Kate Sheridan

Kate Sheridan

Director of Product Marketing, Upgrade,

Content

Kate Sheridan
Kate Sheridan
Upgrade, Inc. Director of Product MarketingAugust 24
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 someth......Read More
802 Views
Kate Sheridan
Kate Sheridan
Upgrade, Inc. Director of Product MarketingAugust 24
Naming is important! Ideally your category is established enough that there are industry terms that you can use. That way you're building brand equity for your brand name and using category terms that explain what your brand does. For example, I believe Gartner coined the term composable comme......Read More
703 Views
Kate Sheridan
Kate Sheridan
Upgrade, Inc. Director of Product MarketingAugust 24
It's important that everyone who works at your company understands your value propositions and differentiators. At Salesforce we did a corporate messaging certification once a year where everyone at the the company practices the pitch live with their team. At Bolt we're going through that exercis......Read More
402 Views
Kate Sheridan
Kate Sheridan
Upgrade, Inc. Director of Product MarketingAugust 24
This comparison reminds me of retailers marketing to new vs. existing shoppers. It's 5 times more expensive to acquire a new customer compared to getting an existing customer to purchase. When you're creating a new category you need to do a lot of work to convince customers that they have a probl......Read More
344 Views
Kate Sheridan
Kate Sheridan
Upgrade, Inc. Director of Product MarketingAugust 24
If you're building demand for a new category, it's ideal that there's runway for a platform and not just a handful of features. Can you start in one area that you're uniquely positioned to own and then grow to serve different sizes of customers (SMB to mid-market to enterprise) or different stage......Read More
329 Views
Credentials & Highlights
Director of Product Marketing at Upgrade, Inc.
Product Marketing AMA Contributor
Lives In Evanston, Illinois, United States
Knows About Platform and Solutions Product Marketing, Category Creation, Messaging