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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.
32:36
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Quick takeaways
- Michael Lowe emphasizes the importance of community engagement in category creation, illustrating how Clari fostered a movement around 'revenue operations'.
- The podcast highlights the complexity of measuring category creation success, focusing on long-term indicators rather than immediate revenue returns.
Deep dives
Introduction to SuperPath Pro
SuperPath Pro offers members a range of valuable resources, including a library of courses and scheduled one-on-one calls designed to foster collaboration. These calls encourage members to brainstorm and address content challenges together. Additionally, the initiative includes monthly SuperPath Socials, which feature group discussions and breakout sessions that allow participants to engage in specific topics related to content marketing. This holistic approach aims to create a supportive community while providing practical learning opportunities for its members.
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