Category Creation
6 Answers

Pranav Deshpande
Vanta Senior Product Marketing Manager • May 10
I've written about this in detail on my blog here, so I'll summarize my thoughts below! Messaging and positioning work is never complete, so always treat your positioning doc as a living document that will evolve with your business. The framework I like to use involves starting with jobs to be......Read More
1533 Views
6 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
8074 Views
4 Answers

Nikhil Balaraman
Roofstock Senior Director Product Marketing • March 21
Well first of all, it’s always tough to be a team of one. You are definitely going to have to ruthlessly prioritize and as a team of one, it can be easy to get stuck as the sales content/collateral & product launch factory. So with the spare time that you have, I think a few things that can help ......Read More
453 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
1101 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
5 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
993 Views
8 Answers

Anthony Kennada
AudiencePlus CEO • January 23
Is it clear that the competitor is currently the market leader? Are they a large incumbent (thinking what Salesforce is to CRM, for example) or a few years ahead of you? If so, it may be the case that you are indeed in a challenger position for an already defined market in which the disruption ......Read More
996 Views
1 Answer

Martin Raygoza
Google Marketing Head for YouTube Shorts Mexico & Spanish LATAM • June 7
Some of the most important decisions you need to consider as a product manager are: 1. How competed is the new category?: There is no right answer. More competition means more barrier to enter but less means fewer information at your disposal. Just make sure your strategy consider the......Read More
2464 Views
5 Answers

Anthony Kennada
AudiencePlus CEO • January 23
Waiting too long to layer in the tried and true tactics that work. I mentioned in another response that traditional tactics such as outbound prospecting or PPC did not convert well early in our years building Gainsight and Customer Success. Reason being, no one knew what CS was nor were they doi......Read More
921 Views
1 Answer

Martin Raygoza
Google Marketing Head for YouTube Shorts Mexico & Spanish LATAM • June 7
Creating a category could be one of the most complicated process for any organization. It is very important that you make sure your company has the resources necessary for this. Here are 3 questions I would ask my business before thinking on expanding to new categories: 1. Will my core busine......Read More
2491 Views
5 Answers

Diego Lomanto
Ada Chief Marketing Officer • May 11
Hi - yes - I definitely recommend sharebird's resources. I also love a few books on positioning. First the classic book here is from Al Ries and Jack Trout and it's called "Positioning: The Battle for your Mind." I also recommend "Obviously Awesome: How to Nail Product Positioning so Customers Ge......Read More
774 Views