In conversation with @tejeshwi_sharma & #SaaS founders in BLR, Klaviyo’s former CMO, Kady S. talked about all things marketing for early stage cos. Highlights 👇
"When you get to the $5M mark, you want to think about product #marketing aggressively. A framework I use is ABCD." 🧵
"When you get to the $5M mark, you want to think about product #marketing aggressively. A framework I use is ABCD." 🧵
Audience - Identifying who the core audience is
Benefit - Building features for them that convert to benefits in a language that they understand
Compelling Reasons to Believe (RTB) - social proof, case studies, etc.
Differentiation - your product’s dramatic differentiation 1/
Benefit - Building features for them that convert to benefits in a language that they understand
Compelling Reasons to Believe (RTB) - social proof, case studies, etc.
Differentiation - your product’s dramatic differentiation 1/
Use this framework for ur msging. It’s imp bcos when u go outside ur core market, u have to be able to convince ur TG. U may be getting into a fragmented/competitive mkt & this is how u'll stand out. Ensure it's consistent on ur site, sales training etc. This is product mktg.2/
The $5M mark is a heuristic. If you are able to find the right people to help you with this, start earlier. The sooner you can start this journey of refining your product marketing messaging, the sooner you will be ready to go to market. 3/
After $25M, think abt category-creation if ur in a new category & have established footholds. If you’re selling to US customers, have a brand voice & tone. Even if you're selling to sales teams, buyers are coming to your site, considering, researching. You need brand presence. 4/
At the $30-40M mark, you want to establish brand identity which shows why you exist and why what you are trying to do is bigger than your product. The visual appeal of the brand becomes very important and building the brand comes into play here. 5/5
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