We are excited to have Alex Rainford, an experienced Senior Product Marketing Manager from Hubspot, on this episode. Alex will share insightful strategies to boost growth by aligning marketing efforts with your target market's needs to drive real results.
 
This episode is from a recent webinar, and you can watch the replay.
 
In this episode, Alex explains:
How to gain alignment in an organization for marketing efforts
Leveraging the 30, 60, 90 feedback rule
What it means to use agile marketing plans
Key components of positioning to communicate value
Finding growth areas
During this conversation, Alex recommends two resources:Tools for Seeing Competitor AdsAlex’s Favorite Book for Marketing Wisdom
 
Learn More with Market
 
If you're passionate about aligning marketing strategies with business goals like Alex, then our Market course is your next step! In this course, you’ll learn how to align across go-to-market teams by effectively sharing and leveraging your buyer knowledge to prioritize the right product marketing strategies.
 
Check out the course

Tailoring Marketing Efforts for Growth with Alex Rainford

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Mastering the Art of Interviewing with Jordan Burton, Professional Interviewer and Executive Trainer

Strategies for Building the Perfect Product Team with Amruta Moktali

Subscribe: https://www.youtube.com/channel/UCNJI2Tv2yxOLBI02nyJoprA Learn more about us: https://www.pragmaticinstitute.com/ Start your Product Manager or Product Marketer certification here“It's all about setting up the right expectations with the company or the early user. So, it's not just giving it to them. It’s about being clear about what you expect in return early in the process.”
-      Neil Baron, B2B Product Management Consultant, Founder of Baron Strategic Partners
Join us for a critical discussion with Neil Baron and Rod Griffith, following their recent article in the Harvard Business Review (read it here) on extracting the full value of early user programs.
This episode unpacks the nuances of designing early user programs that go beyond mere functionality checks to validate problem-solving, target accuracy, and accelerate market readiness. The conversation delves into the importance of having a dedicated program owner (not a dictator) and the necessity of involving cross-functional teams to capture diverse perspectives.
Neil and Rod outline a five-step process for a successful program, from hypothesis definition and participant selection to setting clear expectations and leveraging feedback for product and go-to-market enhancements. Highlighting the tangible outcomes of well-executed early user programs, Neil and Rod share how these strategies have led to fast revenue times, increased sales confidence, and enhanced media coverage.Key Takeaways:
1. Importance of Early User Programs: The discussion highlights the significance of early user programs in understanding market problems that a product can solve. It emphasizes that these programs should not be viewed in isolation but as part of a holistic approach to product development and market understanding.
2. Cross-Functional Collaboration: For an effective early user program, there needs to be cross-functional input and it should be considered as a critical step in the process. This requires buy-in from senior management and proper incentivization across the organization.
3. Value Proposition and Feedback: Early user programs are not only about the product, but also about understanding the customer experience, the messaging, and the value proposition. It's vital to set up a give-and-get relationship with early users, ensuring they understand the benefits they will get, and the company gets valuable feedback and data.ABOUT OUR GUEST:
Neil Baron is the founder of Baron Strategic Partners, a consulting firm that helps B2B companies accelerate growth. He is also involved in running two forums for product executives, the Product Leadership Council in conjunction with Pragmatic, and the Boston Product Executive Forum, which is run in conjunction with the Boston Product Management Association.
With a wealth of experience in product leadership and management, Neil is passionate about helping companies create effective strategies for success.
Rod Griffith is the Chief Client Officer and Co-Founder of MarketReach, inc., a B2B marketing services company that designs and manages marketing programs, campaigns, and sales tools for a variety of technology companies. With a background in computer industry segment management and product management, Rod uses his experience to help companies translate their strategies into practical and successful market-facing activities. He is deeply involved in sharing his insights and learnings through various forums, including the Product Leadership Council and collaborations with Pragmatic.
ABOUT PRAGMATIC INSTITUTE:
Since 1993, we’ve provided training and professional development for product, design, and data professionals to accelerate innovation, increase customer satisfaction, and bolster revenue. Through our comprehensive methods and proprietary Pragmatic Framework, we train professionals with the skills needed to accelerate their product management and product marketing careers, increase team efficiency, and boost revenue.
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Maximizing Impact: The Power of Strategic Early User Programs with Neil Baron and Rod Griffith

Subscribe: https://www.youtube.com/channel/UCNJI2Tv2yxOLBI02nyJoprA Learn more about us: https://www.pragmaticinstitute.com/ Start your Product Manager or Product Marketer certification here
“The first thing I would recommend everyone to do who has an interest in the AI space, and I think lots of people have an interest in this space, is you should be using generative AI tools in your life every day as much as you can, and really remind yourself how much of a difference it can make.”
-      Isaac Lien, Co-Founder and Chief Artificial Intelligence and Innovation Officer at Grandpad
In this enlightening episode, we dive deep with Isaac Lien, Co-founder and Chief AI and Innovation Officer at GrandPad, exploring the company's strategic incorporation of generative AI to enhance their offerings for the senior market. Lien shares the journey of testing and integrating AI technologies within their product, GrandPad, highlighting how a user-directed approach has fundamentally shaped both the development and marketing strategies.
Isaac Lien, Co-founder of Grandpad, initially developed a math flashcards app for iPhone inspired by Steve Jobs. Motivated by communication challenges with his grandparents, he created Grandpad, facilitating video calls for the elderly. Recognizing the power of technology to improve lives, Grandpad later introduced "Grandie," which use AI to help seniors engage in seamless conversations, find inspiration, and discover new interests in an intuitive and user-friendly manner. The team focuses on effective communication and user engagement, incorporating popular games and news topics into Grandpad's offerings.
Looking ahead, Isaac anticipates evolving generative AI technologies, and emphasizes the importance of user feedback to guide feature enhancements. By staying informed and exploring new tools, it’s possible to capitalize on industry advancements.
Key Takeaways:
1. User Feedback is King: User feedback plays a critical role in Grandpad's product development. They have a group of users who actively advise them on what to build, ensuring that the product continuously evolves to meet the needs of their customers.
2. Market Solutions, Not Features: Marketing for Grandpad's AI-powered features is centered around Simon Sinek's "Start with Why" approach. They focus on explaining why the product is important and beneficial for their users, before diving into the technical details of how it works. The solution is what users really care about.
3. Know Your Audience Intimately: Grandpad emphasized the importance of deeply understanding their target audience and creating a product that specifically caters to their needs. In their case, they focused on older adults and designed a user-friendly product that addresses their unique challenges with technology.
ABOUT OUR GUEST:
As the Co-Founder and Chief Artificial Intelligence and Innovation Officer at Grandpad, Isaac Lien brings a deep understanding of technology and a passion for making it accessible to older adults. With a background in computer science, he has been instrumental in the development of Grandpad's user-friendly tablet solutions designed specifically for the unique needs of this demographic.
Isaac's expertise in artificial intelligence and his dedication to incorporating user feedback have been key drivers in Grandpad's success. He has consistently leveraged advanced technologies, such as generative AI, to enhance the user experience and provide personalized, human-like interactions. Through his leadership, Grandpad has become a pioneer in utilizing AI to create more intuitive and engaging experiences for its users.
At the core of Isaac's work is a commitment to making technology accessible and inclusive for all users, particularly older adults. He has dedicated his career to developing solutions that empower and enrich the lives of users, ensuring they can seamlessly connect with their loved ones, access information, and enjoy a wide range of dig

GrandPad's AI-Powered Approach to Senior Tech with Isaac Lien, Co-founder and Chief AI & Innovation Officer at GrandPad

“There are so many factors that really affect conversion that start before a customer even begins to think about purchasing from a brand. Every element of a brand's website tells the consumer something about what you do and impacts if the consumer buys from you.”
Jon MacDonald, founder of The Good and author of Behind the Click
In this episode of Product Chats, Jon MacDonald, founder of The Good and author of "Behind the Click," shares invaluable insights into the intersection of psychological principles and digital optimization.
 
With a rich history of improving online brand experiences for giants like Adobe and Nike, MacDonald emphasizes the significance of understanding user psychology in design and product development. He argues for the removal of negative experiences from the internet (which keeps him busy), advocating for a holistic approach to customer experience that begins well before purchase.
 
Through a mix of qualitative research and quantitative data analysis, including heat maps and eye tracking, MacDonald reveals how design heuristics, when grounded in psychological understanding, can significantly improve site usability, onboarding, and retention.
 
The episode not only unpacks the tension between design and product teams but also offers strategies for alignment and empathy towards user goals and challenges.Key Takeaways:
 
Common Problems Between Product and Design: Tensions between designers and product teams often arise from unclear roles and a lack of understanding about each other's decisions, making teamwork difficult. To improve this, align both teams on user and customer goals to improve collaboration. Additionally, bringing in a third party for an unbiased view can help solve misunderstandings and bring teams closer.
 
Psychological Principles Behind Consumer Decisions: The discussion highlights how psychological concepts, like "heuristics," impact how consumers make quick decisions online. Jon stresses the importance of first impressions in digital spaces, noting that a bad initial experience can harm a brand's image long-term. Additionally, he mentions that consumers favor straightforward and concise information, suggesting the use of bullet points for clarity. Understanding these principles is crucial for creating intuitive and appealing digital experiences for users.
 
How to Improve User Experience: Jon outlines steps to improve user experience, focusing on consumer research. He suggests monitoring user interactions on websites, conducting tests, and direct conversations to grasp consumer choices. He introduces the "coffee shop test," where a random person's feedback on an app or website is sought for intuitive understanding. Jon emphasizes ongoing optimization and regular engagement with users for external insights. The aim is to streamline the decision-making process for consumers by removing hurdles.ABOUT OUR GUEST:Jon MacDonald is the founder of The Good, a leading digital experience optimization firm known for achieving excellent results for some of the largest online brands, including Adobe, Nike, Xerox, and The Economist.
 
His expertise lies in understanding consumer behaviors and preferences and leveraging this understanding to optimize digital experiences. Apart from being a seasoned entrepreneur, Jon is also an accomplished author, with three books on optimization under his belt. His latest book, "Behind the Click", provides further insights into his approach to digital experience optimization.
 
Listeners can get free access to the first chapter of his book here.
 
ABOUT PRAGMATIC INSTITUTE:
Since 1993, we’ve provided training and professional development for product, design, and data professionals to accelerate innovation, increase customer satisfaction, and bolster revenue. Through our comprehensive methods and propriety Pragmatic Framework, we train professionals with the skills needed to accelerate their product management and product marketing careers, increase team

Tailoring Marketing Efforts for Growth with Alex Rainford

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