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Intercom on Marketing


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 h...Show More
Chapter 13: Marketing your product to new customers

08:50 | May 22nd, 2018

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 educati...Show More
Chapter 12: How people buy your product

05:44 | May 22nd, 2018

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?

09:23 | May 22nd, 2018

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 importa...Show More
Chapter 10: Life after launch – learning and iterating on your marketing

07:06 | May 22nd, 2018

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 l...Show More
Chapter 9: Mastering a successful product launch

10:37 | May 22nd, 2018

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...Show More
Chapter 8: Prioritizing product announcements

07:27 | May 22nd, 2018

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 ...Show More
Chapter 7: Marketing for growth and survival

08:24 | May 22nd, 2018

A lot of businesses fail because they’re simply not good at acquiring and retaining customers. That's where demand generation comes into play. Here's our guide to getting started.
Chapter 6: Meet now, conquer now

10:36 | May 22nd, 2018

When you’re just starting up, other than knocking on someone’s front door, events are the most targeted, proactive and personal way you can meet the people you need to meet. Do them well, and you turn those meetings into lasting relationships.
Chapter 5: Content, then marketing

09:10 | May 22nd, 2018

The usual content marketing approach is to make people want to read the things you’ve already written. We knew writing things that potential customers already wanted to read would be easier, and we scaled that strategy by building an editorial team. ...Show More
Chapter 4: Getting word of mouth for your startup

03:17 | May 22nd, 2018

There’s a misconception that word of mouth is a mystical force that’s out of your control. Sure, you can’t control what words come out of whose mouths, but you can encourage people to say the right words about your product.
Chapter 3: Marketing at a product-first company

10:13 | May 22nd, 2018

Despite the mountain of contradicting evidence, the mantra of “if you build it, they will come” is still extremely prevalent among product-first companies. Don’t delay aligning your product and marketing teams. If you do, you’ll live to regret it.
Chapter 2: Getting your story right

05:57 | May 22nd, 2018

No matter how good your product is, if you can’t tell a cohesive, compelling story about it, you’re going to have a very hard time getting people’s attention when you actually do take it to market. At Intercom, our approach to crafting a story begins...Show More
Chapter 1: Marketing in year one

06:03 | May 22nd, 2018

The most important tasks for any early-stage startup are to write code and talk to users. The latter represents your very first marketing opportunity, whether that's asking prospects to try your product over email, meeting them at conferences, respon...Show More
Introducing Intercom on Marketing

03:28 | May 13th, 2018

There’s a common misconception about marketing at a startup. People think marketing means doing things like signing up on Product Hunt, writing a few blog posts about what’s wrong with your industry, cold-blasting a bunch of journalists with a press ...Show More