Como você adapta seu marketing de produto ao seu cliente ideal?

It’s always back to the marketing basics of knowing your customers well with data analytics, sales team etc. We need to know their needs, requirements and most importantly solving their pain points. Then customise your messaging in various contents, SEO, SEM, email marketing etc to serve these targeted customers. The marketing cycle is always in motions!

People don't buy products, they buy solutions to their problems. In an ideal customer profile, prioritizing the customer's problem should be the central focus that guides all other marketing activities. It's essential to fully understand the issue they want to solve before even considering the introduction of your product. In many cases, prospective customers may not have used your solutions, or they may not even be aware that you have a solution to their problems.

A few steps also helps so that you don't get caught up in the hubris of the ideal 'user persona' 1. Ask not the good users but the detractors, understand why they don't use the app and what would make them use it. 2. Ask folks through Qualitative FGDs and Quant surveys on what they like, what they don't like and what they would want. Psychographics often get caught in qual and hardly in quant 3. Look how to sell to this customer, and what this user can afford in actuality. 4. Ask them what apps do they use for a particular use case. That itself will help you understand pain points And lastly, don't hesitate to kill your darlings to cater to the revenue generating TG. Identify the money makers and home in like a missile 😅

Defining your ideal customer is fundamental for a successful marketing strategy. In my experience as a Marketing Manager in the consumer packaged goods (CPG) sector, thorough market research and persona development helped us understand customer demographics, psychographics, goals, preferences, and behaviors. This knowledge allowed us to tailor our approach, resulting in a 30% increase in product adoption and higher satisfaction. This initial step is akin to crafting a compelling narrative with a well-defined character at its core.

Who are you trying to help? How would you help? That’s the purpose of product marketing. To make sure your product answers those questions, start with the customer not with the engineers, lol. Talk to your customers, not to yourself.

Not all market segments are equal; some are more relevant, particularly when it comes to how well your product addresses the specific problems of customers within those segments. So, an essential component of the segmentation process is prioritizing the segments you define. This prioritization will influence subsequent decisions, such as budget allocation for marketing campaigns.

Segmentation based on multiple criteria is vital when you want to optimise for CTRs and Conversion Specifically when it comes to the stage in the user journey, it is imperative to tackle the ones who are the most likely to convert, (based on where they had dropped off). In Fi Money, simply by configuring customized drop-off journeys for users who had not ordered their Debit Card(based on where the user has dropped off), I could get a 12% uplift in conversions. Also, vernacular comms w.r.t a segmented audience (based on their location) has helped in 500 bps of CTR uplift and conversion improvements by 100bps

In today's dynamic business world, audience segmentation is pivotal for success. Imagine marketing that speaks directly to your customers, understanding their needs and pain points like never before. By breaking down your audience into smaller, like-minded groups based on criteria like the buyer's journey stage and industry, you unlock the power of tailored and hyper-relevant marketing. The result? Customers who feel heard, understood, and valued. It's not just marketing; it's a personal connection that propels businesses forward. So, when you embark on your segmentation journey, remember it's about building lasting relationships with your audience.

Em um contexto B2B e B2GOV é necessário usar dados estruturados sócio-econômicos, IBGE e CNAE são obrigatórios para segmentar dentro do mercado. Desta forma os dados históricos podem ser confrontados com estudos sólidos. A partir deste momento, diferentes critérios de valor do negócio, recorrência, churn, prazo de venda, uso de produto, satisfação e outros podem ser usados para categorizar seus clientes em A, B ou C. Deste padrão interno bem estruturado é viável projetar o que seria o cliente ideal e o novo cliente ideal.

Often, when analyzing the competition, marketers tend to concentrate solely on their direct competitors. While this is a valuable perspective, it's only one facet of the overall picture. It's crucial to also analyse what actions customers would take if your product or similar alternatives were not available. Additionally, consider DIY solutions or even the possibility that some customers may opt to do nothing if the problem you're addressing isn't currently perceived as urgent by your target audience.

Positioning your product effectively is like giving it a unique personality that resonates with your ideal customers. Imagine you're shopping for a new smartphone. One brand emphasizes cutting-edge camera technology, capturing stunning photos, while another highlights long-lasting battery life for busy professionals. Each product is positioned uniquely to target specific customer needs, whether photography enthusiasts or on-the-go individuals. Crafting your product's positioning involves tailored messaging to stand out, address customer desires and pain points, setting it apart from the competition and making it the clear choice for your target audience.

Empresas de segmentos distintos podem até necessitar da mesma solução/produto/serviço. Mas a forma de compreender a oferta é completamente diferente, visto que o valor observado será diferente. O posicionamento do produto dentro do contexto do segmento/vertical é crucial. Observar como os competidores verticalizados é obrigatório, mas é importante observar as ofertas similares e as tecnologias canibais que podem dificultar a sua oferta aos clientes. Ao final, posicionar o seu produto será mais consciente, evitando plágios e especialmente destacando o que você possui de diferencial, mesmo em um mercado commoditizado.

To position your product effectively, it's essential to align it with your ideal customer's core challenges and goals. Based on my experience, using the 'Value Proposition Canvas' helps map out customer jobs, pains, and gains, ensuring your product's messaging highlights the benefits and solutions that resonate most.

It's also essential to ensure that your choice of channels aligns with your available budget. Take the time to estimate the ROI for each channel. This practice will assist you in prioritizing your channels effectively and making the optimal selection based on your budget constraints.

While choosing a channel, I always look at insights on the following pointers: 1. Where does my customer spend more time - for eg. events, online offline, or social media? 2. What is their favourite medium for learning/self-education? 3. Which communities does my customer engage with? Are these communities online/ offline?

Successful product marketing relies on strategically choosing channels aligned with your objectives, whether it's enhancing awareness, driving acquisition, ensuring activation, fostering retention, or encouraging advocacy. For instance, if you're a local bakery seeking to attract food enthusiasts, platforms like Instagram, known for visually enticing food content, may be your answer. On the other hand, to retain loyal customers, personalized email newsletters with exclusive offers could work wonders. In today's digital landscape, the options are vast, from social media to websites, webinars, and podcasts. Adapting your strategy to your customer's preferences ensures effective engagement and product differentiation.

Dominar de forma analítica (data-driven) todos os canais de marketing, tanto os tradicionais como os digitais é crucial para compreender a efetividade do investimento versus o seu impacto e o resultado. Para isso é necessário a estruturação de um funil de marketing integrado ao funil de vendas, desta forma a rastreabilidade das ações é garantida, permitindo compreender não apenas o ROI mas todos os fatores que explicam o seu resultado.

When choosing your channels, consider where your ideal customers spend their time and seek information. Utilize the 'Multi-Channel Funnel' approach to track touchpoints and invest in those platforms where your engagement rates and conversion metrics indicate the highest ROI, ensuring your marketing efforts are focused and efficient.

When planning content creation, I typically revisit the competition analysis to observe how they are messaging their prospects. This approach helps identify a content strategy that not only distinguishes itself from the competition but also possesses a higher potential to capture the attention of the target audience.

Crafting compelling content is the linchpin of product marketing, captivating your audience while driving action. It involves a harmonious blend of education, entertainment, and persuasion, all meticulously aligned with audience segments, product positioning, and chosen channels. Much like tailoring a fine suit, the content must fit every stage of the buyer's journey, from sparking awareness to securing loyalty. It's your opportunity to provide solutions, answers, and validation. By seamlessly weaving in your product's attributes, advantages, value, and social endorsements, you guide your ideal customers toward making informed decisions and cementing brand loyalty.

Em adição aos colegas, observando a comunicação dos concorrentes, defendo os similares e tecnologias canibais. Mas acima de tudo, observar em seu produto e serviço quais são as características relevantes para cada persona dentro do ciclo de compra e uso do produto... Desta forma a comunicação será efetiva para vender mais ou reter mais.

In today's business landscape, there's a widespread desire to be data-driven. However, before measuring any metrics, it's crucial to ensure that the chosen metrics are indeed measurable. Consider whether you have access to the data you intend to measure, whether you have the necessary tools to collect that data, and who can assist you in obtaining it. Additionally, think about the frequency at which you can acquire this data. These are fundamental questions worth addressing before embarking on any further measurements, testing, or optimization of your product marketing strategy.

A key point in Product Marketing is identifing the right USP and how well you relate it with your buyers. Your product's USP is super important when you want to make people add it to their wish list. It's what makes your product different from others and gives people a good reason to pick it. So first, you need to understand what your ideal customers really want and need. Your USP should help with their problems and be something they like. Once you know that, you need to create a simple and clear message that talks about what makes your product special. This message should make your ideal customers think, "This product can solve my problem." People are busy, so keep it simple and make sure it connects with what they care about.

Stay customer obsessed. It is easy to turn to jargon, or to over-rotate on features when the developer team spent a lot of time on them. But buyers rarely buy features. They buy solutions to their problems. Use the words your audience is using, and make sure that you stick to what is essential in their day to day.

- Decode your ideal customer's aspirations, reaching beyond functionality to include social and emotional goals. - Identify the primary roadblock hindering their success and position your product as the solution – emphasizing its unique excitement attribute, distinct from mere performance or threshold features. - Craft a straightforward message highlighting what customers can achieve with your product. Remember: what your customers can do with your product and what your product can do are two distinct narratives! Always test the messaging and adapt what clings better :)