Creating the Account-Based Marketing (ABM) Category with Sangram Vajre

In today's episode of Behind the Category, we speak with Sangram Vajre, CEO and Co-Founder of GTM Partners and Co-Founder of Terminus, pioneers of the Account-Based Marketing (ABM) category.

Topics Discussed:

• Sangram’s career background as the CEO and Co-Founder of GTM partners, and what led him to found Terminus
• The origins of ABM
• The role events play in creating a new category
• The power of podcasting to support category creation efforts
• Why Terminus partnered with competitors to create demand for the ABM category
• The most common challenges of category creation
• Sangram’s advice for founders getting ready to embark on their own category creation journeys