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 classic lifespan of successful products is a story in four parts:
How this story plays out has a lot to do with the type of product and how it’s improved over time, if at all.
However, the shape of the curve—the length of the arc and the speed of the decline—is also determined by how you market that product at each stage of its life.
In this article, we’ll look at the different stages of the product lifecycle through the lens of marketing. You’ll learn about the different strategies available and the impact they’ll have on the future of your product.
(Want to learn more about product marketing? Take the Product Marketing Certification Training program).
If you’ve been in business for any amount of time, you may well have heard the phrase, “the money is in the list.”
It’s a proverb as old as the internet, probably older. It’s also true. And more relevant than ever. If you want to build a successful business, a strong email marketing strategy is one of the best ways to do it.
However, it’s not without challenges. Over a third of email marketers struggle with acquisition and close to a half say increasing engagement is their number one challenge.
Netflix began in 1997 as a video rental competitor to Blockbuster. Now, the streaming service has as many users worldwide as the entire population of Canada, the United Kingdom, and Japan combined.
Today, the platform remains the most popular of all global streaming services—and its customers continue to renew their subscription, month after month and year after year. We’ll explore their retention statistics soon.
So, how does a behemoth like Netflix create immersive experiences so captivating that the platform cannot be dethroned by its sea of competition? In this post, we’ll break down the elements of Netflix’s design and user experience (UX).
A product demo is a critical tool in the sales process. It exists in the all-important consideration space between lead qualification and conversion, giving you the opportunity to show how your solution solves problems and makes prospects’ lives easier.
Done right, it’s a deal maker. Done badly, you risk losing sales.
In this article, you’ll learn what makes a compelling demo. We’ll look at the important principles and break down how successful companies use demos to engage prospects.
App automation can remove bottlenecks, save time and money, help you provide a better customer experience, and improve internal collaboration. But it should never replace the human touch.
In this article, we’ll show you how to leverage app automation to produce desired results and reclaim productivity. We’ll also explore examples to apply across the customer journey and tools you can experiment with and invest in today.
The technical elements of your website’s SEO are crucial to search performance. Understand and maintain them and your website can rank prominently, drive traffic, and help boost sales. Neglect them, and you run the risk of pages not showing up in SERPs.
In this article, you’ll learn how to conduct a technical SEO audit to find and fix issues in your website’s structure. We’ll look at key ranking factors including content, speed, structure, and mobile-friendliness to ensure your site can be crawled and indexed.
We’ll also show you the tools you need to boost on-page and off-page SEO efforts and performance, and how to use them.
A solid messaging strategy ensures you grab your target audience’s attention and build interest in what you’re selling.
But there’s no one-size-fits-all approach. It should be informed by your market, competitor, and user research, and optimized through feedback and testing. This will help you gauge who your audience is and how to speak to them at every customer touchpoint.
Throughout this article, we’re going to explore how you can set yourself apart from the competition and deploy a messaging strategy that resonates.
Keyword research, high-quality content, link building, on-page SEO—these tactics help you improve organic rankings. But search engine optimization strategies will only take you so far.
Getting your technical SEO house in order is the final piece of the puzzle in site ranking.
Technical SEO is about giving your searchers a top-quality web experience. People want fast-loading web pages, stable graphics, and content that’s easy to interact with.
In this article, we’ll explore what technical SEO is and how it impacts website growth.
Navigation gives a user control, which is generally a good thing—but what about on a landing page, where the motto is “one page, one goal?” Should you use navigation on landing pages?
While there’s not a one-size-fits-all answer (there never is in optimization), we do have some good data by which we can make a decision.