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Katie Gerard

AMA: Klaviyo Director of Product Marketing, Katie Gerard on Competitive Positioning

April 27 @ 10:00AM PST
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Klaviyo Director of Product Marketing, Katie Gerard on Competitive Positioning
Top Questions
How do you create competitive intel that is really beneficial to sales (i.e. they actually read and use it)?
Katie Gerard
Katie Gerard
Workhuman Head of Product Marketing • April 28
As a PMM, it can be frustrating to put a lot of work into something and have it sit unused. But I have a lot of empathy for my sales colleagues. Their lives are super busy and they're overwhelmed with information. It makes sense that it's hard to get their attention! When working on competitiv......Read More
534 Views
2 requests
How do you obtain competitive intelligence on a competitor's product that has very little public-facing marketing around it?
I'm about to just call and ask them if they still sell it.
Katie Gerard
Katie Gerard
Workhuman Head of Product Marketing • April 28
This is a tricky one and there are definitely some more above and also below board answers. I've known people who have made up fake identities in order to get demos from competitors. If you're not a great actor, here are some other approaches: * Ask your customers. You may have a customer you w......Read More
578 Views
1 request
What constitutes a competitor, and what is the goal you have in mind when you conduct competitor analysis?
What is your philosophy when it comes to competitors?
Katie Gerard
Katie Gerard
Workhuman Head of Product Marketing • April 28
I typically think of direct competitors as being other players in the same category of my org that are going after an overlapping share of wallet with an overlapping group of target customers. You may also spend time on your indirect competitors or even substitute products, but you're much less l......Read More
579 Views
2 requests
Relying on narrative differentiation is obviously essential when products are essentially the same across you and your competitor set, but it's also a tough thing to do? Any advice?
Katie Gerard
Katie Gerard
Workhuman Head of Product Marketing • April 28
Narrative differentiation is essential no matter what. No product speaks for itself and often comparing features can lead you down a "who wore it better" rabbit hole. Also, research actually shows people remember things better if they're part of a story. So your pitch will be a lot more memorable......Read More
525 Views
1 request
What are some great examples of bold — yet tasteful — competitive positioning you've seen in the market? How can companies straddle the line without turning it into a game of finger-pointing?
Katie Gerard
Katie Gerard
Workhuman Head of Product Marketing • April 28
The easiest way to differentiate yourself is to have a really innovative product and solid marketing to back it up. My favorite example right now is a Klaviyo customer, Magic Spoon. They make low carb/keto diets for people on a diet but wish they weren't. On their website, they even have a taglin......Read More
682 Views
1 request
How does competitive positioning relate to general positioning? What frameworks do you use to help the company understand the difference?
Katie Gerard
Katie Gerard
Workhuman Head of Product Marketing • April 28
Competitive positioning is basically a zoomed in version of your overall positioning. If you think of a competitive matrix, your overall positioning puts you on the map. How you're positioned versus a specific competitor zooms into the matrix and describes your exact position relative to this one......Read More
623 Views
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