Original UX research studies conducted by CXL Institute.
Budgets are shrinking. Targets aren’t. And the gap between the two is being quietly normalized.
This isn’t a performance issue, a talent issue, or a creativity issue. It’s a resourcing problem, and pretending otherwise has become convenient.
The B2B buying journey has changed. Modern buyers are more informed, more independent, and more selective.
In fact, 88% will show up to sales calls already knowing what a vendor has to offer. They’ve done the research, compared features, read reviews, and already formed opinions before they’ll even take your meeting.
Would what they hear and see about you convince them you’re worth their already-limited time?
With the rapid expansion of digital marketing channels, marketers have to adapt by broadening their skill sets. While having a single area of expertise was once the norm, in the modern market, the norm simply won’t cut it. As growth expectations increase and budgets shrink, brands lean toward T-shaped marketers. Why? Having a team of 30 specialist marketers on board isn’t just impractical, it’s not strategic either.
Having a handful of marketers with deep expertise in two or three key areas could significantly increase your return on investment (ROI). Not only does it reduce costs, but having this level of versatility at the core of your marketing team is invaluable. Here why.
I’ve helped 79 startups build million-dollar marketing engines in the last four years. I’ve been a startup marketer for 20 years, and I’ve helped grow nearly 100 companies from $0 to millions of revenue. Not because I’m such a genius marketer, but because there’s a system that can take any new product, feature, or startup from $0 to $1MM+ in revenue dependably.
And I’ll share it with you in this blog.
Paul Boag, an expert in user experience (UX) design and conversion rate optimization (CRO), shares how AI has revolutionized his work. He explains that AI has “made my job a lot easier,” offering tools that simplify user research and provide new ways to gather and analyze data. In this blog, we’ll explore how AI is transforming user research, the advantages it offers, and why user research is crucial for UX and CRO. We’ll also break down the step-by-step processes Paul uses to integrate AI into his workflow.
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.
Product marketing is today’s most critical marketing function. And yet, it’s unfamiliar and confusing to many. The best way to think about it: product marketing is strategy.
Product marketers work to understand the market and what motivates customers. They choose the market segments to target. They determine what attributes the product needs to win against the competition. They design an effective go-to-market plan along with the required positioning and messaging.
In this article, we brought together 17 of the best product marketers from companies like Gong, Privy, HighSpot and Vanguard (most of them are your instructors in CXL’s Product Marketing Minidegree) and asked them for their best advice for those who want to rise through the ranks of the most in-demand marketing role today.
The world’s best marketers don’t get to the top of their field by accident. They consume the right sources; they read the right books. They take what they learn and put it into practice.
But with the daily demands of most marketing professionals, it’s often an uphill battle to take a step back and set aside time to learn new skills. All too often, that quarterly report or urgent client request takes priority, time and time again.
One of the most challenging parts of producing high-quality content is finding and sourcing accurate statistics and research. You’ll often go down the sourcing rabbit hole only to discover that a statistic is from 2012 or that the study’s sample size consisted of just a few people—and that’s only after you make an effort to dig deeper.
With many outdated and misleading statistics crowding the first page of Google, how do you know which stats are legitimate? How can you use research to strengthen your content rather than regurgitating the same old stats?
What worked in SEO, content, and growth just a few months ago may not be effective today. Making things even more challenging, there’s so much noise. Is that top-ranked content on Google actually the best thing out there? Or is it the same “me too” content?
We identified top marketers based on some good-but-imperfect criteria (e.g., mentions on marketing sites, social media presence, recent presentations, etc.).
Then, we used that expert seed list to gather opinions on which people, sites, and books all marketers should listen to, read, or watch.