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Business Building

Actionable advice on starting and growing business in a data-driven way.

How to Define Your Product Life Cycle Marketing Goals

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. 

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New Product Launch Plan: What To Do during Pre-launch, Launch, and Post-launch

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.

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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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Excel in 2022 with our Complete Guide to Building a Product Marketing Strategy

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.

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The Complete Guide to Product Marketing in 2022 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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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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How to Build an Audience with Social Media Brand Marketing

Founded in 2015, revenue intelligence startup Gong is now valued at $7.25 billion. They’ve grown to attract big-name clients like LinkedIn, PayPal, and Shopify, mostly through social media channels rather than organic search.

Gong is an excellent example of a company dedicated to finding the best content marketing fit and delivering insights that resonate in formats that engage.

In this article, you’ll learn how to use social media brand marketing to build a well-known brand and grow your business.

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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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