How to Win the Hearts and Minds of E-Commerce People

Shopify is a cloud-based e-commerce platform. The company recently added Shopify Plus to its product line. It's been in the market for less than two years, but it has already attracted millions of customers.

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Today I’m joined by Hana Abaza, an experienced SaaS Marketer. Most recently, Hana served as Shopify’s Global Head of Revenue Marketing where she helped them reach billions of dollars in revenue. In today’s episode, we discuss how Shopify successfully moved upmarket as they introduced Shopify Plus. We explore the competitive alternatives they faced, how they differentiated their offerings, and the importance of their partner influence program. Together we cover storytelling (and what most people get wrong), differentiated value,and the importance of understanding your customer’s point of view.

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In This Episode, I Cover:

(00:00) Welcome to the Positioning Show

(00:40) About our guest Hana Abaza, and what to expect in this episode

(02:34) Shopify’s growth trajectory and why they decided to go upmarket

(05:04) The first time April heard Shopify pitch Shopify Plus

(08:17) Shopify’s competitive alternatives

(10:22) How they launched Shopify Plus and differentiated it from Shopify

(12:53) The positioning timeline

(14:32) How they shifted Shopify’s positioning and the customer perspective

(16:09) Utilizing their partner influence program

(18:43) The importance of customer word of mouth