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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

AudiencePlus CEO • January 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

1275 Views

What should you do if a competitor has already defined the product category in which you compete?

8 Answers

Anthony Kennada

AudiencePlus CEO • January 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

1287 Views

What's the most important priority for Product Marketing when developing a new category?

1 Answer

Martin Raygoza

Google Marketing Head for YouTube Shorts Mexico & Spanish LATAM • June 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

2788 Views

What are the biggest mistakes you made when creating a category

5 Answers

Anthony Kennada

AudiencePlus CEO • January 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

1218 Views

My company is at a point where we should begin creating our category. How would you go about that process step by step today, for a small and rising org? Thanks :)

1 Answer

Martin Raygoza

Google Marketing Head for YouTube Shorts Mexico & Spanish LATAM • June 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

2831 Views

What is your overall process when developing a messaging platform from scratch?

4 Answers

Nipul Chokshi

Fourth CMO • September 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

1510 Views

How do you approach messaging and positioning when your product isn't the market leader?

6 Answers

Michael Peach

Rimsys Regulatory Management Software VP of Marketing • August 5

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

1357 Views

When creating a category how important is it to have a new title to sell into? Can you create a category with an existing role as main user?

3 Answers

Anthony Kennada

AudiencePlus CEO • January 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

1358 Views

Do you have any top tips for layering and reviewing your messaging?

1 Answer

Elise Beck

Wistia Director of Product Marketing • December 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

838 Views

Marketing messages and activities can be very subjective and subject to debate. What have you done to align executives and stakeholders so you can execute well?

5 Answers

Diego Lomanto

Ada Chief Marketing Officer • May 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

1110 Views

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