Unbounce’s Tamara Grominsky explains why companies should develop a category alongside their product


Tamara Grominsky, chief strategy officer for Unbounce, says developing a category at the same time as a product increases the chances that companies find a product that fits the market and become winners.

In an interview for The BetaKit Podcast at SAAS NORTH, Grominsky notes that companies from early stage to scale-ups are struggling to introduce new products and achieve their fit with the product market. Grominsky argues that creating a category, which she defines as carving out a space for itself or reframe an age-old problem, increases a company’s chances of achieving product-market fit.

“It’s the age-old question, does the product come before the market and vice versa,” Grominsky told BetaKit editor, Douglas Soltys.

“It’s actually this idea of ​​deliberately and conscientiously … to carve out a niche, to identify a problem that no one maybe has identified before, or to reframe a problem in a new way,” she said. . “Then you can nurture that category, create demand, and redirect it to your product as you build it. “

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“If you want to be different from the competition, then creating categories is for you,” she adds.

Grominsky has extensive experience in the marketing industry. In March, she was promoted from Vice President of Strategic Growth to Director of Strategy at Unbounce, a Vancouver-based marketing software company. She previously held marketing positions at FreshBooks, Yellow Pages and the Ideon Media marketing agency.

Founded in 2009, Unbounce offers landing page and conversion optimization technology. It aims to enable marketers to build and test landing pages without a web developer. In June 2020, US-based private equity firm Crest Rock Partners acquired a controlling stake in Unbounce for $ 52 million.

Speaking to BetaKit, Grominsky says Unbounce created the category for conversion intelligence, and she shares the company’s three-step process to achieve product market fit through category creation. .

Grominsky delves into the strategy in the BetaKit podcast and discusses how companies can effectively demonstrate their value proposition, how this cycle fuels fundraising, and when the risk is worth it.

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