More than 1,300 product marketers registered for the inaugural Day Camp event this week, and I couldn’t be more proud ❤️

→ So much energy.

→ So many learnings.

→ So many product marketers all in one (virtual) place.

Missed summer camp? I’ve got you.

In today’s edition, I’m breaking down the biggest takeaways from all four sessions. And, as an added bonus, the event is available for free on demand whenever you wanna take a peek!

Here’s what you missed 👇🏻

Your GTM Cheat Sheet

Day Camp was my first official event, and I wanted to do things differently. The event focused on 1 topic with 4 speakers and 1 unified strategy.

No disjointed tactics or conflicting frameworks.

For the inaugural Day Camp event, we learnt how to master segmented go-to-market. Here’s the top tips from each session.

Identify Your Best Customers

I kicked off the event with a session on how to identify your ideal customer profile, the foundation of every segmented strategy.

To ensure your segments are effective, they must be measurable, substantial, accessible, differentiated and actionable.

The best way to accomplish this? Use the MAP model.

• Measure volume: cluster customers based on shared attributes.

• Analyze performance: analyze performance to ensure customer clusters perform equal to or better than average customers.

• Prioritize potential: rank segments based on market potential.

👀 Watch my full session on demand

Craft Your Messaging

Emma Stratton, the founder of Punchy, took the stage next to help us punch up our messaging for our identified segments.

She shared two common pitfalls of product messaging: 1) it’s too vague and fluffy, or 2) it’s too technical and hard to grasp.

Here’s how you can combat that:

1. Know your audience: Understand your target audience's pain points and desires to craft messaging that resonates with them (good thing we learnt this in the first session)!

2. Use the "problem-agitate-solve" framework: Highlight your audience's problem, agitate it by emphasizing its negative consequences, and present your solution as their much-needed relief.

3. Consistency is key: Maintain uniform messaging across all your marketing channels to reinforce your brand's value proposition and build trust.

4. Avoid jargon: Use clear and conversational language to simplify and clarify your message.

5. Find the balance in technical detail: Avoid oversimplification or unnecessary complexity. Aim for a balance that caters to your audience's understanding and needs.

When in doubt, I always fall back on my favorite Emma technique — say it like you would at a BBQ 🍔

👀 Watch Emma’s full session on demand

Design Your Homepage

Emma passed the baton to Anthony Pierri, the co-founder of Fletch, who gave us an absolute masterclass in how to integrate your segments into your homepage.

Anthony shared his recipe for a successful homepage, which consists of 7 components:

• Hero

• Differentiation

• 15-Second Product Demo

• Trust Building

• Doors

• Resources

• CTA

Personally, I loved how Anthony explained the role of doors in guiding prospects deeper into your website. This was probably one of my biggest personal takeaways from the event.

👀 Watch Anthony’s full session on demand

Build A Personalized Demo

Jason Oakley, the founder of Productive PMM, closed out the event with a session on how to build interactive demos for your target segments.

Here’s the 5 notes I jotted down from his session:

1. Interactive demos are more than just a sales tool. They can enhance the buyer journey, helping prospects explore pain points and product features in real time, leading to increased engagement and conversion rates.

2. Customer-focused language and social proof are vital. For demos to be effective, they must speak directly to the buyer's problem and provide credible testimonials.

3. Command your buyer’s attention with a hook to reel them in, then deliver a demo that is concise - ideally within 15 steps or less.

4. Experiments are essential. Never settle with the first draft of your demo. Iterate and optimize CTAs and messaging based on feedback and data.

5. Make the demo easily accessible. Transparency builds trust - avoid gating your demo (the whole point is to bring value forward, after all).

👀 Watch Jason’s full session on demand

Hit reply, and let me know what you liked about the first ever Day Camp! Do you have a topic you want us to cover next?

CAMPER ESSENTIALS

This week, I want to give a BIG shoutout to the speakers of Day Camp:

👯‍♀️ Emma Stratton: Follow Emma on LinkedIn for daily messaging advice. And don’t forget to grab her new book, Make It Punchy, available for pre-sale now.

👯‍♀️ Anthony Pierri: Follow Anthony on LinkedIn for hot takes on startup marketing and homepage design.

👯‍♀️ Jason Oakley: Follow Jason on LinkedIn for actionable tips and frameworks for founding product marketers.

In case anyone’s counting (is that just me?!), I leave for Greece on Tuesday. Next week’s newsletter will be delivered to your inbox straight from the Mediterranean 🇬🇷