How Alex Kracov made Lattice a go-to name for HR professionals
Alex Kracov, former VP of marketing at HR and people management platform, Lattice. We hear about the importance of building a people-focused culture around a people-focused platform, and building a non-sales oriented community of HR professionals using online tools and real-world events to ensure mental availability among potential clients. I weigh in with my thoughts on combining copy and design in unison to build brand differentiation and stand out among a variety of similar products, and how to find and grow your niche as a new market entrant.
Key Points
- How Lattice identified and focused on its niche through conversations with customers (01:55)
- My thoughts on how to enter a crowded market and find your space by attacking from below (05:00)
- How Lattice honed their marketing strategy and began interviewing big-name non-customers for their media channels, building a brand association (06:24)
- My thoughts on building mental availability with professional customers by keeping them in mind and engaging with them early, delivering them unique insights so you are a name they think of when they are ready to buy (07:57)
- How Lattice developed new products which threatened the existing major players, and their ongoing product strategy (09:09)
- How Lattice developed its culture around sharing success and caring about conversations, and the importance of that in a people-management platform (11:56)
- How Lattice managed to differentiate itself from its competitors by focusing on what employees needed, and building a non-sales focused community of HR professionals (14:24)
- My thoughts on building mental availability by placing yourself at the center of a user community, and leveraging that down the line (18:04)
- How Lattice managed to differentiate itself as a brand using distinct messaging once competitors caught up from a product perspective (20:54)
- My thoughts on hooking site visitors with great copy and design (23:18)
- How Lattice looked outside the box to market its product with books and billboards (23:50)
- My thoughts on introducing slight cognitive disfluency to your messaging, to force people to stop, think and notice you (24:29)
- How Lattice has managed to retain its customer base whilst targeting higher-worth customers, by providing messaging and support to both markets, and adapting its marketing and sales strategies (25:30)
- How Lattice has become more ambitious with its marketing as it has grown, taking larger, big-budget risks to build its community (28:21)
- Wrap up (31:15)
