Hana Abaza runs the marketing show over at Shopify Plus, the enterprise arm of e-commerce software giant Shopify. In the interview, we unpack some of the ways they’re increasing product awareness and adoption of a new product – including the genesis of the idea for Shopify Plus, and some product marketing lessons learned.

We also talk about MacGyvering, crazy startup ideas, and a ton of resources you can use for your own product marketing efforts.

Watch My Interview with Hana Abaza on Product Marketing Lessons Learned

Show Notes

Here are all the resources we talked about:

  1. 09:03 Jobs to be Done (JTBD) Framework | Framework
  2. 15:45 Product adoption tips
    Some of Hana’s presentation slides.
  3. 18:00 Partner Marketing
    How Shopify leveraged their partners to create content to influence organic search for a new product.
  4. 20:08 Marketing a product with no pricing on your website
    Is it harder or easier to market an enterprise product when you only have a demo request?
  5. 24:10 Who does product marketing well?
  6. 25:15 First Round Capital Interview with Joanna Lord
  7. 27:14 Intercom Product Marketing
  8. 30:13 MacGyvering
  9. 31:10 Who would Hana take to a deserted island?
    The Unpublished David Ogilvy.
  10. 33:50 Hana’s favourite dad joke
    What do you call cheese that isn’t yours? Nacho Cheese!

Cheers
Oli Gardner

Get back here on Monday where I’ll be showing you how to use Sticky Bars to craft really cool mobile user experiences.

About Oli Gardner

Unbounce co-founder Oli Gardner has seen more landing pages than anyone on the planet. But January 2018 is NOT about landing pages. We are doing a blog takeover to explore going from one to many products.

We’re doing this to increase awareness of our 2 new products (Popups & Sticky Bars), and to take a transparent journey of discovery to become better marketers.

By writing 30 posts in 30 days – all about product awareness – I’ll be lifting the lid on Unbounce adoption and churn metrics, and sharing innovative tips and strategies to help us all become better at marketing our products.

Read post 1 of 30 in the Product Awareness Month blog takeover

Check out the full month’s calendar of 30 product awareness posts.

 



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