Medium

Lauri Hänninen

Pinned

Lauri Hänninen

·

Jun 1

The Product Marketing Case Against Fear-Based Marketing

A few months ago I killed a homepage headline that said “Your crypto is a target.” It would have converted. Here’s why we didn’t ship it.

The Product Marketing Case Against Fear-Based Marketing

Lauri Hänninen

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Jul 1

How Product Marketing Works When Your Product Secures Real Wealth

I opened the onboarding flow with my red pen ready. The product team told me what those screens had cost people to learn. I put the pen away

How Product Marketing Works When Your Product Secures Real Wealth

Lauri Hänninen

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May 21

Product marketing exists when the story works without you in the room

If you got hit by a bus on Tuesday, would your story survive without you on Wednesday? That’s only test of product marketing that matters.

Product marketing exists when the story works without you in the room

Lauri Hänninen

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May 3

What SaaS product marketers get wrong about hardware

Five months before launch, the hardware team asked where my final messaging was. I didn’t have it. In SaaS, I wouldn’t have started it.

What SaaS product marketers get wrong about hardware

Lauri Hänninen

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Apr 13

B2B and B2C Product Marketing Are Not the Same Job

Three years in B2B, then B2C. The buyer, the timeline, and the storytelling are structurally different. Here’s what actually changes.

B2B and B2C Product Marketing Are Not the Same Job

Lauri Hänninen

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Apr 12

The founding PMM’s first deliverable isn’t a positioning doc

I joined Trezor as their first product marketer. Nobody knew what I was. The most important thing I shipped in year one wasn’t a doc.

The founding PMM’s first deliverable isn’t a positioning doc

In

GoodData.AI Developers

by

Lauri Hänninen

·

Aug 9, 2023

What Is Analytics as Code?

Use software engineering best practices for agile, efficient, and scalable analytics processes with analytics as code.

What Is Analytics as Code?

Lauri Hänninen

·

Apr 2, 2023

ABC of Product Marketing: Positioning, Messaging, and Copy Explained

Understand the roles of positioning, messaging, and copy and how they connect to create clear and impactful product marketing

ABC of Product Marketing: Positioning, Messaging, and Copy Explained

In

Better Programming

by

Lauri Hänninen

·

Mar 8, 2022

Headless BI: Metric Standardization in Action

Read how various data tools can access a headless BI platform, consume the same metrics, and achieve consistent results

Headless BI: Metric Standardization in Action

In

GoodData.AI Developers

by

Lauri Hänninen

·

Feb 23, 2022

Analytics as Code: Managing Analytics Solutions Like Any Other Software

It’s time to turn our analytics into an easy-to-manage, reusable piece of code while leveraging software development best practices.

Analytics as Code: Managing Analytics Solutions Like Any Other Software

Lauri Hänninen

Lauri Hänninen

Self-custody maxi at Trezor | Product marketer who loves tech and memes | Finnish pleb living in Prague since ’16 | https://laurihanninen.com/

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