Last week, Jon Itkin challenged LinkedIn PMMs to rewrite HubSpot’s website header (and my entry won) Here’s my step-by-step breakdown of it: 𝗙𝗼𝗿 𝗰𝗼𝗻𝘁𝗲𝘅𝘁 Jon saw people on LinkedIn criticizing big company websites, without showing how to do it better. So, he challenged them. I took up that challenge. Not to ‘win’, but because I genuinely believe there is so much room for improvement on communicating their VALUE PROPOSITION on their website*. *Disclaimer: - Yes, there could be a brand promise in their hero - Yes, I would rather know their goals and research - Yes, an A/B test could reveal a better converting option HOWEVER, I still believe: 1. There’s lots of people who know their name, but not their core value proposition 2. It is therefore important to explain it on their website 3. The current hero doesn’t do a great job at this So, this is my take assuming the goal of this exercise is to communicate a *crystal clear value proposition* on their website, using the information I have at my disposal: 1. 𝗧𝗵𝗲 '𝗲𝘆𝗲𝗯𝗿𝗼𝘄' Before: Hubspot Customer Platform ↳ I know I'm on Hubspot's website. Takes up much-needed space. ↳ I have no clue what a customer platform is. It's a new category in my book. But one that doesn't hint at what it actually does. After: GTM Operations Platform ↳ I started with 'The platform to run your entire business', but that's not it. It's basically only servicing GTM departments. So: GTM ↳ Also, it's operations focused. You are actually doing your marketing, sales and service with it. So: Operations ↳ Platform is obviously the right word. 2. 𝗧𝗵𝗲 𝗵𝗲𝗮𝗱𝗹𝗶𝗻𝗲 Before: Grow better with Hubspot ↳ Grow is an incredibly high-level outcome. It should be somewhere, but I prefer more use-case based promises for clarity’s sake first. ↳ Better is incredibly ambiguous. What does better mean? More specific = more real to the customer. ↳ Again, the name Hubspot taking up space unnecessarily IMO. After: Run marketing, sales and service operations in one place. ↳ Hubspot's position is that it is the all-in-one solution, so that's what I want to stress here. This was my thinking process: 1. Operate your entire business on one platform ↳ Not true, it is only GTM-related departments 2. Run your entire go-to-market from one platform ↳ GTM is too vague in this context 3. Run all your GTM departments from one platform ↳ Feels like it’s used by management 4. Run all your GTM operations from one platform ↳ Operations is more day-to-day, but it lacks some specificity and has too much overlap with the eyebrow. 5. Run marketing, sales & service operations in one place ↳ Naming departments is more tangible, ‘one place’ is more of a benefit than ‘platform’ and explains it from another angle, plus we avoid saying the same things twice (Breakdown continues in the comments) ⬇️
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