Full-Funnel B2B Marketing Show Episode 37. #CEO Skip competition: How to build and market a new category in B2B with Alexander Carpentier
Dec 10, 2020
22:04
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Too much competition? Here is how a B2B company can create and market a new category.
That was the topic that I got a chance to discuss with Alexander Carpentier, the CEO of Esoptra.
I’m a big fan of what Andy Raskin calls “name the new game”.
Instead of merely attacking the problem (as most B2B brands do), you attack the status quo, the “old game”. You are effectively naming the reason your competitors are becoming obsolete AND introducing a sense of urgency.
“To survive in the newly emerging world”, you say, “what you’re doing today (and what the competitors offer) is not enough. The companies winning in the emerging world play a new game. And our solution is designed ground-up to help you win the new game.
Esoptra is “naming the new game” in a world of high-value goods & services : they are introducing a category of Product-Led Communication.
Tune in to learn:
- How do you come up with a new category?
- The problem with a new category is that your prospects are not aware of it. How to educate your market about the new category and create demand for your product?
- Educating your customers takes time. How do you shorten your sales cycle?
- How do you find early adopters?
Thanks Alexander for nailing the topic!
Learn more about Esoptra’s new offering: https://www.zaza.rocks/
Connect to Alexander on LinkedIn: https://www.linkedin.com/in/alexandercarpentier/
Too much competition? Here is how a B2B company can create and market a new category.
That was the topic that I got a chance to discuss with Alexander Carpentier, the CEO of Esoptra.
I’m a big fan of what Andy Raskin calls “name the new game”.
Instead of merely attacking the problem (as most B2B brands do), you attack the status quo, the “old game”. You are effectively naming the reason your competitors are becoming obsolete AND introducing a sense of urgency.
“To survive in the newly emerging world”, you say, “what you’re doing today (and what the competitors offer) is not enough. The companies winning in the emerging world play a new game. And our solution is designed ground-up to help you win the new game.
Esoptra is “naming the new game” in a world of high-value goods & services : they are introducing a category of Product-Led Communication.
Tune in to learn:
- How do you come up with a new category?
- The problem with a new category is that your prospects are not aware of it. How to educate your market about the new category and create demand for your product?
- Educating your customers takes time. How do you shorten your sales cycle?
- How do you find early adopters?
Thanks Alexander for nailing the topic!
Learn more about Esoptra’s new offering: https://www.zaza.rocks/
Connect to Alexander on LinkedIn: https://www.linkedin.com/in/alexandercarpentier/