Behind the Category

Creating the Marketing Automation Category with Mark Organ

In today's episode of Category Visionaries, we speak with serial category creator Mark Organ. Mark first revolutionized B2B marketing as the founding CEO of Eloqua (ELOQ), the world leader in marketing automation software, which was acquired for $871M. Then he founded Influitive, the creator of the the advocate marketing and community category. Today, Mark runs Categorynauts where he helps B2B SaaS leaders discover, develop, and dominate their software category. 
Topics Discussed:
The story behind the marketing automation category 
The role competition plays in creating new categories 
Strategies and tactics for category creation
What critics get wrong about category creation
What founders commonly get wrong about category design
Mark's #1 piece of advice for aspiring category creators 

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
 

Creating the Data Observability Category with Monte Carlo’s Barr Moses

In today's episode of Behind the Category, we speak with Barr Moses, Co-Founder & CEO of Monte Carlo, a data observability platform that's raised over $230 Million in funding. 
Topics Discussed:
Barr’s background in the Israeli military, and the lessons in analytics and dealing with challenges that she brought to the world of business
How Barr’s Mother became her business inspiration from a young age, and what she learned from watching her business journey
Why it can be easy to end up making content only for yourself, and how important it is to communicate with your potential clients to know what’s really going on
Why Monte Carlo’s focus is on getting as many customers as possible and making them as happy as they possibly can
Why Barr spends time on podcasts, at speaking events and writing blogs to share the concept behind her new business category
The data observability category and why Barr is so thrilled to see it establishing itself

How B2B Market Categories Are Created with G2’s Godard Abel

In today's episode of Behind the Category, we speak with Godard Abel, Co-Founder and CEO of G2, the world's largest and most trusted software marketplace tracking over 2100 software categories. 
Topics Discussed:
The founding story of G2 
The problems with traditional analyst firms 
How G2 has built a foundation on trust 
How categories are created at G2 
How G2 is leveraging AI and what’s coming next 
Godards number one piece of advice for B2B founders looking to create a market category