In the early 2000s, DVDs were the primary way to watch videos. Netflix streaming launched in 2007, and the DVD player is now a technological antique.
Products, much like humans, live on borrowed time. From the moment they launch, they’re on a journey towards decline.
How this journey plays out is what marketers try to predict by using the product lifecycle as a model.
No one is better at building anticipation ahead of a launch than Apple. New product launches trigger publicized spec leaks and reveal events draw crowds in the millions (over 2.7 million people watched the iPhone 12 presentation live).
In the iPhone 13’s first quarter, it generated $71.6 billion in revenue (despite parts shortages and a global pandemic).
You don’t have to create Apple-level hype to see a successful new product launch. Trading app Robinhood launched with almost one million users thanks to a pinpointed market need and waitlist pre-launch campaign.
On-point product marketing is why Webflow was able to enter the no-code website market with competitors like Wix and Squarespace and still generate 4 million monthly users. Brands like Webflow, Drift, and Close prove you can grow and succeed in a completely saturated market.
With everyone else seeking to beat out the competition, you need to find a way to do it differently, better.
Product marketers lead the business to where they need to play in order to win.
In this article, we’ll break down seven product marketing examples from brands that put their audience first and communicate value to stand out from the competition. You’ll learn why they work, with key takeaways to inspire your marketing efforts.
By the time Robinhood launched, it had already gained almost a million users.
The stock-trading company called out one of the biggest trading pain points (fees) in their tagline: “$0 commission stock trading. Stop paying up to $10 for every trade.”
Then they used a waiting-list product launch model to create excitement and FOMO while giving them access to beta-model feedback ahead of launch.
Robinhood’s messaging aimed at the right audience, at the right time and place, is what gained them a million subscribers before they even launched. It’s also a prime example of successful product marketing.
In this article, you’ll learn how to strengthen new product development with product marketing so you can deliver on customer needs.
Around 30,000 new products launch every year. Many of them fail.
The biggest reasons? Poor product-market fit, positioning, and messaging. Effectively, they don’t understand their customer, nor where to play or how to win.
Many companies are so focused on building the perfect product that they put off their growth efforts until it’s too late.
In this article, you’ll learn how to create a product marketing strategy that reaches your ideal audience and converts them into customers. We’ll cover positioning, messaging, pricing, and team alignment to help you get ready for launch.
We’ll also show you how to plan for launch and gather data to keep your product relevant in the long term.
Daniel J. Murphy is known for elevating SaaS startups to new levels of success. He helped Privy become one of the fastest-growing companies in the U.S., established HubSpot’s customer review program, and grew Drift’s marketing team eightfold in two years.
He helped grow these companies as a product marketing manager.
The product marketing manager (PMM) is responsible for creating and executing the product marketing strategy. It’s a vital hire for companies competing in saturated markets—which means most companies today.
In this article, you will learn the core responsibilities of the product marketing manager, plus the skills and attributes that make a truly great PMM.
In 2015, chiefmartec.com reported a “staggering” 1,876 SaaS vendors. In 2020, there were over 8,000. That’s some serious growth.
Drift’s CEO, Dave Cancel, says there are three phases to every industry:
- The Edison phase, where companies are innovating and everything is new;
- The Model-T phase, where companies are improving early versions, and it’s easy to stand out because you’re one of the first, and;
- The P&G phase, where you have to find a way to be the top 1% in a saturated market either by becoming a massive global brand or a leader in your niche.
SaaS is in the final phase. It’s now winner-take-all.
Product marketing gives you the edge to compete in this hyper-crowded market—and win. It helps you pinpoint the unique positioning and messaging that builds an emotional moat around your brand.
In this article, you’ll learn how to design an effective product marketing strategy that propels your brand to that top 1%.
Rob Sobers said about the marketing growth strategy, “It’s not about tactics—it’s about people and process.”
And when it comes to people, you need buy-in from all over the organization. Growth is everyone’s business.
When it comes to process, growth marketers must learn to fail. And fail fast.
A marketing growth strategy is about small and incremental wins that build up over time.
In this article, you’ll learn how to build a marketing growth strategy to increase your market penetration, market share, and revenue.
When WordStream began receiving complaints that the seven-day free trial of their PPC management software wasn’t long enough, the brand decided to A/B test 14-day and 30-day trials.
The results? Prospect trial to conversion rates fell with the longer trials.
WordStream confirmed that seven days was plenty of trial time, and they didn’t need to waste resources chasing customers down a longer funnel.
No changes were made to the customer journey, and it had nothing to do with revenue lift. Yet, this was a successful growth marketing campaign.
Groove’s customer service platform almost died in the introductory stage because they forgot to listen to their customers. They drew people in with a product they assumed would be a hit and pushed forward without taking in customer feedback.
The result? People had a terrible experience using their product.
After turning their attention toward feedback and testing, letting the voice of their customers fuel their content strategy and product development, they took off. Three years later, they were a $5 million business.
Not revisiting your marketing objectives in the growth phase of your product lifecycle is the death knell of many startups.
In this article, you’ll learn how to develop a marketing strategy for the growth stage. We’ll also share how to achieve marketing goals at this stage, using your existing customers and experimentation to increase sales and loyalty.