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Nội dung được cung cấp bởi Alan Zhao and Warmly - The B2B Signal-Based Go-To-Market SaaS Platform. Tất cả nội dung podcast bao gồm các tập, đồ họa và mô tả podcast đều được Alan Zhao and Warmly - The B2B Signal-Based Go-To-Market SaaS Platform hoặc đối tác nền tảng podcast của họ tải lên và cung cấp trực tiếp. Nếu bạn cho rằng ai đó đang sử dụng tác phẩm có bản quyền của bạn mà không có sự cho phép của bạn, bạn có thể làm theo quy trình được nêu ở đây https://vi.player.fm/legal.
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Cheat Sheet for B2B Category Creation - Phil Carpenter, CMO of ALICE Technologies

29:48
 
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Manage episode 416056849 series 3554012
Nội dung được cung cấp bởi Alan Zhao and Warmly - The B2B Signal-Based Go-To-Market SaaS Platform. Tất cả nội dung podcast bao gồm các tập, đồ họa và mô tả podcast đều được Alan Zhao and Warmly - The B2B Signal-Based Go-To-Market SaaS Platform hoặc đối tác nền tảng podcast của họ tải lên và cung cấp trực tiếp. Nếu bạn cho rằng ai đó đang sử dụng tác phẩm có bản quyền của bạn mà không có sự cho phép của bạn, bạn có thể làm theo quy trình được nêu ở đây https://vi.player.fm/legal.

Today’s episode welcomes Phil Carpenter, CMO at ALICE Technologies - the world's first artificial intelligence platform that understands construction. ALICE enhances your construction planning and scheduling abilities to help keep crews flowing on any size project – so you can build faster and cheaper.

Everybody wants to be a category creator - until they realize exactly how difficult and time consuming it is. Trying to define something new and communicating it to an unaware audience at the level where they not only remember the message but also take action requires a ton of mental work.

Even though category creation became a popular term in B2B recently, the concept has existed for a long time. Phil mentions that while there are certainly some pretty significant differences in category creation when comparing B2B and B2C, the tools and methodologies are quite similar. During Phil’s time creating a new category in travel search engines, he leveraged journalists - the original influencers - to generate a bunch of noise and create a movement in the consumer travel space.

In his current role at ALICE technologies, he uses a lot of visualization to showcase the workflows that ultimately close clients. The problem they solve is that most construction projects are over budget or executed untimely in around 80% of the cases, and the ALICE platform helps battle that through automations, workflow integrations and forecasting. To drum up noise about this revolutionary tech, they’ve been heavily utilizing both influencers and niche, traditional media sources.

Tune into the full episode to find out more about category creation!

Connect with Phil - https://www.linkedin.com/in/philcarpenter/

Connect with Alan - https://www.linkedin.com/in/alan-j-zhao/

Want to convert your website visitors instantly? Try Warmly for free - https://warmly.ai/

  • (04:03) - How to approach category creation
  • (08:51) - B2B vs B2C Category creation
  • (12:11) - How Phil approaches category creation at ALICE
  • (14:40) - You need to spark interest
  • (15:45) - Forming the category vision
  • (17:17) - Building a category creation marketing team
  • (23:42) - The right tools for category creation
  continue reading

31 tập

Artwork
iconChia sẻ
 
Manage episode 416056849 series 3554012
Nội dung được cung cấp bởi Alan Zhao and Warmly - The B2B Signal-Based Go-To-Market SaaS Platform. Tất cả nội dung podcast bao gồm các tập, đồ họa và mô tả podcast đều được Alan Zhao and Warmly - The B2B Signal-Based Go-To-Market SaaS Platform hoặc đối tác nền tảng podcast của họ tải lên và cung cấp trực tiếp. Nếu bạn cho rằng ai đó đang sử dụng tác phẩm có bản quyền của bạn mà không có sự cho phép của bạn, bạn có thể làm theo quy trình được nêu ở đây https://vi.player.fm/legal.

Today’s episode welcomes Phil Carpenter, CMO at ALICE Technologies - the world's first artificial intelligence platform that understands construction. ALICE enhances your construction planning and scheduling abilities to help keep crews flowing on any size project – so you can build faster and cheaper.

Everybody wants to be a category creator - until they realize exactly how difficult and time consuming it is. Trying to define something new and communicating it to an unaware audience at the level where they not only remember the message but also take action requires a ton of mental work.

Even though category creation became a popular term in B2B recently, the concept has existed for a long time. Phil mentions that while there are certainly some pretty significant differences in category creation when comparing B2B and B2C, the tools and methodologies are quite similar. During Phil’s time creating a new category in travel search engines, he leveraged journalists - the original influencers - to generate a bunch of noise and create a movement in the consumer travel space.

In his current role at ALICE technologies, he uses a lot of visualization to showcase the workflows that ultimately close clients. The problem they solve is that most construction projects are over budget or executed untimely in around 80% of the cases, and the ALICE platform helps battle that through automations, workflow integrations and forecasting. To drum up noise about this revolutionary tech, they’ve been heavily utilizing both influencers and niche, traditional media sources.

Tune into the full episode to find out more about category creation!

Connect with Phil - https://www.linkedin.com/in/philcarpenter/

Connect with Alan - https://www.linkedin.com/in/alan-j-zhao/

Want to convert your website visitors instantly? Try Warmly for free - https://warmly.ai/

  • (04:03) - How to approach category creation
  • (08:51) - B2B vs B2C Category creation
  • (12:11) - How Phil approaches category creation at ALICE
  • (14:40) - You need to spark interest
  • (15:45) - Forming the category vision
  • (17:17) - Building a category creation marketing team
  • (23:42) - The right tools for category creation
  continue reading

31 tập

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