Disruptive Product Positioning with A/B Testing
Claire Hunsaker, VP of Marketing, Stormpath Building a new market with an innovative and deeply technical product: it's a tall order for a small company. With few resources, extremely limited time, and well-funded incumbent competition - how do you describe a new product few people have heard of, much less thought of? Stormpath has used Optimizely (along with other analytics tools) to carve out a new market in a deeply technical - and skeptical - audience. More importantly, the small team has been able to nimbly test into great positioning that larger competitors can't touch, without spending money on expensive agencies, or burdening the team. Through a series of A/B tests, they discovered: - How users identified our product as a great solution. - How to set themselves apart from the confusingly-adjacent competition. - How to describe functionality in terms customers understand. In this presentation, Claire Hunsaker, VP of Marketing at Stormpath, covers actionable lessons from positioning tests, tips on how to structure A/B tests for new product positioning, and how to interpret results.
![Claire
Hunsaker
• VP
Marke'ng
At
Stormpath
• 7
Years
in
[Customer/Product
Role]
at
[Startup]
• Former
Consultant
• @chunsaker](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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Disruptive Product Positioning with A/B Testing
- 1. Disrup've Product Posi'oning With A/B Tes'ng Claire Hunsaker Head of Marke'ng, Stormpath @chunsaker
- 2. Claire Hunsaker • VP Marke'ng At Stormpath • 7 Years in [Customer/Product Role] at [Startup] • Former Consultant • @chunsaker
- 3. • User Management API for Developers – User Registra'on, Profiles and Data – Authen'ca'on (Login) – Authoriza'on (What they can do) – Facebook/Google Login – LDAP / Ac've Directory Plugin • 3 Years Old. VC-‐Funded. • @goStormpath
- 4. Startup Posi2oning Product Market FIT!
- 5. … Not Easy
- 7. Pre-‐Launch
- 8. Hypothesis: Security + Iden2ty Iden'ty SoXware Devs Security
- 10. The Problem Iden'ty SoXware Devs Security
- 11. The Problem(s) Iden'ty SoXware Devs Security
- 12. The Problem(s) Iden'ty SoXware Devs Security
- 13. Private Beta
- 15. Public Beta & General Availability
- 19. But What IS It? User Management SoXware Devs API ???
- 20. Stormpath… …is a lot more than an API
- 21. Itera2on 1: What *IS* Stormpath?
- 22. Can We Use New Words?
- 23. … And Do We Need to Be Obvious?
- 25. Itera2on 2: Get Literal
- 26. Itera2on 2: …And Check Assump2ons
- 27. Literal Works!
- 30. Itera2on 3: Do People “Get” APIs?
- 31. Itera2on 3: …Does “API” Ma[er?
- 33. It Ain’t What You Do… … It’s the Way That You Do It What We Learned
- 34. Start Simple (And Cheap)
- 35. Test *ALL* Your Assump2ons
- 36. A Tie is a GREAT Outcome
- 37. Tag Your Whole Funnel = Goals
- 39. Disrup've Product Posi'oning With A/B Tes'ng Claire Hunsaker Head of Marke'ng, Stormpath @chunsaker