What if your doctor told you that she was going to build a $100MM SaaS company? Sounds crazy. But that’s exactly what Heidi Jannenga did. Heidi is the co-founder and president of WebPT, a category-defining SaaS company in the physical therapy space. She’s not a programmer, had no startup experience, and never came near business
Marketers love to talk about category design. And even though that type of positioning is a powerful marketing play, it’s not the type of strategic decision that marketing should pull off alone. In this episode of the B2B Growth Show, I interviewed Chris Orlob, Sr. Director of Product Marketing at Gong.io. Gong has been hard
You might think that category design is a positioning strategy reserved only for companies building something entirely new. But for $2B Everbridge, they found that category design can be just as beneficial to large companies as well. Everbridge (traded on NASDAQ as EVBG) had already built a leadership position in a category called Mass Notification
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
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
Who better to interview about category creation than someone who’s in the midst of building a major new category right now? That’s why I asked Dave Gerhardt, VP Marketing at Drift, to join me on the latest episode of the #categorycreation series on the B2B Growth Show. In case you haven’t encountered Drift in the wild, they’re the
The software demo started off like any other. A few slides about the company’s client list. Some stats on the number of employees they had, how quickly they’d grown. But as I listened to the pitch the rep gave about his company’s PR monitoring software, I started to feel pissed off. Later on, I tried
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,
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
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
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