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.
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.
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.
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.
Total digital ad spending worldwide exceeds $450 billion. By 2024, that figure will rise to $645 billion.
This kind of spending means crowded ad platforms, which makes it more difficult to stand out.
If your business has a five- or six-figure digital advertising budget, you can put more money behind campaigns. But this is exactly what has caused online ad prices to increase by an average of 45% on Google and Facebook (and up to 1000% in some sectors).
If you don’t have those kinds of resources or would rather not continually increase spending, you need to think outside the box.
In this article, we’ll talk about some less saturated digital advertising strategies you can use to get ahead. We’ll also show you what it takes to create advertising that gets people to act.
The marketing and sales funnel is a time-tested framework for mapping the customer journey.
However, with every new technology, channel, and distraction served up by the internet, that journey becomes less linear, and the traditional funnel becomes less relevant.
In the current landscape, to successfully guide a person from prospect to customer, you need to think about their behavior and deliver marketing that fits their needs at every stage of the funnel.
In this article, you’ll learn how to do just that. We’ll look at how to use the marketing funnel as a model for your content, how users behave throughout their journey, and what it takes to inspire action.
You work tirelessly to understand your customer, market, and competition so you can differentiate. Voice-of-customer (VoC) research, user research, competitor research, and insights on jobs-to-be-done (JTBD) can inform your marketing strategy.
Brand tracking is how you measure if those efforts are paying off.
Brand tracking provides both qualitative and quantitative answers to crucial questions:
- How do your customers perceive your brand?
- Are your campaigns driving conversions?
- Do consumers know who you are?
- Does your messaging at each touchpoint match customer intent?
- Is your brand part of most consumers’ consideration set?
- Have you built perceived value?
In this article, we’ll share key brand tracking metrics and methods for how to measure and optimize your success.