Crack the Code: Lauchengco’s Blueprint for Product Marketing Success

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1. Product Marketing Is More Than Messaging

Lauchengco started with a foundational reminder: product marketing isn't just about crafting clever taglines; it’s about driving product adoption. The secret? Aligning strategic marketing efforts with business goals. Whether you're an early-stage startup or scaling a mature product, shaping market perception is essential—and it’s not just what you say, it’s what the market believes.

2. Hypotheses Are Your Best Friends

Startups should live in a constant state of hypothesis-testing. Lauchengco advises early-stage teams to gather market and customer insights, using them to adjust how they approach their messaging and positioning. Don’t assume you know the answer from day one—let the data guide you, and be willing to pivot quickly based on what you learn.

3. Credibility Before Fame

For startups, Lauchengco stressed the importance of starting small and being credible. Too many companies focus on claiming the top spot as the market leader right away. Instead, she recommends identifying what your company does exceptionally well and building on that. Credibility and trust must be earned, and it’s through consistent, unique value that startups can grow into leaders.

4. Amplify Evangelism

Word of mouth still reigns supreme. Lauchengco believes in the power of “evangelism” — not just from your marketing team, but from your users. Your best advocates aren’t always the loudest ones on social media—they're the users quietly loving your product and spreading the word. Build products that people genuinely love, and they’ll talk about you without being prompted.

5. Jargon is Your Enemy

Lauchengco couldn’t stress enough the importance of simplicity in communication. She referenced Stripe as a prime example of a company that avoids the trap of jargon, focusing instead on clear, direct messaging. It’s a lesson every startup should take to heart: the clearer you are, the easier it is for people to understand your value.

6. The Importance of Strategic Positioning

When discussing product positioning, Lauchengco highlighted the importance of knowing not just what you can do, but what your customers value most from you. Differentiating yourself in a crowded market means understanding your unique strengths, how customers perceive you, and leaning into that with every marketing move.

7. Success Isn’t About One Metric

Here’s a reality check: product marketing doesn’t get to own a single, clean KPI. Success is a shared metric, especially when it comes to conversion rates and market positioning. Lauchengco reminded the audience that while there are plenty of KPIs product marketing teams influence, it’s the broader company objectives like customer retention and market share that really matter.

8. Collaboration is Key

Effective product marketing requires collaboration across the organisation. Lauchengco emphasised embedding product marketers in product teams and ensuring that customer insights are a part of every development conversation. It’s also crucial to work closely with sales teams—co-creating assets that have been field-tested ensures that what you’re providing is truly useful.