Blog

Why Category Design Is A Marketing Superpower w/Chris Lochhead

Every marketer needs a superpower. But Christoper Lochhead may have uncovered the greatest superpower of all. It’s something called category design. Category design is the process of building a new space that your company can own and dominate over the long term. It’s about “following your different” instead of trying to be “better.” As the co-author of

Continue reading »

The #1 Cause Of My Failures In Marketing

Like most marketers, I’ve had plenty of successes, but I’ve my fair share of failures, too. So I was thinking today about what led to those failures. And when I look back at the ideas that didn’t do so well, it usually comes down to one thing: trying to flying solo. In other words, when

Continue reading »

5 Lessons I Learned About Bringing New Ideas to Market

Throughout my career, I’ve helped bring new concepts to market. The process has been highly rewarding yet unusually challenging, and I’ve had my mix of failures and successes. To help other marketers improve their odds of success, I wanted to share a few lessons I’ve learned along the way. Focus on the problem. When you’ve developed something special,

Continue reading »

How Salesforce, Zendesk, and Slack Dominate Categories w/Bill Macaitis

Building a category-leading company involves so much more than the initial category design itself. It’s a continuous effort that requires you to constantly nurture and define your brand as your category evolves. That’s why I was so excited to interview Bill Macaitis on the #categorycreation series of the B2B Growth Show. Bill’s one of the most accomplished B2B SaaS

Continue reading »

How Hubspot Built The Inbound Marketing Category

Since I started co-hosting the #categorycreation series on the B2B Growth Show, I’ve had the chance to speak with some of the top thinkers around category design. And right up there at the top of the list is Kipp Bodnar, CMO of Hubspot. Hubspot is one of those companies that comes up in nearly every

Continue reading »

This Gap In Airtable’s Marketing Strategy Is Holding It Back

What is Airtable and why isn’t everyone using it yet? Airtable combines the power of spreadsheets, databases, project management software, “no-code” apps, and collaboration tools into a very powerful and flexible tool. There are few Airtable alternatives, and six years after launch, it should be have reached mainstream adoption by now. But it hasn’t. Instead,

Continue reading »

How Dropbox and Jive Nailed Their B2B Messaging

If you could describe the goal of B2B messaging in the simplest way possible, you might say that it’s to get the right message in front of the right audience, at the right time. Easy to say, tough to do. The most clever writing in the world won’t matter if it’s delivered at the wrong

Continue reading »

Inflation Can Kill B2B Brands. Here’s How To Avoid It.

How is it that the country with the largest oil reserves in the world is nearing economic collapse? The same reason B2B brands in a crowded space find it nearly impossible to survive: inflation. Inflation is an invisible force, but it can decimate both economies and B2B brands alike. In this article, I’ll explain how

Continue reading »