Unlocking New Use Cases with Neha Bajwa

FiredUp! - The Startup Marketing Podcast

Most startups start fairly narrowly solving a particular niche problem. As they grow, the goal is to tackle adjacent use cases or vertical sectors using the same technology they started with. Neha Bajwa, the Vice President of Product Marketing at Neo4j, takes us behind the scenes as we delve into the details of how her company successfully unlocked a new use case expanding into the world of generative AI (GenAI). This week, episode 49 of the FiredUp! podcast is about unlocking new use cases!

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In this episode of the FiredUp! podcast, Neha Bajwa shares the challenges and successes Neo4j experienced when entering into a new market with their graph database company and things to keep in mind as you explore new use cases with your own technology.

Neha Bajwa is the Vice President of Product Marketing at Neo4j, a graph database that has tackled an adjacent market in generative AI. She has over 20+ years of experience as a marketing leader in product marketing, partner marketing, and field marketing.

Neha and Morgan discuss:

• How Neo4j, a company traditionally used for supply chain optimization, fraud detection, investigative journalism, and customer experience found a new use case in GenAI.
• Neo4j’s strategic approach to messaging, campaigns, and community engagement to position their technology for GenAI.
• Leveraging existing customer relationships and internal champions to drive the adoption of the new use case.
• The challenges faced and lessons learned while stepping into the rapidly evolving landscape of GenAI.

CONNECT WITH NEHA BAJWA:

LinkedIn

Neo4j

CONNECT WITH FIREBRAND:

LinkedIn

Work with Firebrand

LINKS MENTIONED:

Nonviolent Communication by Marshall B. Rosenberg PhD

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Kapitel

1. Unlocking New Use Cases with Neha Bajwa (00:00:00)

2. Using graph databases for finding hidden patterns in data and connecting different data points. (00:00:00)

3. The importance of messaging in product marketing. (00:11:36)

4. Leveraging existing customers for new AI use cases. (00:16:09)

5. Two marketing horizons: campaigns for long-term awareness and quarterly efforts to increase close rates. (00:21:27)

6. Challenges and opportunities in messaging and positioning for a startup in the knowledge graph space. (00:25:04)

7. Competitive analysis for graph databases in the AI market. (00:28:35)

8. Positioning graph database technology in the market. (00:33:40)

9. Fired Up Five Segment (00:40:59)