Myk Pono (Page 3)

Chapter 1: Welcome to the Customer Experience Era

Any sophisticated product manager will tell you their product is only a success when their customers succeed by using it. Rightfully, they feel frustrated by lackluster adoption or usage of the amazing product they delivered to market. In many companies, such failures are pinned on a certain group or even

product-led strategy

Chapter 2: Defining Customer Experience

As we have seen, digital transformation makes it possible for companies to reimagine customer experience. Many industries have been disrupted by a new wave of companies that redesigned customer experience through the whole value delivery chain. Think of Uber and Airbnb as perfect examples of consumer companies that completely redesigned

product-led strategy

Chapter 3: Show, Don’t Tell

Nurture and Personalize Based on Product Usage SaaS companies must commit to boosting their customer experience to survive. A personalized customer experience is difficult to achieve for multiple reasons. Companies must change how they think about customer experience, then redesign their organizations, policies, GTM strategies, and customer acquisition processes. Furthermore,

product-led strategy

Chapter 4: Taking an Outside-In Perspective of the Customer Lifecycle

In the beginning of the software revolution, and the early days of SaaS, the software development models resembled processes of the past century. These processes were based on concrete and easily understood requirements and assembly lines, as in the automobile industry. Agile methodologies in the early 2000s changed how companies

product-led strategy

Chapter 5: Understanding the Whole Customer Journey

Value (Golden) Features and Value GapThe customer lifecycle encompasses a complete company-customer relationship, from start to finish. In a sense, the customer lifecycle is like your complete life history, and includes birthplace, family history, childhood events, high school years, college, early career, starting a family, birth of children, retirement, and

product-led strategy

Chapter 6: From Silos to a Cross-functional Focus on Customer Experience

As we touched upon earlier in the book, the customer acquisition process in the on-premise and early SaaS eras was predominately sales-driven. Sales teams were primarily responsible for driving revenue. As information about products became more available, companies started bringing marketing closer to sales in order to close the gap

product-led strategy

Chapter 7: From a Traditional Go-To-Market to a Product-led Go-To-Market Strategy

Becoming a customer experience company is a challenging and continuous goal. You can — and should — always improve the customer experience; it’s not something you can achieve and put aside. Customer expectations change constantly, and switching cost are low, even in the enterprise markets. That brings us to the core

product-led strategy

Chapter 8: Product-led Go-To-Market Strategy Overview

Changing customer expectations, along with consumerization of the business buying experience, are ushering in a new customer experience era in SaaS (enterprise software). In Part II, we outlined primary factors that impact how companies can fulfill customer expectations by creating personalized customer experiences. This evolution changes how companies organize and

product-led strategy

Chapter 9: Driving Customer Acquisition and Adoption with a Product-Led Strategy

Now let’s explore how a product-led GTM strategy affects the four major phases of the customer lifecycle: acquisition, adoption, retention, and expansion. First, we will explore the initial phases (acquisition and adoption), and then we will dive into the follow-on phases (retention and expansion). 9.1 The Four Steps

product-led strategy

Chapter 10: Product-led Customer Retention and Expansion

The customer lifecycle is a continuous process, and it’s challenging to rigidly define where the acquisition, adoption, retention, and expansion stages begin and end. Often, we associate customer retention with the renewal event — when a customer renews their subscription. But the process of retention, as well as adoption and

product-led strategy

Chapter 11: The Anatomy of Personalized Customer Engagement

A product-led GTM strategy is all about optimizing the customer acquisition process through personalized customer experiences and engagements. Designing those personalized customer experiences the right way is key to scaling and making the customer acquisition process more repeatable. You can achieve this goal by combining customer segmentation, customer journeys, and

product-led strategy

Chapter 12: The Anatomy of a Product-led Organization

A product-led GTM strategy requires a complete alignment of product, marketing, sales, and success teams in an organization. Key to this approach is being hyper-focused on delivering personalized customer experiences based on in-product behavior and usage patterns. Just as it was marketing automation’s mission to better align sales and

product-led strategy

Chapter 13: SaaS Metrics: Measuring Success with a Product-led GTM

> Peter Drucker, one of the most famous management consultants of the last century, once said: “You can’t manage what you can’t measure.” There is plenty of material available on SaaS metrics; we will reference a few valuable resources in this section. However, it’s important to keep in

product-led strategy

Chapter 14: Three Pillars that Support a Successful Product-led GTM Strategy

A product-led GTM strategy provides a new framework for how leading SaaS organizations think about taking products to market and acquiring, retaining, and growing customers in a repeatable, scalable way. Top management must get behind this approach to ensure the whole organization is supporting personalized customer experiences. We’ve discussed

product-led strategy

Chapter 15: Conclusion — The Future of SaaS is the Personalized Product Experience

It should come as no surprise that digital transformation is impacting every aspect of our society. In this book, we are guilty of referencing some of the most overused examples, such as Amazon and Netflix, to explain the force behind this transformation. But that’s because most of us can

Sales funnel

What is Next in the Sales Enablement Industry?

Over the last couple of years, I have counseled/advised a dozen companies in the sales enablement industry. This article is an attempt to understand how the industry might change in the near future. NOTE: I’m neither working for, nor advising any company in the sales enablement market, nor

Marketing Playbook

How to Design Marketing Campaigns: The Importance of Market Segmentation

This article shares the process involved in designing successful marketing campaigns. The goal is to outline practical strategies and tactics that are vital in launching high ROI marketing campaigns. Its primary focus is SaaS (or enterprise) companies at any growth stage. Even experienced marketing teams should be able to find

strategic messaging Featured

Strategic Communication: How to Develop Strategic Messaging and Positioning

How to Develop Strategic Messaging and Positioning This article was first published on Medium [https://medium.com/@myxys/strategic-communication-how-to-develop-strategic-messaging-and-positioning-3cc59689ca28] . This article covers the essentials of strategic communication. The goal is to explain why it is critical that companies understand strategic messaging and positioning. In addition, we will discuss some practical

lead scoring Featured

How To Design Lead Nurturing, Lead Scoring, and Drip Email Campaigns

In my previous article, How To Track Customer Acquisitions: Customer Lifecycle, Sales Funnel, and Content Strategy [https://www.mykpono.com/how-to-track-customer-acquisitions/], I described how companies attract, engage, and convert customers, and how this process can be optimized and improved. In this guide, I will make an attempt to describe how

Marketing Playbook Featured

How To Track Customer Acquisitions:

This article will walk you through the customer acquisition funnel for SaaS companies. The primary goal is to help you design, analyze, and optimize your customer acquisition process.

content marketing

Where Not To Look For Content Ideas

Where to look for content ideas? — talk to your customers, interview prospects and industry leaders, look at FAQ, ask your chief evangelist, interview your product leaders. Be true to your story, your message, and your positioning.

brand

How Tech Companies Create a Following

The Chief Evangelist Is The New Brand Ambassador How do you differentiate a great tech company from a mediocre one? Simply determine whether the core team includes an Evangelist. The presence of an Evangelist points to strategic company growth and the expansion of the founders’ roles. While one of the

market analysis

How Linkedin Blew Its Chance to Take on Salesforce.

NOTE: this article was originally published on May 10th before it was announced that Microsoft will acquire Linkedin for $26.2B. Not surprisingly, Salesforce was bidding to buy Linkedin [http://www.wsj.com/articles/rival-bidding-forced-microsoft-to-raise-its-offer-for-linkedin-1467417326] as well. -------------------------------------------------------------------------------- Linkedin has lost an opportunity to take on Salesforce and become a

Content Strategy

How To Design Prospect Interviews

In the previous post [https://www.mykpono.com/the-hack-to-high-value-content-hint-prospect-interviews/], we discussed why interviewing your prospects is an effective strategy to generate quality content. Hopefully, this idea was planted, and now you want to know how to get started. Carefully select 10–20 decision makers who fit your target audience Your

The Hack to High-Value Content (Hint: Prospect Interviews)

Prospect interviews are a great way for marketers to generate insightful content, build relationships, and improve value messaging. The bonus: your sales team will love the idea of hot leads nurtured manually by the marketing team.