Your guide to product-led marketing

Your guide to product-led marketing ATTACH

Look at HubSpot , the CRM platform with a $22 billion market cap, for inspiration. HubSpot’s top three ways of attracting new users are word of mouth (33%), Google (26%) and HubSpot’s blog (13%), according to the company’s Q3 2021 Investor Presentation.

  • Programmatic templates: For example, “How to do X+Y” pages.
  • Bespoke templates: You actually create your own templates along with content around them.

Zapier has mastered the art of the programmatic template play. Other examples I love include:

Hotjar, the website analytics company, does this to great effect with product hubs around features like heatmaps and session recordings. In fact, the company has the #1 result on organic search for “heatmaps”, “heatmap tool”, and “heatmaps guide”.

Here’s how Hotjar does it:

  • They start by addressing the high-level intent of the visitor (“what is a heatmap?”)
  • They challenge the visitor’s question and raise the stakes (“here’s why you’re wrong and need to rethink it”)
  • They address the broad range of related questions that folks have (examples of heatmaps, how to analyze it, how to create it, who invented it, how to use it on a WordPress site)

3 - Benchmark and trend data

4 - Competitive comparisons

5 - Product education

6 - Free ungated tools

A few other examples for inspiration include:

Bonus - Product-led SEM

What to do next