Growth Product Manager's Handbook Winning Strategies and Frameworks for Driving User Acquisition, Retention, and Optimizing Metrics
Achieve sustainable product growth with expert insights on data-driven decision-making and growth strategies to accelerate company's growth Key Features Understand and implement key growth product management models to improve revenue, user adoption, and retention Learn effective frameworks, str...
| Otros Autores: | |
|---|---|
| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
Birmingham, England :
Packt Publishing Ltd
[2024]
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| Edición: | First edition |
| Materias: | |
| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009799144706719 |
Tabla de Contenidos:
- Cover
- Copyright
- Contributors
- Table of Contents
- Preface
- Part 1: A User-Centric Management Strategy
- Chapter 1: Introduction to Growth Product Management
- The emergence of growth product management and its importance in today's business environment
- Key responsibilities and skills of a GPM
- Product strategy
- User research
- Data analysis
- Experimentation and iteration
- Key processes of growth product management
- Strategy development
- User research and insights
- Experimentation and iteration
- Data analysis and insights
- Cross-functional collaboration
- Performance measurement and optimization
- Stakeholder communication
- Challenges of implementing growth product management processes
- Challenge 1 - Limited resources
- Challenge 2 - Organizational resistance
- Challenge 3 - Complex data analysis
- Challenge 4 - Uncertainty and risk
- Challenge 5 - Cross-functional collaboration
- Summary
- Questions
- Answers
- Chapter 2: Understanding Product-Led Growth Management Models
- Difference between growth product management (GPM) and product-led growth management (PLGM)
- Key GPM models and frameworks
- Types of product-led strategies
- Product engagement model
- Viral loop model
- Expansion model
- Platform ecosystem model
- Distinction between demo, free trial, and freemium models
- Utilizing PLG techniques - pros and cons
- Product engagement model
- Viral loop model
- Expansion model
- Platform ecosystem model
- Other considerations when deciding what techniques to use
- Future trends of PLG management
- Summary
- Questions
- Answers
- Chapter 3: Understanding Your Customers
- Conducting user research and analysis
- Critical success factors
- Challenges when conducting user research and analysis
- Creating customer personas.
- Difference between a B2C and a B2B customer persona
- Developing effective buyer personas - process and steps for B2B and B2C contexts
- Unveiling buyer pain points - crucial insights for B2B and B2C persona profiles
- How to effectively identify buyer persona pain points?
- Applying buyer persona profiles in your customer acquisition and customer retention strategy
- Customer retention
- Customer acquisition
- Customer development
- Harnessing the power of customer persona knowledge for product-led businesses
- Summary
- Questions
- Answers
- Part 2: Demonstrating Your Product's Value
- Chapter 4: Unlocking Success in Product Strategy and Planning
- Turning customer insights into products - product development and MVP development
- Product design and prototyping - creating user-centric products
- Feature prioritization - building the right product
- Developing an effective MVP
- Iterative development and continuous improvement
- Developing a product roadmap - PLM, product positioning, and pricing strategies
- Effective PLM strategies
- Strategic product positioning - crafting a compelling market presence
- Innovative pricing strategies for product success
- Balancing long-term vision and short-term goals in road mapping - navigating the path to product success
- Fueling growth - mastering GTM planning for growth product managers
- Market segmentation to provide focus
- Competitor analysis to provide perspective
- Distribution paths to facilitate access
- Marketing and promotions to drive awareness
- Navigating the pitfalls of product planning
- Acquiring sufficient customer insights
- Unclear problem definition
- Lack of prioritization
- Weak cross-functional collaboration
- Unrealistic timelines
- Scope creep
- Inadequate skill sets
- Insufficient budget
- Lack of buy-in
- Weak product discovery.
- Ineffective launch planning
- Summary
- Questions
- Answers
- Chapter 5: Setting the Stage for a Powerful Product-Led Enterprise
- The importance of a product-led culture
- Why product-led?
- Defining a product-led culture
- Principles of a product-led culture
- The values of a product-led culture
- Benefits of leading with products
- Creating a compelling product vision
- Defining vision
- Translating vision into priorities
- Fostering aligned execution
- Motivating and developing teams
- Adapting and evolving
- Fostering a customer-centric culture across the organization
- Embedding the customer perspective
- Advocating for user immersion
- Co-creating with customers
- Motivating teams through impact
- Instilling user perspective in workflows
- Tearing down silos
- Operationalizing customer centricity
- Sustaining a learning culture
- Implementing supporting processes and structures
- Adopting agile development practices
- Instituting continuous customer feedback loops
- Fostering cross-functional team collaboration
- Summary
- Questions
- Answers
- Chapter 6: Defining and Communicating Your Product Value Proposition
- The importance of defining and communicating value
- Knowing your target customer and their needs
- Defining your value proposition
- Key differentiators
- Core benefits
- Killer use cases
- Core messaging
- Crafting a compelling value proposition statement
- Integrating the statement across channels
- Evolving the statement over time
- Communicating your value across touchpoints
- Partnering with marketing for success
- Aligning early with marketing
- Consistency between internal and external messaging
- Marketing polishes messaging
- Planning integrated campaign launches
- Channel expertise
- Website and advertising partnership
- Ongoing optimization.
- Avoiding pitfalls in value proposition design
- Not actually solving a real customer need
- Putting features before benefits
- Failing to differentiate from the crowd
- Not targeting specific buyer personas
- Inconsistency across touchpoints
- Failing to evolve messaging
- Focusing excessively on brand image over benefits
- Relying too heavily on industry jargon
- Summary
- Questions
- Answers
- Part 3: A Successful Product-Focused Strategy
- Chapter 7: The Science of Growth Experimentation and Testing for Product-Led Success
- The significance of growth experimentation and user testing
- Reduced risk
- Accelerated learning
- Improved ROI
- Increased agility
- Fostered innovation
- Data-driven alignment
- Optimized user experiences
- Sustained competitive advantage
- Principles of growth experimentation
- Designing and executing growth experiments with precision
- Selecting strategic metrics
- Crafting controlled experiments
- Planning and executing effective growth experiments
- Designing controlled experiments
- Reducing biases through randomization
- Blinding mitigates perception biases
- Leveraging analytics tools
- Minimizing bias throughout the experiment
- Optimization in action - testing to boost app retention
- Analyzing experiment results and iterating on product features and marketing strategies
- Embracing a growth mindset
- Continuous optimization fuels growth
- Types of growth experiments
- A/B testing - crafting the perfect blend of impact and innovation
- Cohort analysis - understanding the evolution of user groups
- Funnel analysis - paving the path of conversion
- Empowering growth product managers for informed experimentation
- Analytics tools setup - crafting the infrastructure of insights
- Data-informed decision-making - the art of insightful direction.
- Data-informed approach versus data-driven approach
- The symphony of growth
- Decoding experiment analysis and iteration for ongoing growth
- Analyzing experiment results - the pillars of informed decision-making
- Embracing a growth mindset - embracing failure as an ally
- The symphony of evolution
- Summary
- Questions
- Answers
- Chapter 8: Define, Monitor, and Act on Your Performance Metrics
- The strategic importance of performance metrics
- Mitigate risk
- Focus innovation on validated user needs
- Increase team alignment
- Speed up iteration and adaptation
- Optimize user journeys end-to-end
- Fuel data-driven decision-making
- Defining the right performance metrics
- Connecting metrics to business objectives
- Monitoring and analyzing performance metrics
- Using performance metrics to drive growth
- Analyzing experiment results and iterating on product features and marketing strategies
- The power of experimentation
- Setting the stage for experiments
- Conducting experiments
- The importance of rigorous analysis
- Iterating and implementing changes
- Establishing a performance-driven culture
- Why does a metrics culture matter?
- What does an ideal performance culture look like?
- How can organizations instill a metrics culture?
- Avoiding common pitfalls
- Real-world examples of metrics-driven cultures done right
- Building an enduring metrics-driven culture
- Summary
- Questions
- Answers
- Chapter 9: Guiding Your Clients to the Pot of Gold
- The importance of customer success in product-led growth
- Defining customer success in a growth product management context
- Why customer success is essential for sustainable growth
- A real-world example - the Salesforce story
- Aligning customer success with your growth strategy
- The customer journey - onboarding, adoption, and retention.
- Strategies for seamless onboarding.
