Product Marketing site and content

During my time as Product Manager of CultureMoves, I also shared the Product Marketing role in the team with our gorgeous Product Designer.

Usually there exist whole departments for product marketing. They talk to sales, customer support, and the strategy folks to understand what people want and how to communicate it.

We 2 people doing these 4 roles for our green-field product team.

That means we embodied the 'test, learn, change, test’ iterative way of working - no where more so than with the marketing site.

The above images step through the site for posterity (but at time of writing it's still up on the web).

We were testing a whole lot of key words, calls-to-action and attractive concepts on this site. Snappy one-liners, down-to-earth slogans, different buttons for different customer problems... all with the overarching goal to give us data on who's interested in and buying our product.

And, we were conscious to show ourselves: how we think (with our design principles), who we are (on the team page) and the philosophies underpinning the product (via the wisdom page). It's important to me to show the people behind a technology product - not just because we know people trust and buy fromc people (not machines) but because I want to create a relationship with customers/clients that's more than a transactional one. When I'm designing and delivering solutions I want to create an environment for dialogue - feedback from real people using your product is THE best way to improve it, hands down. How do you create that environment? Trust. How do you create trust? Be honest in your communications.

So to that end we included our own views and the experiences of experts in our company to help inform the marketing strategy and content.

Included here is an example of one of the suite of vids we created for our marketing strategy (more on that later).