Jobs-To-Be-Done: The Product Marketing Framework Intercom Used To Reach $50M in ARR

Though it is still far too early to call its product disruptive, Intercom is on the right trajectory to qualify for that term. Along this trajectory–documented by Clay Christensen in The Innovator’s Dilemma–a janky-looking and not-immediately threatening product emerges. And though this product starts off poorly-featured, low-cost, and not fully-baked, it does a few critical things better than the status-quo. Despite...

A Rapid-Fire Teardown and Re-Write of Intercom’s Homepage

Your homepage is the most important page on your website. More often than not, it is the first (and sometimes only) page your potential customers see. Even if you're getting new leads through specific landing pages, most of them will check out your homepage before making a decision to buy your product or talk to your sales team. Your homepage is your chance...

The iPad Pro Was The First Hint Of Apple’s Dubious Product Strategy

In the second chapter of Apple’s recent “Hey Siri” keynote, Tim Cook got on stage and started telling the story of the iPad: “iPad is the clearest expression of our vision of the future of personal computing: a simple, multitouch piece of glass that instantly transforms into anything you want it to be.” I’ve always loved this vision for the iPad...

A Ridiculously Deep Teardown Of Slack’s Marketing Messages

  Despite having built a rocket ship of a product that people both want AND love, Slack has a challenge. As the company seeks to go past the saturating early-adopter market and march towards world domination, Slack's team cannot rely on virality and word-of-mouth alone. Indeed, if Slack is going to cross the chasm, vanquish the old ways of communicating and collaborating, and...

Lessons In Startup Copywriting From Mixpanel’s Homepage

Despite some finicky issues that I won’t go into here, Mixpanel is a fantastic piece of software. Built for technology marketers, product managers, and other data-driven technology product types, Mixpanel started its life as an analytics platform. It differentiated itself from the ubiquitous (and free) Google Analytics by building its data model around events and actions instead of page views...

A super, ultimate, 2200-word teardown of HubSpot’s homepage

If you are at all familiar with the world of marketing and SaaS, you’ve probably heard of HubSpot. But in case you haven’t: HubSpot offers “all-in-one" marketing and sales software designed to handle a company’s entire marketing and sales needs. And I mean ALL OF THEM: Everything from a content-management system for launching a marketing site and landing pages to a blogging platform for...

An insanely in-depth dissection of a long-form homepage that boosted conversions by 500%.

The software is called Drip. From serial entrepreneur, Rob Walling, the fittingly-named Drip started its life as a simple way to send time-based drip emails designed to encourage potential customers to sign up. After Rob bootstrapped Drip to $7,000 in monthly-recurring revenue, he made a discovery: Sending drip emails to people entering the top of the funnel is nice, but...

How to Launch A SaaS Startup to $7,000/month

A couple years ago, Rob Walling was working hard running HitTail, an SEO tool he built to help small software companies created by people like him do a smarter job identifying and targeting the most profitable long-tail keywords in their niche. Like any good SaaS entrepreneur worth his salt, he wanted to find some effective ways to improve his conversions....
Real engines of growth are not growth hacking

Real Engines of Growth Have Nothing to Do with Growth Hacking

Imagine you’re a 17-year-old girl at a well-to-do high school in Los Angeles and you just discovered Snapchat. Until that moment, every time you thought about sending risqué photos to your romantic interest, you had to worry about images of your naked self ending up on the Internet. When you wanted to gossip with your peers about a crush or...

The anatomy of a brilliant onboarding experience–HelloBar

Hiten Shah and Neil Patel, the co-founders of KISSmetrics and CrazyEgg, seem to love building products that require you to add code to your site. Their most recent product, HelloBar, is no exception: with a few lines of code or a Wordpress plugin installed, HelloBar fixes a thin, colorful call-to-action bar to the top of any webpage or blog. You can...