The presentation comprises elements of tracking sales and user behavior that are essential for a speedy and successful sales kick off, profitability and business development and the importance of involving the Marketing Department in product development.

1. How Business Requirements Can
Make Your Product a Success
Pitfalls of Product Marketing

2. Keep calm and be social!
https://ro.linkedin.com/in/elizadumitrache
elizad5
eliza.dumitrache@gmail.com

3. Let’s break the ice!
- Dilbert says it best -
Needless to say – this won’t work!

4. What really happens when teams start working on a
new product

5. The story
• - Business has a new idea of a product/service that meets customer
demands.
• - The product manager is in charged with carrying out the
development and everything's that necessary for it to start
generating revenue.
• - Everybody - dev, frontend, design, sales & marketing gets together
to discuss how this should proceed, timelines, available resources,
monetization and pricing
• - Business is eager to launch soon, resources are always tight - we
create an MVP and 'if we need anything we'll add later as we go'
• - 6 months later the product is finished, has gone through QA - it's
sent to Marketing
• - Campaigns start but 3-6 months later it comes out that the
product loses money
WHAT HAPPENS NEXT?

6. Marketing comes back with a list of
reasons of why it fails
Points are validated.
Teams go back to the drawing board -> product needs changes
-> deadline depends on resources and recent priorities
Here 2 things happen:
• A. Changes are too difficult - need to carry on as is - EPIC
FAIL!
• B. Changes can be done - it will take 6 months.

7. By which time, everybody goes…

8. HAS THIS EVER HAPPENED TO YOU?

9. So why did the product fail?
Marketing stumbled into the following problems:
1. NO IN-PRODUCT ANALYTICS
Product has 10 features: we don't know which ones are the most relevant and
popular
Why it’s important?
- Helps determine/change key USPs
- the messaging that we push in our creative materials so it hits home to a
user.
- And also it helps improve the product – helps prioritize feature work and
development (sometimes less is more)
What if we do it later?
- Messaging used is up to inspiration not information

10. Task: push price and/or key features to
first time visitors. Optimize so user installs
grow for less traffic
Make it work!
Google Text Ads - Title of 25 Characters and Body
of 70 characters
Banner Ads – largest standard sizes: 728 x 90,
160 x 600
Landing pages – in most countries and most
cultures users don’t scroll
Think about it!

11. Analytics Solutions

12. 2. No Onboarding Process Considerations
80% of your free trial users
are fading away never to
become a paying customer.
…and I’m not just talking
email

13. Push Notifications
• 88% higher engagement
• nearly 3 X Retention
• an average of six in ten users will return to an application within a month
if they are being engaged with push messaging.
Can be perfectly tailored for each stage of the Customer Life Cycle

14. 3. No lifecycle analytics data

15. Meet Bad Luck Brian from Online
Marketing
Runs Acquisition Campaigns
from 20 sources
No idea which works best

16. PAID
SEARCH
SEO EMAIL AFFILIATE FACEBOOK TWITTER PR
ACQUISITION
CHANNEL
COUNTRIES
PAID
LICENSES
? ? ? ? ? ? ?
FREEMIUM/ FREE TRIAL – PAID FLOW
NOW LET’S OPTIMIZE!
• WHERE DO WE PROFIT?
• WHERE DO WE LOSE?

17. Metrics needed
• Trial to Paid Conversion Ratio
- per source
- for each source – per country
• Upgrade Value (€)
- per source
- for each source – per country
• Renewal Rate
- per source
- for each source – per country
• Renewal AOV (€)
- per source
- for each source – per country
• User Lifetime
- per source
- for each source – per country

18. 4. No Cookies
Most research ballparks cookie deletion at 30% of
visitors over a month.
For Acquisition purposes – it’s recommended you
work with a build that has a hardcoded parameter,
in case of cookie detection fail.
40% of users delete or
block according
to OpenTracker.net

20. Service Planning
where the “rubber meets the road”
• Working hand-in-hand with Product Management, to put
together what features, functions and capabilities are
included.
• Working with sales, to determine the best positioning and
what value will resonate with clients.
• Other key areas of involvement come from engineering,
delivery and operations.

21. Change the paradigm
Working together produces much better results!

23. Glossary
• http://www.totango.com/wp-content/uploads/2012/11/2012-SaaS-
Conversions-Benchmark2.pdf
• http://www.phunware.com/blog/push-ahead-push-notifications-
edging-past-email-mobile-marketing/
• http://www.slideshare.net/dmc500hats/startup-metrics-for-
pirates-long-
version/6_Customer_Lifecycle_Conversion_Behavior_Websitecom
• http://amckinnis.com/5-key-activities-every-product-marketing-
professional-must-master/
• http://www.kaushik.net/avinash/web-analytics-visitor-tracking-
cookies/
• https://www.smashingmagazine.com/2016/01/nobody-wants-use-
your-product/