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Account Based Marketing for New Categories
April 2016
Anthony Kennada
VP Marketing

Agenda
Lessons from building the Customer Success category
Q&A
1
2
3
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©2015 Gainsight. All Rights
Reserved.
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What do you mean by new categories?
Companies today are building businesses at the heart of
process reinvention where incumbent technologies do not
exist.
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No great (corporate) examples of
category creation.
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The Age of the Disruptors
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Star Wars: The
Force Awakens
(2015)
Jurassic World
(2015)
Marvel’s The
Avengers (2012)
Avengers: Age of
Ultron (2015)
Iron Man 3 (2013) Harry Potter & the
Deathly Hallows Pt 2
(2011)
The Dark Knight
Rises (2012)
The Dark Knight
(2008)
The Hunger Games:
Catching Fire (2013)
The Hunger Games
(2012)
Spider-Man 3 (2007) Fast and The
Furious 7 (2015)
The Twilight Saga:
New Moon (2009)
The Twilight Saga:
Breaking Dawn Pt 2
(2012)
The Twilight Saga:
Breaking Dawn Pt 1
(2011)
Pirates of the
Caribbean: Dead
Man’s Chest (2016)
Deadpool (2016) Iron Man 2 (2010)
All Time Box Office Opening Weekend Records
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Reserved.
“Category Kings are dominating the entire technology industry,
since as a group [they] are capturing around 76 percent of
the total value of all VC funded companies since 2000.”
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Reserved.

Reserved.
Customer
Support
CRM
Account
Management
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Reserved.
Facilitate the exchange of industry best practices.
Create networking opportunities.
Celebrate being pioneers.
Create community.
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Reserved.
"You need to find a demographic and a
customer that no other software company is
paying attention to in a modern way, and help
them realize their ultimate ambition. Your
software comes way down the road -- your job
is to make them be heroes.
Make them feel like they are transforming their
business in the role that they have,
internalizing that there is a company out there
that cares about me, cares about my role.”

0
1000
2000
3000
4000
5000
6000
2013 2014 2015 2016E

PULSE LOCAL
Customer Success Communities

Reserved.
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Content + Community

Reserved.
Account
Based
Marketing

Why is ABM resonating with marketers?
Pure outbound cold calling is dead.
Data is more available and more actionable.
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Should companies building new categories embrace
Account Based Marketing?
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Product Market Fit
No Yes
• <$1M ARR
• ICP Not Validated
• Culture of Experimentation
• $1M+ ARR
• Well Defined Buyer
• Culture of Scale

What’s the benefit of ABM, specifically, to new category
creators?
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You’ve already embraced
content marketing.

Building a new category is expensive,
ABM is a better way to scale
marketing spend.

You need tight cross-functional
alignment when building a
category…
…ABM is a great forcing
function for collaboration.

You're developing two brands, one for your industry
and one for your company.
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4 Reasons New Category Marketers Need to Care
About ABM.
You’ve already embraced content marketing.
Building a new category is expensive, ABM is a better way to scale marketing spend.
You need tight cross-functional alignment when building a category, ABM is a forcing function for collab.
You're developing two brands, one for your industry and one for your company.
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