![]() ![]() It works like this: You gather your stakeholders, ask them to make hypotheses about these six areas, find at least ten representative customers to test them out with, and see if you can validate your assumptions while iterating as you go. The Ps stand for the persona, problem, proposition, positioning, product, and promotion strategy. “At Coursera we were running several exercises a quarter and I still use it in my consulting practice with founders today.” “What I love about it as a tool is that it can be applied to all kinds of use cases,” she says. ![]() The Ps stand for the persona, problem, proposition, positioning, product, and promotion strategy-the essential building blocks you need in order to effectively market your product. To ensure she has a strong product marketing foundation in place, she uses an approach, called The Six Ps, which she draws from Dan Olsen’s Lean Product Playbook - with her own unique spin she’s developed throughout her decade of marketing leadership. “Otherwise, you're going to be bringing in a bunch of leads that aren't actually your ideal customer profile.” “When you think about generating leads, the first thing you want to do is have a validated product-market fit,” she says. When you think about generating leads, what comes to mind? Running ads? Producing thought leadership content? SEO?įor Kim Caldbeck, erstwhile CMO at Coursera, it starts much earlier.
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