Marketing Principles: The Four Knobs

by Michael Bernstein on March 28, 2019

Marketing Principles is a series of short reference posts designed to codify our ‘big idea’ thoughts about Marketing software into digestible, thought-provoking pieces.

All of Marketing can be boiled down to these four central, measurable properties:

  • Awareness: How many people know about your product
  • Experience: How many people try your product
  • Revenue: How many people buy your product (a proxy for how much money you make)
  • Retention: How much of your product your customers use over time


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