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AMA: Bolt Director of Product Marketing, Kate Sheridan on Category Creation
August 24 @ 10:00AM PST
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Bolt Director of Product Marketing, Kate Sheridan on Category Creation
Top Questions
How much effort is it to market products that create new categories? As in time and touches vs. existing products.
Or in other words, what is the education/definition effort vs. competitive differentiation effort in a known category
Kate Sheridan
Upgrade, Inc. Director of Product Marketing • August 25
This comparison reminds me of retailers marketing to new vs. existing shoppers. It's 5 times more expensive to acquire a new customer compared to getting an existing customer to purchase. When you're creating a new category you need to do a lot of work to convince customers that they have a probl......Read More
345 Views
2 requests
Kate Sheridan
Upgrade, Inc. Director of Product Marketing • August 25
If you're building demand for a new category, it's ideal that there's runway for a platform and not just a handful of features. Can you start in one area that you're uniquely positioned to own and then grow to serve different sizes of customers (SMB to mid-market to enterprise) or different stage......Read More
350 Views
2 requests
Kate Sheridan
Upgrade, Inc. Director of Product Marketing • August 25
It's important that everyone who works at your company understands your value propositions and differentiators. At Salesforce we did a corporate messaging certification once a year where everyone at the the company practices the pitch live with their team. At Bolt we're going through that exercis......Read More
410 Views
2 requests
Kate Sheridan
Upgrade, Inc. Director of Product Marketing • August 25
Naming is important! Ideally your category is established enough that there are industry terms that you can use. That way you're building brand equity for your brand name and using category terms that explain what your brand does. For example, I believe Gartner coined the term composable comme......Read More
840 Views
3 requests
Kate Sheridan
Upgrade, Inc. Director of Product Marketing • August 25
Awareness and the top of the funnel are key. With a new category, you'll need to make prospects aware of the problem you're solving and convince them that this is a problem they have. While some ecommerce providers have one-click checkout, not every retailer sees that as a top priority and someth......Read More
939 Views
2 requests
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