Iman Bayatra

Iman BayatraShare

Director of Product Marketing, Coachendo
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Iman Bayatra
Iman Bayatra
Director of Product Marketing, Coachendo | Formerly Google, MicrosoftFebruary 6

I would defenitly check: https://productmarketingalliance.com/events/.
If you become a member, you can watch all previous summits they had in different countries around the world.

                                                                                                                                                                                                                                         

Iman Bayatra
Iman Bayatra
Director of Product Marketing, Coachendo | Formerly Google, MicrosoftFebruary 15

Why to create a case study?

  • A case study is the social proof that highlights how your customer successfully used your product and the tangible evidence of the value your product can provide by describing how product's key features led to benefits for your customer.
  • Case studies are assets that you can use at any stage of the funnel: consideration, purchase and retention.

How to create a case study?

1. Decide the format of your case study

  • Written case study
  • Video with the customer
  • Review on a third-party website
  • Interview with customers over a podcast
  • Customer presentations at live events

2. Find the right candidate to engage for your case study

To create a strong case study interview clients who have seen the best results.

  •  Ask internal teams like sales or customer success to source happy customers
  •  Look at customers who provided a 5-star rating on third-party platforms like G2, TrustRadius, Capterra, etc..

3. Prepare a list of questions to ask 

Prepare a list of questions to ask your customer so you can get inforamtion on their story and extract extra insights to make a strong case study. (In previous answers you can find some great questions to ask your client)

4. Tell a compelling story

Create a story that includes the key components below:

  • Executive summary: provide a quick overview of the customer you served including a 2-3 sentence summary of the entire case and 2-3 bullet points of key metrics to demonstrate success
  • Challenge: describe the challenges and pain points your customer was experiencing prior using your product
  • Solution: describe how your product solves these challenges and why the customer specifically chose your product
  • Results: highlight accomplishments and quantified impact to prove how your product helped the customer achieve his goals
  • Quotes / visuals: In each component include a powerful quote to support the story you're telling
Iman Bayatra
Iman Bayatra
Director of Product Marketing, Coachendo | Formerly Google, MicrosoftJanuary 25

Be structured and stick to your prioritization framework.

Tactically speaking, we use a sort of backlog sheet where we add all the requests / works that we have on our roadmap and other ones that come our way. During our weekly planning meeting we review all the requests and we decide which ones to move into our to do list based on the following questions:

  • How urgent [ short-term vs. long-term] is the request?
  • What is the time and effort level the request will take?
  • How many dependencies do we have?
  • What is the impact?

Bear in mind there will always be last minute requests, to make the right balance leave ~20% of your time open for such requests / projects.

Iman Bayatra
Iman Bayatra
Director of Product Marketing, Coachendo | Formerly Google, MicrosoftAugust 9

I use two main tools to ensure all teams are aligned and engaged: Google Sheets and Slack. In addition, I make sure to schedule weekly / bi-weekly meetings with relevant stakeholders to prioritize tasks, define new ones and analyze performance of current activities.

Below is a breakdown of how I use the tools at different stages of product launch:

  •  Launch tiers: to categorize launch tiers I use a launch level matrix that I share with relevant stakeholders using Google sheets.
  •  Launch Planning: for this part I mainly use a checklist that I put on a Google Sheet. The checklist covers all launch tiers, defines the corresponding set of activities for each launch tier and clearly defines who is the owner and the approver of each activity, status, deadline, etc...
  •  Internal communication and updates: Slack is my go-to tool to keep teams informed as it makes it easy and fast to get and share info with the stakeholders in different shapes: messaging, video calls, audio calls, etc.. In addition, I make sure to meet with different teams on a weekly / bi-weekly basis to review the launch plan status and to prioritize and define new ones.
  •  Analytics & measurement: to follow up on the performance of different activities and track metrics, I import the data from Google Analytics and internal system to a Google Sheet. Sometimes I build tailored dashboards using Google Studio.
Iman Bayatra
Iman Bayatra
Director of Product Marketing, Coachendo | Formerly Google, MicrosoftJuly 25

Absolutely yes! We do have a framework that we use as a reference but first, there's a list of actions that we take in order to decide what tactics / activities to include for each launch:

  • Determine if it's a launch of new product or a new feature.
  • Categorizing launch tiers based on revenue forecasts and based on Launch Level Matrix.
  • Decide the launch level / tier:
  1. ­ Beta launch
  2. ­ Extra small launch
  3. ­ Small launch
  4. ­ Medium launch
  5. ­ Large launch

As a next step we decide what internal and external tactics / relevant activities to include in each one of the following categories:

  • Internal communication and enablement [ex: sales, customer success and partner training]
  • Demand generation [ex: prospect email]
  • Partner marketing [ex: newsletter]
  • Customer marketing [ex: testimonials]
  • Content marketing [ex: whitepapers]
  • Video & podcasts [ex: product video]
  • Website & SEO [ex: product page]
  • Events [ex: thought leadership events]

Categories and activities in each category are selected together with relevant stakeholders involved in the launch planning taking into consideration what are the best targeting methods to reach our target audience, historic performance of each activity and the needed cost/ effort to create it.

Credentials & Highlights
Director of Product Marketing at Coachendo
Formerly Google, Microsoft
Lives In London, ENG
Knows About Competitive Positioning, Growth Product Marketing, Product Launches, Go-To-Market Str...more