Educating your target market with Appcues' Jackson Noel
This week on How to Win: Jackson Noel is the Co-founder & CEO of Appcues, a user onboarding and product adoption software for product-led teams. We hear from Jackson about how Appcues built brand awareness and authority via a strong content strategy and why they’re focused on being a specialist in a market where competitors go wide. I add my thoughts on the long game of content marketing, the importance of knowing your competitors as well as your high value customers, and what to do when you realize you’re not that different from others in the market.
Key Points:
- How Appcues got their start (01:13)
- What to do when you realize you’re not that different from your competitors (03:06)
- Why Appcues found early success through content marketing (05:45)
- My thoughts on content marketing as a long-term play (07:15)
- How Appcues approaches competitor awareness (08:30)
- I explain why studying your competition is key to differentiating (09:38)
- Why Appcues is focused on being the best experience builder in the market (11:57)
- My take on how small brands can compete with dominating, big brands (13:30)
- Appcues’ pricing strategy (14:48)
- I explain why pricing is a huge growth lever, and why it’s hard to get right (15:51)
- What Appcues is doing with the money they raised in their successful Series B round (17:21)
- Why Jackson regrets betting on the ubiquity of product analytics (19:11)
- I unpack why high-profit business models include high customer value (22:55)
- Wrap up (26:28)
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