Product Marketing, Kair Käsper, Pipderive

1. Product marketing, not

2. Things that make sense if you think about them

3. Kair Käsper

4. Kair Käsper
Ran digital projects at Taevas Ogilvy

5. Kair Käsper
Ran digital projects at Taevas Ogilvy
Created and sold Vurr, a digital agency

6. Kair Käsper
Ran digital projects at Taevas Ogilvy
Created and sold Vurr, a digital agency
Got a cat

7. Mr Watson

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. 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. SaaS, free trial

11. SaaS, free trial

12. “Hold my beer”

13. “Hold my beer”
● Customer and market research

14. “Hold my beer”
● Customer and market research
● Competitor tracking

15. “Hold my beer”
● Customer and market research
● Competitor tracking
● Value proposition and messaging

16. “Hold my beer”
● Customer and market research
● Competitor tracking
● Value proposition and messaging
● Pricing and packaging

17. “Hold my beer”
● Customer and market research
● Competitor tracking
● Value proposition and messaging
● Pricing and packaging
● Sales and partners enablement

18. “Hold my beer”
● Customer and market research
● Competitor tracking
● Value proposition and messaging
● Pricing and packaging
● Sales and partners enablement
● Product launches

20. Fogg Behaviour Model

21. How do I build and market a product that people will love?

22. Happiness = Expectation - Reality

24. Jobs to be Done

25. Google, Youtube
books, blogs, podcasts,
consultants

26. Hundreds of
inteviews +
several qualitative
surveys

27. Push Pull
Anxiety Ability Habit

28. Push

29. Push Pull

30. Vitamin vs painkiller

31. Push Pull
Anxiety

32. Push Pull
Anxiety Ability

33. Push Pull
Anxiety Ability Habit

34. Let’s try it

35. That’s it for today