E253 | Optimising Positioning, Messaging, and Buyer Enablement to Drive Customer Success with Jason Oakley

CHURN FM

Today on the show we have Jason Oakley, the founder of Productive PMM and former Director of Product Marketing at Klue and Chili Piper.

In this episode, Jason shares his experience in building product marketing from the ground up, focusing on the critical areas of positioning, messaging, and buyer enablement.

We discussed how these elements play a crucial role in driving customer success and improving retention, along with practical strategies for implementation.

We wrapped up by discussing the role of product marketing in working with sales, customer success, and product teams to ensure a seamless customer experience from onboarding to retention.

‍Mentioned Resources

• Productive PMM
• UserEvidence
• Chili Piper

Churn FM is sponsored by Vitally, the all-in-one Customer Success Platform.
Ideal Customer Profile Course: How to find your Ideal Customer Profile 'ICP' in B2B SaaS

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1. E253 | Optimising Positioning, Messaging, and Buyer Enablement to Drive Customer Success with Jason Oakley (00:00:00)

2. Introduction and Jason Oakley's Background (00:03:17)

3. Getting Product Marketing Off the Ground (00:06:21)

4. Positioning's Impact on Retention (00:07:58)

5. Diagnosing Churn with Win-Loss Analysis (00:10:00)

6. Engaging the Right Personas for Adoption (00:13:01)

7. Buyer Enablement Strategies Post-Sale (00:16:44)

8. Interactive Demos and In-App Content (00:20:41)

9. Onboarding and Ensuring Customer Success (00:24:43)

10. Final Thoughts and Key Takeaways (00:29:09)