“You're making us more data-driven, more iterative, more test-to-learn…”.“You provide the best customer-centric insights”.They’d initially bought us for one problem, which was finding and fixing problems on their website, but they were renewing for a very different reason… We heard the same thing from our customers. When we looked at our space and how our solution had evolved, we felt like we were outgrowing the original problem we first set out to solve, and our executive team, led by our CEO, Mario Sierra Barra, set out on a month-long process to solve this. We were a digital experience intelligence platform.
MARKETING SOFTWARE CATEGORIES SERIES
We had great customers, we raised our Series A. A little bit before I joined Quantum Metric. Case study Problem: Not messaging the problem we were solving
Like any good case study, we start with a problem statement. I'm also going to share five golden rules as we go through them. So, as a product marketer, let me tell you about my experience at Quantum Metric, launching a category. Because buyers are people just like you and me, with careers, aspirations, and the need to belong.Ī movement speaks to a real pain they have and provides a vision that helps grow their careers in new ways. What I'm talking about today is creating a movement that your buyers can feel passionate about.
Goodbye category, hello movement! Also, see this tweet. I like how Andy Raskin of the Great Sales Deck framed it… When we talk about categories today, we've moved on from just a software category, which sounds kind of boring, right? Who cares about your software category? You heard me reference software categories as a market, a movement, a mantra. Their stock ticker represents a market cap of over $260 billion. And 20 years later, we know how that's doing for them. Salesforce launched CRM and the end of software mantra. HubSpot created the inbound marketing movement- thank goodness. Lyft and Uber created the ride-sharing market, completely dominating and solving a problem most of us never imagined a solution.
We’re human, we need categories of software! It helps us compare things of a similar nature.Įach of these images represents a category-leading company👇 The traditional definition refers to a category of software: buyers, analysts, journalists. So, before we get into the case study, let me quickly define what we mean by a category. I hope this case study on how Quantum Metric launched our category and continuous product design (CPD) will help you in your role, whether it's a category launch or any other major company-wide initiative. Today, I'm here to share it from a product marketing perspective. We're a platform that helps big organizations continuously build and deliver customer-centric digital products. My name is Christine, and I'm the Head of Product Marketing at Quantum Metric. Christine Tran, Head of Product Marketing at Quantum Metric, made this presentation at the Masters of Product Marketing event in October 2021.
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