How would you differentiate a mature enterprise product that is similar to competitive products?
We're struggling to find value added differentiators for one of our products that has been around for 20+ years, for which we've historically been recognized as a market leader. Currently we're losing ground because it's very similar to competitor offerings but at 2x the price. What approach would you recommend from product marketing perspective to to drive sales?
4 Answers
Resolve AI Product Marketing | Formerly Google • 1y
Great question. This is a traditional "positioning" problem most enterprises face with historically successful products. Before answering the question, for any behavior t...
4067 Views
Pomerium Head of Marketing | Formerly Roofstock, Instacart, Uber, Algolia, Google • May 7
Riches are in Niches. If your product is functionally similar (and not truly differentiated) to competitors at 2x the price, you have one of three real options, and most ...
390 Views
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Confluent, Twilio, ActiveCampaign
to be very honest, if your product is functionally the same as competitors and you're 2x the price, no amount of messaging is going to fix that long term. PMM can buy you...
380 Views
UiPath Sr. Director of Product Marketing | Formerly Salesforce, Tableau, Microsoft • 1mo
Varun's answer does a good job framing this as a positioning reset. I want to add a specific pattern that worked for me at Salesforce during the Tableau acquisition, when...
175 Views
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