Product Marketing: Building your Multi-Product Flywheel with Paddle

Product Marketing: Building your Multi-Product Flywheel with Paddle

1. UP NEXT: Product Marketing: Driving Business Growth from the Inside with Paddle Jessica Hutchinson VP of Product Marketing Paddle

2. Product Marketing: Driving Business Growth from the Inside with Paddle Jessica Hutchinson VP of Product Marketing Paddle

3. But first let’s set the stage on multi-product.

4. % of total sales that are expansion revenue Q2 = 50TH PERCENTILE (MEDIAN) Q3 = 75TH PERCENTILE Q1 = 25TH PERCENTILE % OF REVENUE FROM EXPANSION 0% 10% 30% 20% 40% 50% 19.08% 2 to 5 6.12% Less than 2 32.14% Greater than 5 LTV/CAC RATIO SEGMENT Why multi-product

5. How do you do it? Differentiate on high value high wtp Add-Ons Low Value/High WTP Deprioritize Low Value/Low WTP Core Features High Value/Low WTP Differentiable High Value/High WTP Deviation from Median WTP Relative Preference Magnitude

6. And it’s hard… Customers now have to choose which product to buy and whether or not they want a bundled package The amount of information and context that needs to be communicated significantly increases Marketing campaigns become more complex as additional audiences, personas, and messaging are introduced Managing multiple products involves making strategic decisions about resource allocation, prioritization, and investment And more

7. Great, how does product marketing fit into this?

8. Considerations You need to know and understand your ICP across the portfolio You need to have an effective way to tell your company story, how do all of these products “fit” together Develop a naming framework early on so that is able to scale with you as the business grows and more products are introduced Be considerate of the time that is being allocated across the portfolio Cross-functional alignment on directions and priorities You need to be okay with testing multiple approaches

9. In practice: Our multi-product journey - we’re still learning! Our product offering went from a single product “Billing”… To a suite of integrated products that help businesses operate and grow

10. Key Takeaways Expansion revenue is one of the most effective ways to grow Establish team structures and determine how each product is going to be resourced Have a clear understanding of your ICP across products and know where the overlaps are As a multi-product company, your story needs to support the strategy and be clear enough that anyone can understand it

11. Thank You

12. UP NEXT: How to Create Longevity in a Sales Organization & Why it Matters with Justworks Valerie Avila Director of Sales Justworks Robert Lopez CRO Justworks