreyaeta12
 
PDF
AI SEO: Optimizing Content with Intelligent Algorithms
byIndeedseo
 
PDF
Google AI Overviews Stealing Clicks? 5 Ways Businesses Win Anyway
byFunnelTide
 
PDF
hire the best digital marketing agency in Delhi.pdf
bydellhimanshi
 
PPTX
chi square goodness of fit-test statistics 101
bymarkjohnpartusa09
 
PPTX
Meta Ads Complete Guide | Facebook & Instagram Advertising for Beginners
byUmeshChandra385380
 
PPTX
SEO Is Dead in 2026: How Brands Win Visibility in AI Search & GEO
byGaurav Soni
 
PDF
Buy Old Facebook Accounts Profiles for Your Social Media Strategy.pdf
byBuy Old Facebook Accounts
 
PDF
BanoQabil Sahiwal Best for Students with No IT Background.pdf
byGhasif Saleem
 
PDF
How to Buy Verified PayPal Accounts Safely In The US & Uk.pdf
byhttps://pvaallit.com/product/buy-wechat-accounts/
 
DOCX
Buy ⭐Old ⭐Facebook Accounts – Trusted & Aged Profiles for Sale.docx
byBuy Old Facebook Accounts
 
PPTX
Hashtags vs Keywords - Instagram Content Marketing for Busy Professionals (Co...
bySalma Noreen
 
PDF
Where Can You Buy Verified Wise Accounts Safely_.pdf
byhttps://pvaallit.com/product/buy-verified-binance-accounts/
 
DOCX
Why People Look to Buy Snapchat Accounts (And What to Know First).docx
byWilliam Nero
 
KS MARKETING | PORTFOLIO #4 | PERFORMANCE MEASUREMENT
byKS Marketing
 
Best Practices for Acquiring LinkedIn Accounts in 2026.pdf
byBuy Old Facebook Accounts
 
SEO & UI/UX Design Services in Chandigarh | Marketing Gears
bymarketinggearsind
 
QsAns – A Smart Content Marketing Platform for Digital Marketers.pdf
byDigital Marketing Services India
 
A presentation on Marketing Information Systems.pdf
byHeba Adel
 
2026 BookMovement Book Club Promotions.pdf
byBookMovement
 
Common Causes of Duplicate Content and How They Impact SEO
byshreyaeta12
 
AI SEO: Optimizing Content with Intelligent Algorithms
byIndeedseo
 
Google AI Overviews Stealing Clicks? 5 Ways Businesses Win Anyway
byFunnelTide
 
hire the best digital marketing agency in Delhi.pdf
bydellhimanshi
 
chi square goodness of fit-test statistics 101
bymarkjohnpartusa09
 
Meta Ads Complete Guide | Facebook & Instagram Advertising for Beginners
byUmeshChandra385380
 
SEO Is Dead in 2026: How Brands Win Visibility in AI Search & GEO
byGaurav Soni
 
Buy Old Facebook Accounts Profiles for Your Social Media Strategy.pdf
byBuy Old Facebook Accounts
 
BanoQabil Sahiwal Best for Students with No IT Background.pdf
byGhasif Saleem
 
How to Buy Verified PayPal Accounts Safely In The US & Uk.pdf
byhttps://pvaallit.com/product/buy-wechat-accounts/
 
Buy ⭐Old ⭐Facebook Accounts – Trusted & Aged Profiles for Sale.docx
byBuy Old Facebook Accounts
 
Hashtags vs Keywords - Instagram Content Marketing for Busy Professionals (Co...
bySalma Noreen
 
Where Can You Buy Verified Wise Accounts Safely_.pdf
byhttps://pvaallit.com/product/buy-verified-binance-accounts/
 
Why People Look to Buy Snapchat Accounts (And What to Know First).docx
byWilliam Nero
 

Product Marketing Inside Out

  • 1.
    Product Marketing, 
 Insideand Out Hana Abaza 
 Head of Marketing, Shopify Plus @hanaabaza
  • 3.
  • 4.
    Gross Merchandising Volumein Billions 0 7.5 15 22.5 30 2013 2014 2015 2016 2017
  • 5.
    4000+ Total number ofShopify Employees 60% Started after me (!) Shopify By The Numbers
  • 6.
    600K+ Number of ShopifyMerchants 175+ Countries around the world Shopify By The Numbers
  • 9.
  • 10.
  • 14.
    Challenges: Chasing thefirehose Low hanging fruit
 Pent up demand for marketing Sales was getting “creative" All the things changed Plus was different
  • 16.
    Challenges: Chasing thefirehose Low hanging fruit Pent up demand for marketing Sales was getting “creative" All the things changed Plus was different
  • 17.
    Challenges: Chasing thefirehose Low hanging fruit Pent up demand for marketing Sales was getting “creative" All the things changed Plus was different
  • 18.
    Challenges: Chasing thefirehose Low hanging fruit Pent up demand for marketing Sales was getting “creative" All the things changed Plus was different
  • 19.
    Challenges: Chasing thefirehose Low hanging fruit Pent up demand for marketing Sales was getting “creative" All the things changed Plus was different
  • 20.
    Self-serve No Touch More likeB2C One decision maker High Touch Longer sales cycle Multiple touch points Multiple decision makers
  • 21.
    The job ofmarketing is different
  • 22.
    The job ofproduct marketing is different
  • 23.
  • 24.
    What the f&*kis product marketing?
  • 26.
    “Product marketing isthe process of promoting and selling a product to an audience. It includes assessing customer needs, customer type, and geographic area.” - Wikipedia
  • 27.
    “7 P’s ofmarketing: Product, Pricing, People, Place Promotion, Process, Physical environment.” - A Marketing Professor
  • 28.
    How is “productmarketing” different from “marketing- marketing?
  • 29.
    Product marketing uncovers andconceptualizes what we’re building and for whom…
  • 30.
    …then figures outhow to sell it
  • 31.
    • What arewe building? • Who is it for? • How do we talk about it? • How do we go-to-market? Define and Operationalize the Context
  • 32.
    How & Whento Invest in Product Marketing
  • 33.
    It’s about sizeand complexity
  • 34.
    🤔 What does thatreally mean?
  • 35.
    PRODUCT MARKETING 
 ASA ROLE PRODUCT MARKETING 
 AS A FUNCTION PRODUCT MARKETING 
 AS A CONCEPT PRODUCT MARKETING 
 AS A ROLE Small Simple Complex Large Adapted from First Round Capital SizeofCompany Complexity of product/feature/market/landscape
  • 36.
  • 37.
  • 38.
    What Product MarketersDo FOUNDATIONAL Positioning, Messaging, Segments, Personas 
 (Output: assets, sales deck, 
 product pages, website etc.) CAMPAIGNS Product/feature launches (GTM) 
 Product Adoption/Growth Customer Marketing RESEARCH & INSIGHTS Win / Loss Analysis Competitive Landscape Market Perception ENABLEMENT Internal Resources Education
 Feedback Loops
  • 39.
    What Product MarketersDo FOUNDATIONAL Positioning, Messaging, Segments, Personas 
 (Output: assets, sales deck, 
 product pages, website etc.) CAMPAIGNS Product/feature launches (GTM) 
 Product Adoption/Growth Customer Marketing RESEARCH & INSIGHTS Win / Loss Analysis Competitive Landscape Market Perception ENABLEMENT Internal Resources Education
 Feedback Loops
  • 40.
    What Product MarketersDo FOUNDATIONAL Positioning, Messaging, Segments, Personas 
 (Output: assets, sales deck, 
 product pages, website etc.) CAMPAIGNS Product/feature launches (GTM) 
 Product Adoption/Growth Customer Marketing RESEARCH & INSIGHTS Win / Loss Analysis Competitive Landscape Market Perception ENABLEMENT Internal Resources Education
 Feedback Loops
  • 41.
    What Product MarketersDo FOUNDATIONAL Positioning, Messaging, Segments, Personas 
 (Output: assets, sales deck, 
 product pages, website etc.) CAMPAIGNS Product/feature launches (GTM) 
 Product Adoption/Growth Customer Marketing RESEARCH & INSIGHTS Win / Loss Analysis Competitive Landscape Market Perception ENABLEMENT Internal Resources Education
 Feedback Loops
  • 42.
    What Product MarketersDo FOUNDATIONAL Positioning, Messaging, Segments, Personas 
 (Output: assets, sales deck, 
 product pages, website etc.) CAMPAIGNS Product/feature launches (GTM) 
 Product Adoption/Growth Customer Marketing RESEARCH & INSIGHTS Win / Loss Analysis Competitive Landscape Market Perception ENABLEMENT Internal Resources Education
 Feedback Loops
  • 43.
    Great product marketing
 fuels growth, enables teams and helps build product
  • 44.
  • 45.
  • 46.
  • 47.
    Bad product marketing
 can kill your company
  • 48.
    How do youknow if your product marketing is bad? 1. prospects don’t get/believe the value 2. employees don’t explain it well 3. the marketing stuff isn’t working
  • 49.
    Back to Basics 1.positioning 2. messaging 3. go-to-market
  • 50.
  • 51.
    How do weposition 
 Shopify Plus?
  • 52.
    But, what exactlyis 
 positioning?
  • 53.
    April Dunford CEO, AmbientStrategy Marketing is about making it easy for people to find, evaluate and buy your products. Positioning is figuring out what your product is in the first place. “
  • 54.
    Marketing can polisha turd. Positioning can turn turds into fertilizer. “ April Dunford CEO, Ambient Strategy
  • 55.
    How do peoplethink about your product?
  • 63.
    Positioning isn’t somethingyou make up. It’s something you uncover by looking at the right inputs.
  • 64.
    Inputs Internal teams Customers Lost customers(win/loss) Product usage Website data Campaign data Market insights
  • 65.
    WHAT IS IT? Plainlanguage. 
 No jargon. WHO IS IT FOR? Be as specific as 
 possible. WHAT CATEGORY? New vs. established. Frame of reference. HOW ARE YOU DIFFERENT? 
 Be honest. WHY SHOULD I CARE? What’s in it for me? 
 Benefits and value. ALTERNATIVES? Status Quo, Competitors, Frenemies
  • 66.
    WHAT IS IT? Plainlanguage. 
 No jargon. WHO IS IT FOR? Be as specific as 
 possible. WHAT CATEGORY? New vs. established. Frame of reference. HOW ARE YOU DIFFERENT? 
 Be honest. WHY SHOULD I CARE? What’s in it for me? 
 Benefits and value. ALTERNATIVES? Status Quo, Competitors, Frenemies
  • 67.
    WHAT IS IT? Plainlanguage. 
 No jargon. WHO IS IT FOR? Be as specific as 
 possible. WHAT CATEGORY? New vs. established. Frame of reference. HOW ARE YOU DIFFERENT? 
 Be honest. WHY SHOULD I CARE? What’s in it for me? 
 Benefits and value. ALTERNATIVES? Status Quo, Competitors, Frenemies Product Price Brand
  • 68.
    You can alsodifferentiate on experience
  • 70.
    Hana’s checklist Same price Samequality Same effort to assemble Same number of f-bombs dropped during assembly
  • 74.
  • 75.
    How do peopletalk about your product?
  • 76.
    Messaging and brandingis an expression of positioning It should be clear but allow for room to customize/localize to the audiences
  • 77.
    This is the“why” — what’s the guiding narrative? Secondary Message Secondary Message Secondary Message Secondary Message Expand upon key messaging. Why does this matter?
  • 78.
    This is the“why” — what’s the guiding narrative? Secondary Message Secondary Message Secondary Message Secondary Message Expand upon key messaging. Why does this matter? Proof points
  • 79.
    This is the“why” — what’s the guiding narrative? Secondary Message Secondary Message Secondary Message Secondary Message Expand upon key messaging. Why does this matter? Proof points Product Story
  • 80.
    This is the“why” — what’s the guiding narrative? Secondary Message Secondary Message Secondary Message Secondary Message Expand upon key messaging. Why does this matter? Proof points Product Story “Big C” Content
  • 81.
    For example, ShopifyPlus 
 looks like this…
  • 82.
    Your customers areready for the future of commerce. Are you? Grow bigger, 
 faster Sell where your customers are, and where they will be Choose better software 
 (as a service) Stop worrying, 
 start selling Partners, not Vendors Focus on your business, not your website. Let Shopify Plus power your store while you focus on driving growth, boosting revenue and making customers happy. Commerce is changing fast and you need a platform that will change with it. Sell on social, mobile, in marketplaces, IRL - or anywhere else! Shopify Plus lets you be where your customers are now - and where they will be tomorrow. Leverage the benefits of a SaaS solution without losing the ability to customize and scale your business. Execute with speed and agility while we do the heavy (IT) lifting. There’s a lot to worry about when growing a business - your store crashing shouldn’t be one of them. We cater to the world's biggest brands, processing billions of dollars in sales without batting an eyelash. You’ll have an army of people behind you including a dedicated Merchant Success Manager, launch partners and access to a world-class app and partner ecosystem to grow your business.
  • 83.
    Your customers areready for the future of commerce. Are you? Grow bigger, 
 faster Sell where your customers are, and where they will be Choose better software 
 (as a service) Stop worrying, 
 start selling Partners, not Vendors Proof points Product Story “Big C” Content
  • 84.
    Both will (andshould) evolve over time. Market changes, feedback loops, competitive landscape, product evolution
  • 86.
  • 87.
    Content, tactics andchannels change. Need case studies, proof, validation.
  • 88.
  • 89.
  • 90.
    Does your product? Savetime Save money Make money
  • 91.
  • 92.
    Macro Benefit Too abstract Lotsof “same-ness” Becomes meaningless
  • 93.
    Macro Benefit Feature /function Too abstract Lots of “same-ness” Becomes meaningless Misses the “why” Company centric, not customer centric
  • 94.
    Macro Benefit Feature /function Too abstract Lots of “same-ness” Becomes meaningless Misses the “why” Company centric, not customer centric The Space Between
  • 95.
    Macro Benefit Feature /function Too abstract Lots of “same-ness” Becomes meaningless Misses the “why” Company centric, not customer centric The Space Between benefit + why it matters + how you help
  • 96.
  • 97.
  • 99.
    Product managers puta product on the shelf and product marketers get it off the shelf
  • 100.
    Product managers puta product on the shelf and product marketers get it off the shelf
  • 101.
    PHASES BUILD PLANNINGGTM KICK-OFF PRE-LAUNCH What happens? Work with product teams to give and get insights and context Who is it for? What problem are we really solving? What are the goals? How do we talk about it? What kind of launch is it? Contributors and stakeholders to create a detailed plan: Distribution, PR, messaging, creative, enablement assets etc Internal communications to customer facing teams pre-launch Who is involved? Product Team Product Marketing Product Marketing Product Team Marketing Sales Customer Success Support Enablement Product Teams Marketing Sales Customer Success Support Enablement Product Teams What’s the output? Feedback loop Foundation for GTM plan and objectives/targets GTM Brief Training and education
  • 102.
    PHASES BUILD PLANNINGGTM KICK-OFF PRE-LAUNCH What happens? Work with product teams to give and get insights and context Who is it for? What problem are we really solving? What are the goals? How do we talk about it? What kind of launch is it? Contributors and stakeholders to create a detailed plan: Distribution, PR, messaging, creative, enablement assets etc Internal communications to customer facing teams pre-launch Who is involved? Product Team Product Marketing Product Marketing Product Team Marketing Sales Customer Success Support Enablement Product Teams Marketing Sales Customer Success Support Enablement Product Teams What’s the output? Feedback loop Foundation for GTM plan and objectives/targets GTM Brief Training and education
  • 103.
    PHASES BUILD PLANNINGGTM KICK-OFF PRE-LAUNCH What happens? Work with product teams to give and get insights and context Who is it for? What problem are we really solving? What are the goals? How do we talk about it? What kind of launch is it? Contributors and stakeholders to create a detailed plan: Distribution, PR, messaging, creative, enablement assets etc Internal communications to customer facing teams pre-launch Who is involved? Product Team Product Marketing Product Marketing Product Team Marketing Sales Customer Success Support Enablement Product Teams Marketing Sales Customer Success Support Enablement Product Teams What’s the output? Feedback loop Foundation for GTM plan and objectives/targets GTM Brief Training and education Go-To-Market
  • 104.
    PHASES BUILD PLANNINGGTM KICK-OFF PRE-LAUNCH What happens? Work with product teams to give and get insights and context Who is it for? What problem are we really solving? What are the goals? How do we talk about it? What kind of launch is it? Contributors and stakeholders to create a detailed plan: Distribution, PR, messaging, creative, enablement assets etc Internal communications to customer facing teams pre-launch Who is involved? Product Team Product Marketing Product Marketing Product Team Marketing Sales Customer Success Support Enablement Product Teams Marketing Sales Customer Success Support Enablement Product Teams What’s the output? Feedback loop Foundation for GTM plan and objectives/targets GTM Brief Training and education Go-To-Market
  • 105.
    PHASES BUILD PLANNINGGTM KICK-OFF PRE-LAUNCH What happens? Work with product teams to give and get insights and context Who is it for? What problem are we really solving? What are the goals? How do we talk about it? What kind of launch is it? Contributors and stakeholders to create a detailed plan: Distribution, PR, messaging, creative, enablement assets etc Internal communications to customer facing teams pre-launch Who is involved? Product Team Product Marketing Product Marketing Product Team Marketing Sales Customer Success Support Enablement Product Teams Marketing Sales Customer Success Support Enablement Product Teams What’s the output? Feedback loop Foundation for GTM plan and objectives/targets GTM Brief Training and education Go-To-Market
  • 106.
  • 107.
    Channel Activations • SegmentedEmail • Paid campaign • Search • Social • Blog • Case Studies Objective Primary • Lead Gen • Installs Secondary • Engagement • Shares
  • 108.
    • Value Prop& Key Messages • Platform Story Deck (+talk track) • Personas • Market Insights • Competitive Insights & Positioning • Case Study • Customer Videos • Product Videos • Content and Resources • Objection handling Platform Toolkit Platform Story Deck Merchant Personas Platform Brochure
  • 109.
    Channel Activations • SegmentedEmail • Paid campaign • Search • Social • Blog • Case Studies Objective Primary • Lead Gen • Installs Secondary • Engagement • Shares What else can we do?
  • 110.
    Channel Activations • SegmentedEmail • Paid campaign • Search • Social • Blog • Case Studies • Partner engagement Objective Primary • Lead Gen • Installs Secondary • Engagement • Shares What have we learned?
  • 111.
  • 112.
    Product Growth: Rinse& Repeat Target Metrics: installs, usage, etc
 Is growth baked into the product experience? Seasonal opportunities to drive adoption? Tripwires that signal readiness? What insights can be fed into product dev?
  • 113.
    Product Growth: Rinse& Repeat Target Metrics: installs, usage, etc
 Is growth baked into the product experience? Seasonal opportunities to drive adoption? Tripwires that signal readiness? What insights can be fed into product dev?
  • 114.
    Product Growth: Rinse& Repeat Target Metrics: installs, usage, etc
 Is growth baked into the product experience? Seasonal opportunities to drive adoption? Tripwires that signal readiness? What insights can be fed into product dev?
  • 115.
    Product Growth: Rinse& Repeat Target Metrics: installs, usage, etc
 Is growth baked into the product experience? Seasonal opportunities to drive adoption? Tripwires that signal readiness? What insights can be fed into product dev?
  • 116.
    Product Growth: Rinse& Repeat Target Metrics: installs, usage, etc
 Is growth baked into the product experience? Seasonal opportunities to drive adoption? Tripwires that signal readiness? What insights can be fed into product dev?
  • 117.
    Product growth might bea good place to start
  • 118.
  • 119.
    There’s a lotmore to product marketing
  • 120.
  • 121.
    Back to Basics 1.positioning 2. messaging 3. go-to-market
  • 123.