Blog

Why Category Design Is A Marketing Superpower w/Christopher 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

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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

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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

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