We marketers are guilty of over-using category creation only to end up confusing our buyers... and sounding ridiculous.
What I am talking about:
1. We're doing "nearbound marketing"
- You mean using partners? Okay, then say that.
2. We're doing "human-centric GTM"
- You mean you care about people and relationships while trying to make money? Okay, you don't need to put that on a flag.
3. "We're switching to account-based X"
- You mean... what do you even mean!?
If you have an ACV over 100K, how can your sales NOT be account-based? What would customer success look like when it's NOT account-based??
4. We do "conversational marketing"
- You mean you have another chatbot? Okay, tell me how you're different from the 235 other ones.
I'll leave the comments open so you can add your favorites, but truth is:
Clear > Cool.
Actually, Klarity IS the new cool.
Rather than hijacking your audience's calories, getting them to do unnecessary thinking,
you'd both be better off not renaming things, but making clear what you do and how it's different.
So, let me try this.
Rather than asking you to buy into A̶I̶-̶p̶o̶w̶e̶r̶e̶d̶ ̶O̶N̶E̶ ̶G̶T̶M̶ ̶M̶o̶t̶i̶o̶n̶s̶ ̶t̶h̶r̶o̶u̶g̶h̶ ̶B̶u̶i̶l̶d̶i̶n̶g̶ ̶a̶n̶ ̶E̶c̶o̶s̶y̶s̶t̶e̶m̶ ̶o̶f̶ ̶A̶l̶i̶g̶n̶e̶d̶ ̶I̶n̶s̶i̶g̶h̶t̶s̶,̶ ̶G̶o̶a̶l̶s̶ ̶a̶n̶d̶ ̶P̶r̶o̶c̶e̶s̶s̶e̶s̶,
I'm telling you that next week, I’m speaking at the 6th Annual FullFunnel Summit to walk you through:
1. how to figure out what works and cut the crap that doesn't build pipeline
2. what we're doing to make it work
3. how and why we've failed along the way
4. how we use large language models and our God-given brains to:
4.1 tie everything together,
4.2 capture signals
4.3 make sense of them
4.4 figure out the next best step
And if that is something you'd like to commit 60 minutes of your limited lifetime to, then you can sign up for the event via the hyperlinked button below:
You can also reply to this email to have me take 20 minutes to answer the question:
How could we use AI in the best way possible today to help our GTM?
Talk to you next week:
Dan Renyi
-Founder at Klear B2B
(an agency that helps companies figure out and do GTM)
ps.: category creation totally has its place in the strategy playbooks: about 0.1% of the time (+when you're trying to get your kid to eat broccoli).
The other 99.9% of GTM challenges are better solved through clear, kick-butt positioning.
Image credit goes to Anthony Pierri 🎸