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Business Building

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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 huge pain point.

Muun found a market need but failed to compete with bigger names that provided customers with authoritative content and resources. Muun’s more well-known competitors had more features and better pricing.

Both companies suffered from a fatal lack of marketing. One neglected its positioning by failing to target the biggest pain point, and the other failed to build a brand that its customers could trust above the other major players. 

To succeed in today’s crowded market, you need to harmonize product marketing and brand marketing.

In this article, you’ll learn the difference between brand marketing and product marketing, and how to balance both to stand out above the crowd.

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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, Elon Musk created Space X. He was swiftly followed by Richard Branson and Virgin Galactic in 2004. 

With enough resources, products can always be copied. It’s tough to compete on product alone and you’re likely to see diminishing returns.

The solution: build a brand. The moat you create with brand is harder to replicate.

According to Edelman research, when that trust is built, 61% of people will become vocal advocates, 57% of people will purchase more products, and 43% will stay loyal. 

In this article, you’ll understand how to build a memorable brand that your customers want to buy from. Learn how to identify what your customers want from your brand, how to build momentum with content, and then explore some brands that excel at brand marketing.

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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.

Reputation management is the practice of actively influencing what people think of your brand and what they see others saying about your company when they look online.

In this guide, we’ll discuss how to implement a brand reputation management strategy, use personal branding to develop a good reputation, and protect your company from developing a negative one.

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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 audience building and revenue. 

But to showcase your expertise and stand out, you need to have something interesting to say. And you need to say it consistently.

In this article, we’ll share tips for how to build your personal brand, grow your audience, and expand your online presence.

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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.

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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 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. 

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Brand Tracking: How to Measure Market Penetration (+ Metrics & Examples)

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. 

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How to Model Your Marketing Against the Product Lifecycle

The classic lifespan of successful products is a story in four parts:

  1. Introduction
  2. Growth
  3. Maturity
  4. Decline

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).

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How to Create an Effective Branding Campaign That Inspires a Movement

Brand is the perception of your company in the eyes of the world. It’s shorthand for who and what you are. 

Getting branding right gives people a reason to love you, which they’ll reward with loyalty. Getting it wrong, however, can create an impression you may never be able to change.

In this article, you’ll learn what’s required to create a branding campaign that strikes the right chord. We’ll look at the importance of strategy and cover the key ingredients a campaign needs to increase brand awareness. We’ll also give you creative fuel by breaking down how Lemonade has used branding to disrupt the market.

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Build vs Buy

Product leaders often believe it’s cheaper to buy software than build it. But that’s not always the case. You don’t need a large development team or outside capital to build your own software from scratch. 

Whether you decide to build or buy, the technology you adopt must align with your business goals.

In this post, we’re sharing a build vs. buy framework to help you consider the opportunity costs and make an informed decision on whether to buy software off the shelf or build a custom solution.

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