VP Marketing, Gainsight
Anthony Kennada is VP Marketing at Gainsight, building and leading the Customer Success Management industry. He is passionate about creating new market categories, scaling thought leadership programs, and (obviously) customer-centric marketing. Prior companies include Box, LiveOffice and Symantec.
Nakul Mandan, investor at Lightspeed Venture Partners, talks about the dynamics of investing in companies that are building new market categories.
Nobody will notice that the keynote speaker is brilliant if the slides are upside down.
Conferences are a powerful method of generating leads but there is nothing easy about getting one going, or managing it as it grows.
Bringing a new product to market is a bit like looking for something in a dark room. Here's how to determine what's working.
Persuading the people who have credibility with your potential customers is a key step to cornering your new market.
Control What You Can
The marketing exec adept with established brands is probably not the right leader for a disruptive product in a new category.
Thought leadership is hard to define but customers recognize it when they see it.
Your company tech conference will be an invaluable marketing opportunity blown if selling is all you plan to do.
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© 2016 Entrepreneur Media, Inc.