Aatir Abdul Rauf

Marketing may be a funnel but product marketing is a cycle, and the goal of growth makes it even more complex. At the PMM Summit, Toronto on Nov 20th - join me to learn more about: - What elements make up growth product marketing. - How product marketers need to evolve into growth product marketing in order to stay competitive and relevant. The team at PMM Summit have generously given me some passes to share with you all, so simply enter 'SPEAKERS500' at checkout for C$500 off your ticket. Thanks Calum Harris & #ProductMarketingAlliance for having me. #PMMSummit #PMMAlliance #Productmarketingtechnology #Toronto

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👉 👉 29 CRO lessons checklist and you'll never need an agency 👈 👈 We've spoken to 500+ brands in the last 2 years to come up with this checklist. Breaking this down into 7 key categories - 👩👨 Customers - 1. Track your customer journey from arrival to conversion. Use tools like Hotjar and GA4. Find each drop-off point and be aware of the severity of each. 2. Know your customers: Identify your market segments, directly speak to 1 segment at a time. 3. Actively seek and integrate user feedback into your optimization strategy. 🖥 Website - 4. Prioritize website speed for <2 seconds. 5. Optimize for mobile users first, then for desktop. Don't let mobile be an afterthought. 6. Study your competitors' websites for inspiration and opportunities to differentiate. Stand out. 7. Data is your compass. Regularly analyze user behavior and experiment based on insights/hypotheses. 🎨 Content and Design - 8. Make sure your website educates, inspires, and builds trust. 9. Craft compelling product descriptions that highlight benefits and solve specific customer pain points. More specific = more trust. 10. Invest in good photography. It pays for itself. Don’t let a single shabby picture go on your website. 11. Make your call-to-action buttons clear, compelling, and strategically placed. 12. Leverage reviews, testimonials, and UGC to build trust and credibility. 13. Prepare seasonal campaigns well in advance to capitalize on peak shopping periods. 🎯 Marketing - 14. Optimize your Shopify site for search engines to attract organic traffic. 15. Create valuable content that educates, engages, and persuades potential customers. 16. Develop personalized email campaigns to nurture leads and recover abandoned carts. 17. Integrate social media to leverage UGC and influence buying decisions. 📈 Sales 18. Simplify the checkout process to minimize friction and abandonment. 19. Recommend products during the entire flow to increase AOVs. 20. Use discounts and promotions strategically to boost conversions without devaluing your products. 21. Implement automated strategies to recover abandoned carts with emails and/or retargeting ads. 💸 Budgets - 22. Allocate resources specifically for CRO efforts. It's an investment, not an expense. 23. Treat CRO as an ongoing process, not a one-time fix. 24. Invest in apps that can help you with CRO. Replace single-use-case apps with all-in-one apps for better ROI. Utilize them fully. 👯 Team - 25. Have Conversions as a KRA for someone in your team. 26. Make sure everyone understands CRO principles and collaborates on decision-making 27. Foster a culture where A/B testing and experimentation are constant. 28. Have responsive customer support. It fosters trust and loyalty. 29. Acknowledge and celebrate CRO wins with your team to stay motivated. Optimizing your Shopify site for conversions is a journey, not a sprint. Stay flexible, data-savvy, and customer-centric to achieve sustainable growth! #shopify #cro

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Most account-level intent data is vague, hard to action, and ineffective. Without access to explicit and actionable signals, far too many GTM teams settle for poor targeting, ineffective outreach, and lackluster results. It doesn’t have to be that way. 👉 You can have it all: Account-level data with rich context and person-level data that deliver targeted, timely, relevant insights that drive next-level results. To add even more context to the signals we surface and score for you, today we launched: - 150 million job listings signals (think open roles or skills/tech listed in job recs) - 8 million news signals (think fundraising events, 10-Ks, strategic hires) …spanning 40 million companies around the world. That’s just the beginning. With these signals (and the other 100+ product, website, community, and social signals we can surface and score for you), you can better understand company priorities, needs, and intent, and turn those signals into automated GTM plays—all in Common Room. 👀 Here’s a (small) peek at what you can do: - Create target burndown lists that auto-replenish daily - Stack news and hiring signals for even more effective GTM - Find high-fit, high-intent accounts with a keyword search - Drill down into full job descriptions and news articles - Identify decision makers across the account - Pinpoint what matters most to your buyers …all without ever leaving Common Room. It’s what we’re all about: More signals. More context. More intelligent go-to-market. For all the details 👇

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5-step method for easy GTM alignment. (Even if your stakeholders won’t accept your meetings.) 👇 Alignment is one of the biggest challenges in Go-to-Market. Steal this 5-step process to achieve alignment more easily and rapidly iterate to improve your products post-launch: ✅ Give proof, not promises. To get people bought-in, you need to sell them on your Big Idea. All the same rules apply here as they do to selling to customers. Why should they care? What’s in it for them? Speak in terms of benefits, rather than features. And proof, rather than promises. Even when communicating internally. ✅ Set up a clear, streamlined communication channel. Don’t blur the lines here. This channel is for feedback only. Meet people where they already are. Most often, that’s Slack or Teams. Don’t try to move people to a different platform. Don’t create friction. ✅ Crowdsource your data collection efforts. To improve, you need feedback. But you can’t be everywhere at once. Small efforts from many people add up to masses amounts of useful data. Data that can have an outsized impact on the quality of your products. When people see their smallest efforts to pass on feedback in a Slack channel paying off, they’ll be that much more likely to volunteer for higher effort tasks down the line. ✅ Collect, aggregate, and analyze feedback. You’re sick of hearing about AI, but you’re pushed for time. Text analysis on huge amounts of text data is one of AI’s strengths. Use it to aggregate, categorize, and analyze the feedback you get through your channel. This frees up your time and attention, allowing you to stay above the fray, think strategically, and keep on top of communication with stakeholders. ✅ Prioritize feedback topics according to ROI You can only work on one thing at a time. So work on the right things. Take your aggregated feedback and ask these qs: • How often is the problem fed back? • How strong is the impact on customers? • What will it cost the company to implement? Work the most important topics into your roadmap. This sets you up to see ROI as early as possible. Your early wins act as further proof for the strength and value of your initiatives, making it easier to win future buy-in. (Credit to Tanwistha Gope for the insights!) P.S. What are your tips for #alignment throughout the #productlaunch process?

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🌟 Client Success Spotlight: Hemline🌟 Challenge: Managing data from 30+ stores was cumbersome for Hemline—until Glew stepped in. 🚀 Glew's Solution: ◾ Unified Data across their tech stack: Shopify, Shopify POS, Klaviyo, Meta, Google Analytics, Google Ads ◾ Centralized Inventory Dashboard ◾ Enhanced Data Management with a single KPI dashboard ◾ Advanced Sales Tracking & Customized Reporting for better transparency and decision-making ◾ Optimized Performance Monitoring through automated, insightful reports From Hemline’s COO, Katie Pierce: "Before Glew, compiling reports took days, if not weeks. Now, our franchisees receive timely insights daily, empowering them to excel." With Glew, Hemline transformed data management from a chore into a driver of growth! 📈 🔗 Full case study here: https://hubs.ly/Q02HXYzk0 #DataIntegration #RetailTech #ClientSuccess #Glew #Ecommerce #Shopify

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Today’s buyer journeys are complex. A single source of intent data won’t cut it if you want to stay ahead of the competition. Layering intent data validates and cross-references signals, revealing where your prospects are in their journey. Imagine knowing exactly when they’re ready to buy—and what message will resonate most. Our blog breaks it all down, plus tips for using layered intent data to drive results. 🚀 Start building smarter strategies today: https://lnkd.in/eXU99RTt #intentdata #b2bmarketing

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What deliverables do Product Marketers work on? And what do they even mean? If you've just started working with or as a Product Marketer, the deliverables can feel very alien and daunting. So, I thought I'd spell out what these PMM documents really stand for and the value they provide. I also added a tinge of reality. OK, maybe it was a bit more than a tinge. But you'll get the picture :) (not to be taken too seriously)

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Budget conversations with your CFO shouldn't be lost in marketing speak... it's speaking their language and about driving clear ROI! 📣 Tune into these #TuesdayTips to hear how Huddlers Heidi Bullock, Michael Callahan, Charles Groome, Grant Johnson, Greg G., John McKinney, and Lakshmi Randall break down complex marketing investments into simple business value! 👇 👋 Tealium, Salt Security, Biz2Credit, Chief Outsiders, Xome, Cornerstone Licensing, Informatica

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The secret formula to achieve product-led growth success ⤵ This powerful framework outlines the 5 essential components for becoming a world-class PLG company: ➨ Data: To guide decisions and optimize product features + experiences ➨ Differentiation: To stand out in a crowded market ➨ Distribution: To ensure your product reaches the right audience ➨ Delight: To create a remarkable user experience ➨ Dedication: Long-term commitment and executive buy-in. ... As well as what happens when each is missing. - Operating without Data = Guesswork - Lacking Differentiation = Generic - Inadequate Distribution = Invisible - Failing to Delight = Disappointing - Lack of Dedication = Siloed And remember, your capabilities are not set in stone. You can (and should) grow and develop in each of these areas. Here's how to do it: 1) Data: Leverage analytics and user feedback to make decisions and design self-serve personalization. 2) Differentiation: Identify and communicate your UVP clearly in both your messaging and product experience. 3) Distribution: Utilize various channels to effectively reach and engage your target audience. 4) Delight: Focus on delivering an exceptional user experience that exceeds expectations. 5) Dedication: Make sure the entire company shares a long term vision and commitment The best startups constantly learn, adapt, and grow. Start using this formula today. And achieve the product-led growth success you envision. Your team and users will thank you! --- If you enjoyed this post - Follow me, Yaakov, for more PLG tips :) + ♻ Repost to help someone else

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Two people are about to win $500 🎉 We talked to 400+ GTM folks about the state of content in the GTM org. A few of our favorite learnings? » 𝗖𝗼𝗻𝘁𝗲𝗻𝘁 𝗺𝗮𝗿𝗸𝗲𝘁𝗲𝗿𝘀 𝗱𝗼𝗻’𝘁 𝗴𝗶𝘃𝗲 𝘁𝗵𝗲𝗶𝗿 𝗰𝗼𝘂𝗻𝘁𝗲𝗿𝗽𝗮𝗿𝘁𝘀 𝗲𝗻𝗼𝘂𝗴𝗵 𝗰𝗿𝗲𝗱𝗶𝘁 Only 8% of content marketers think the wider GTM org has an excellent understanding of content marketing. But 19% of non-content marketers think they have an excellent understanding. There’s an 11% gap. » 𝗖𝗼𝗻𝘁𝗲𝗻𝘁 𝗺𝗮𝗿𝗸𝗲𝘁𝗲𝗿𝘀 𝗳𝗮𝗰𝗲 𝗮𝗻 𝗼𝗽𝗽𝗼𝗿𝘁𝘂𝗻𝗶𝘁𝘆 𝘁𝗼 𝗶𝗺𝗽𝗿𝗼𝘃𝗲 19% of content marketers rank their company’s content “below average,” in comparison to 26% of non-content marketers. Not surprising: non-content marketers think slightly less of their company’s content marketing efforts. » 𝗬𝗼𝘂𝗿 𝗚𝗧𝗠 𝘁𝗲𝗮𝗺𝗺𝗮𝘁𝗲𝘀 𝗪𝗔𝗡𝗧 𝘁𝗼 𝗯𝗲 𝗶𝗻𝘃𝗼𝗹𝘃𝗲𝗱 𝗶𝗻 𝗰𝗼𝗻𝘁𝗲𝗻𝘁 𝗰𝗿𝗲𝗮𝘁𝗶𝗼𝗻 95% of GTM folks think involvement in content marketing will make it more relevant & effective. But only 1/2 had a positive experience getting involved. Holy opportunity for content marketers. Time to optimize the experience! » 𝗖𝗼𝗻𝘁𝗲𝗻𝘁 𝗺𝗮𝗿𝗸𝗲𝘁𝗲𝗿𝘀 𝘁𝗵𝗶𝗻𝗸 𝗯𝗿𝗮𝗻𝗱 𝗮𝘄𝗮𝗿𝗲𝗻𝗲𝘀𝘀 𝘃𝗶𝗮 𝗼𝗿𝗴𝗮𝗻𝗶𝗰 𝘀𝗼𝗰𝗶𝗮𝗹 𝗶𝘀 𝘂𝗻𝗱𝗲𝗿𝘃𝗮𝗹𝘂𝗲𝗱 Again and again, we saw comments like, “There’s an under-appreciation for just how much organic social can drive results compared to website traffic/impressions,” and “Organic metrics are highly undervalued.” » 𝗖𝗼𝗻𝘁𝗲𝗻𝘁 𝗳𝗼𝗹𝗸𝘀 𝗮𝗿𝗲 𝗹𝗼𝗼𝗸𝗶𝗻𝗴 𝗳𝗼𝗿 𝗹𝗲𝗮𝗱𝘀, 𝘄𝗵𝗶𝗹𝗲 𝘁𝗵𝗲 𝗯𝗿𝗼𝗮𝗱𝗲𝗿 𝗚𝗧𝗠 𝗼𝗿𝗴 𝗶𝘀 𝗺𝗼𝗿𝗲 𝗹𝗶𝗸𝗲𝗹𝘆 𝘁𝗼 𝗹𝗼𝗼𝗸 𝗳𝗼𝗿 𝗿𝗲𝘃𝗲𝗻𝘂𝗲 𝘁𝗵𝗮𝗻 𝘁𝗵𝗲𝗶𝗿 𝗰𝗼𝗻𝘁𝗲𝗻𝘁-𝗳𝗼𝗰𝘂𝘀𝗲𝗱 𝗰𝗼𝘂𝗻𝘁𝗲𝗿𝗽𝗮𝗿𝘁𝘀 It's 2024, and marketers are still talking about the best way to tie content marketing efforts to revenue. While tying content to “leads & conversions'' and “sales & revenue” is ideal, accurate measurement often gets in the way. » 𝗧𝗵𝗲 𝗳𝘂𝘁𝘂𝗿𝗲 𝘁𝗿𝗮𝗷𝗲𝗰𝘁𝗼𝗿𝘆 𝗼𝗳 𝗰𝗼𝗻𝘁𝗲𝗻𝘁 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗶𝘀 𝗯𝗿𝗶𝗴𝗵𝘁 7 out of 10 of all respondents said content marketing will be more important moving forward. In fact, non-content folks were slightly more optimistic than content marketers. Ok, so who is winning $500?! The two lucky winners of our 408 survey respondents are 🥁🥁 Eleni Zoe and Cari Murray! 🎉🎉 Thank you so much to everyone who contributed and made our report (Closing the Content Gap) a super valuable resource for content marketers. You're the real MVPs. 💛 Your content besties

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You Are Funding Your Competitors with Bad Marketo Data! Imagine this: Your marketing budget, a vital lifeblood for your business, is being siphoned off by a silent thief: poor data management. Misinformed decisions based on flawed Marketo data lead to wasted resources on campaigns that miss the mark. The result? Lost revenue and a competitive advantage handed to your rivals. This isn't a hypothetical scenario, it's a harsh reality for businesses clinging to inaccurate data. The cost of inaction is crippling. Don't let your marketing efforts become a charity for your competitors. Here's the good news: there's a way to reclaim control and turn your data into a powerful weapon. Simply join our exclusive webinar: "From Data to Dollars: Marketo's Guide to ROI & Attribution" Date: July 30th Meet the Experts - Ayesha Kayani - Marketo Expert - Naomi Liu - Director, Global Marketing Operations at EFI - Kacper Gawlik - Marketing Automation Specialist - Britney Young - Director, Digital Marketing at Prudential Financial - Mark R. - Global Marketing Operations VP at Emplifi This powerhouse team will equip you with the tools and strategies to transform your data into actionable insights that drive unprecedented success. It’s high time that you aren’t held back by bad data. Register Now! Secure your spot before it's too late! https://lnkd.in/ecdryjNM #Marketo #Webinar #marketingROI #attribution #dataanalysis #marketingautomation

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In Product Marketing, it's easy to fall into traps that can derail your strategy. I’ve seen the top 10 pitfalls firsthand—from misjudging market fit to skipping customer insights—and learned that avoiding these mistakes can make all the difference. Every step in product marketing matters, and the key is learning from both successes and setbacks. #ProductMarketing #GrowthStrategy #MarketingLessons #GTM #b2bmarketing #marketingpitfalls #marketinginb2b #linkedinmarketing

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If you're having analysis paralysis when it comes to embracing a signals-fist approach to GTM, this is the most comprehensive guide out there. Huge thanks to Matteo Tittarelli ⚡️ and HyperGrowth Partners for taking my musings and turning them into a cohesive post.

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The average product marketing team is shrinking 🔎 For the past 3 years Product Marketing Alliance has reporting on the average size of PMM teams. There's been a consistent shift towards smaller teams, with 1-2 person teams now accounting for nearly half. Which makes sense for a few reasons: 1️⃣ Many SaaS companies have shrunk and are hiring more slowly. 2️⃣ Many startups are choosing the bootstrapped, scrappy path to growth. 3️⃣ Naturally there are more small companies than large ones. At the same time, I think you're starting to see product marketing become a more strategic function in startups. Working directly with founders and leadership teams on things like positioning, pricing, segmentation, and strategic launches. So, what does all this mean for Founding PMMs? ✅ Get comfortable operating solo for longer than you expected ✅ Get comfortable working with freelancers and consultants ✅ Embrace tech that makes you more productive ✅ Build repeatable processes ✅ Learn to prioritize, stay focused, and say no And when you do get the chance to hire your first PMM, make sure it's someone that has a similar founding PMM mindset as you. PS. Bonus points to whoever can name the movie this picture is from.

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