User Experience Testing: The Marketer’s Guide to UX in 2023
User experience is a nebulous term. What defines a “good” UX from a “bad” UX, and what do the gradations look like between the two poles?
All Things Data-Driven Marketing
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. 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.
New Product Launch: The Perfect Marketing Plan (With Examples)
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 watched the iPhone 12 presentation live).
In the iPhone 13’s first quarter, it generated $71.6 billion in revenue (despite parts shortages and a global pandemic).
You don’t have to create Apple-level hype to see a successful new product launch. Trading app Robinhood launched with almost one million users thanks to a pinpointed market need and waitlist pre-launch campaign.
7 Creative Product Marketing Examples to Inspire Your Next Campaign
On-point product marketing is why Webflow was able to enter the no-code website market with competitors like Wix and Squarespace and still generate 4 million monthly users. Brands like Webflow, Drift, and Close prove you can grow and succeed in a completely saturated market.
With everyone else seeking to beat out the competition, you need to find a way to do it differently, better.
Product marketers lead the business to where they need to play in order to win.
In this article, we’ll break down seven product marketing examples from brands that put their audience first and communicate value to stand out from the competition. You’ll learn why they work, with key takeaways to inspire your marketing efforts.
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 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.
What is a product marketing manager (and what do you need to become one)?
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.
The Complete Guide to Product Marketing in 2023 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 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%.
Fear and Greed in Marketing: What Drives Human Behavior?
Fear and greed are two of the three great forces in the world, according to Einstein (the third is stupidity).
They’re also two triggers that not only stock markets (in the form of the Fear & Greed index), but also marketers and copywriters have been well aware of for years.
That’s because they are powerful emotions that, when used properly, drive people to take action.
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.
Stock Photos vs. Real Photos: Does It Matter? Which Ones Work Better?
When it comes to online imagery, it’s not so much about having images as making sure those images give the visitor a sense of texture, size, scale, detail, context, brand.
According to MDG Advertising, 67% of online shoppers rated high-quality images as being “very important” to their purchase decision, which was slightly more than “product specific information,” “long descriptions,” and “reviews and ratings”: