Monday May 15, 2023

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


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