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How to Create a Marketing Funnel by Responding to Customer Behavior
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...
View Article17 Things We’ve Learned from Top Product Marketers
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...
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A Content-Driven Framework for Personal Brand Building
Your relationships and reputation are intangible assets. Foster your personal brand, and you’ll build perceived value, trustworthiness, credibility, and reliability—ingredients that contribute to...
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A Guide to Reputation Management: Build an Audience of Superfans
79% of consumers trust an online review as much as they would a recommendation from a friend. And 94% of shoppers state that just one bad review has convinced them not to buy from a company....
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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,...
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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...
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Brand Marketing vs. Product Marketing: What’s the Difference and Which Should...
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...
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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...
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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...
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How to Build an Audience with Social Media Brand Marketing
Founded in 2015, revenue intelligence startup Gong is now valued at $7.25 billion. They’ve grown to attract big-name clients like LinkedIn, PayPal, and Shopify, mostly through social media channels...
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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?...
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The Complete Guide to Product Marketing in 2022 and Beyond
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...
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Excel in 2022 with our Complete Guide to Building a Product Marketing Strategy
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...
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The Role Marketing plays in New Product Launches
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...
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New Product Launch Plan: What To Do during Pre-launch, Launch, and Post-launch
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...
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How to Define Your Product Life Cycle Marketing Goals
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....
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