Build Your Market
To build a market today requires disruptive innovation companies double down on Category Design in order to adapt to the B2B sales process that is highly fragmented with a dozen or more stakeholders needing to sign off on the purchase decision.
The marketing function breaks down into three functional pillars comprising Product, Demand Generation, and Category Design.
Not all organizations have adopted category design and this makes it a surprisingly easy way to beat the incumbents. Once the industry or ecosystem that you participate in begins to talk about the category as you’ve defined it, your company will become synonymous with the category and hence you are now the obvious choice.
With the high degree of disparity in how a B2B buyer accesses information, the chances of them falling into a prescribed marketing campaign cycle are nearly zero and this is why many classically trained marketing leaders are struggling to provide significant revenue impact to their organization.
In a “winner takes all” market reality, marketing communications, product marketing, content marketing, and demand generation must all be executed in service to category design.
To do Category Design requires a different working cadence. And to take on the challenge of building a Category King company requires grit, perseverance, and an unwavering drive to win.
For the founder or CEO who takes on the challenge, there can be no bigger pot-o-gold if successful. This is the secret of Growth Stage Marketing and my success in building emerging and growth-stage companies and markets.
How I Build Marketing Messages
Customers only care about the answer to this question: “Can you solve my problem?” With my marketing approach, I explain the problem better than the customer can articulate it.
I always speak in the context of the ecosystem, and the company’s role as Category King. Today’s buyers are inundated with advertising and marketing messages. If we are not addressing their pain we won’t be heard. This is why I appeal to the market in the frame of problem and solution.
Account-based marketing (ABM) uses all of the appropriate marketing vehicles, tools, and channels to get the right problem-solution messages in front of every buying constituent. “This is the problem. Here is the solution. And, this is what your life will be like after you choose us. Here is what to do next.”
Category King Economics
Research and public company analysis shows clearly that the company who is anointed by the market as The Category King will take up to 76% of the economics of the TAM. The number one focus for growth stage and emerging disruptive technology business must to build and establish their firm as the Category King or Queen.