Business Building Archives

Product Lifecycle Marketing: What Matters Most at Every Stage

The classic graph for the product lifecycle is a sales curve that progresses through stages:

a sharp rise from the x-axis as a product transitions from Introduction to the Growth phase;
a sustained, rounded peak in Maturity;
and a gradual Decline that portends its withdrawal from the market.

Each stage of the product lifecycle has implications for marketing. But an MBA-friendly curve rarely translates to reality. The goal of product lifecycle marketing is not to match the curve but to outline what may work best now and plan for the future.

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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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Brand Strategy vs. Marketing Strategy (And How they Work Together)

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: What’s the Difference and Which Should You Invest In?

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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How to Build and Measure Brand Awareness

Studies show only 5% of B2B buyers are ready to buy right now. You can’t force the other 95% into a buying position by spamming them with nurture sequences.

When people are finally ready to make a purchase, your goal should be one of two things:

Customers recall your brand, or at least;
They recognize you in a lineup of other brands.

If you haven’t invested in brand awareness marketing then the opposite will happen. Your audience will flock to brands with a strong reputation because they don’t associate you with their need.

In this article, you’ll learn what brand awareness marketing is and how to become the only obvious choice when the prospect is ready to buy.

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How to Radically Stand Out with Brand Marketing

Jeff Bezos’s private space technology company Blue Origin was founded back in 2000. You’d think that no one could recreate a product so sophisticated and advanced as space rockets, right?

In 2002, Elon Musk created Space X. He was swiftly followed by Richard Branson and Virgin Galactic in 2004.

With enough resources, products can always be copied. It’s tough to compete on product alone and you’re likely to see diminishing returns.

The solution: build a brand. The moat you create with brand is harder to replicate.

According to Edelman research, when that trust is built, 61% of people will become vocal advocates, 57% of people will purchase more products, and 43% will stay loyal.

In this article, you’ll understand how to build a memorable brand that your customers want to buy from. Learn how to identify what your customers want from your brand, how to build momentum with content, and then explore some brands that excel at brand marketing.

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