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5 July 2021 – 9 July 2021


5 July 2021Monday
17 tweets

Let's start a new week together! Happy to be here with all of you🙂


My name is Elena and I've been working as a PMM in B2B SaaS for 2 years. I'm so excited to tell you several stories based on my experience and insights this week. Hope you'll enjoy it!🤞


Plan for the upcoming week:
1: Do's and don'ts to succeed as a PMM
2: Why I love hallway testing with all my 🧡
3: How JTBD interviews can help you build a strategy
4: Know you AHA! moment. How we're looking for one
5: Ben Hunt ladder: how to write content your prospects need


Do you like it? Feel free to ask questions or suggest topics


First day and the first topic just to warm up.
😎My top DO'S to succeed as a PMM😎

(please suggest yours in the thread)


1. Talk to your customers as much as possible (we'll be talking about JTBD interviews on Wednesday). For me, interviews are the best source of information. So many people are willing to be heard! Do it!


2. Treat your teammates as your customers so your product for them is data and various materials that help them work better. How can you do their job easier? Ask!


3. Make your work transparent. The launch plan might seem obvious to you because you're managing it. Make sure your teammates know where they can find all the details and materials.


4. Be involved. Each UX copy, corny wording on the landing page, or bad interface decision should be your object of concern (sometimes you're the only one who noticed a mistake so just ask to check).


5. Repeat. Use various ways to deliver information. People forget, miss the information, and misunderstand. Both your users and teammates😉
You're not bothering people -- you're doing your job checking that everybody's on the same page.


Moving forward.
My personal DON'TS😈🔥


1. DON'T be shy to ask questions. Believe me, you can't activate your users if you don't understand the product. Silly questions are usually the hardest ones.


2. DON'T implement something just because your competitors do. If you've seen a cool feature or landing page, check that it works for your customers. Otherwise, you can copy their bad decisions.


3. DON'T do research for the sake of research.
Think of how you and your team will use the collected data BEFORE you collect it. Desing the result first (create a table, for instance) check it with stakeholders and fill the gaps then. Not vice versa.


4. DON'T try to solve problems alone. Ask your teammates if they have any useful information that can help (80% they do).


5. DON'T forget to analyze the results. It's difficult and you usually have little time for this but it shows that you're moving in the right direction.
Note: it's also important because it helps you fight the impostor syndrome👊😎


I'm looking forward to hearing your do's and don'ts. Your experience in short phrases. It's so much fun!🙂

6 July 2021Tuesday
11 tweets

Today I'm gonna talk about my favorite UX research method: Hallway Usability Testing😍

PMMs, do you conduct/take part in UX tests? Choose your answer and share your ideas in the thread!👇


A hallway test is a quick usability test of the interface or any piece of content.
You can use it to test:
* interface,
* landing pages,
* emails,
* registration flow,
* onboarding flow,
* complicated graphics,
* articles (in some cases)


It's kind of the interview you test whether prospects understand your idea or not.
Thee key questions you should ask your respondents:


Who should you ask?
Unlike a traditional UX test, you don't need your target audience😮
It's called hallway because you can literally go out of your office and ask people around!
Ok, you can call them via Zoom😜


Nevertheless, it's an interview (and it's important), so you can't just write to people. Talk to them! Look at their reactions, watch their actions, listen to them.
You need their immediate thoughts


Your goal is to collect feedback: is everything clear? Is it logical? Do people understand what you want them to do?
The truth is you can check it with almost anybody.
❗️Remember that you don't measure conversion rates or do an A/B test. Just meanings


I prefer testing my prototypes. Yes, without any design! I use shapes and simple images to express the idea and don't care if it doesn't look stylish. My main goal is to check my wording and logic. A good design is just a pleasant bonus, not the key to understanding


How many hallway tests you need

The main aim is to detect the problem.
As soon as you realize that a pattern begins to emerge, it’s time to stop. My advice is to conduct 3-5 tests, correct the mistakes and do the second iteration🔄


Be ready: during my first hallway tests I felt so... embarrassing🙈
People criticize your product or landing page but you mustn't defend or explain anything. It's the rule. Just listen to their reactions. That's hard but that's how you can improve your product


The good news is that you don't need to follow their advice either:) Your respondents are not experts but they'll be happy to explain to you how to do your job better.
Remember your goal: you need their reaction and nothing more


You can read more about hallway tests in this guide (which I recommend):…

Do you still have questions or hesitation? Feel free to ask!🙂 I'm the ambassador of this method😀

7 July 2021Wednesday
16 tweets

One secret to becoming a world-class B2B product manager is to learn product marketing principles.

Think like a marketer *upfront* while defining the product & its target audience.

And if possible, get a strong product marketer who can partner with you on your product.


Btw, read this thread, there're several interesting resources on product…V


July 8 (9am PT | 12pm ET | 5pm BST), Eric Moeller, Dir of PMM at @sage is revealing essential PMM superpowers, inc: 👀

✅  Easy techniques and strategies 
✅  How to write effective sales copy

Register now 👇

#product #marketing #productmarketing

Hmmm, so curious what superpowers will be revealed👀

Do you think you have PMM superpowers? What are they?🦸…I


Hello PMMs! How is your week? It's Wednesday and today I'm gonna tell you about my experience with Jobs to be Done framework. Stay tuned:)


I like the idea of JTBD: you don't buy products, you hire them to do the job you need.
For instance, you don't want to buy a drill, you need a hole in the wall to be done to hang the picture to make a cozy home.


It's not as easy as it seems. We've done JTBD research twice because the first time we did several mistakes didn't know how to implement the results. Today I want to tell you more about our mistakes, not the theory, if you don't mind🙂


1. Find two researchers and don't change them.
The most effective way to conduct the research is in pairs.
While you're focused on asking the correct questions in the correct order, your partner is listening and helping to find out the details. Try it and you'll get it


2. You need to do 15-20 interviews but don't try to split it among several groups of researchers. It's hard to see the whole picture if you're trying to combine different pieces together. I'm not sure how it works, but it was much easier when we didn't share the interviews.


3. Think of your competitors broader. They are not only companies that do the same. Try to find indirect competitors. There's a joke that Excel is an indirect competitor for almost any B2B Saas (or maybe not a joke).


4. Adapt every piece of your content according to both JTBD interviews and Ben Hunt ladder.
I'll tell you more about it on Friday😉


5. Your customers do not know why they trully buy your product so don't believe their first answers. To find the core job you need to dive deep. It's like a psychotherapy🙂


If you need more helpful resources on Jobs to be done, you can find them in this thread🤓📚
Feel free to share your favorite ones!


A book from Intercom. It's not a classic approach but still very helpful…


My favorite book that explains the main idea.
Unfortunately it doesn't help with the research methods (and doesn't describe mistakes you can make🙄)…


How to implement the framework -- this guide speaks for itself…


Here you can find an example of the interview (quite a rare thing, you should know, donno why)…


If we were at school, what mark would you have for your JTBD?

A - you understand the Core job, big and small ones, and can create a market strategy
B - you can make a list of product tasks and prioritize it
C - you only conduct the interview (no more than basic custdev)

8 July 2021Thursday
12 tweets

7 Marketing Lessons from Steve Jobs

~ Thread ~

These lessons are very similar to the ideas I'm trying to follow as a PMM.
(did you notice that 2. is about JTBD?😉)…


Good morning PMMs!
Today we're gonna talk about the Aha! moment.


Aha moment happens when your prospects understand: “Aha! So THAT’S how this works!”
Do you remember yesterday's discussion about JTBD? When prospects get how their job will be done they experience this aha moment


Do you remember this feeling of getting the idea of a product?
The last aha moment I experienced was when I started tracking my calories. When the app calculated the nutrients and calories of a cake I ate it was both "aha!" and "oh no"😂


When you're looking for your aha moment, focus on JTBD scenarios. Choose one you discovered during the interview and describe steps that lead to success.


When the steps are set, find conversion rates for each step.
Don't forget that you need cohorts. You need to compare: is CR increasing or falling from week to week?


Now you can see: "These are the steps my customer needs to pass to achieve success. Where are we losing him? Where CR drops and why? How can we fix it?"


You might say that it's a PM's task, not yours. But remember that you can influence customer onboarding. You can shorten their way or at least explain hard things. That's how you can influence CR in cohorts.


There're several frameworks that help to find THE aha moment. The problem is to use most of them you need big data (or just a lot of data). In my case, I'm working with B2B and don't have enough. So interviews are the best way to find the right path for me.


I love this video it's so insightful! It's not only about Aha moment, but Mark explains the idea of cohorts and why it's important. He did it better than me😀 (but remember that I tried)


If you have enough data about your customers and are ready to dive deep, try Reforge framework. They have plenty of useful articles in their blog too:


And the sweetest present for today:
The Kindle version of Product-Led Onboarding is free until Friday, July 9😍
It's so amazing don't miss it!

@RamliJohn thank you for the present and happy Bday!🥳…B

9 July 2021Friday
14 tweets

As a...
– user
I want to...
– click here
so that...
– I go there

Writing user stories might be challenging.
I enjoy @ShitUserStory because their stories are so wrong and so hilarious😂
Make sure you don't write user stories this way…


Happy Friday, friends!🥳
Today we'll talk about Ben Hunt’s Customer Awareness Ladder🪜
It's a cool idea that helps produce content and increase sales.
Read the thread😉


Hunt’s Awareness Ladder is a tool that enables marketers to create more efficient content, offers, etc.
We all know that not all prospects are ready to buy your product. But you can nurture your leads. The ladder shows you 5 "steps" to do so


Here are 5 steps:


If you start working on the last step, you're late. The market is full of your competitors and the sooner you reach your prospects the better.
On the other hand, if you're trying to sell to cold leads, you'll also fail.
What should you do?


That's why companies use content marketing: they educate and entertain readers to collect leads to nurture them later.
If you don't sell from the first steps of the ladder, you win trust. And then you can tell them about your product (don't forget to do that)


What topics to choose? Tell about things that worry your customers. Do you remember your JTBD interviews? Talk about your customers' fears, help them compare solutions, or make a decision.

You need to spend time to work on a good content strategy but it's worth it.


There're also several rules🤓
Rule 1:
Steps 1-4 are when the consumer is searching for the best option, so they require information.


Rule 2:
* A consumer will only make a purchase when they reach step 5 (Informed and making a purchase)


Rule 3:
* All prospective customers start at step 1 (Unaware of the problem or need)


Rule 4:
* To achieve the result the customer needs to complete all five steps in that exact order.


One of my missions when I was a marketer was to never have an area of the website called "resources"

Like, "here's a warehouse of documents you can sort through!"

You should not only produce content but also distribute it to the right people at the right time (which is much more difficult)…


Personal growth booster:

Do what triggers imposter syndrome the most.

So true…


Frankly speaking, writing for @pmmunderhood triggers my imposter syndrome so badly🤦 thank you for your likes and subscriptions🧡
If you feel the same write t@NatashaKatsonon and become an author of the week. Everybody has valuable experience or point of view. Good luck🧡