Category Creation

5 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
1758 Views
5 Answers
Diego Lomanto
Diego Lomanto
Ada Chief Marketing OfficerMay 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
2006 Views
5 Answers
Kevin Garcia
Kevin Garcia
Anthropic Product Marketing LeaderApril 16
As a rule of thumb, you should always test your messaging. The level of rigor and criteria for success should be sized appropriately the higher you go in the messaging hierarchy. For this answer, I’ll use a pretty simple messaging hierarchy: * Company-level: Who are you and what do you do? * ......Read More
2928 Views
4 Answers
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
774 Views
5 Answers
Nipul Chokshi
Nipul Chokshi
Fourth CMOSeptember 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
1002 Views
7 Answers
Pranav Deshpande
Pranav Deshpande
Vanta Senior Product Marketing ManagerMay 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
4778 Views
6 Answers
David Esber
David Esber
Twilio Sr. Group Manager, Product Marketing, MessagingOctober 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
19917 Views
4 Answers
Nikhil Balaraman
Nikhil Balaraman
Roofstock Senior Director Product MarketingMarch 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
749 Views
10 Answers
Vivek Asija
Vivek Asija
Heap Sr. Director, Product MarketingJune 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
1319 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
Anthony Kennada
AudiencePlus CEOJanuary 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
1189 Views