LinkedIn is the world's largest professional network with nearly 740 million members in more than 200 countries and territories worldwide. In 2011, LinkedIn went public and over the years they’ve raised $154.8M in funding and acquired 24 companies.
Professional Network • Public Company • 740 million users • 24 acquisitions • $154.8M in funding
The Challenge
Jessica Scrimale, Group Product Marketing Manager at LinkedIn was looking for a facilitator to lead a workshop for their virtual offsite for the B2B Product Marketing team. Specifically, she was seeking workshops to improve product messaging/product marketing writing skills.
The common problems Jessica was aiming to address:
GTM messaging for new products & features that seem generic and repetitive e.g., “quickly”, and “easily” are words used again and again.
Not a tight enough relationship between messaging and user or buyer pain points.
A lack of understanding of narrative and messaging hierarchies / best practices across our PMM team.
The goal was to help the team learn some frameworks and tips on how to craft more compelling messaging, and then bring the learnings to life with specific examples in a fun, interactive environment.
“The workshops were very interactive and the team was really engaged. The entire team appreciated the real-world applicability of the concepts and walked away with tangible tools they can use in their day-to-day. If anything, we just didn't have enough time to devote to the awesome content and the topics that were presented.”
JESSICA SCRIMALE
Group Product Marketing Manager at LinkedIn
The workshops
Marketing with Jobs To Be Done: Identify the situation, motivation, and expected outcomes of your target buyers to improve product development and more effectively position and message your product.
Story-First Product Development: Craft the story your product should tell and learn how to incorporate the Amazon press release approach into your product development and go-to-market process.
Jobs to Be Done Workshop
Hosted a workshop with key stakeholders to define buyer motivations.
Story-First Product Workshop
Hosted a workshop with key stakeholders to identify their ideal product story.
Marketing Templates
Shared tried-and-true templates on Jobs To Be Done, Messaging, and Product Story.