developing a market-entry strategy for salesforce

 
 
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the challenge

After years of tiptoeing around the Employee Experience market, Salesforce Product leadership decided to enter the market with new products. This crowded yet diverse market has strong incumbents and required a thoughtful market entry strategy.

how Marketing supports new market entry

I led a team of Product Marketers to support our Product Management teams through:

  • Competitive intelligence and market research

  • Buyer focus groups to understand product gaps, buyer behavior, and purchase intent

  • Messaging and positioning research and development to identify a differentiating message in the market

  • Awareness campaign development to support product launch with a paid and organic awareness strategy

  • Analyst inquiries enabling deeper understanding of the analyst community’s position on the market

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