“What is your single goal of Product Marketing for 2019?”
Yes, I do have one. “Do you have a product marketing goal for this year?”
This is one of the open-ended questions that I asked in a survey, called “Better Product Marketing”. Some of the responses to this question were perfect. They had great clarity, specifying the manager’s expectations and what she aimed to achieve in 2019.
One of the goals that I liked most among what I received is this well-crafted statement.
Let’s do some math. One million looks like this 1,000,000.
10 percent of it is 100,000. And 0.5% of it is 5,000.
So the person who drafted this knows how the funnel works and how much to expect out of the marketing efforts in reality. In this case, the manager is clear that she wants to focus her energies on the blog for higher conversions and saleability of her product.
Some of the awesome single-sentence goals that I received also included ‘persona priorities’. They are thoughtfully crafted. These goal statements had a strong direction.
The team members using this goal can easily align their time with their tasks.
And, a few other goals really worried me, for their obscurity. I could not really figure out what I should interpret out of them. While I don’t want to crib a great deal about these goals, here are a few examples of them too.
Such vague goals open up umpteen possibilities for those who need to execute them. And this causes the team to fire back questions in multiple directions. ‘What should I achieve? What are the metrics that will measure my success? What is my immediate action plan?’
The goal should ideally speak for itself.
This article focuses on helping you define your goal before you start shooting commands of execution. Also, let me share a disclaimer that this article is mostly designed to meet your content needs within the gamut of product marketing.
Apart from my survey respondents, I felt it would also help many other product marketers and managers out there. If you choose to participate in the survey, please fill out the questionnaire here.
While there are multiple frameworks used to set a goal, I would stick to one simple framework for product marketing goals.
I see that a combined framework of Simon Sinek and John Doerr would do good to this. I am referring to the target circle framework of ‘why-how-what’ that is explained by Simon.
And the OKR (Objectives-Key Results) goal setting framework advocated by John Doerr which is widely used across Google and Intel.
The Purpose and Passion behind setting Your Goals
Why do You Need to Define Your Content Goals?
“There’s a good chance that producing content without a clear goal is doing very little for your brand.
— James Brockbank”
In my case, honestly, each content piece that is produced should fulfill the purpose for your business or solve a pain point for your customerCLICK TO TWEET. If the goal does not contribute to either of them, then I would be contributing to more noise that is already existing and is also being ignored out there.
As appropriate, I use KPIs such as cost per content, look back window of one content piece, most converting keywords, most effective titles and subject lines based on open rates and so on while measuring my content goals.
Even within product marketing, there are many contexts to which you can define goals. But for the purpose of this article, I am dealing with only five contexts that are relevant to product marketing, asset creation, and scalability. These contexts will also help you build the purpose of your goal.
- Product Launch
- Product Lifecycle and Customer Journey alignment
- Customer Acquisition
- Brand Resonance
- Thought Leadership or Gaining Authority
The purpose provided below could be tweaked based on your interests. Also, the purpose listed could be combined together. Each line provides a sample purpose that you could customize to meet your goals. It could be ditched and changed into a new one altogether.
What is the Better Product Marketing Survey?
Better Product Marketing survey is a short survey that includes 12 questions about yourself and the challenges that you face with asset creation and content scalability. This questionnaire has been receiving interest and continuous response from product managers and marketers. As a part of this exercise, I promise to return a favor to those providing information through the survey.
The series about goal setting and its framework is a residue of the insights that I received from the survey. While this is not the only piece that I promised to give in return, there is yet a lot more to come. Please share your responses here to benefit out of this exercise and help yourself save some time with asset creation and content scaling.