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Getting new sign-ups in only half the job done. The bigger question is: how do you help these users realize your product’s true value and turn them into power users?
Communicating your product’s value is the one key to unlock many goals—customer activation, user retention, and word-of-mouth marketing. Â
We spoke to Brian Cedeno, a seasoned marketing consultant at Rogue Media and former head of marketing with over a decade of experience, about the nuances of product communication and broke down key tactics to drive user education for SaaS.
Brian opens the conversation by sharing his journey, highlighting the shift from marketing ideas to creating an immersive environment around products and services.Â
"Really the key is to translate the value of that product through a customer-centric lens and focus on addressing pain points that your product solves," Brian explains. This approach requires a deep understanding of the customer's needs and crafting a narrative that resonates with them.
The conversation then shifts to the importance of varying content formats to articulate product benefits across different channels.Â
Brian emphasizes the need for a strategic approach, saying, "It really has to come from understanding what will support your customer or your ideal customer profile."
He zooms into the need for a strategic approach to content creation, one that involves:
Discussing strategies for sales-led organizations, Brian highlights the difference between product-led and sales-led approaches. It’s important to equip sales teams with the right tools and resources to communicate effectively with potential clients.Â
"You want to be able to give them as much ammunition as you can," he says to underscore the importance of a well-prepared sales force.
Brian stresses the importance of creating content that not only generates leads but also educates and nurtures potential customers through their journey.
"Every company is different...but being able to have that baseline of programs that actually work is what you should be using”.
Brian believes that AI and machine learning will significantly impact product communication, automating processes and enhancing strategies. He predicts a rise in interactive demos and other innovative formats, saying,Â
"A lot of this is going to be automated through the use of AI and machine learning algorithms."
He highlights the importance of product documentation and customer marketing as central to building a brand and crafting a product narrative.Â
Despite the challenges in measuring the direct impact of these efforts due to attribution complexities, the value of creating accessible resources about the product is crucial. This approach helps in guiding customers from a state of unawareness to a well-informed understanding of the product's benefits.
Getting new sign-ups in only half the job done. The bigger question is: how do you help these users realize your product’s true value and turn them into power users?
Communicating your product’s value is the one key to unlock many goals—customer activation, user retention, and word-of-mouth marketing. Â
We spoke to Brian Cedeno, a seasoned marketing consultant at Rogue Media and former head of marketing with over a decade of experience, about the nuances of product communication and broke down key tactics to drive user education for SaaS.
Brian opens the conversation by sharing his journey, highlighting the shift from marketing ideas to creating an immersive environment around products and services.Â
"Really the key is to translate the value of that product through a customer-centric lens and focus on addressing pain points that your product solves," Brian explains. This approach requires a deep understanding of the customer's needs and crafting a narrative that resonates with them.
The conversation then shifts to the importance of varying content formats to articulate product benefits across different channels.Â
Brian emphasizes the need for a strategic approach, saying, "It really has to come from understanding what will support your customer or your ideal customer profile."
He zooms into the need for a strategic approach to content creation, one that involves:
Discussing strategies for sales-led organizations, Brian highlights the difference between product-led and sales-led approaches. It’s important to equip sales teams with the right tools and resources to communicate effectively with potential clients.Â
"You want to be able to give them as much ammunition as you can," he says to underscore the importance of a well-prepared sales force.
Brian stresses the importance of creating content that not only generates leads but also educates and nurtures potential customers through their journey.
"Every company is different...but being able to have that baseline of programs that actually work is what you should be using”.
Brian believes that AI and machine learning will significantly impact product communication, automating processes and enhancing strategies. He predicts a rise in interactive demos and other innovative formats, saying,Â
"A lot of this is going to be automated through the use of AI and machine learning algorithms."
He highlights the importance of product documentation and customer marketing as central to building a brand and crafting a product narrative.Â
Despite the challenges in measuring the direct impact of these efforts due to attribution complexities, the value of creating accessible resources about the product is crucial. This approach helps in guiding customers from a state of unawareness to a well-informed understanding of the product's benefits.
Whether it's a new feature walkthrough or guiding customers on how to navigate your product, you can do it all by yourself.
Install free extension.webp){kind=small}
Floik helps in creating customized self-serve interactive demos, product videos and step-by-step guides in minutes on a single platform
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