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Category Creation

4 Answers
Diego Lomanto
Diego Lomanto
Ada Chief Marketing OfficerMay 11
There are a host of good training options out there. Sharebird is a good place to start and you can google alternatives as well. I mentioned a few books earlier on as well - Al Ries and Jack Trout and it's called "Positioning: The Battle for your Mind" and "Obviously Awesome: How to Nail Product ......Read More
594 Views
4 Answers
Nipul Chokshi
Nipul Chokshi
Atrium Head of MarketingSeptember 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
1200 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
1034 Views
5 Answers
Nipul Chokshi
Nipul Chokshi
Atrium Head of MarketingSeptember 8
I found that making the shift to “solutions” or “platform” requires becoming more business outcome focused in terms of your messaging. Rather than speak to individual user-level features/benefits (e.g. “the app launches 2x as fast”) you want to speak to the business impact that it delivers (e.g. ......Read More
722 Views
4 Answers
Anthony Kennada
Anthony Kennada
AudiencePlus CEOJanuary 28
It may be a controversial pov, but my perspective is that the analyst community is getting disrupted by DTC user review sites like G2, TrustRadius, and the others. Customer voice is just as powerful as it's ever been, but now, there are increasingly more and more ways to access that customer voic......Read More
1581 Views
3 Answers
Anthony Kennada
Anthony Kennada
AudiencePlus CEOJanuary 28
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
1065 Views
1 Answer
Elise Beck
Elise Beck
Wistia Director of Product MarketingNovember 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
538 Views
5 Answers
Diego Lomanto
Diego Lomanto
Ada Chief Marketing OfficerMay 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
594 Views
1 Answer
Abhishek Anbazhagan
Abhishek Anbazhagan
Palo Alto Networks Product Marketing Manager, CortexSeptember 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
601 Views
3 Answers
Pranav Deshpande
Pranav Deshpande
Vanta Senior Product Marketing ManagerMay 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
461 Views