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Informationen zum Autor ANTHONY KENNADA is the founding Chief Marketing Officer at Gainsight. Anthony and his team are credited with having created the Customer Success category?a business imperative, profession, and software category that helps subscription companies grow sustainably by becoming customer obsessed. By focusing on human-first community building, content marketing, live events, and creative activations, Anthony and his team developed a new playbook for B2B marketing that both built the Gainsight brand and fueled the company's growth. Anthony has previously worked at Box, LiveOffice and Symantec, and serves as an investor, advisor, and board member to enterprise software companies around the globe. Klappentext AN EXCLUSIVE LOOK INTO THE CATEGORY CREATION PLAYBOOK OF SOME OF THE MOST ICONIC BRANDS IN B2B, INCLUDING HUBSPOT, SALESFORCE, AND GAINSIGHT "In the hierarchy of powers that determines the value of a company, category power is the highest, and if you are the company who creates and leads a new category, that is as good as it gets ever. Category Creation is a game plan for doing just that." ?GEOFFREY MOORE, Author, Crossing the Chasm and Zone to Win "The ability to create a new category is not unique to startups. The largest companies in the world can play their advantages to build new markets. The tactics that Anthony lays out in Category Creation are just as relevant for today's Fortune 100 companies as they are for earlier stage businesses." ?LORI WRIGHT, General Manager, Office, Microsoft > ?AARON LEVIE, CEO, Box > ?SUE BARSAMIAN, Former Chief Sales and Marketing Officer, Hewlett Packard Enterprise Software "It always surprises me that category creation isn't better understood and more enthusiastically embraced by business leaders. Anthony has been a student of this innovative business approach, and in Category Creation, invites other leaders to challenge the status quo." ?KEITH KRACH, Chairman and CEO, Ariba and DocuSign Zusammenfassung Lessons from HubSpot, Salesforce, Gainsight and Other Iconic Brands"The Uber of this""The Salesforce of that""It's like Instagram, but for..."There is no such thing as an original idea anymore - right? Actually, it turns out that the world's most innovative companies have created so much more than just brand new products and technology. They've created entirely new market categories. The challenge is that successfully building new categories requires a perfect storm of luck and timing.Or does it? Category Creation is the first and only book on the topic written by executives and marketers actively building new categories. It explains how category creation has become the Holy Grail of marketing, and more importantly, how it can be planned and orchestrated. It's not about luck. You can use the same tactics that other category-defining companies have used to delight customers, employees, and investors. There's no better strategy that results in faster growth and higher valuations for the company on top.Author Anthony Kennada, former Chief Marketing Officer at Gainsight, explains how he led Gainsight in creating the "customer success" category, and shares success stories from fellow category-creators like Salesforce, HubSpot and others. It requires much more than just having the best product. You have to start and grow a conversation that doesn't yet exist, positioning a newly discovered problem in addition to your company and product offerings. The book explains the 7 key principles of category creation, including the importance of creating a community of early adopters who will rally around the problem they all share--especially if someone will lead them.* Identify the "go" and "no go" signals for category creation in your business* Activate customers and influencers as brand ambassadors* Grow a community b...
