Category Creation

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
5 Answers
Anthony Kennada
Anthony Kennada
AudiencePlus CEOJanuary 24
A lot of effort. I think you need to be comfortable playing the long game. Think about it this way, if we took a “typical” marketing approach and started outbound prospecting into manufacturing companies on the iron belt asking them to be routed to the person who runs Customer Success, we would ......Read More
1336 Views
8 Answers
Anthony Kennada
Anthony Kennada
AudiencePlus CEOJanuary 24
Is it clear that the competitor is currently the market leader? Are they a large incumbent (thinking what Salesforce is to CRM, for example) or a few years ahead of you? If so, it may be the case that you are indeed in a challenger position for an already defined market in which the disruption ......Read More
1352 Views
1 Answer
Martin Raygoza
Martin Raygoza
Google Marketing Head for YouTube Shorts Mexico & Spanish LATAMJune 8
Some of the most important decisions you need to consider as a product manager are: 1. How competed is the new category?: There is no right answer. More competition means more barrier to enter but less means fewer information at your disposal. Just make sure your strategy consider the......Read More
2856 Views
5 Answers
Anthony Kennada
Anthony Kennada
AudiencePlus CEOJanuary 24
Waiting too long to layer in the tried and true tactics that work. I mentioned in another response that traditional tactics such as outbound prospecting or PPC did not convert well early in our years building Gainsight and Customer Success. Reason being, no one knew what CS was nor were they doi......Read More
1279 Views
1 Answer
Martin Raygoza
Martin Raygoza
Google Marketing Head for YouTube Shorts Mexico & Spanish LATAMJune 8
Creating a category could be one of the most complicated process for any organization. It is very important that you make sure your company has the resources necessary for this. Here are 3 questions I would ask my business before thinking on expanding to new categories: 1. Will my core busine......Read More
2895 Views
4 Answers
Nipul Chokshi
Nipul Chokshi
Fourth CMOSeptember 8
For me, great messaging always starts with two things: * Point of View - which articulates your perspective on the problem(s) your target market is looking to solve [why is the problem worth solving, what are the key steps in solving the problem, what kind of tech solutions will help y......Read More
1575 Views
6 Answers
Michael Peach
I actually don't think this matters all that much. Messaging should be anchored in the outcomes your product delivers to your target persona, and the key differentators that make you uniquely suited to deliver those outcomes. That doesn't change based on your market position. Where this could ......Read More
1428 Views
3 Answers
Anthony Kennada
Anthony Kennada
AudiencePlus CEOJanuary 29
Not critical. In fact, you may be better off launching a new category into an existing (and much larger TAM) than also taking the task of creating / expanding a smaller TAM. The work that Gong and Drift are doing within the sales and marketing community (respectively) is quite impressive. The ......Read More
1421 Views
1 Answer
Elise Beck
Elise Beck
Wistia Director of Product MarketingDecember 1
The most important part of messaging is actually your positioning. I like to think of it as a sculpture where positioning is the armature -- the most foundational skeleton or bones of the thing. Without the armature, your sculpture could easily lose shape and fall apart. Without positioning, your......Read More
898 Views
5 Answers
Diego Lomanto
Diego Lomanto
Ada Chief Marketing OfficerMay 12
You need to listen to people, share positioning work as it develops and be iterative. If you just show up with a messaging strategy without involving leadership in the formulation you are most likely going to get pushback because everyone thinks they know what we should be saying to the market. B......Read More
1183 Views