Offsite: Marketing Small Team Notes

[joethreepwood]

Here's what we discussed...

OKRS

We recapped OKRs. Ian is going to suggest some changes. We bought Lottie up to speed on the goals we have as a team.

UNBUNDLING

We have three main channels for supporting unbundled products. Tutorials, case studies, comparisons.

For case studies, we should have one per unbundled product and reposition these to focus on use-cases for each product. @joethreepwood will take that.

We will prioritize the comparisons for Joe's unbundling issues. Comparisons lack visuals. @andyvan-ph will take responsibility for this. We will launch the Street Fighter comparison project. It'll be a group effort to write, but @andyvan-ph has a vision for how we organize the content. We'll use components to keep the content more centrally controlled and updated. We agree that Joe's genius isn't wasted on him.

We feel that tutorials are in a good place, but @ivanagas wants us to support him by funnelling ideas to him from engineering teams and users, so he can continue to support that.

Tutorials and PostHog 3000 is a problem. We don't know what to do here with video and need to sync with the PostHog 3000. Ian may need freelance support to bring tutorials up to date. @ivanagas will think how to tackle this.

POSTHOG 3000

At launch we want..

• the majority of tutorials to be updated
• we want new tutorials to explain how to use the new UI
• we want a big launch plan
• we want to know how messaging will change
• we want ad creative to have updated
• the best performing SEO content to be updated
• onboarding and transactional emails to be updated
• we want up to date product imagery across the site to have been updated
• we want the docs to have been updated so that we can link

BRAND REVIEW

We don't want to be like every other DevTool as we move into PostHog 3000. We want to have more visibility of how the branding/website will change with these product changes and how these will filter down into the messaging, content plan, ad creative, etc.

We still don't know what Product OS means. Would 'The Product Engineering Platform' be clearer and more focused to our persona? We feel this sort of specificty is better. Product OS doesn't stand alone as a single sentence, even for engineers. OS is also confusing in terms of open source. We aren't suggesting a solution now, but we think this should come from @lottiecoxon's work on brand review. We don't want to go into next year as 'The Open Source Product OS'.

We like the playfulness that the brand has (hedgehog mode, loading screens) but feel they need a little more intention and direction - focus on the handful of playful elements and taking them further. "Delightful, chaotic vibes".

What does video look like for us? We want to level up the lighting and interior design. We seem unsure about Sam as an editor. @lottiecoxon is going to help Ian level up the visual side of the video production. Lottie is going to take responsibility for giving Sam better direction.

HOGQL

We want

• A blog announcement
• Some announcement art
• A tutorial
• The usual social stuff
• To put it on ShowHN
• An engineering follow-on blog
• A case study three months down the line
• Paid ads to support it
• Newsletter sponsorship
• Updated comparisons

@joethreepwood will write it up into a launch plan.

HACKATHON

We discussed our ideas and refined them, but they are currently confidential.

AOB

We also agreed that we miss @charlescook-ph