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Anthony Kennada

Anthony Kennada

Guest Writer / 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.

Investors

How Investors Value New Category Creation

Nakul Mandan, investor at Lightspeed Venture Partners, talks about the dynamics of investing in companies that are building new market categories.
Conferences

Your Tech Conference Can't Succeed Unless You Get Production Right

Nobody will notice that the keynote speaker is brilliant if the slides are upside down.
Conferences

There Are Challenges When Your Tech Conference Gets Popular

Conferences are a powerful method of generating leads but there is nothing easy about getting one going, or managing it as it grows.
Sales Metrics

How to Measure Your Progress When Building a New Marketing Category

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.
Marketing Strategies

Create a New Market Category by Courting Analysts Your Customers Respect

Persuading the people who have credibility with your potential customers is a key step to cornering your new market.
Marketing Strategies

5 Traits to Look for When Seeking a Transformative Marketer

The marketing exec adept with established brands is probably not the right leader for a disruptive product in a new category.
Thought Leadership

5 Strategies for Driving Sales With Thought Leadership

Thought leadership is hard to define but customers recognize it when they see it.
Conferences

3 Things You Might be Doing Wrong if Your Tech Conference Flopped

Your company tech conference will be an invaluable marketing opportunity blown if selling is all you plan to do.