Kyle Poyar, VP of Growth at OpenView, said it clearly: “pricing is your most powerful and most immediate lever to accelerate growth.”
Changes in pricing are bound to have an impact on performance. It’s a mechanism that can change your business’s trajectory, but it doesn’t get enough attention.
Who. What. When. Where. Why. Answer the proverbial “Five W’s” through storytelling, and you’ll build meaningful connections with your audience. Fail to do so, and you’ll likely lose their attention.
Not every piece of content needs to tell a story. Applying storytelling in the right place, at the right time, in the right way makes all the difference.
When Warren Buffett coined the term “economic moat”, he stated that the products that have wide, sustainable moats around them, are the ones that deliver rewards to investors.
That’s why determining the competitive advantage of any company is key to investing, to which moats were initially tethered: a bigger moat makes a stock a better bet.
But the implications are broader, for companies large and small. An effective moat doesn’t require Amazon’s distribution network or Microsoft’s monopolistic software strategy.
More than 60% of marketers use 20+ marketing tools on a regular basis according to Airtable. For email marketing alone, more than half of small businesses use two or more tools according to Litmus.
On top of this, the number of sales and marketing tools each company uses is forecasted to continue to increase rapidly as the number of available tools and the amount of customer data grows.
At the same time, according to Mulesoft, only 28% of tools a company uses are integrated with other tools. More tools, more data, but limited integration—can you spot the issue here?
No business starts out with the goal of blending in. Yet, standing out from the competition is one of the biggest challenges entrepreneurs and marketers continue to face.
Wanting to be different from your competition is one thing, but how do you achieve it? The answer, in many cases, can be found in creating an effective differentiation strategy.
This article will explore what a differentiation strategy is, when it can be helpful, and the times it may not be as effective.
We’ll also look at some companies that differentiated themselves successfully.
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.
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.
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%.