AMA: Klaviyo Director of Product Marketing, Katie Gerard on Competitive Positioning
April 27 @ 10:00AM PT
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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.
Workhuman Head of Product Marketing • 3y
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 ...
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Workhuman Head of Product Marketing • 3y
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. Als...
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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?
Workhuman Head of Product Marketing • 3y
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 grou...
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Workhuman Head of Product Marketing • 3y
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. ...
714 Views
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Workhuman Head of Product Marketing • 3y
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 bus...
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Workhuman Head of Product Marketing • 3y
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, M...
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