Here's how you can demonstrate your capacity to generate revenue growth in product marketing.

I have found data analysis very helpful before getting on to making any decision.without Data no discussion or Decision. Accuracy leads to perfection.

Based on market research, I revamped our product positioning, identifying a unique selling proposition that resonated with an untapped customer segment. By creating targeted campaigns and collaborating closely with sales, we increased lead conversion rates by 30%. This strategic shift resulted in a 25% increase in quarterly revenue. The success showcased my ability to drive significant revenue growth through well-executed product marketing strategies.

Understanding data informs business decisions.it helps you to better analyze where you are and where you need to go. Helps you understand customers and market trends and allows you to confidently make decisions to drive growth.

When pitching your initiatives internally, make a concerted effort to articulate: (1) Metrics you aim to influence (e.g., churn rate, LTV, conversion rate) and specify the time frame for achieving these changes. (2) How your initiative can move the needle, supported by evidence. (i.e. joining the dots) (3) The assumptions or hypotheses behind your strategy and how you plan to mitigate risks, including addressing unknowns or missing data. (4) The early signals that will indicate whether your efforts are successful or veering off course, and describe the actions you will take to adjust. By articulating the above, you can demonstrate your data savviness, business acumen, and position yourself as a strategic resource for revenue growth.

Understand your product's unique value proposition and differentiators, through market research. This is how you gonna attack. Ask a few questions: 1)What problem are you solving? 2)How do you solve it differently? 3) Who are your enemies (competitor business+disruptor) 4)How do you plan to counter these enemies 5)Why you? The value proposition will define your audience niche correctly and the differentiators will determine your positioning. Positioning is not framed by a brand rather it's the perception of a brand/product in your target audience's mind, a product marketer can only influence this perception by communicating the product's value proposition through campaigns crafted based on the messaging strategy.

I am gonna kep this very simple: Always push your USPs along with Brand authority signalling to your TG that your brand is a market leader for that particular product and you offer USPs like no other brand.

In my experience for the last 30 years, retaining clients over the 30 years, it’s been about our UPF’s and delivering promised results. Being a cancer survivor, and former nurse, the company has not been driven by profit, it’s been driven by giving our clients organic skincare products with a patented ingredient to boost skin wellness. We had great success, as I’ve aged, we slowed down. I hope to help others til the day that I simply won’t be able to operate our corporation anymore.

Effective market positioning is crucial. Clearly define your product’s unique value proposition and differentiate it from competitors. Conduct thorough market research to understand your audience’s needs and preferences. I’ve found that positioning your product strategically in the market not only attracts the right customers but also drives higher conversion rates. A well-positioned product can command a premium price and generate substantial revenue growth.

After 30 years in this marketing game, I can say one thing for sure, not really understanding your target audience is the killer in storytelling. Telling a general story that’s not solving a problem for your specific target audience is just about useless. The beginning of your marketing strategy is fully understanding your target audience For a specific product. Every product could have a different audience that it’s exactly right for. Your website your blogs, your videos all need to be tailored for the audience. That’s perfect for your product or service. Then your stories will be amazing and cause the conversions you want. And they will be truly helpful to the people you’re trying to help.

I think many times we look at product marketing and it gets really 'in the weeds' super fast. Let's think about security technology as an example. Everyone has heard "it's not if, but when" story. This is when the eyes glaze over and the reader closes the asset. The questions they have and want an answer to? "Tell me WHAT to do and HOW to do it." The story should focus on answering these questions from an end-to-end perspective AND in a way that is easy to understand for both decision makers and technical influencers.

The best way to narrate a product story is via User Generated Content. UGC makes to user feel that this is a brand/product for them. The will be able to put themselves in place of the person using the product in your ad. This increases the intrigue in the user's mind and pushes them to visit your store and potentially make a purchase.

Harness the power of storytelling to connect with your audience on an emotional level. Craft compelling narratives that highlight the benefits and unique features of your product. Use storytelling to create a memorable brand experience that resonates with customers. In my experience, effective storytelling can significantly boost customer engagement and loyalty, translating into increased sales and revenue growth.

Effective storytelling involves two key aspects: understanding the customer’s personality and needs, and emphasizing the benefits of your product rather than its features.

There are a lot of wonderful tools to better your checkout process. I have seen many brands kind of ignore the checkout optimization when you speak to them about their website. A lot of tools nowdays offer cross selling and upselling to users in the checkout section itself. They also remind them to use a coupon code that you may be promoting, which incentivises the user to confirm their order and in some cases, even increases your order size!

Utilize technology to enhance your marketing efforts. Implement advanced analytics tools, marketing automation, and AI-driven insights to streamline your campaigns and reach your target audience more effectively. I’ve seen firsthand how leveraging technology can optimize marketing processes, improve targeting, and ultimately drive revenue growth. Embracing technological advancements ensures your strategies are both efficient and scalable.

Attribution is increasingly difficult. That's why it is important to be clear about your goals: awareness OR conversion. If optimizing for conversions, HYROS is a great tool that allows you to track first and last-click attribution.

Another great example of technology is BI tool. A Business Intelligence (BI) tool is software that analyzes, visualizes, and reports on data to support decision-making and strategic planning in organizations.

One thing I have found is when you view multiple areas of expertise across your company particularly those that are front facing to your customer base as well as to those that receive feedback from users of your product, you can find the solutions you are looking for as to how best to bring the next generation of your marketing to light.

Collaborate effectively with cross-functional teams, including sales, product development, and customer service. Foster open communication and align your marketing strategies with broader business goals. In my experience, effective collaboration leads to cohesive and impactful campaigns that drive revenue growth. By working together, teams can leverage diverse expertise and resources to achieve greater success.

Fail fast and scale fast with PLG (Product Led Growth) experiments. There’s no harm in trying small, inconspicuous growth hacks (as long as they aren’t dark patterns). If they succeed - scale, if not - pull them down. And there’s no harm in replicating what others in the industry are trying with respect to PLG experiments. You don’t always have to try independent, out of the box ideas.

Stay agile and continuously adapt to market changes. Embrace innovation by experimenting with new marketing channels, tactics, and technologies. Monitor the results and be willing to pivot your strategies based on what works best. I’ve found that a willingness to innovate and adapt not only keeps your marketing efforts fresh but also drives sustained revenue growth. By staying ahead of trends and being responsive to market dynamics, you can consistently deliver results that boost your bottom line.

PMs are often focused on the Core Product, while PMMs are focused on the Whole Product. How can you create value for the user, beyond their original subscription? More services? White-glove onboarding? Maybe an API? These aren't necessarily upsell tactics, but rather ways of creating ancillary products that relate closely to the Core Product.

Research tips: Clearly define or understand, how much a certain aspect or a metric has into the buying process. Sometimes the answers we're looking for are not in data they're not quantifiable, they're just emotional things that we can only get when we talk to customers one-on-one. Confirmation bias: We tend to look for data that confirms the hypothesis & and ignore the data that goes against our theories. Putting perks for gaining responses might lead to biases, and provide a full-spectrum scale of options. Research tools: Apart from web metrics, A/B tests, surveys & pools do consider or even prioritize first-person research, sales funnel analysis and Win/loss analysis. Porter's 5 forces is a powerful market analysis tool.

The ultimate reason of the existence of product marketing is to contribute to PnL’s top line (within GP boundaries). Obvious but sometimes forgotten. The product manager role can be so complex, influenced by so many functions, that you may end up absorbed in many operational tasks. Ask always yourself which tasks truly contribute to the top line (directly or indirectly, short or long-term). Prioritize with this criteria and push back the rest. Probably are unnecessary or should belong to another function. Make your role revenue-generation centric. Don’t miss the pull-through contribution of your piece of the portfolio if your product is an enabler to the sales of other products. Fragmented views don’t help the organization success.