Subscribe
Join 40,000+ sales and marketing pros who receive our 4x a week insights, tips, and best practices.
Thank you! You have been subscribed.

Free Guide: The Ultimate Inbound Marketing Strategy Playbook 2022

Download the Playbook
Fill out the form to get your playbook
Thank you! You have been subscribed.
... Inbound Marketing Marketing Strategy
Close
The Ultimate Inbound Marketing Strategy Playbook 2022

Free Guide:

The Ultimate Inbound Marketing Strategy Playbook 2022
Read the Playbook
The Ultimate Inbound Marketing Strategy Playbook 2022
Free Inbound Marketing Playbook
View The Ultimate Inbound Marketing Strategy Playbook 2022
The Ultimate Inbound Marketing Strategy Playbook 2022

Free Guide:

Take your inbound strategy to the next level

  • Master the 7 principles of highly effective inbound marketing
  • Dramatically improve your inbound sales
  • Get more buy-in at your company

What Building A “Remarkable” Product Actually Means

By John Bonini

John Bonini also recommends this free guide: The Ultimate Inbound Marketing Strategy Playbook 2022.

What Building A “Remarkable” Product Actually Means

building-a-remarkable-productThe word "remarkable" is one of those words that marketers love to say. 

Free Guide: The Ultimate Inbound Marketing Strategy Playbook 2022
Kinda like how Kanye West loves to say his own name. 

Or how Samuel L. Jackson loves to say...well, you know. 

In each case, the word(s) suffer from overuse. and worse, lose their meaning altogether. 

"Remarkable" has joined the ranks of the word "viral" when it comes to annoyingly ambiguous marketing speak. 

Free Guide: The Ultimate Inbound Marketing Strategy Playbook 2022

I mean, no one wants to make something that's unremarkable, right? So then, why use the word at all? 

Well, because to those that use it responsibly, it does still mean something. Like most other cultural clichés, it's ubiquitous for a reason. 

I spoke with some well-known entrepreneurs that are doing "remarkable" justice. The follow is their take on what it means to them and their respective companies. 

What goes into building a remarkable product?

dharmesh-shah

David Cancel
@dcancel
CEO at Driftt, Former CPO at HubSpot

 

Being remarkable is all about solving for the customer.

At HubSpot, we had more new products launching at INBOUND this year than ever before.

From day one we worked with beta customers on testing, validating, and building the software together. We valued our customers opinions over our own, to such a degree that no one at HubSpot outside of the engineers and product managers was even been allowed to see these products. Not even our founders Brian Halligan or Dharmesh Shah. Not any executive or employee.

They are not even allowed to see a screenshot or a feature list of these products – nothing. That is pretty amazing to me. We did this because we didn't want to get mired in pet rocks and internal opinions.

Instead, we acknowledge that we are here to serve our customers first, so our own opinions can wait until we have evolved the products with real customers using them everyday.

pasted_image_at_2014_06_18_04_15_pm-4

meghan-keaney-anderson

Meghan Keaney Anderson
@meghkeaney
Product Marketing, HubSpot 

 

A product is going to give you concrete qualities. It has four walls, a floor and ceiling – it does this.

But the real trick to messaging is not looking at qualities, but rather what it enables for the person using it and putting it in the context of, “how will this change a person’s life?”

The rare ones will open things wide up for people and allow them to do things they never could before. That’s not just a remarkable product, but also a remarkable story. It’s products like these that give me goosebumps.

It’s never about the product. It’s always about the person using the product.

pasted_image_at_2014_06_18_04_15_pm-4

neil-patel

Neil Patel
@neilpatel
Co-founder, CrazyEgg & KISSmetrics

 

Having a product thats wow-ing is one thing, but to me that’s not remarkable.

What’s remarkable to me is when people say, “this product helped my business achieve X” or “this helped my business grow Y.”

You’re looking for people who have actually had results from something you’ve created.

To me, that’s remarkable.

pasted_image_at_2014_06_18_04_15_pm-4

mike-volpe

Mike Volpe
@mvolpe
CMO, HubSpot

 

Renting attention is easy. Earning it is hard.

Your audience has more options than ever for how, when, and where they consume content, so replicating what everyone else does simply isn't going to work.

No one wakes up in the morning thinking they want to see an ad or get yet another email in their inbox, so your job as a marketer is to be more relevant and more remarkable than anyone else in your space.

pasted_image_at_2014_06_18_04_15_pm-4

justine-jordan

Justine Jordan
@meladorri
Marketing Director, Litmus

 

We try to lower our “time to wow.”

This is the amount of time it takes users to get into our product and be impressed by it. Just by going to our homepage, it would take you two minutes for you to start using our product and be “wowed” by it.

Rather than speak in buzzwords and use vague looking screenshots or require you to contact someone for a demo, we remove the friction and barriers.

Build a product you’re proud of and let people use it.

pasted_image_at_2014_06_18_04_15_pm-4

magdalena Georgieva

Magdalena Georgieva
@mgieva
Product Manager, HubSpot

 

Every day you have to decide where to put product time and effort, and the biggest return results from pointing out the issue your customers or potential customers are experiencing, and how impactful the solution to that problem would be.

You always want to pick the most impactful work and in order to do that well, you have to stay connected with the primary user of your product.

Outside of that, it's essential to watch the market by following analysts' reports, market surveys, and thought leaders in the industry. The idea here is to see whether the momentum for a specific idea exists, so that you can take advantage of the right timing.

pasted_image_at_2014_06_18_04_15_pm-4

Obviously there's more that goes into the perceived value of your product. Fill out the form below to access our guide with even more insight from some of the most well-known software entrepreneurs in the industry.

The Ultimate Inbound Marketing Strategy Playbook 2022

Free Guide:

The Ultimate Inbound Marketing Strategy Playbook 2022
Read the Playbook
The Ultimate Inbound Marketing Strategy Playbook 2022

Free Guide:

The Ultimate Inbound Marketing Strategy Playbook 2022

Take your inbound strategy to the next level

  • Master the 7 principles of highly effective inbound marketing
  • Dramatically improve your inbound sales
  • Get more buy-in at your company

Topics:

Marketing Strategy
Published on October 21, 2014

Recent Articles

4 Ways To Recession-proof Your Website In 2022
June 9, 2022 • 5 min read
Demand Generation vs. Lead Generation: What’s the Difference?
June 6, 2022 • 5 min read
What Small Business Leaders Need To Know to Thrive During a Recession
May 23, 2022 • 7 min read
Blog Editorial Calendar for 2022: Templates, Examples, and Tips
May 21, 2022 • 6 min read
Green Energy Inbound Marketing Strategy: The DIY Approach to Getting More Customers
May 7, 2022 • 9 min read
HubSpot Pricing: Your Guide to Everything HubSpot Costs for 2022
April 29, 2022 • 13 min read
33 Most Important IMPACT+ Resources To Train Your Marketing Team in 2022
April 26, 2022 • 13 min read
SaaS Inbound Marketing: How to Get Started With Your Strategy (+ Examples)
April 16, 2022 • 9 min read
5 Revenue Metrics You Should Be Measuring
March 29, 2022 • 6 min read
What Short-Term Wins Can We Expect With They Ask, You Answer?
March 15, 2022 • 6 min read
19 Business Blog Topics Your Audience Wants You To Write About
March 14, 2022 • 12 min read
10 Marketing KPIs You Should Be Tracking
March 3, 2022 • 9 min read
Why Does They Ask, You Answer Actually Get Results?
February 24, 2022 • 5 min read
Inbound Marketing for Financial Services Providers and Financial Advisors (+ examples)
February 19, 2022 • 10 min read
Sales vs Marketing in 2022: What’s The Difference?
February 7, 2022 • 7 min read
How To Set Marketing Goals Based on Business Goals
February 1, 2022 • 6 min read
Video Marketing: What Your 2022 Business Video Strategy Must Include
January 17, 2022 • 10 min read
8 Crucial Elements Every Homepage Design Should Have [+Video]
January 15, 2022 • 6 min read
5 Organizational ‘Cleanses’ To Start Your Year Off On the Right Foot
January 1, 2022 • 6 min read
What Should a 2022 Content Marketing Strategy Include?
December 30, 2021 • 9 min read
Brutally Honest Pros and Cons of They Ask, You Answer for Digital Marketing
December 7, 2021 • 10 min read
The Step-by-Step, 12-Month, DIY They Ask, You Answer Implementation Plan
December 2, 2021 • 16 min read
‘The Big 5’ Best Topics For Your Business Blog That Drive Traffic, Leads, and Sales (+ Video)
November 26, 2021 • 9 min read
Why Trust Is the True Currency for Any Business
November 16, 2021 • 5 min read
How To Get Started With They Ask, You Answer: Your First 6 Months
November 11, 2021 • 11 min read