{"version":1,"type":"rich","provider_name":"Libsyn","provider_url":"https:\/\/www.libsyn.com","height":90,"width":600,"title":"Harnessing Fast Feedback for Better Product Marketing with Peep Laja, Wynter","description":"Product marketing is an evolving field with much left to define about what product marketers can actually measure and support. Peep Laja founded his company, Wynter, on the belief that product marketers do better work with swift, real-time feedback on their product messaging. In today\u2019s conversation, he explains why taking weeks (or even months) to do critical testing and validation puts your product in a losing position. He\u2019ll also describe how Wynter is helping B2B product marketers get impactful insights on their product\u2019s messaging & positioning, without wasting time on KPIs that keep you looking in the rearview mirror.    Want to get even better at B2B product marketing? Follow along with Peep\u2019s How to Win podcast and the Wynter newsletter.    Follow us on LinkedIn and Twitter to see the latest in Better Product, a show part of the Better Product Community powered by Innovatemap. The community is the connection point for product leaders & practitioners to learn and share what it takes to design, build, market, and sell better products. Learn more at betterproduct.community.    Takeaways:  If you wait to test and validate your product marketing, you lose. Product marketers should prioritize the speed of feedback.  When marketing your product, prioritize function over form.  The best differentiation is to actually be different.    Things To Listen For:    [1:30] An introduction to Peep (and a callback to an episode he inspired) [2:00] Better copy leads to conversion. But how do you know if your copy is good?  [3:00] How Wynter can give you direct feedback from your target customer  [6:00] Product marketing is ultimately about finding common ground between opinions\u2014from your marketers, your sales team, your CEO,  and your customers [7:30] Wynter\u2019s goal is to speed up feedback loops; no more waiting for insights [9:00] Wynter democratizes user research, even if you\u2019re not a research expert  [9:30] Product marketing is troublesome because it\u2019s a new & evolving role [10:00] Don\u2019t let your product marketers be \u201cdeck monkeys\u201d  [13:00] Revenue as a metric is like looking through the rearview mirror [14:30] Peep\u2019s 5 buckets for understanding product messaging:  Clarity - does your audience \u201cget it\u201d? Do they want it? Relevance - are you speaking about things that are a high priority? Desirability - is your product\u2019s value understood? Do people want it? Differentiation - have you made clear how your product stands out? Brand - are you creating the right perception for your product?  [17:00] \u201cMessaging and copy are the manifestations of your positioning\u201d [21:00] Clarity in messaging is key: \u201cif they don\u2019t get it, they\u2019re not going to buy it\u201d [23:30] Don\u2019t treat your website homepage like Netflix  [24:30] What it looks like to sell a category vs. sell a narrative  [30:00] Differentiation also comes down to how you see yourself ","author_name":"Better Product","author_url":"https:\/\/betterproduct.community","html":"