What is product hierarchy and why does it matter?

In this week’s episode, Christian and Anna are talking with Nick Tippmann, VP of Marketing at Greenlight Guru. Through thought leadership marketing tactics, Nick positioned the company as a leader in the medical device industry—and subsequently spurred impressive growth.

This growth created new opportunities to offer additional value to its customer base. Instead of reinventing the wheel, Nick uses smart messaging to sell the exact same product to the same person, but at different phases of the relationship. In doing this, Greenlight Guru is able to grow its offering without having to code a new product. 

Listen to this week’s episode to gain a deeper understanding of product hierarchy and how product marketers can use this framework for positioning. 

• Connect with Nick
• Learn more about Greenlight Guru
• Connect with Christian
• Connect with Anna
• Learn more about Innovatemap

Past Episodes Referenced:

• What's in a (Digital) Product Name? | Cara Wagner
• What to Do When the Product Doesn’t Sell Itself | Jon Gilman
• The Growing Pains of Going from Startup to Scaleup | Eric Prugh