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Acquisition

The Role Marketing plays in New Product Launches

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.

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Product marketing

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.

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The Complete Guide to Product Marketing in 2023 and Beyond

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:

  1. The Edison phase, where companies are innovating and everything is new;
  2. 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;
  3. 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%.

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The Expert Guide to Creating a Marketing Growth Strategy

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.

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Growth Marketing: The Skills and Frameworks You Need

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. 

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Marketing Objectives for the Product Lifecycle Growth Stage

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.   

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Acquire New Users by Adding Growth Hacking to your Marketing Strategy

Growth hacking is how Slack went from 15,000 to half a million daily users in its first year. It’s why Canva can call itself a multibillion-dollar platform and how ConvertKit pulled itself up to compete with goliaths like MailChimp and Campaign Monitor.

Growth hacking isn’t about deploying sleazy tricks. It’s about making calculated, data-driven moves for fast growth.

In this article, you’ll learn what growth hacking in marketing is and what it’s not. We’ll look at strategies to reach and engage potential users and break down examples of brands that have used growth hacking to achieve success.

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brand strategy vs marketing strategy header

Humans love shortcuts to decision-making. Brands do that. 

More than three-quarters of consumers (76%) say they would buy from a brand they feel connected to over a competitor. 

Building that connection with customers requires a clear brand strategy to define why you exist and a solid marketing strategy to communicate that purpose with your customers.

In this article, you’ll learn how to design a successful brand marketing campaign that expresses your brand’s core values, create content your customers crave, and ensure your entire brand ecosystem is designed to support customer loyalty.

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What is Brand Equity in Marketing? (How to Become Memorable)

There are two cans of soda on a table. One is a Coca-Cola can, and the other is a cheaper, white label cola brand. Which do you choose?

You’ll probably choose Coke because it’s more familiar. It’s the safer bet. 

Coca-Cola has brand equity that makes people gravitate towards it. With the right framework, any startup can achieve this in their industry.

In this article, you’ll understand what brand equity is and how to build it so your audience reaches for your product, service, or solution over the rest.

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Brand Marketing vs Product Marketing Article Header

In 2018, after two short years and $3 million raised in startup funds, recruitment AI company Ansaro shut down due to bad market fit. As it turned out, their AI interview notetaker didn’t address a huge pain point.

Muun found a market need but failed to compete with bigger names that provided customers with authoritative content and resources. Muun’s more well-known competitors had more features and better pricing.

Both companies suffered from a fatal lack of marketing. One neglected its positioning by failing to target the biggest pain point, and the other failed to build a brand that its customers could trust above the other major players. 

To succeed in today’s crowded market, you need to harmonize product marketing and brand marketing.

In this article, you’ll learn the difference between brand marketing and product marketing, and how to balance both to stand out above the crowd.

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