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

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2 Answers
Category Creation
  1. Amanda Groves
    Amanda Groves

    Zywave VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • Jul 2

    Analyst relations depending on size (enterprise)
    Second and third party review sites (AEO/GEO/SEO need)
    Influencers (SMB/VSB)
    Community and advocacy flywheel (agnostic of size)

    If you'll notice i didn't address the funnel because that matters less than the ecosystem involvement. Funnel is a lead process - share of voice and influence is an architecture process. 
    325 Views
  2. Kate Sheridan
    Kate Sheridan

    Upgrade, Director of Product Marketing • 3y

    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 something they need to give shoppers. So we need to reframe the discussion to be about how 70% of ecommerce carts are abandoned and how that represents $1 trillion in transactions. And how it's harder than eve ...Read More

    2,011 Views

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