{"id":14264,"date":"2018-01-09T17:50:59","date_gmt":"2018-01-09T17:50:59","guid":{"rendered":"http:\/\/blog.intercom.com\/?p=14264"},"modified":"2022-03-29T16:46:34","modified_gmt":"2022-03-29T15:46:34","slug":"new-book-intercom-on-marketing","status":"publish","type":"post","link":"https:\/\/www.intercom.com\/blog\/new-book-intercom-on-marketing\/","title":{"rendered":"Announcing Intercom on Marketing – the marketing book for startups"},"content":{"rendered":"

We\u2019ve just released our latest book, Intercom on Marketing<\/a>.<\/p>\n

With the volume of marketing playbooks already out there, you might wonder why we decided to share our own take. Well, getting marketing right is one of the hardest challenges facing startups today. Trust us, we\u2019ve been (and still are) there. So, why do so many get it wrong?<\/p>\n

Firstly, most founders typically don\u2019t have a background in marketing, and even though they\u2019re told to \u201cstart marketing the day you start coding\u201d, they just don\u2019t know where to begin. Sure, they probably know enough to build a landing page for capturing email addresses, but do they know what to say, and how to say it, to give themselves the best chance of success? Do they know how to best promote their product and where? Or how to amplify everything the product team builds by bringing in marketing early in the development cycle?<\/p>\n

Secondly, as software becomes more and more commoditized, and products have more and more overlapping features, what can truly set your startup apart is the strength of your brand and your go-to-market strategy.<\/p>\n

In short, marketing is pretty damn important.<\/p>\n

I was Intercom\u2019s first marketer. We\u2019re now a team of more than 40, and over the past few years we\u2019ve learned many tough lessons, from developing our early messaging, to getting word of mouth, to keeping product and marketing aligned. This book is a collection of almost everything we know and have come to learn about marketing.<\/p>\n

\"Intercom<\/p>\n

Over the course of 14 chapters we cover things like:<\/p>\n