Jason Oakley on LinkedIn: #productmarketer #marketintelligence #strategy | 12 comments
Who's guilty of dropping analyst reports in Slack and calling it a day? Just me? 🤦♂️ Market intel is useless in its raw form. It needs to be wrapped... 12 comments on LinkedIn
Who’s guilty of dropping analyst reports in Slack and calling it a day?
Just me? 🤦♂️
Market intel is useless in its raw form. It needs to be wrapped in context. Broken down into actionable takeaways that a person in your company can use.
No one has time to read a 25-page report and make sense of the info. That’s your job as a #productmarketer
So here’s what I’m doing now:
✅ Take an hour to study and understand the report. Look for key themes or insights (max 3-5 that are relevant to your company) and grab screenshots of juicy quotes or graphics.
✅ Create a deck summarizing your key insights. A slide for each. Just short bullets and supporting screenshots. Don’t just regurgitate what was in the report. Frame it around your business.
✅ [Optional]: We use Klue to keep track of insights around our market, so I’ll create a Klue Card for each insight. That keeps them centralized with everything else we know about our category.
✅ Record a short video walk-through. It allows you to add extra commentary and saves you having to wedge yourself into an all-hands sales meeting.
✅ Add one slide to the front of your deck titled “If you take anything from this report:” and summarize, even further, the key takeaways your team should know.
✅ Now you can post your message in Slack, send a company-wide email, whatever you do, with links to your content. But drop your summary directly into the message.
⚡️ People actually read it.
⚡️ They’re more informed. After all, you’ve armed them with insights vs making them read a report (which they won’t do).
⚡️ They appreciate it (and you) much more.
⚡️ They add to it. They start to contribute their own context and ideas around how this information might impact their specific department or role. It’s a beautiful thing.
How are you making market intelligence (like analyst reports) more valuable for your team?