Growing Up with Your Customer Base Without Having to Recode

What is product hierarchy and why does it matter?

In this week’s episode, Christian and Anna are talking with Nick Tippman, VP of Marketing at Greenlight Guru. Through smart use of thought leadership marketing, Nick positioned the company as a leading influencer 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.