Page 15 - Intercom On Marketing

FINDING “PRODUCT MARKETING” FIT
Once you have this core audience, pitching them becomes a whole lot easier. If you read an Intercom blog post or met me at a conference around 2011- 12, you probably received an email from me at some point.
I didn’t send one size fits all emails asking people to give us their credit card details. I’d always remind the recipient of how we met and explain why I was emailing them, and then I’d mock up a screenshot of how Intercom would look if they started using
it and tailor the message to their use case. If they were a product manager it would be about helping customers to use a feature more. If they were the CEO it would be about helping to activate customers who were slipping away.
Sending thousands of these personal emails was a grind, but the process was like a petri dish for our early marketing. When you start with an addressable and responsive audience, you get a pretty immediate feedback loop. If people respond with “Piss o . Don’t ever contact me again”, this tells you that you need to refine your message.
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