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Competing in an Established Category with Hollie Wegman
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In this era of innovation, it is rare for startups, particularly tech startups, to enter into a green field market of opportunities. More often than not, they are up against established industry giants with proven success records. Hollie Wegman, the COO of Attio, a CRM startup, sits down with the Firebrand team to discuss Attio’s unique approach to breaking into the highly competitive CRM space, providing valuable insights for other startups looking to disrupt established markets, offering their unique spin on the product or service. This week, episode 72 of the FiredUp! podcast is about competing in an established category!
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In this episode of the FiredUp! podcast, Hollie Wegman shares the challenges and opportunities of entering the established CRM market and actionable advice you can apply to your startup’s target market research, product development, marketing strategies, and so much more!
Hollie Wegman is the COO of Attio, a next-generation CRM. With over 15 years of experience working alongside founders to build brands, her background in both startups and Fortune 500 companies provides a unique perspective on scaling startups into iconic businesses.
Hollie, Morgan, and Chris discuss:
- Despite CRM being an established market, Attio recognizes that there is room for growth and aims to redefine the category, focusing heavily on user experience.
- Building a strong technical foundation early on allows for the seamless addition of new features in the future.
- Attio’s marketing strategy focuses heavily on community engagement, user feedback, and iterating on the best of what’s already been done.
- With AI being a core part of Attio’s operations, they embrace the technology, using it as a force multiplier in marketing, product development, and beyond.
- Continuous innovation, building a strong brand, and fostering customer advocacy are non-negotiables when competing against larger companies.
If you take anything from this episode, let it be this: just because you’re entering into a mature market doesn’t mean you have to play small. There is always room to carve out your unique space.
Thank you for listening! Tune in to all the episodes for practical tips on crushing your startup marketing goals. Don’t forget to follow, rate, and review the podcast, and tell us your key takeaways!
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Links Mentioned:
Chapters
1. Competing in an Established Category with Hollie Wegman (00:00:00)
2. How Attio aims to redefine the CRM category. (00:03:27)
3. Challenges and opportunities in the CRM market. (00:04:02)
4. Attio’s approach to product development. (00:07:06)
5. Attio’s marketing and customer engagement strategy. (00:09:29)
6. Competitive differentiation and customer support. (00:25:34)
7. The future outlook and advice for startups. (00:30:20)
8. Fired Up Five Segment. (00:31:57)
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