Kate Sheridan

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 prob...

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...

It's important that everyone who works at your company understands your value propositions and differentiators. At Salesforce we did a corporate messaging certification o...

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 uniq...

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 cust...