Udi Ledergor and the team at software rocket ship Gong had already secured their place as king of the “Conversation Intelligence” category. That’s why I was so shocked when they dropped this phrase from their messaging and began to pursue a new category – something they were calling “Revenue Intelligence.” After all, this was the
What’s one of the most mis-understood terms in marketing right now? The answer: POSITIONING. I hear this word thrown around all the time, but most of the time, it’s off the mark. But the thing is, how you’re positioned has huge ramifications for everything else that happens in your marketing funnel. Not understanding what positioning is (or
Equating “category creation” with having an “official” category on a site like G2, Gartner, or TrustRadius seems like common sense. But they’re actually different things. “Category creation” (or my preferred term category design) is about building a market where one previously didn’t exist. It’s more about showing the world a new way of thinking. Of making
How many different business models are there? Well, according to Mike Volpe, there are just two. You can either create a new category… Or you can carve out a niche in an existing one. Mike would know–he’s actually pursued both strategies. While he’s pursuing a “niche” marketing strategy as CEO of Lola.com, Mike helped built
When I co-founded a SaaS startup back in 2013, I wish I had known about category design. But back then, it wasn’t on my radar. The seminal book on the topic, Play Bigger, wouldn’t be written for another three years. But if I understood category design at the time, I think we could have taken
What is Airtable and why isn’t everyone using it yet? Airtable combines the power of spreadsheets, databases, project management software, “no-code” apps, and collaboration tools into a very powerful and flexible tool. There are few Airtable alternatives, and six years after launch, it should be have reached mainstream adoption by now. But it hasn’t. Instead,
If you could describe the goal of B2B messaging in the simplest way possible, you might say that it’s to get the right message in front of the right audience, at the right time. Easy to say, tough to do. The most clever writing in the world won’t matter if it’s delivered at the wrong
How is it that the country with the largest oil reserves in the world is nearing economic collapse? The same reason B2B brands in a crowded space find it nearly impossible to survive: inflation. Inflation is an invisible force, but it can decimate both economies and B2B brands alike. In this article, I’ll explain how
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