Content, Briefly Clari: Michael Lowe on category creation
Nov 4, 2024
Michael Lowe, Senior Director of Corporate Marketing at At-Bay and former leader of category creation at Clari, shares his insights on the nuances of creating new business categories. He discusses the significant difference between coining terms and true category creation, highlighting the vital role of community and support. Lowe reveals the challenges of educating the market and developing targeted content strategies that genuinely address audience needs. Listeners will find valuable lessons on navigating pricing strategies and evolving their marketing approaches.
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Clari’s Customer Loyalty
- Clari, initially a sales forecasting platform, evolved into a revenue operations platform.
- Customers valued Clari so much that some wouldn't take jobs without it, prompting Clari's category creation efforts.
Embracing the Existing Trend
- Clari observed a growing trend of people using the "revenue operations" title.
- They embraced this existing trend instead of inventing a new term, capitalizing on the established community.
Clarify and Empower
- Identify existing trends and clarify them for your target audience.
- Empowering a community around a shared concept can establish your brand as a leader.