In this series Intercom takes you inside the marketing lessons we've learned the hard, expensive and messy way. We include the insights that helped us grow from zero customers to more than 20,000, but we’ve been careful to be honest and have worked hard to avoid the usual truisms. Instead, we’ve focused on actionable advice we think will benefit any early stage startup – from crafting early messaging, to managing a product launch, to keeping product and marketing aligned.
Chapter 13: Marketing your product to new customers
Too often we blow the marketing budget on acquiring new customers – only to ignore them as soon as they sign up. In reality, the best marketing strategies drive not just sales, but also long-term customer success. That all starts with product education.
Chapter 12: How people buy your product
Every business should have an active interest in why people buy their products and the situations people find themselves in before they become customers. Do that, and you'll understand why you need marketing that caters to all of them.
Chapter 11: So you want to build a brand?
It’s easy to have a highly data-driven view of everything you do and overlook hard to measure things like brand. This leads to a tunnel-vision focus on optimizing funnels and growth hacking button colors, and ignores investing time in equally important tasks. Most notably, creating emotional connections with your customers. In this chapter, we share a few principles about branding that will point any startup in the right direction.
Chapter 10: Life after launch – learning and iterating on your marketing
When you ask people what product marketing is, the first thing that comes to mind is usually product launches. This is a fundamental misunderstanding of the role of product marketing. Launches are the beginning of a process, not the end. Only after launch do you learn what’s working, what’s not and how you can iterate quickly from there.
Chapter 9: Mastering a successful product launch
Product launches are exciting – culminating with the rush of joy and fear as you finally share your creation with the world. More importantly, launches are one of your best opportunities to drive brand awareness, and ultimately generate new customers. It’s worth taking the time to get them right.
Chapter 8: Prioritizing product announcements
Thanks to SaaS, there are more features to talk about on a constant cadence. The challenge then becomes, which things do you shout about? With more opportunities, it’s tempting to shout about each and every one of them. Do that, and people will stop listening to you. As a result, here's how we prioritize our product announcements.