Build category on first principles
Master the story, then amplify with AI.
Jason McClelland
DataStaxDescription
Marketers must master the fundamentals: know the story, build programs around it, and then scale it with AI to drive category transformation.
DataStax transformation: Started with deep listening to developer ICP, built high-velocity content developers relied on, strengthened credibility through partnerships (GitHub, LangChain), grew from 10 logos to 100 logos per quarter.
Domino Data Lab repositioned from ML tool to the platform for enterprise AI, creating an entirely new category for large companies needing real transformation, not just better notebooks.
Key Takeaways
Scaling too early with a fuzzy narrative leads to internal disagreement and messaging that fails to convert.
Master your story through deep listening to your ideal customer profile (ICP). Validate it in the field before using AI to scale the content to the masses.
Transition from selling a tool to leading an entire category by building a high-velocity content engine built on signals form your audience.
More gifts
Amplify practitioner's voice
Events are a powerful way to capture and amplify the voice.
Sara Hoormann
Lyric
Gamify complex ideas
Make complex topics fun and instantly clear.
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Tell stories that drive change
Give practitioners a place to learn from each other.
Sairam Krishnan
Atomicwork
Think outside the booth
Create premium experiences designed for quality conversations.
Sudheer Bandaru
Hivel
Surface the expert insight
Anchor the narrative in those closest to the truth.
Karishma Asthana
CrowdStrike
