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Category Creation
4 Answers

David Esber
Twilio Sr. Group Manager, Product Marketing, Messaging • October 26
My first question is: what's the reason for not relying on your revenue org? Is there a lack of trust, challenges with prioritization, or something else? The best, most differentiated positioning means nothing if it's not being used throughout the customer journey – and since the majority of mark......Read More
2839 Views
1 Answer

Elise Beck
Wistia Director of Product Marketing • November 30
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
485 Views
5 Answers

Diego Lomanto
Ada Chief Marketing Officer • May 11
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
538 Views
1 Answer

Abhishek Anbazhagan
Palo Alto Networks Product Marketing Manager, Cortex • September 5
While all marketing aims to solve a customer problem. When it comes to category creation, you are going to focus a significant portion of your time convincing Analysts and Press that your articulation of the problem is unique and hasn't been done before. You then use your product-adoption/sale......Read More
540 Views
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
4 Answers

Anthony Kennada
AudiencePlus CEO • January 23
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
905 Views
3 Answers

Pranav Deshpande
Product Marketing Leader • May 10
To be honest, this has been difficult to figure out. I don't think we have the best solution yet, but for now, we write down positioning statetements for each product, which include key messages, to ensure that we have one clear reference for other teams in the company. Each positioning statement......Read More
389 Views
1 Answer

Kate Sheridan
Upgrade, Director of Product Marketing • August 24
Awareness and the top of the funnel are key. With a new category, you'll need to make prospects aware of the problem you're solving and convince them that this is a problem they have. While some ecommerce providers have one-click checkout, not every retailer sees that as a top priority and someth......Read More
566 Views
4 Answers

Div Manickam
Mentor : Career | Leadership | Product Marketing • December 5
Category creation is a unique messaging and positioning initiative when your startup is providing a differentiated value that doesn’t exist in the industry today. When I think about new markets like the subscription economy or SaaS platforms, these categories didn’t exist a few decades ago. E......Read More
661 Views
2 Answers

Tracy Montour
HiredScore Head of Product Marketing • August 4
The category name should make clear to the customer how your the type of technology solves the challenge they are experiencing it. It is critical that the clarity and understanding of the problem are evident. More importantly, it is critical that your organization closely aligns itself with this ......Read More
247 Views
10 Answers

Vivek Asija
Heap Sr. Director, Product Marketing • June 9
One of the biggest mistakes I see product marketers make is they forget that their buyer is human. They have appealed to business case, logic, industry research, and demonstrate ROI, but sometimes they fail to simply tell a human story. B2B software buyers are people too. And like any buyer of re......Read More
1067 Views