Marketing Team

Product focus: Web analytics

• Rationale: We want to focus most of our marketing efforts around a single product, giving the team greater focus. We're choosing web analytics because it's recently out of beta and has strong adoption already.

• Owned by: Lior and Ian

• Contributors: Andy and others where needed

• What we're shipping:

  • Great web analytics docs
  • Comparisons for main competitors
  • Alternatives guides for main competitors
  • Better privacy docs and advice (GDPR consent etc.)
  • Proper web vs product analytics guide
  • Loads of relevant tutorials and SEO content
  • Social ads for web analytics

• We'll know we're successful when:

  • We see increasing usage of web analytics
  • More people choosing web analytics at onboarding
  • Growing word of mouth for PostHog as a web analytics tool (brand mentions)

Content focus: Newsletter

• Rationale: We've built a successful newsletter, but we need to aim higher. We want to ship more ambitious and original articles. Our ultimate long-term goal is people should talk about Product for Engineers in the same, or similar, terms as Lenny's Newsletter. A "default" newsletter that is synonmous with quality.

• Owned by: Andy

• Contributors: Ian, Lior, James Hawkins and anyone else who wants to get involved

• What we're shipping:

  • Bar raising issues of the newsletter
  • Working toward a higher frequency of issues
  • Potentially new newsletter formats
  • Andy attempting to become a LinkedIn influencer #youreathoughtleadernowharry

• We'll know we're successful when:

  • We ship newsletters we're very proud of
  • People talk about the newsletter like they do our brand / website
  • Increasing word of mouth and organic growth of the newsletter

Merch that's popping off

• Rationale: We've got some great new designs being printed. Next stage is to get them stocked and create buzz around how great our merch is.

• Owned by: Lottie

• Contributors: Whole marketing team where needed

• What we're shipping:

  • Merch printed and in the store
  • Photoshoot for the store + social promotion
  • A whole bunch of stuff to promote the merch online (TBD)

• We'll know we're successful when:

  • People buy and wear our stuff
  • Proved via photos and posts on social media
  • People choosing to buy it without a merch code / giveaway

Kickass billboards

• Rationale: We have a bunch of billboards booked for Q1 2025. We should have something on them, I guess? Solid plan.

• Owned by: Charles

• Contributors: Lottie, Cory, and James

• What we're shipping:

  • Billboard designs shipped on time
  • A Q4 campaign to create buzz and get people talking
  • Q1 2025 online campaigns to run at same time as billboards

• We'll know we're successful when:

  • We've shipped. Results will come in Q1 2025
  • Real love for the billboards and shares on social
  • Increase in branded search that coincides with the campaign

Hire someone to own paid ads and incentive schemes

• Rationale: We spend a decent amount on paid ads on Google and LinkedIn, but it doesn't have a full-time owner. Time spent here by Andy distracts him from things he'd rather be doing and is better at. We'd also like to explore creating a referral and/or affiliate scheme, but don't have capacity to do so internally.

• Owned by: Andy

• Contributors: Charles

• What we're shipping:

  • Job spec with aim to start hiring once we've onboarded new hires to content team
  • A clear hypothesis about what we want this person to do and how we'll evaluate success

• We'll know we're successful when:

  • We've hired someone who kicks ass and drives growth, or...
  • ...we decide to focus hiring efforts elsewhere, but probably the former.

Slack channel

#team-marketing

Budget

Budget is here (internally viewable only)