Should you change the product name?

Under10 Playbook

Names are the hooks we hang ideas on.—Al The old product name is out; we have a new, super-duper product name. We've got all new branding. Changing a project code name to a marketing brand name is nontrivial. That's why I always recommend that project names be offensive or embarrassing in some way so that developers don't fall in love with the project name. It's perhaps even harder to change names after an acquisition.

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How brands can optimise their Marketplace presence with UX insight


Brands have an ‘insight blind spot’ when it comes to understanding user behaviour on third party Marketplaces like Amazon, eBay and the plethora of online third party ecommerce sites where they could have a presence.

What to keep in mind when you are naming your product

What’s in a name? Choosing the name for a product, feature or company can seem rudimentary. We all begin giving names and inventing nick-names for objects, animals and people practically as soon as we can talk. Naming means homework. That which we call a rose.

Product Managers Know How Valuable A Product Name Is

The Accidental Product Manager

As a product manager, you know just how important the name of your product is. We spend a great deal of time trying to come up with the right name that will match the product development definition for each of the products that we manage.

Product Marketing at Stack Overflow – Alexa Scordato

Mind the Product

Alexa Scordato is the VP of marketing at Stack Overflow. In Alexa’s presentation at ProductTank NYC, she talks about the importance of brand and marketing. She states that there are not enough conversations about the intersection of product and marketing. Marketing Stack.

Slack’s Ceci Stallsmith on marketing your product platform

Inside Intercom

And as the Group Product Marketing Manager for Platform here at Intercom, I’ve loved seeing all the creative apps our partners have built. So we’re delighted to host Slack’s Director of Platform Marketing, Ceci Stallsmith, on the show. I joined to run platform marketing.

How to use email marketing to connect with your users

Inside Intercom

Email marketing remains an incredibly valuable way of communicating with customers at every stage of their lifecycle, whether you’re a thriving SaaS company or up-and-coming small business. What is email marketing? Why email marketing isn’t going away. On-brand design.

What Happens When you do User Discovery After Market Traction

Mind the Product

Major elements of our sales and marketing plan, designed with companies like this one in mind, needed to be revisited at the least. We’d responded to market traction without properly understanding our users. That’s because when Merck decided to market the exact same drug’s baldness-prevention properties too, they created a new campaign and brand. The post What Happens When you do User Discovery After Market Traction appeared first on Mind the Product.

Marketing doesn’t stop when you’ve acquired a customer

Inside Intercom

In the very early days of any SaaS business, you will employ numerous marketing tactics to acquire your first customers: blog posts, paid advertising, landing pages, hero videos, webinars, everything but the kitchen sink. You just embarked on a big marketing campaign and spent all that time and money getting them in the door, only for them to see no value in your product and walk right back out again. Simply put, we market our product to our current customers.

In-App Messaging and In-App Marketing using ReachOut


What is In-App Messaging / In-App Marketing? By having control on when to deliver the message, you are targeting users at the right time, when their attention is on the product and your brand is at the top of their mind.

Builder beware: marketing tension in product-first companies

Inside Intercom

This led to an era of marketing-driven companies. Dan Kaplan framed marketing’s tarnished legacy this way: “Many of history’s most brilliant marketing strategies were crafted to persuade consumers to? No wonder marketing has a bad name in the tech industry.

Builder beware: marketing tension in product-first companies

Inside Intercom

This led to an era of marketing-driven companies. Dan Kaplan framed marketing’s tarnished legacy this way: “Many of history’s most brilliant marketing strategies were crafted to persuade consumers to? No wonder marketing has a bad name in the tech industry.

How to Increase Your App’s Success with Strategic Marketing Tactics

The Product Coalition

Most companies understand the value of integrating a strategic marketing plan into their app development process and see it as one of mobile app success factors. It is essential to create a planned marketing strategy in order to ensure app success.

Why “Marketing” Sounds Like a SCAM

I Wonder The Value

What is marketing? Others may say lead-generation or branding. In short, marketing has a lot of activities. And those activities are named with some different viewpoints. That’s why a lot of “XX Marketing” are confusing and sound like a SCAM.

25 Digital Marketing Tools for Digital Agencies in 2019


It doesn’t matter if you are a solopreneur digital marketer, a freelancer or work in a huge digital marketing agency. Digital marketing tools are a way to gain a competitive edge. This is a marketing platform which offers true automation. Unbounce {Growth Marketing}.

Why the Ride-Share market in Australia is proving hard for disruptors

The Product Coalition

Only seven years later in 2002, its estimated eBay owned 70% of the US based online auction market. More recently it’s the shared economy and the close to mass-market trust that consumers now place in intermediaries and market makers for services offered by individuals.

What makes an effective product launch pitch? Well, here you go.

The Product Coalition

As your content marketing grows, more voices will join the ranks of your marketing, speaking and writing on behalf of your brand. Without a consistent brand voice, there’s no way to guide all of those different people into sounding like one unified brand.

Improve Your Results with Clear Value Propositions

Product Management Lessons from the Trenches

Sales is pitching to distributors that the beer is “Less Filling”, while Marketing is advertising that the beer “Tastes Great” and Operations is delivering “the Lowest Cost Light Beer.” A classic marketing framework is the 4 Ps: Product, Price, Place, and Promotion.

MadKudu’s Liam Boogar-Azoulay on building apps to expand your product’s reach

Inside Intercom

I invited Liam Boogar-Azoulay who heads up marketing at MadKudu to share his experience. You don’t need to reinvent the wheel to make your brand stand out. Find the thing that gets you excited about your brand and learn how to articulate it as a story. Marketing

The Key for Company Growth in 2019

The Product Coalition

Gaining brand visibility has been the proverbial thorn-in-the-side of businesses for decades. Even if you work for a company that is a house-hold name , you probably have heard inner rumblings on how to implement more effective strategies to reach a wider market and attract new users.

HubSpot’s Kieran Flanagan on product-led growth

Inside Intercom

Though he’s now HubSpot’s VP of Marketing and Growth, Kieran has seen it all. From there, he created HubSpot’s freemium, go-to-market product, before moving into his current role. We have a suite of tools that help marketers, sales, customer service people, and grow companies.

Talking Directly with (Real) Customers

Mironov Consulting

I speak/write incessantly about the importance of product managers talking directly with their users and buyers (collectively “customers”), not mediated through Sales, Marketing, Customer Success, User Experience, or stray notes posted to Salesforce. What’s in a name?

Launching A New Product? Don’t Forget The Rest Of The Company.

The Product Coalition

Align everyone in sales, marketing, product, customer success, and professional services. Have you coordinated with and received alignment with the Corporate Marketing team? Do you have approval from legal and marketing for the solution/product name?

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How we Saved our Funnel Drop-offs After They Happened

Mind the Product

The gifter’s journey may have various entry points and paths, but the two final steps of the funnel would typically be: Once the user chooses the product to be sent as a gift, they enter the recipient’s name and email address and write a personal message.

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Why Product Managers Should Learn to Code

Mind the Product

Whether a quickly drawn sketch, an MVP, physical product, iterative improvements or a brand new feature, all studiously validated with user research and customer development, you roll up your sleeves to make it happen. Self-side note: must stop buying domain names!

A Step-by-Step Guide to Constructing a Persona Workshop

Mind the Product

His name is Eric. A product persona is a fictional character created to represent a set of users that will react to your marketing mix (product, price, place, promotion) in a similar way. How do you collectively build your marketing persona through a workshop? Market research and having a customer proxy are prerequisites for a persona workshop. As well as product managers, stakeholders, marketing, sales, and dev representatives should attend a persona workshop.

Clearbit’s Matt Sornson on driving growth with data and content

Inside Intercom

When used correctly, data can powerfully enrich sales and marketing efforts and help any business fuel growth. As the Head of Growth Marketing at Clearbit , and previously a co-founder and CEO of more than a few startups (including WorkMob, ApiXchange, and GoFlow), Matt Sornson knows these pitfalls intimately and how to avoid them. Here are five quick takeaways: At Clearbit, all marketing falls under growth marketing. The other chapter was in Data-Driven Marketing.

How we use bots at Intercom

Inside Intercom

We’ve talked a lot about how businesses can use chatbots to accelerate sales, marketing and support. Automating our sales and marketing. On our demo page, the bot triggers immediately and gathers the person’s company name, email address and personal name.

In Search of Amazon-Like Disruption? Start With Product Usage Data.


In this “inherently cross-functional” role, the potential hire would “work closely with engineering, design, operations, finance and executive teams to bring a consumer product to the market and develop and grow a new business opportunity for Amazon.”. In such a manner, the benefits of usage intelligence can extend beyond data-driven product development to marketing, sales. How usage data improves marketing targets.

The future of customer acquisition with HubSpot’s Meghan Keaney Anderson

Inside Intercom

What does this have to do with marketing? Well, in this day and age, the world of marketing can also seem similarly mysterious, except that new tactics and spaces are emerging every year instead of every 100. ” Marketing in the world of the changing algorithms.

We killed the blog. We hope you like it.

Inside Intercom

We still love that audience, but we now offer products for sales , marketing and support teams and have been going deep on those topics as well. That’s why the initial code name for this project was “Kill the blog”. News & Updates blog content marketing

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How people will find your product

The Product Coalition

This is essential, because you need to know how you’ll communicate with your potential customers and how your marketing and content strategy will look like. This can start from a very broad interest in the market itself up to precise questions about specific features.

Should you disrupt or create a category? 5 lessons from Gainsight’s CMO Anthony Kennada

Inside Intercom

Their names were Brian Chesky and Joe Gebbia, and they had just started Airbnb. A study by HBR found that the 13 companies in the Fortune 100 that were instrumental in creating their categories accounted for 53% of incremental revenue growth and 74% of incremental market cap growth.

For clues to messaging’s future, look no further than its past

Inside Intercom

We put some of our research into a timeline, beautifully illustrated in our Brand Studio (click to view): Quick note: the original name of this microsite was “The History of Messaging.” Sales & MarketingLike many great inventions, messaging wasn’t born out of necessity.

Keep it personal: How to convert your leads via live chat

Inside Intercom

We’ve outlined our top tips: Add a friendly face to your brand. Simple things like using your lead’s first name, keeping your tone informal and friendly, using your own name to sign off and offering to help can really make a big difference when it comes to chatting to prospective customers. Sales & Marketing live chat for sales salesWhen a potential lead gets in touch, it’s important to remember that they are in the driving seat.

Emergence Capital’s Doug Landis on telling stories that sell

Inside Intercom

The problem, Doug says, is salespeople tend to focus too much on their company and the names on their client roster, rather than connecting with their audience. I think of it as go-to-market consulting. Building a company is about pattern recognition: Do you have the right market?

B2C 88’s Ryan Bonnici on selling to educated customers

Inside Intercom

Ryan joined as its head marketing guy in late 2017, having known that he wanted to be a CMO since the age of 10. Prior to, he led marketing at HubSpot, where he pulled off an audacious marketing campaign that earned the company $64 million on a $6,000 budget.

Strategic Options for Mature Products

Roman Pichler

These might include revenue, cost, profit, market share, engagement, net promoter score, and cancellation rate, for instance. Another way to stimulate growth is to take your product to a new market or market segment. What Maturity Means.

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What every product manager needs to know about content strategy

And yet, product writers can add significant value to product development and craft much more than marketing materials. We often forget how important a name can be. We also don’t take into account that naming doesn’t end on the day you start your company. Content marketing.

How JustGiving Crowdfunding Went From an Idea to £100m in Five Years

Mind the Product

After the 12-week build, a team of three was tasked with validating and growing the product: myself, and two talented marketers. JustGiving was a well-known brand, but firmly associated with registered charities. And for that, we needed a new name… Output of one naming brainstorm.