How to Create (and Market) a New CategoryAnthony KennadaVP Marketing at Gainsight

@akennada

@akennada

@akennada

“The act of creation is singular, as is the mo-ment of

creation, and the result is something fresh and strange.

Unless they invest in the difficult task of creat-ing new things, American companies will fail in

the future no matter how big their profits re-main today.”

Peter Thiel, Zero to One

@akennada

@akennada

5,460 employers are currently seeking to fill Customer Success

job titles nationally

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5

@akennada

5 Simple Rules for Building a New Category

1. You can’t start something from nothing

2. Build the backbone of the category’s online presence

3. Promote the business justification and ROI

4. Develop and distribute best practices

5. Turn thought leadership into revenue

@akennada

Gold discovered in California

You can’t start something from nothing

Rule #1

Creating vs. Disrupting

• The pain is there, it’s just that the industry may not be

• Brand your category and be relentless

• Look for influencers and signs of community

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Word spreads across the Union

Build the backbone of the category’s online presence

Rule #2

Content is King

• Over-invest in “early stage” content

• Get distribution (PR, Social, SEO…)

• Facilitate community

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300,000 arrived via landand sea

Promote the business justification and ROI

Rule #3

Win Their Hearts, AND Minds

• Build an ROI model

• Turn early customers into (loud) advocates

• Teach prospects how to buy

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Forty-niners face substantialhardships

Develop and distribute best practices

Rule #4

Become the Trusted Authority

• Engage industry experts

• Go beyond the blog post

• Invest in programs where ROI isn’t as clear

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California becomes a state

Turn thought leadershipinto revenue

Rule #5

5 Quick Tips

• Think of your blog as a landing page

• Lock more content behind a gate

• Invest in predictive technology

• Partner with like-minded companies

• Tease by placing mid-stage content where it doesn’t belong

@akennada

5 Simple Rules for Building a New Category

1. You can’t start something from nothing

2. Build the backbone of the category’s online presence

3. Promote the business justification and ROI

4. Develop and distribute best practices

5. Turn thought leadership into revenue

@akennada