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Competing Lessons Product Marketing

Positioning against Goliath (and multiple Davids, too)

When you’re in a highly competitive industry, your business needs to stand out. But too often, companies rely on competing on issues that are relatively basic, common, and just not that important in the grand scheme of things — price and features included! At Kayako (recently acquired), we successfully competed against some of the biggest names in software — Zendesk, Intercom, Salesforce — as well as probably hundreds of smaller businesses with similar software propositions. On reflection, here are a few things I think contributed to our ability to stand out and win customers in a crowded marketplace. We focused on just two customer personas By understanding how these two different personas thought about customer service and the way they […]