So You Want to Create a Category?

Guest: CMO Bernd Leger - CMO Gabi Zijderveld - VP Marketing Chip Rodgers , Mimecast - Affectiva - WorkSpan

Category creation is the ultimate form of B2B brand differentiation. Think Salesforce and CRM, HubSpot and inbound marketing—these top-tier brands are the leaders in their category because they were the champions of it from the very beginning. It takes a lot of work to get there, however, and not all brands are made for category creation.

This episode features three expert marketing execs who also happen to be veteran category creators—Chip Rodgers of WorkSpanGabi Zijderveld of Affectiva, and Bernd Leger (now at Mimecast). Tune in to learn the ins and outs of category creation, like how to engage with analysts to build credibility, how you know you’re on the right track, and how to manage competitors as a category leader.

What You’ll Learn in This Episode

  • The stories behind multiple B2B category creation initiatives
  • Why analyst relations are critical for creating a category
  • How marketers can successfully bring a new category to life

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