Anthony Kennada

CEO, AudiencePlus

Content

How do you view the distinction between brand marketing and product marketing?

Anthony Kennada

AudiencePlus CEO • January 28

I think the two are very tightly correlated -- both are storytellers by nature, but telling stories at different parts of the funnel. A simple way to think about it is that brand is principally responsible for the "why" while product marketing owns the "who," "what," and the "how". Since people m......Read More

2182 Views

What analyst activities actually help reinforce your brand differentiation vs are expensive and produce little ROI?

Anthony Kennada

AudiencePlus CEO • January 28

It may be a controversial pov, but my perspective is that the analyst community is getting disrupted by DTC user review sites like G2, TrustRadius, and the others. Customer voice is just as powerful as it's ever been, but now, there are increasingly more and more ways to access that customer voic......Read More

2128 Views

How important are brand marketing skills for product marketers compared to analytical skills?

Anthony Kennada

AudiencePlus CEO • January 28

I definitely appreciate this tension -- and in a perfect world you find the right mix of both on the team. Analytical skills will benefit our understanding of market sizing and opportunity, pricing and packaging decisions and so on. The "brand" or creative skillset would aid in storytelling aroun......Read More

2118 Views

What would you rec highlighting in prod mar portfolio and what would make a candidate stand out to you?

Anthony Kennada

AudiencePlus CEO • January 28

I think it depends on what sub-function of PMM you've excelled in (or are applying for). If more technically-oriented, I'd want to learn about a product launch that you've been a part of, walk through a set of messaging you've developed, and understand how you've worked closely with the product t......Read More

2036 Views

Brand marketing efforts usually get discredited because it's hard to measure revenue. How do you build a business case to invest in it, and what should you do first as a SaaS product?

Anthony Kennada

AudiencePlus CEO • January 28

I think anyone who discredits brand as a function of growth is living in an early 2000s era of B2B marketing that doesn't exist anymore. The truth is that behind every logo we are trying to sell to as vendors, is a human (crazy, I know). These humans have a job to do, and are trying to self-actua......Read More

1959 Views

What is the difference between "value proposition," "messaging," "pitch," and "story?"

Anthony Kennada

AudiencePlus CEO • January 28

Interesting! I'll take a stab at it. My sense is that all of these fall under the parent bucket of messaging and positioning. Value Proposition is a subset of messaging that refers to the benefit of the feature or product or platform to the end user or economic buyer. What business impact can t......Read More

1926 Views

What role should your brand story have in product roadmap planning?

Anthony Kennada

AudiencePlus CEO • January 28

The brand story ought to be the true north for the product strategy. There are so many competing priorities when it comes to setting the roadmap -- getting to feature parity with the competition, executing on customer requests, bug fixes, etc. -- the brand can serve as a useful filter and framewo......Read More

1606 Views

How would you go about naming a new category?

Anthony Kennada

AudiencePlus CEO • January 23

Great question, and one that I’ve done some writing on (see link below). http://www.categorydev.com/category-branding/ There are SEO, branding, PR/AR and many other implications to selecting a category name – so it’s important to get this right. I believe new categories and markets are created......Read More

1415 Views

When creating a category how important is it to have a new title to sell into? Can you create a category with an existing role as main user?

Anthony Kennada

AudiencePlus CEO • January 28

Not critical. In fact, you may be better off launching a new category into an existing (and much larger TAM) than also taking the task of creating / expanding a smaller TAM. The work that Gong and Drift are doing within the sales and marketing community (respectively) is quite impressive. The ......Read More

1342 Views

When do you "earn the right" to create your own category?

Anthony Kennada

AudiencePlus CEO • January 23

I definitely don’t think you need to earn the right – or at least, no one gave us the right to do so with Customer Success. At the end of the day, category creation has more to do with the people within the job function that you’re serving than the actual product that you sell. I don’t find th......Read More

1329 Views

Credentials & Highlights

CEO at AudiencePlus