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Product marketing, not
Things that make sense if you think about them
Kair Käsper
Kair Käsper
Ran digital projects at Taevas Ogilvy
Kair Käsper
Ran digital projects at Taevas Ogilvy
Created and sold Vurr, a digital agency
Kair Käsper
Ran digital projects at Taevas Ogilvy
Created and sold Vurr, a digital agency
Got a cat
Mr Watson
Kair Käsper
Ran digital projects at Taevas Ogilvy
Created and sold Vurr, a digital agency
Got a cat
Director of Product Ma...
Kair Käsper
Ran digital projects at Taevas Ogilvy
Created and sold Vurr, a digital agency
Got a cat
Director of Product Ma...
SaaS, free trial
SaaS, free trial
“Hold my beer”
“Hold my beer”
● Customer and market research
“Hold my beer”
● Customer and market research
● Competitor tracking
“Hold my beer”
● Customer and market research
● Competitor tracking
● Value proposition and messaging
“Hold my beer”
● Customer and market research
● Competitor tracking
● Value proposition and messaging
● Pricing and packag...
“Hold my beer”
● Customer and market research
● Competitor tracking
● Value proposition and messaging
● Pricing and packag...
“Hold my beer”
● Customer and market research
● Competitor tracking
● Value proposition and messaging
● Pricing and packag...
Fogg Behaviour Model
How do I build and market a product that people will love?
Happiness = Expectation - Reality
Jobs to be Done
Google, Youtube
books, blogs, podcasts,
consultants
Hundreds of
inteviews +
several qualitative
surveys
Push Pull
Anxiety Ability Habit
Push
Push Pull
Vitamin vs painkiller
Push Pull
Anxiety
Push Pull
Anxiety Ability
Push Pull
Anxiety Ability Habit
Let’s try it
That’s it for today
Product Marketing, Kair Käsper, Pipedrive
Product Marketing, Kair Käsper, Pipedrive
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Product Marketing, Kair Käsper, Pipedrive

  1. 1. Product marketing, not
  2. 2. Things that make sense if you think about them
  3. 3. Kair Käsper
  4. 4. Kair Käsper Ran digital projects at Taevas Ogilvy
  5. 5. Kair Käsper Ran digital projects at Taevas Ogilvy Created and sold Vurr, a digital agency
  6. 6. Kair Käsper Ran digital projects at Taevas Ogilvy Created and sold Vurr, a digital agency Got a cat
  7. 7. Mr Watson
  8. 8. Kair Käsper Ran digital projects at Taevas Ogilvy Created and sold Vurr, a digital agency Got a cat Director of Product Marketing at
  9. 9. Kair Käsper Ran digital projects at Taevas Ogilvy Created and sold Vurr, a digital agency Got a cat Director of Product Marketing at Co-founder of
  10. 10. SaaS, free trial
  11. 11. SaaS, free trial
  12. 12. “Hold my beer”
  13. 13. “Hold my beer” ● Customer and market research
  14. 14. “Hold my beer” ● Customer and market research ● Competitor tracking
  15. 15. “Hold my beer” ● Customer and market research ● Competitor tracking ● Value proposition and messaging
  16. 16. “Hold my beer” ● Customer and market research ● Competitor tracking ● Value proposition and messaging ● Pricing and packaging
  17. 17. “Hold my beer” ● Customer and market research ● Competitor tracking ● Value proposition and messaging ● Pricing and packaging ● Sales and partners enablement
  18. 18. “Hold my beer” ● Customer and market research ● Competitor tracking ● Value proposition and messaging ● Pricing and packaging ● Sales and partners enablement ● Product launches
  19. 19. Fogg Behaviour Model
  20. 20. How do I build and market a product that people will love?
  21. 21. Happiness = Expectation - Reality
  22. 22. Jobs to be Done
  23. 23. Google, Youtube books, blogs, podcasts, consultants
  24. 24. Hundreds of inteviews + several qualitative surveys
  25. 25. Push Pull Anxiety Ability Habit
  26. 26. Push
  27. 27. Push Pull
  28. 28. Vitamin vs painkiller
  29. 29. Push Pull Anxiety
  30. 30. Push Pull Anxiety Ability
  31. 31. Push Pull Anxiety Ability Habit
  32. 32. Let’s try it
  33. 33. That’s it for today

Product Marketing, Kair Käsper, Pipderive

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