Airtable
About
Airtable is a cloud collaboration service headquartered in San Francisco.
Insights from the Airtable undefined Team
Kevin Wu, Head of Solution & Category Product Marketing at Airtable on Messaging
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Kevin Wu is the Head of Solution and Category Product Marketing at Airtable, where he has been building a product marketing program from scratch. In his role at Airtable, Kevin has been reinventing the product’s messaging and positioning framework. When it comes to SaaS B2B companies, he says......more
Alex McDonnell
Airtable Director, Compete & Partner Marketing • September 21
The goal of our work is to help our company build and express our competitive differentiation. A competitor is anyone who has a similar value prop for the same audience. Not necessarily the same solution. Even if a customer could feasibly use both, we might still be "competing!"
407 Views
Alex McDonnell
Airtable Director, Compete & Partner Marketing • September 21
For the Sales side, you can look at: - competitive win/loss rates - win rates of deals that used competitive support or resources vs. did not - ultimately, market share over time But for the Product teams or overall company distribution of intelligence, it's tough, because it's not as close......Read More
549 Views
Alex McDonnell
Airtable Director, Compete & Partner Marketing • September 21
- Market Map: Overall visual landscape of our competition. Where does everyone play, where are they moving? - Battlecards: Tells Sales/CS what to say when delivering competitive positioning to customers. - Product deep dives: Visual packages for Product teams to help them determine where our op......Read More
1869 Views
Alex McDonnell
Airtable Director, Compete & Partner Marketing • September 21
For me:
Positioning: overall strategy of who we serve and how we do it better than the other major options
Messaging: language and themes we use to communicate Positioning.
And for good measure, Copy: exact words that appear on marketing assets, informed by Messaging.
447 Views
Alex McDonnell
Airtable Director, Compete & Partner Marketing • September 21
The narrative is a huge part of positioning. That's what frame your product's actual capabilities and determines which criteria are relevant or irrelevant. That said, I don't quite accept the view that we just have to cope with a world where our products are the same as competitors :) For sure, t......Read More
460 Views
Alex McDonnell
Airtable Director, Compete & Partner Marketing • September 21
Web tracking tools like Crayon and Klue help us curate intel from the web, and Slack gives us a constant feed of discussion where people around the company share insights. But what holds it all together and prevents it from feeling overwhelming is having our durable view of our competitive di......Read More
981 Views
Alex McDonnell
Airtable Director, Compete & Partner Marketing • September 21
Our competitive differentiation is central to our overall company/product positioning. They're almost the same thing. We have a high-level view of our position in the market vs other categories of tools, and a deeper view of the specific capabilities that make us unique. Enabling sales is a c......Read More
769 Views
Alex McDonnell
Airtable Director, Compete & Partner Marketing • September 21
All the time, through a mix of continuous and specific pointed research. Our Research teams owns some always-on research work such as our NPS survey or Brand Tracking survey, which often have competitive insights. For win/loss, I've taken both approaches. Currently we only use that research type ......Read More
437 Views
Alex McDonnell
Airtable Director, Compete & Partner Marketing • September 21
Win/loss interviews have consistently been one of our richest sources. Also, plugging into active deals where we support the sales team (we use Gong and CRM to get alerts on which competitive deals we should help with).
1059 Views