What our clients achieved in 2022 (and how we supported them)
Over the past 12 months, we’ve had the opportunity to work with 16 new clients in a variety of industries, including crypto, B2B SaaS, payment systems, security, developer tools, healthcare and benefits, non-profit, and workplace technology. We’re so grateful for everything we’ve learned this year and for the partnerships we’ve built.
A better go-to-market launch priority framework that emphasizes customer and business value
As markets continue to crowd, product marketers need a better framework that optimizes customer value. This new framework to decide on announcement priority levels emphasizes what will have the highest impact on driving customer AND business value rather than focusing on if the product release is innovative and will drive net new users.
A castle, a concert, and a music video—our magical offsite in Portugal
In August 2022 we brought the Olivine team together for a co-working week in Portugal. Many of us have been working together for 2 years but had never met in person (we're a completely remote company). We laughed, we learned, and we made a music video!
Do you know what your product is hired for? Jobs to be Done can help.
Jobs to Be Done (JTBD) is a product innovation framework that I come back to over and over. I’ve led JTBD workshops probably 100 times by now, and I know it’s impactful because I hear people start to use the terminology in their work.
Why messaging is just as important as positioning, with real-life examples
Oftentimes organizations rally around positioning, then pass off messaging (or what they might just see as ‘copywriting’) to whichever marketer is in the closest vicinity. There isn’t enough emphasis on how you actually act on positioning, with messaging being an essential lever.
Introducing Olivine Marketplace, the best way to hire expert product marketing consultants
Olivine Marketplace connects startups with vetted product marketing consultants and supports the engagement to make it great.
Before & After: How we evolved positioning & messaging for our clients
At Olivine, we’ve refined our framework over time by crafting effective positioning and messaging for dozens of companies. In this blog post, we’ll take a closer look at real examples of how we evolved positioning and messaging for our clients.
If Spotify playlist was a PMM trying to launch a product
Been seeing some hilarious Spotify playlists around the internet tubes: Cold emails, help desk tickets, and VC rejections. This delightful new trend is fueled weirdspot.fyi. I decided to make a playlist of my own (but I did it the analog way) and I have to say: It’s a vibe.
Seven ways to leverage social media in your product marketing strategy
When thinking about product marketing, social media usually isn’t top of mind. But social media can be leveraged for product marketing. Dive in to see how.
WTF is a marketing campaign? Who, what, where, and how
You’ve developed a great product and now it’s time to create a marketing campaign for it. You just need to know one thing before you can get started—WTF is a marketing campaign?! A basic political campaign structure can be a useful model for learning how to put together a winning product marketing campaign.
Product Marketing should be using storytelling at every stage of the product life cycle, here’s why
Storytelling is an important part of product marketing, but is often left only for the time of launch. There are overlooked opportunities to use storytelling during the entire product life cycle that can make those launches more successful. Here we discuss how good storytelling can be effective in bringing together stakeholders and getting cross department buy-in.
Why you should invest in a partner program to grow your business
If you run a B2B SaaS business and want to give your sales a boost, a partner program could be just what you need. Partner programs are great for marketing, sales efforts and customer satisfaction.
The Four P’s of Marketing: Product, price, place, and promotion
Success is having the right product, at the right price, in the right place, and at the right time. These four key elements are referred to as “The Four Ps of Marketing” and interact significantly with each other. Use them to help define a holistic marketing strategy.
Introducing the Olivine Design Directory
We created the Design Directory to connect our clients and community with a network of diverse designers and give opportunities to creatives all over the world. These partnerships have created a playground for experimentation—and we’re just getting started.
How to grow during a downturn: marketing strategy for lean startups
Startups now need to make drastic cuts to extend runway and be default “alive” for the next 2 years. You’ll need to work smarter than ever in marketing to get more customers. So what should your lean marketing strategy be to keep acquiring customers?
What product marketers can learn from salespeople
In B2B companies, Product Marketing and Sales should be in lockstep. Often, they’re at odds. The more product marketers can learn from sales, the better they can collaborate and impact revenue.
Product launches: when should product marketing get involved?
Product marketers and product managers generally work together on product launches but at what point in the development process should product marketers get involved?
How early-stage startups can close the traction gap
The traction gap is the period between a startup's initial product release and the product's ability to generate market traction. Learn how to close this gap successfully and go to market faster.
Customer acquisition and retention: 7 ways to find, delight, and keep your customers
Sustaining your business requires you to find and be found by your customers, offer them stellar support, and deliver great value for money. Learn seven best practices to boost business growth.
How to win in crowded markets–using story-first product development
Olivine co-founder Raechel Lambert was a guest speaker at Wynter Games 11: Competing and winning (in saturated markets). Launching MVPs is dead. Enter the Minimum Marketable Product — laser-focused positioning and story-first product development.