Designing a Category

John is the VP of Marketing at BlockSpaces, a B2B integration platform, and the Founder and Category Design Consultant for B2B Tech at Flag and Frontier.  He also co-hosts the #CategoryCreation series on the B2B Growth Show podcast. In this guide, he explains how to use category design to capitalize on unclaimed market territory and to help prospects evaluate your product using advantageous criteria.

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Questions covered in this guide:

What does it mean to design a category?

What’s the difference between category design and category creation?

What are the business reasons for investing in category design?

For what type of companies does investing in category design make sense?

Who runs the process and who should be involved?

What are the steps in the process of designing a category?

How does community-building factor in?

What are the master documents?

How do you measure success?

How does a category design strategy shape your marketing and advertising?

How does a category design strategy shape your sales enablement?

What are the most important pieces to get right?

What are the common pitfalls?

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