AMA: Observe.AI VP Product Marketing, Hila Segal on Category Creation
May 31 @ 9:00AM PT
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WalkMe Senior Vice President, Product Marketing | Formerly Clari, Observe.AI, Vendavo, Amdocs • 3y
Listen to sales/CS calls. As a team on 1 you can't be on every call but make it a weekly habit to listen to at least 5-10 calls (you can listen at 1.5 or 2x speed 😊). Be...
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2 requests
How have you historically sourced people to interview while developing personas?
Especially if you don't have any customers that fit the bill my current plan is to assemble a list of possible titles and have my virtual assistant company prospect for and find contact details for them then probably send out a survey to validate if they're the right people to talk to and reach out individually to the ones that fit the bill.
WalkMe Senior Vice President, Product Marketing | Formerly Clari, Observe.AI, Vendavo, Amdocs • 3y
If you're going after a whole new market, consider using services like G2G where you can provide the desired profile including industry, companies, titles, and areas of e...
1112 Views
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WalkMe Senior Vice President, Product Marketing | Formerly Clari, Observe.AI, Vendavo, Amdocs • 3y
Category creation is a journey into the unknown. There are rarely clear right or wrong answers at the beginning so brace yourself for the ride. Here are a few areas to ...
688 Views
1 request
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
WalkMe Senior Vice President, Product Marketing | Formerly Clari, Observe.AI, Vendavo, Amdocs • 3y
It really depends on how much competition exists in the market. If you're a market of 1 you'll have to fund 100% of market education and this will take time. In this situ...
614 Views
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WalkMe Senior Vice President, Product Marketing | Formerly Clari, Observe.AI, Vendavo, Amdocs • 3y
The short answer is customer validation. The best messaging is what comes out of your customer's mouth so spend time learning from your customers and informing your base ...
744 Views
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WalkMe Senior Vice President, Product Marketing | Formerly Clari, Observe.AI, Vendavo, Amdocs • 3y
Analysts will not endorse any vendor directly. Your goal with AR is to help shape their POV about the market, especially if this is a new category and ultimately get well...
2111 Views
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How would you go about naming a new category?
Hey guys, for those of you who have been in the position to name a new category, what steps did you take to ensure that you were on the right track?
WalkMe Senior Vice President, Product Marketing | Formerly Clari, Observe.AI, Vendavo, Amdocs • 3y
Naming a new category is a big deal. Don't name it just by the scope and capabilities of your own solution - think bigger. A few things to help the naming process: 1. Tal...
1018 Views
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WalkMe Senior Vice President, Product Marketing | Formerly Clari, Observe.AI, Vendavo, Amdocs • 3y
Not everyone should pursue a category creation strategy. It might be appealing but it's a huge heavy-lift and will require significant investment and buy-in from everyone...
626 Views
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WalkMe Senior Vice President, Product Marketing | Formerly Clari, Observe.AI, Vendavo, Amdocs • 3y
Not validating it enough and getting sucked into internal debates between stakeholders. Messaging can be very subjective and emotional. When working on messaging for a ne...
614 Views
1 request
WalkMe Senior Vice President, Product Marketing | Formerly Clari, Observe.AI, Vendavo, Amdocs • 3y
Have a strong point of view on the market and don't be afraid to reframe the current definition, but be prepared to invest heavily in education and thought leadership. Re...
683 Views
2 requests