Increase awareness of PostHog within our ICP and ensure PostHog is a brand that sparks conversation and joy.
Projects
Docs that spark joy (Ian)
Rationale: Some of our documentation has fallen behind the product and there are pockets that fall well short of our current standards. This is a reputational risk if left unresolved.
Contributors: Ian, Andy, Lior + product teams
What we'll ship: (WIP)
- Best practice guides for:
- Session replay
- A/B testing
- Surveys
- Much better HogQL docs
- Updates to support pipeline team with their goals
- Continue expanding web analytics and data warehouse docs as they roll out
- Update or remove any old/low quality docs
- Optimize docs index pages for desire paths / FAQs
We'll know we're successful when: Feedback from community / on social that our docs are great, and feedback from product teams.
Drive word of mouth by improving support (Joe)
Rationale: Support processes need optimizing to ensure all users have a great support experience. Good support sparks joy = better word-of-mouth growth.
Contributors: Joe working with Sales & CS team
What we'll ship: See issue
We'll know we're successful when: We're hitting our SLAs and our CSAT has either improved or remained stable. CSAT is currently 96% satisfaction.
Support CS in their sales-led activities (Joe)
Rationale: Sales & CS is changing how it works. There's an opportunity to support Sales in getting larger deals, and to improve processes around how incoming deals work. Deals = Growth.
Contributors: Joe working with Sales & CS team
What we'll ship: See issue
We'll know we're successful when: We're effectively processing deals of all sizes and up/cross-selling users into new features. CS team feel they have everything they need to close 90% of current deals.
Rationale: Our strategy is to get in first and AI startups are generally engineering-led, so strongly within our ICP. A significant portion of recent YC batches are AI startups and they have specific needs we need to cater to.
Contributors: Lior
What we'll ship: See issue
We'll know we're successful when: We have 50 customers using the Langfuse integration and strong usage among AI startups in upcoming YC batches.
Finish alternatives guides (Andy)
Rationale: We know these improve visibility and drive signups. We have a long list of guides we can ship and a proven formula we can repeat.
Contributors: Andy, Ian, Lior
What we'll ship: See issue
We'll know we're successful when: We've shipped priority guides.
Scale newsletter (James)
Rationale: We've successfully reached 10k subs and people like the newsletter. We think it can be a big driver of word of mouth growth if we can scale it further.
Contributors: James Temperton, Andy, Ian, Lior, James Hawkins.
What we'll ship: (WIP) See issue
- Transition to 1 new issue per week
- Improve content promotion on Twitter and LinkedIn
- Trade way more recommendations with other newsletters
- Get at least 1 new (or old) post to go viral
- Improve visibility on the website
- Do more issues that use our network
- Land a big interview
- Continue newsletter sponsorships
We'll know we're successful when: We can consistently ship great newsletters every week while maintaining a strong open rate (45% or more) and subscriber growth is accelerating.
Level up branding (Lottie)
Rationale: People love our brand, but it will go stale if don't refresh and create new things that spark joy and conversation.
Contributors: Lottie working with Website & Docs
What we'll ship: See Lottie's issue
We'll know we're successful when: People continue to talk about our brand and sharing the awesome new things we ship.
Hiring plan for marketing team (Charles)
Rationale: Demand on team is rapidly expanding as we launch new products, but this needs to be tempered with hiring correct roles + not over hiring.
Contributors: Charles
What we'll ship: 12-month hiring plan + budget
We'll know we're successful when: We've hired cracked new marketer(s).
Side quests
Metrics we care about
- New org signups
- Newsletter signups
- Organic SEO visits
Marketing dashboard
