Page 30 - Intercom On Marketing

stage of the funnel, from the first point of contact (your website) to the decision to purchase (the page users enter their credit card information), as well as ongoing product education (docs, demos, messages and webinars). Every step of the way
is an opportunity to help people feel good about the decision they are making and each requires a di erent set of specialized skills.
That’s why it’s a mistake to think of marketing as
a single team. PR, demand generation, content marketing, product marketing and events are all key to a product’s long-term success. Without any of these components, you can build a product, but not many people will show up to buy it. Those that do will likely be confused as to what you’re actually selling.
WHERE DO YOU START?
That’s the easy part: Hire a marketer.
For Intercom, that was me, a product marketer
to communicate to the world what Intercom was building and why people should care. Throwing money into ads to reach new customers is easy, but it’s likely a waste of money if you don’t get this part right first.
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