Marketers invest heavily in programs built to disrupt incumbent markets. What lessons can be learned from companies who are creating brand new categories of products and services? In this presentation, I share lessons from building the Customer Success market category at Gainsight. Specifically, we'll cover how companies are innovating in blue ocean markets by building thought leadership programs that establish early positions in the market, transforming the hearts and minds of initial customers, and inspiring a movement in the industry.

1. How to Create (and Market) a New Category
Anthony Kennada
VP Marketing at Gainsight

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8. “The act of creation is singular, as is the moment of
creation, and the result is something fresh and
strange.
Unless they invest in the difficult task of creating new
things, American companies will fail in the future no
matter how big their profits remain today.”
Peter Thiel, Zero to One
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12. 5,460 employers are currently
seeking to fill Customer Success job
titles nationally
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13. 5
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14. 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

15. Gold discovered in
California
You can’t start something
from nothing
Rule #1

16. 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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17. Word spreads across
the Union
Build the backbone of the
category’s online presence
Rule #2

18. Content is King
• Over-invest in “early stage” content
• Get distribution (PR, Social, SEO…)
• Facilitate community
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20. 300,000 arrived via land
and sea
Promote the business
justification and ROI
Rule #3

21. Win Their Hearts, AND Minds
• Build an ROI model
• Turn early customers into (loud) advocates
• Teach prospects how to buy
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23. Forty-niners face substantial
hardships
Develop and distribute
best practices
Rule #4

24. 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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26. California becomes a state
Turn thought leadership
into revenue
Rule #5

27. 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

28. 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