From education to differentiation: how Navattic shifted its marketing strategy.

Early days at Novatic, I was so focused just on like, we need to get brand awareness out there. We need to get some early demand gen, lead gen built up because people didn't know what interactive demos are really what Novattic was three years into being at Novatic. Now, not saying we've penetrated the whole market by any means. I'm sure plenty of you have no idea what we do, but there's a much better understanding and education out there for interactive demos and for Novatic. So all that being said, we really realized last year that we need to focus a lot more on how we stand out. Not what are interactive demos or explaining the category, but how do we differ from other ones out there. There are now like 30 plus competitors in the interactive demo space, which is absolutely wild. And I think most software companies are in pretty competitive spaces right now. So that's why we decided to switch. Okay, Natalie, like you've been focused on the education and lead gen portion. Now we really need to focus on telling our message, making clear how we are different from those competitors. And part of that is strategic launches and also kind of creating that narrative, but also working with sales team, obviously where they have the materials needed.