LinkedIn Product Marketing Workshop
“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
About LinkedIn
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.
The ask
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”, “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
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.
Learn more about our strategic workshops >
The deliverables
After the workshop, we shared:
Zoom recordings
Workshop slides
Job Story Worksheet Template
Product Mission Brief Template
Product Press Release Template
Miro Board
The results
In the Jobs To Be Done workshop, the team created clear user stories that define the situation, motivation, and outcome for their users which in turn helps build empathy and craft better messaging. During the Product-First Story Development workshop, they created their first draft of a future press release for a product that was in development.
The entire team appreciated the very real-world applicability of the concepts and said it was great to actually put pen to paper, then take what they had just learned and try to bring it to life right then and there.
Jessica shared a few weeks after the workshop that the concepts really landed for the team and that they have a new lens to review messaging through. She says the team walked away with tangible tools they can use in our day-to-day and now it’s up to us as leaders to reinforce them to really stick.”
LinkedIn Quick Stats
Professional Network
Public Company
740 million users
24 acquisitions
$154.8M in funding
Workshop Leader
