Hi, I'm Alexandra Kulachikova, Product Owner at @semrush . Happy to be with you this week and share some thoughts about Product Marketing, KPIs and analytics.
Here are random facts about me:

I have more than 13 years of experience in digital marketing, analytics and product management. But I'm a musicologist by profession.
This taught me: "Do not be afraid to change something in your life." pic.twitter.com/dz27dus0rQ

So, what we will talk about this week:
Tuesday - 9 steps of good marketing strategy
Wednesday - funnels of metrics (Spoiler: Customers, Revenue, Time&Conversion)
Thursday - How to evaluate the effectiveness of "unmesurable": PR, Events, Brand campaigns
Friday - See in the thread pic.twitter.com/N8kAAerNWk

Friday - Marketing team and roles
Saturday - random Q&A about everything in PMMs life.

MARKETING STRATEGY.
What it consists of, where to get the data and how to do it.
1 step. Market research
What the market looks like now. How many customers can pay for your product and where are they concentrated.
#MarketingStrategy #productmarketing #marketresearch pic.twitter.com/dkWw1c8FcA

For example, once I analyzed the possibility of going to a small southern country market. It turned out that the main audience is concentrated in the former capital, while other regions do not have sufficient Internet coverage...

Their well-being and needs are not yet sufficient to adapt the product, and in any case, people come to the former capital for shopping. Solution - to capture the old capital. For the rest of the country, negotiate affiliate marketing with a mobile provider and grow awareness.

Where you can find information about the market:
statista.com
Global Annual report home.kpmg/xx/en/home/ins…
Statistics by country government (f/ex usa.gov/statistics)
Researches by TNS, Ipsos, GFK
Or just google it!

Talk to experts from this country and area. Don't forget about seasonality and COVID impact. Think about what will happen next, taking into account these factors.
Determine how much market share you can take. It can be one of your KPIs.

Step 2. The TARGET AUDIENCE.

What is the average bill by customer segment, ARPPU and purchase frequency?
At this stage, you should know CR - CPA - CAC - LTV metrics of your product and their dynamics. We will talk about how to measure it later ;-)
#arppu #cac #ltv #marketingtips

If you are measuring Net Promoter Score or CSAT, collecting feedback or researching Customer Journey Map, then at this stage you should know what is the satisfaction of the audience now and what problem areas are most often noted.
#marketingtips #CJM #feedback

Step 3. COMPETITORS
Now you answer these questions:

If you are planning to launch a unique new product, what indirect competitors might it have?
For example, for food delivery services, this is home cooking and restaurants nearby.
For luxury real estate, this can be an investment in stocks.
#competitors #Marketing #marketingtips

Where you can find info about competitors:

Step 4. RISK FACTORS
Product:

Based on all this information you can make a SWOT analysis.
It will be really interesting to look at it year or half-year after and see changes!
#swot #marketingtips pic.twitter.com/2TjddPzxIK

It is Step 5, actually ;-)
I usually keep extended comparison table updated and add there major competitors features and opportunities.

Step 7. ACTUALS AND PLANS
At this stage you know your main metrics, such as ROI, Revenue, AOV, Orders per user etc. Usually we split all the data by category, by channel and by user segment.
We will talk more about this topic, stay it touch!
#metrics #marketingtips #ROI

The next thing is share of channels.
For example, right now you get the majority of your sales from ad traffic. This means that you are each time spending money on acquiring and reactivating a customer.

And the logical decision is to increase the number and proportion of applications from more stable channels - direct marketing and organic.
#marketingtips

Agree your goals, KPIs or define OKRs with your team, product manager and other teams it may concern.
For example, if OKR states that you need to increase the retention rate - this means strengthen retargeting, direct marketing, extending loyalty program and work with evangelists

Step 8. TACTICS
Answer these questions:

I usually have an annual roadmap with list of always-on and flight campaigns, tied to OKRs (or KPIs)
This roadmap reviewed every month or twice per quartier.

Step 9. BUDGETING
As you can see, it is the last part, after all the rest are defined.
My marketing budget consists of 2 parts:

FUNNELS of METRICS.
Usually, when it comes to analytics, I consider 4 funnels: Customers, Revenue, Time and Conversion.
I measure almost every marketing activity and try to forecast the impact, using the numbers.
Actually, setting of a funnel goal is the part of a marketing brief pic.twitter.com/aJsCQ6kGZt

Customers funnel - see it on the picture.
All these are user-based numbers. Not session-based. It is important!
#marketingfunnel #customers #funnel #marketingtips pic.twitter.com/mb6OgJpg49

Revenue funnel:
Market value (how much people are spending means how much potentially you can get)
CPC - Cost per click or Cost per Engaged user (how much money you spend just to touch a person)
CPI - Cost per install or interaction
CPA - Cost per action
AOV - Average order value pic.twitter.com/GgcHz4mFbH

CPO - Cost per order
Revenue can be MRR (Monthly recurring revenue) - it depends on your type of monetisation
ROI - Return of investment (may be ROAS or ROMI)
ARPPU - Average revenue per paying user
LTV - Lifetime value of a customer

#cpo #mrr #Revenue #ROI

Time funnel
What happens if you speed up the time to conversion by a couple of days? You will get more conversions this month. And by increasing retention you increase your future income. pic.twitter.com/Gq65XXLdQ7

Conversion funnel:
Why is it important to count conversions at different stages? For example, you see that the CR of second purchase is low. This means that you will have to spend money all the time to attract new customers. Or you need to throw resources to retain current ones. pic.twitter.com/N6yPWzT1zA

9 steps of a marketing strategy
twitter.com/i/events/14257…
#marketingstrategy #marketingtips #digitalmarketingstrategy

The list of metrics every marketer should use. And how they complement each other.
twitter.com/i/events/14261…
#marketingtips #marketingfunnel #conversion #ROI #Revenue #customers #DigitalMarketing

How do we measure the effectiveness of PR activities:
See in the thread how you could measure the PR value of Product Launches.
#pr #productlaunch #publicrelations #metrics #marketingtips pic.twitter.com/4SYH61C6vF

Each launch is rated in comparison to another similar launch.
Metrics are assessed in a couple of days, a week and 2 weeks after launch.

How do we measure the effectiveness of activities.
When planning an event:

• Potential target audience
• Potential number of leads
• Cost per lead
• Cost of touching an existing client

#eventmarketing #marketingtips pic.twitter.com/6Nx5pJIFAd

Post-event analytics:

• Reach
• Number of leads
• Cost per lead
• The number of customers who went to the Sales funnel
• If certain product features were promoted at the event, then the percentage of change in the use of these features
• NPS

#EVENT #marketingtips #b2b

How your Marketing Team may look like if you are PMM:
MVP Team:

• PMM (you)
• Designer
• Content-manager (Editor)

Optimal Team - see in the thread

#marketingteam #marketingmanagement pic.twitter.com/FqvripurAc

Optimal Marketing Team:

You don't have to have all specialists in house. It is totally ok to use help of agencies. In this case your designer may be in a role of an art-director for a production agency.

You are PMM. You need to roll out a new messaging. What are you gonna do?
Test it. Don't just throw it away to your audience!
You can do qualitative and quantitative tests.
See in the thread, how you can do it.
#messaging #marketingtips #DigitalMarketing pic.twitter.com/omSbXPTt1t

What is the best traffic source, which can bring you leads?
If you think, that it is Google Ads or Sales efforts, you are wrong.
It is Organic!
In 2020 OpenView conducted a research. They asked 153 people and I agree with them. pic.twitter.com/O4UrOhYKOo

It means you need to work hard and have patience when growing your Organic traffic.
Invest in evergreen content that gets consistent traffic from Google Search. We use this service to find topics for such content.
ru.semrush.com/topic-research/