You’ve got a great product customers love and you want to grow your user base. In this session, Lucy will explain why the smartest way to growth is to align your marketing with the strengths of your product so your product becomes a marketing engine. She will show you how to understand the types of problems your customers experience and how that should shape your marketing to capture demand. Lucy will share case studies of companies that have developed powerful product led marketing approaches successfully including Grammarly, Hubspot. She will help you to understand the problems your customers face so that you can align your marketing and product marketing strategy with insights that will drive effective growth and product development. https://bos.thebln.com/talks/your-product-as-a-marketing-engine/

1. HOW TO USE YOUR
PRODUCT AS A
MARKETING ENGINE.
LUCY HESKINS, DIRECTOR, OH BLIMEY
FOR BUSINESS OF SOFTWARE

2. UNLOCKING CUSTOMER PROBLEMS
USING CONTENT TO CREATE DEMAND
USING YOUR PRODUCT TO CAPTURE DEMAND
WE'RE GOING TO COVER
USING YOUR PRODUCT
AS A MARKETING ENGINE

3. PART 1:
UNLOCKING
CUSTOMER
PROBLEMS

4. UNAWARE PROBLEM
AWARE
SOLUTION
AWARE
PRODUCT
AWARE
MOST
AWARE
WHAT
THEY SAY
"No idea"
(They don't
realise they have
a problem)
"I have a
problem with X"
"I'm researching
options"
"Which, out of
these two or three
options, should I
choose? "
"This is what I am
prepared to
compromise on"
BUYER AWARENESS
PROBLEM AWARENESS MATRIX
EUGUENE SCHWARTZ
INDIRECT
TYPE OF
MARKETING
DIRECT

5. BEGINNER
PROBLEMS
INTERMEDIATE
PROBLEMS
ADVANCED
PROBLEMS
BUYER AWARENESS
TYPES OF PROBLEMS
COLD START PROBLEM

6. BEGINNER
PROBLEMS
INTERMEDIATE
PROBLEMS
ADVANCED
PROBLEMS
SAVE MY LOGO IN
JPEG
RE-SIZE
POST FOR
LINKEDIN
CREATE
PRESENTATION FOR
MULTIPLE CLIENTS
GOAL: MANAGE NO. OF CLIENT BRANDS

7. PART 2:
USING
CONTENT TO
CREATE
DEMAND

8. EVIDENCE
CASE
STUDIES
BUYER AWARENESS
UNAWARE PROBLEM
AWARE
SOLUTION
AWARE
PRODUCT
AWARE
MOST
AWARE
TYPE OF
MARKETING
WHAT
THEY SAY
"No idea"
(They don't
realise they have
a problem)
"I have a
problem with X"
"I'm researching
options"
"Which, out of
these two or three
options, should I
choose? "
"This is what I am
prepared to
compromise on"
INDIRECT DIRECT
MESSAGE
/FORMAT
STORIES,
ANSWER QS
BENEFITS
HIGHLIGHT
ANXIETIES
PRODUCT + HOW IT
FULFILS THE JTBD
OFFER
YOUR USP
PROBLEM AWARENESS MATRIX

9. GRAMMARLY
17.4 MILLION GOOGLE VISITS PM
68% ARE ORGANIC SEARCHES
(WHAAAAT?!)

10. GRAMMARLY

11. PART 3:
USING
PRODUCT TO
CAPTURE
DEMAND

12. UNAWARE PROBLEM
AWARE
SOLUTION
AWARE
PRODUCT
AWARE
MOST
AWARE
TYPE OF
MARKETING
WHAT
THEY SAY
"No idea"
(They don't
realise they have
a problem)
"I have a
problem with X"
"I'm researching
options"
"Which, out of
these two or three
options, should I
choose? "
"This is what I am
prepared to
compromise on"
INDIRECT DIRECT
PRODUCT HELPFUL TOOLS
ENGINEERING
AS MARKETING
BUYER AWARENESS
PROBLEM AWARENESS MATRIX

13. HUBSPOT
WIX
CANVA
GRAMMARLY
SQUARESPACE
WP ENGINE
DIPLO
SPROUT SOCIAL
WEBSITE GRADER
BUSINESS NAME GENERATOR
COLOUR WHEEL
GRAMMAR CHECKER
LOGO CREATOR
SPEED TESTER (RIP)
SPEECH WRITER
SOCIAL MEDIA RE-SIZER
ENGINEERING AS MARKETING

14. THERE'S NO SUCH THING AS A BORING INDUSTRY.

15. HUBSPOT: WEBSITE GRADER

16. BEGINNER
PROBLEMS
INTERMEDIATE
PROBLEMS
ADVANCED
PROBLEMS
LEADS HAVE
DECLINED
SEGMENT AUDIENCES
- WHO IS MORE
PROFITABLE?
INCREASE AVERAGE
SPEND OF
"MARKETING" LEADS
WEBSITE GRADER - PROBLEMS
WHAT I'M
SAYING
PRODUCT WEBSITE GRADER
PAID PRODUCT:
LEAD SCORING
NURTURING
WORKFLOWS
PAID PRODUCT:
REPORTING
STRATEGY TRAINING

17. BEGINNER PROBLEMS
MY LEADS HAVE TANKED
I DON'T KNOW WHO MY IDEAL
CUSTOMER IS
MY PAGES AREN'T CONVERTING
AM I DOING ANY GOOD?
BEGINNER - PROBLEMS

18. THINGS WE COVERED:
THE DIFFERENT STAGES OF PROBLEM AWARENESS AND THE "TYPES" OF
PROBLEMS
THE WAYS YOU CAN MARKET TO PROBLEM UNAWARE AUDIENCES
HOW ENGINEERING AS MARKETING - IF DONE WELL - CAN GENERATE A SERIES
OF QUALIFIED LEADS
HOW TO IDENTIFY GAPS IN YOUR CURRENT PROCESS, AND WHAT YOU
SHOULD BE PRIORITISING WHEN YOU GO BACK TO YOUR DESK.
USING YOUR PRODUCT AS A MARKETING ENGINE

19. Sign up to my newsletter
Download the guide: Early Stage Startup Playbook
Read the comic: Adventures of Startup Marketing Club
I'm Lucy Heskins
Visit www.ohblimey.com
Twitter @lucy_heskins
LinkedIn Lucy Heskins (Oh Blimey)
THANKS FOR TUNING IN