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Category Creation

How do you quantifiably test messaging? Rather than relying on anecdotes from the revenue organization?

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

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

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

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 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

What do GTM strategies look like when you work on a whole category creation?

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

What tools do you use to help you manage your messaging and then disseminate it to the rest of the organization?

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

Where in the funnel do you invest most when launching a new category product?

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

What is your advice for startup platform category creation? Where have you seen the most success in terms of channels for this type of creation?

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

How should a startup approach what to name their new category? How important is it to do that and how should the company weave that name into their messaging?

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

What are some common Messaging mistakes you see Product Marketers make?

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