Product Marketing Lessons Learned: An Interview with Shopify’s Hana Abaza [Video]

By on January 19th, 2018 in Product marketing

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    The Unpublished David Ogilvy.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.

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About Oli Gardner
Unbounce co-founder Oli Gardner has seen more landing pages than anyone on the planet. He’s obsessed with identifying and reversing bad marketing practices, and his disdain for marketers who send campaign traffic to their homepage is legendary, resulting in landing page rants that can peel paint off an unpainted wall. A prolific international keynote speaker, Oli is on a mission to rid the world of marketing mediocrity by using data-informed copywriting, design, interaction, and psychology to create a more delightful experience for marketers and customers alike. He was recently named the "The 2018 Marketer to Watch," in the under 46 category, by his mother.
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