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PMM Best Practises

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PMM Best practises
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How to Use the Fletch Value Proposition Canvas
Theme
Value Props
Notes
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Nail One Point Before you Attempt to Nall Every Point
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Differentiation
Notes
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Demand Gen vs. Brand Marketing
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Mistakes
Go to market
Notes
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9 Mistakes that will Kill your Startup
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Mistakes
Notes
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2 Types of Beachhead Expansion Strategies
Theme
Go to market
Notes
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Anatomy of a Value Proposition
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Value Props
Notes
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The Vision Trap: How Vision Marketing Leads to Startup Failure
Theme
Go to market
Mistakes
Notes
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Your Target Audience Drives Your Positioning
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Product category
Positioning
Differentiation
Notes
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4 Types of Competitive Positioning Anchors
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Positioning
Notes
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Minimum Viable Positioning Model
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Positioning
Notes
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How to Message the Early Market on Your Homepage
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Product Marketing
Messaging
Website
Notes
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How to Position and Message Innovative Products from Early to Mainstream Market
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Messaging
Positioning
Product Marketing
Notes
How to Deploy Your 3-Person Marketing Team
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Mistakes
Go to market
Notes
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More Categories = More Competitors
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Go to market
Mistakes
Notes
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Products Made Famous by One Feature
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Features
Notes
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The Right Idea at the Wrong Time is Still the Wrong Idea
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Value Props
Notes
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Category Creation Canvas
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Product Marketing
Use Cases
Notes
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The Owner of the Homepage Changes by Company Stage
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Website
Messaging
Notes
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Broader Positioning = More Competitors
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Positioning
Notes
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The Difference Between Brand and Product Marketing
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Product Marketing
Notes
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Enterprise Requirements Vary for Each Industry
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Product Led Growth
Use Cases
Notes
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How to Write a Features Section
Theme
Website
Features
Notes
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Barriers to Mainstream Adoption
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Product Led Growth
Notes
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The Size of the Risk = The Size of the Chasm
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Go to market
Product Led Growth
Mistakes
Notes
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Messaging vs. Copywriting
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Messaging
Notes
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Two Ways to Write a Homepage for Multiple Audiences
Theme
Website
Notes
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Two Ways to Cross the Chasm
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Product Marketing
Product Led Growth
Notes
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4 Ways Startups Compete with Market Leaders
Theme
Go to market
Notes
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You Need to Find Product-Market-Fit Twice
Theme
Go to market
Product Marketing
Notes
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The World’s Clearest Homepage Template
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Website
Notes
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Your New Place to House your Positioning
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Website
Positioning
Notes
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Outcome Messaging Hides Differentiation
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Differentiation
Messaging
Notes
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Fletch’s GTM Messaging Spectrum
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Go to market
Messaging
Notes
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Fletch’s Product Fit Model
Theme
Go to market
Product Marketing
Notes
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How Your Positioning Impacts Your Marketing
Theme
Product Marketing
Positioning
Notes
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Put the Work in to Develop your Positioning Strategy
Theme
Go to market
Positioning
Notes
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Visualizing B2B Markets
Theme
Go to market
Notes
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How To Write A Homepage
Theme
Website
Notes
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Homepage Hero Messaging Strategies of (some) Top Software Companies
Theme
Website
Messaging
Notes
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Early Adopters Vs. Everyone Else
Theme
Product Marketing
Go to market
Notes
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Two Ways To Describe Horizontal Products
Theme
Product Marketing
Use Cases
Notes
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Three Levels of Messaging Clarity
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Messaging
Website
Notes
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Fletch Demand Generation Canvas
Theme
Go to market
Product Marketing
Notes
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Use Case vs. Capabilities vs. Outcomes
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Capabilities
Use Cases
Notes
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Messaging Value Propositions by Stages of Awareness
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Messaging
Value Props
Notes
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Fletch’s B2B Messaging Cube
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Messaging
Use Cases
Notes
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Fletch’s Founding Thesis
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Product Marketing
Notes
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If SaaS Executives Ran Starbucks
Notes
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Product Marketing vs. Outcome Marketing
Theme
Mistakes
Product Marketing
Use Cases
Notes
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Position For Your Next Revenue Milestone
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Positioning
Notes
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Loom Positioning Approaches by Year
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Positioning
Notes
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5 Go-To-Market Focuses for PandaDoc
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Go to market
Notes
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The Benefits of Leading with a Use Case
Theme
Use Cases
Notes
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Startup Messaging Spectrum
Theme
Messaging
Product Marketing
Notes
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(Temporarily) Shrink Your Vision
Theme
Go to market
Notes
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5 Types of Go-To-Market Strategies
Theme
Go to market
Notes
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Loom’s Positioning Timeline and What This Means for You
Theme
Positioning
Notes
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How to Generate Demand For a Product
Theme
Go to market
Notes
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Scalable ARR vs. Non-Scalable ARR
Theme
Go to market
Notes
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The Impact of Creating a Point-Of-View
Theme
Go to market
Notes
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The Bigger Companies get, the Worse Their Messaging Gets
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Mistakes
Messaging
Notes
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Fletch’s Minimum Viable Positioning Canvas
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Positioning
Notes
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DataCebo Homepage Hero Message Re-Write
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Website
Messaging
Notes
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Fletch’s Messaging Stairs
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Messaging
Product Marketing
Notes
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Competitive Positioning Vs. Contextual Positioning
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Positioning
Notes
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Competitive Positioning Guide
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Positioning
Notes
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Simplify Your Homepage
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Website
Mistakes
Notes
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B2B Persona-Based Messaging Guide
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Messaging
Personas
Notes
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Be Dogmatic with Who You Serve
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Product Marketing
Go to market
Notes
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4 Questions to Answer Before Re-Positioning Your Startup
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Positioning
Notes
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Unclear Messaging and how it Makes your Great Product look Bad
Theme
Mistakes
Product Marketing
Messaging
Notes
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The Top 5 Things Every Product Manager Should Know About Product Marketing
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Product Marketing
Notes
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The Power of Staying on Message
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Positioning
Messaging
Notes
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Does “Maximizing Revenue” Mean Anything?
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Mistakes
Notes
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Change the way you Think about B2B Marketing
Theme
Mistakes
Go to market
Notes
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Write Your Homepage for the Ignorant Champion
Theme
Messaging
Website
Notes
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What Does It Mean to be a Horizontal Startup?
Theme
Go to market
Notes
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Making Your LinkedIn Content Worth Reading
Theme
Go to market
Messaging
Notes
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Accelex Homepage Hero Messaging Re-Write
Theme
Mistakes
Messaging
Website
Notes
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Answering the Core Questions in your Hero
Theme
Website
Messaging
Notes
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Messaging-By-Committee is where Messaging Dies
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Messaging
Notes
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Competitive Positioning vs Contextual Positioning
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Positioning
Notes
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Does Your Homepage Messaging get to the Point
Theme
Website
Messaging
Notes
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The Power of Specific Examples
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Product Marketing
Notes
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Don’t Hide Your Differentiation
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Differentiation
Mistakes
Notes
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Who Reads Your Homepage
Notes
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Choose A Market Segment
Theme
Mistakes
Positioning
Notes
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Prioritize More Important Products First
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Product category
Product Marketing
Notes
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If SaaS Executives Took Charge of Rolex
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Mistakes
Product Marketing
Notes
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If Saas Executives Took Charge of Brooks Brothers
Theme
Product Marketing
Mistakes
Notes
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Write Your Homepage Hero Like an Infomercial
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Website
Notes
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Your Product Category Maturity and how that Affects Your Messaging
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Product category
Messaging
Notes
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The Honest Product-Marketing Glossary
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Product Marketing
Mistakes
Notes
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The Honest Startup Glossary
Theme
Go to market
Mistakes
Notes
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If Saas Executives Made Apple’s Homepage
Theme
Mistakes
Product Marketing
Notes
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The Value in Vertical SaaS Startups
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Go to market
Notes
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10 Things Founders Say when they have a Product Marketing Problem
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Mistakes
Problems
Product Marketing
Notes
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Anti-Value Propositioning Guide
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Value Props
Notes
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Ditch the Fluff
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Mistakes
Product Marketing
Notes
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Your Ideal Customer Profile is More than Infographics
Theme
Go to market
Notes
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Brand Messaging Vs. Product Messaging
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Messaging
Notes
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What The Market Actually Cares About
Theme
Value Props
Notes
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Should Your Horizontal Startup Go-To-Market Horizontally
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Go to market
Notes
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Saas Founder Translation Guide
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Personas
Mistakes
Notes
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9 Symptoms of Marketing to Multiple Customer Segments at the Same Time
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Mistakes
Go to market
Notes
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Minimum Viable Website Guide
Theme
Website
Notes
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Don’t Put Your Mission Statement on Your Homepage
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Mistakes
Website
Notes
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Positioning is a Team Sport and Everyone Plays a Different Role
Theme
Positioning
Notes
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Positioning is a Team Sport and Everyone Plays a Different Role
Theme
Positioning
Notes
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Problem Framing for Value Propositions
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Value Props
Problems
Notes
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Website Messaging for Two-Sided Marketplaces
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Messaging
Website
Notes
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Your Hero is the Leading Edge of Positioning
Theme
Website
Positioning
Notes
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The Simplest Positioning Definition
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Positioning
Notes
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Why You Shouldn’t Use “Voice of the Customer” for Startup Product Marketing
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Product Marketing
Notes
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Multi-Order Benefits = Undifferentiated Benefits
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Benefits
Mistakes
Differentiation
Notes
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Potential Reasons Big Companies Have Unclear Messaging
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Mistakes
Messaging
Notes
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Keep Your Messaging Clear During your Growth
Theme
Mistakes
Messaging
Notes
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You Don’t Need To Create a New Category to be Successful
Theme
Go to market
Product category
Notes
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Avoiding Message Clarity Degradation Over Time
Theme
Messaging
Mistakes
Notes
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How to Determine Your Most Compelling Features
Theme
Features
Notes
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Theme
Mistakes
Problems
Go to market
Notes
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Position Yourself Alongside Your Progress and Targets
Theme
Go to market
Positioning
Notes
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Homepage Hero Messaging Re-Write
Theme
Website
Mistakes
Messaging
Notes
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How To Create Compelling Value Propositions
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Value Props
Notes
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Why Your Homepage is Hard To Understand
Theme
Mistakes
Notes
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Four Great Heroes With Holistic Messaging
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Website
Notes
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Holistic Messaging Vs. Benefits-Only Messaging
Theme
Mistakes
Messaging
Website
Notes
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Lowering Friction by Diverting Existing Energy
Theme
Positioning
Go to market
Notes
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Dominate A Small Market First
Theme
Positioning
Notes
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B2B Messaging Cheat Sheet
Theme
Messaging
Notes
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Choosing an Audience for your Homepage
Theme
Positioning
Website
Notes
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Single Product Vs. All-In-One-Product
Theme
Product Marketing
Notes
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Homepage Hero Messaging Audit of Gem
Theme
Website
Messaging
Notes
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Treat Your Homepage like a Dating Profile
Theme
Website
Messaging
Notes
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The Single Purpose of a Homepage
Theme
Website
Mistakes
Notes
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Fletch’s Positioning Shift
Theme
Positioning
Notes
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Don’t Create a Category Unless you have the Distribution
Theme
Go to market
Product category
Notes
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Using Messaging to Create and Capture Demand
Theme
Go to market
Messaging
Notes
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Go-To-Market for 8-Year-Olds
Theme
Go to market
Notes
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The Negative Long Tail of a Generic Customer Definition
Theme
Mistakes
Positioning
Notes
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9 Reasons Companies Reposition
Theme
Positioning
Notes
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Lenny’s Podcast and “Jobs-To-Be-Done” Guide
Theme
Go to market
Notes
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When NOT to Use a Use Case to Message a Suite of Products
Theme
Mistakes
Product Marketing
Use Cases
Notes
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How to Use a Shared Use Case to Message a Suite of Products
Theme
Product Marketing
Use Cases
Notes
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Taking Advantage of Platforms to Market Your Products
Theme
Product Marketing
Go to market
Notes
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Connect “Problems” to your Customer’s “Use Case”
Theme
Messaging
Notes
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Definitions of: Use Case, Feature, and Capability
Theme
Mistakes
Messaging
Notes
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Good Positioning Vs. Bad Positioning
Theme
Mistakes
Positioning
Notes
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End Goals of Homepages and Use Case Pages
Theme
Use Cases
Website
Notes
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Fletch’s Use Case Messaging Canvas
Theme
Use Cases
Messaging
Notes
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Why Use Case Messaging Resonates Best
Theme
Use Cases
Messaging
Notes
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Focus on the “What” and “How” in your Messaging
Theme
Mistakes
Notes
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Who Reads what on your Homepage
Theme
Messaging
Website
Notes
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Horizontal Startup Go-to-Market Guide
Theme
Go to market
Notes
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Homepage Messaging Variations
Theme
Messaging
Website
Notes
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Fletch’s Messaging Taxonomy
Theme
Messaging
Notes
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Go-to-Market Channels for Horizontal & Vertical Startups
Theme
Go to market
Notes
image.png
How to Craft Better Demand Messages for your B2B Product
Theme
Product Marketing
Messaging
Notes
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Internal Vs. External Positioning
Theme
Positioning
Notes
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Fletch’s Positioning & Messaging Process
Theme
Messaging
Positioning
Notes
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Fletch’s Messaging House for Value Propositions
Theme
Value Props
Notes
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Value Proposition Builder
Theme
Value Props
Notes
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When Should Startups Build a Second Product?
Theme
Go to market
Notes
image.png
5 Biggest Struggles Founders Make Explaining Their Product
Theme
Messaging
Mistakes
Notes
image.png
How Long Does it Take to Actually get a Marketing Motion to Work?
Theme
Go to market
Notes
image.png
How to Use Value Proposition to Hone Your ICP
Theme
Value Props
Notes
image.png
Messaging Against Competitive Alternatives
Theme
Messaging
Notes
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B2B Startup First-Call Deck
Theme
Positioning
Go to market
Notes
image.png
Eight Founder Journeys to Product-Market-Fit
Theme
Go to market
Notes
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Minimum Viable Positioning Archetype
Theme
Positioning
Notes
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Messaging Vs. Copywriting
Notes
image.png
How to Build a Value Proposition
Theme
Value Props
Notes
image.png
Headline Webpage Audit
Theme
Website
Messaging
Notes
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B2B Buyers are Becoming more like B2C Buyers
Theme
Messaging
Notes
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Should you Position your Startup as a Platform?
Theme
Go to market
Notes
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Transitioning from Seeking Opportunity Mode to Capturing Opportunity Mode
Theme
Go to market
Notes
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Deciding What Product Category To Use In Your Messaging
Theme
Product category
Messaging
Notes
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Crafting Resonating Customer-Based Product Messaging
Theme
Messaging
Use Cases
Product Marketing
Notes
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Crafting 4 Variations Of Your Value Proposition
Theme
Messaging
Value Props
Go to market
Notes
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Fletch’s Value Proposition Messaging Canvas
Theme
Value Props
Messaging
Notes
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How to Make Your Value Proposition More Believable
Theme
Value Props
Benefits
Notes
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Five Layers of Messaging
Theme
Product Marketing
Messaging
Notes
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Product Marketing Canvas
Theme
Product Marketing
Notes
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The “X For Y” Hero Template
Theme
Messaging
Website
Notes
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4 Levels of Problems
Theme
Product Led Growth
Problems
Notes
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Differentiation 101
Theme
Differentiation
Notes
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Use Problem-Focused Content to Generate Demand
Theme
Problems
Notes
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The “Micro-Message” Game Behind Horizontal Marketing
Theme
Positioning
Personas
Notes
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Positioning Your Startup to Standout
Theme
Positioning
Value Props
Notes
image.png
Product Messaging Approaches for Startups
Theme
Messaging
Notes
image.png
Homepage PLG Messaging
Theme
Product Led Growth
Messaging
Website
Notes
image.png
How to Determine Your Product’s Benefits
Theme
Benefits
Notes
image.png
Building A Feature Section On Your Website
Theme
Features
Website
Product Marketing
Notes
image.png
Should you Create a new Product Category?
Theme
Differentiation
Product category
Notes
image.png
Pros and Cons of Vertical and Horizontal Startups
Theme
Product Marketing
Go to market
Notes
image.png
Deciding if you are a Vertical or Horizontal Startup
Theme
Product Marketing
Go to market
Notes
image.png
Your Homepage is Just One Step in your Customer Journey
Theme
Website
Mistakes
Notes
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Evaluating Positioning Anchors
Theme
Positioning
Notes
image.png
3 Phases of Differentiation
Theme
Differentiation
Notes
image.png
What Research Method is Best for Re-Writing Your Website
Theme
Website
Notes
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4 Homepage Section Variations
Theme
Website
Notes
image.png
3 Ways to Sell a Platform
Theme
Product Marketing
Go to market
Mistakes
Notes
image.png
Does your Product Strategy Strengthen or Weaken your Positioning
Theme
Positioning
Notes
image.png
Horizontal Products vs. Multiple Products
Theme
Product Marketing
Product Led Growth
Notes
image.png
3 Levels of Product-Market-Fit
Theme
Product Marketing
Go to market
Notes
image.png
How to Approach B2B ROI Messaging
Theme
Messaging
Notes
image.png
What is Problem Messaging
Theme
Messaging
Problems
Notes
image.png
What is “Value”
Theme
Benefits
Notes
image.png
Minimum Viable Positioning: 4 Common Pairs
Theme
Positioning
Notes
image.png
How to use Minimum Viable Positioning
Theme
Positioning
Notes
image.png
4 Stages to Creating a Webpage
Theme
Website
Notes
image.png
Where to put your Interactive Product Demo
Theme
Product Led Growth
Website
Notes
image.png
Sell Your Features - Not Your Benefits
Theme
Mistakes
Features
Notes
image.png
Lead with Capabilities over Benefits
Theme
Capabilities
Benefits
Notes
image.png
3 Stages of Growth for Horizontal Companies
Theme
Product Led Growth
Notes
image.png
Stack Messaging Elements for a Clearer Homepage Hero
Theme
Messaging
Website
Notes
image.png
What Prospects Really Mean When They Ask for ROI
Theme
Mistakes
Notes
image.png
Choosing and Using a Positioning Anchor
Theme
Positioning
Website
Notes
image.png
Three Ways to Position a Horizontal Product
Theme
Positioning
Product Marketing
Notes
image.png
Importance Of Audience-Message-Fit
Theme
Messaging
Notes
image.png
Fletch’s Guide To Choosing A Homepage Hero
Theme
Website
Messaging
Notes
image.png
Ways To Segment Your Market
Theme
Go to market
Notes
image.png
6 Homepage Hero Templates
Theme
Website
Messaging
Notes
image.png
Changing Product Category Based On Your Audience
Theme
Product category
Notes
image.png
Category Differentiator - Compelling Hero Messages
Theme
Messaging
Website
Differentiation
Notes
image.png
High Costs Of Running Horizontal Startup GTM
Theme
Mistakes
Go to market
Notes
image.png
Four Homepage Templates
Theme
Website
Notes
image.png
Determining The Maturity Of A Product Category
Theme
Product category
Notes
image.png
Startup GTM: Small→Big
Theme
Go to market
Notes
image.png
Helping Prospects Understand Your (Horizontal) Product
Theme
Product Marketing
Notes
image.png
Content vs Concept Repurposing
Theme
Mistakes
Go to market
Notes
image.png
2 Unmistakeable Undifferentiated Phrases In Your Messaging
Theme
Differentiation
Website
Notes
image.png
Why Features Matter
Theme
Differentiation
Features
Product category
Notes
image.png
Three Functions For Successful Homepage Messaging
Theme
Messaging
Website
Notes
image.png
Differences Between Brand And Product Marketing
Theme
Product Marketing
Notes
image.png
High-Growth vs. Hyper-Growth
Theme
Product category
Notes
image.png
Awareness Cycle vs. Awareness Velocity
Theme
Go to market
Notes
image.png
Building Your First Go-to-Market Strategy
Theme
Go to market
Notes