About Category Champions: How To Create A New B2B Category
How do the best B2B brands stand out and win on brand? How do they create their own categories and dominate them? How did they build their strategic narratives? How did they build their content flywheels? Listen to the specific tactics and advice from founders and marketers from category winning brands. Hosted by Marti Sanchez, CEO of Influence Podium.
Mark Kilens, CEO and Co-founder of TACK | Episode 8 | Category Champions
Mark Kilens is the CEO and Co-founder of TACK, a media and marketing firm helping businesses align and accelerate their go-to-market using People-first GTM strategies.
He previously was CMO of Airmeet, a leading virtual and hybrid event platform. He spearheaded Airmeet’s global marketing team responsible for brand, demand, lifecycle, and product marketing.
Before that, he was the VP of Content and Community at Drift where he led the brand, content, creative, and events teams. He oversaw Drift’s community, Drift Insider, which has 65,000+ members, and Drift’s FLASH, RevGrowth, and HYPERGROWTH events.
Prior to joining Drift, he served as VP of Marketing and founder of HubSpot Academy. As a former customer, Mark joined HubSpot in 2010 where he spent two years working with thousands of HubSpot customers to scale their inbound strategy.
From there, he went on to build HubSpot Academy from the ground up, and in doing so, educated and certified millions of people and helped grow HubSpot to more than $600 million in revenue.
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Connect with Mark on LinkedIn: https://www.linkedin.com/in/markkilens/
Follow him on Twitter: https://twitter.com/markkilens
Check out TACK: https://www.tackgtm.com/
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How do the best B2B brands stand out and win on brand? How do they create their own categories and dominate them? How did they build their strategic narratives? How did they build their content flywheels? Listen to the specific tactics and advice from founders and marketers from category-winning brands. Hosted by Marti Sanchez, CEO of Influence Podium.
Twitter: https://www.twitter.com/Marti__Sanchez
LinkedIn: https://www.linkedin.com/in/itsmartisanchez/
16 Aug 2023TRANSCRIPT
Kevin Maney, Strategic Advisor, Author of Play Bigger | Episode 7 | Category Champions
Kevin Maney is a bestselling author, award-winning columnist, and partner at Category Design Advisors (CDA).
His critically-acclaimed book, Play Bigger: How Pirates, Dreamers and Innovators Create and Dominate Markets, introduced business to the idea of category design and has sold more than 150,000 copies worldwide. As a founding partner of CDA, Maney has helped leadership teams at hundreds of companies all over the world focus their strategic thinking through category design.
Kevin's most recent book is Intended Consequences: How to Build Market-Leading Companies with Responsible Innovation, co-authored with Hemant Taneja, managing director of VC firm General Catalyst. Maney and Taneja also collaborated on UnHealthcare: A Manifesto for Health Assurance, out in 2021, and Unscaled: How AI and a New Generation of Upstarts Are Creating the Economy of the Future.
Kevin also co-wrote Making the World Work Better, which marked IBM’s centennial in 2001. More than 600,000 copies are in print in a dozen languages.
Kevin has been a contributor to Newsweek, Fortune, The Atlantic, Fast Company, CNN and ABC News, among other media outlets. He was a contributing editor at Conde Nast Portfolio during its brief run from 2007 to 2009. For 22 years, he was a columnist, editor and reporter at USA Today.
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Connect with Kevin on LinkedIn: https://www.linkedin.com/in/kevinmaney/
Follow him on Twitter: https://twitter.com/kmaney
Check out Kevin's website: https://kevinmaney.com/
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How do the best B2B brands stand out and win on brand? How do they create their own categories and dominate them? How did they build their strategic narratives? How did they build their content flywheels? Listen to the specific tactics and advice from founders and marketers from category-winning brands. Hosted by Marti Sanchez, CEO of Influence Podium.
Twitter: https://www.twitter.com/Marti__Sanchez
LinkedIn: https://www.linkedin.com/in/itsmartisanchez/
9 Aug 2023
Anthony Kennada, Co-Founder & CEO at AudiencePlus | Episode 6 | Category Champions
Anthony Kennada is the former CMO of Gainsight and the Co-Founder & CEO at AudiencePlus.
AudiencePlus is a first-of-its-kind software platform for owned media that enables marketing teams to build, engage, and monetize their audience.
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Connect with Anthony on LinkedIn: https://www.linkedin.com/in/akennada/
Follow him on Twitter: https://twitter.com/akennada
Check out AudiencePlus: https://saas.audienceplus.com/
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How do the best B2B brands stand out and win on brand? How do they create their own categories and dominate them? How did they build their strategic narratives? How did they build their content flywheels? Listen to the specific tactics and advice from founders and marketers from category-winning brands. Hosted by Marti Sanchez, CEO of Influence Podium.
Twitter: https://www.twitter.com/Marti__Sanchez
LinkedIn: https://www.linkedin.com/in/itsmartisanchez/
2 Aug 2023
Jared Robin, Co-Founder of RevGenius | Episode 5 | Category Champions
Jared Robin is the co-founder of RevGenius, a digital community of sales, marketing, revenue operations, and customer success professionals. It serves as a platform for these professionals to learn, share, support, and collaborate on various topics related to B2B growth and networking. The community has over 36,000 members and is known as the largest and fast-growing community of revenue operations (RevOps) professionals in the world.
RevGenius offers an inclusive online community, a forum, events, webinars, and a Slack channel where members can engage and access valuable content. The community is remote-friendly, allowing professionals from all over the world to connect and exchange insights.
Membership in RevGenius is free, making it accessible to a wide range of professionals. Their mission is to unbundle and democratize knowledge, making it available to all members.
Jared previously led growth and business development by building partnerships within the Creator Community for Portion. He has over 10 years of experience in fashion, media, eCommerce, marketplace development, and logistics.
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Connect with Jared on LinkedIn: https://www.linkedin.com/in/jaredrobin/
Follow him on Twitter: https://twitter.com/thejaredrobin
Check out RevGenius: https://www.revgenius.com/
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How do the best B2B brands stand out and win on brand? How do they create their own categories and dominate them? How did they build their strategic narratives? How did they build their content flywheels? Listen to the specific tactics and advice from founders and marketers from category-winning brands. Hosted by Marti Sanchez, CEO of Influence Podium.
Twitter: https://www.twitter.com/Marti__Sanchez
LinkedIn: https://www.linkedin.com/in/itsmartisanchez/
22 Jun 2023
Chris Savage, Co-Founder & CEO of Wistia | Episode 4 | Category Champions
Chris Savage is the CEO and co-founder of Wistia, a leading video platform that enables business teams to harness the connective power of video.
Wistia is a complete video marketing platform that helps teams create, host, and measure the impact of their videos — all in one place. Wistia’s mission is to help every business thrive with video, so the platform is packed with features like video player customization, built-in accessibility options, seamless integrations, industry-leading analytics, lead generation tools, and more. Today, over 425,000 marketers around the world rely on Wistia to drive business growth with video.
After graduating from Brown University with a degree in Art-Semiotics, Chris and his co-founder, Brendan Schwartz, started Wistia in Brendan's living room in 2006. Wistia has since grown into a multi-million dollar business.
Before Wistia, Chris helped produce an Emmy Award-winning feature-length documentary and was named a Top Young Entrepreneur by BusinessWeek in 2009.
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Connect with Chris on LinkedIn: https://www.linkedin.com/in/cjsavage/
Follow him on Twitter: https://twitter.com/csavage
Check out Wistia: https://wistia.com/
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How do the best B2B brands stand out and win on brand? How do they create their own categories and dominate them? How did they build their strategic narratives? How did they build their content flywheels? Listen to the specific tactics and advice from founders and marketers from category-winning brands. Hosted by Marti Sanchez, CEO of Influence Podium.
Twitter: https://www.twitter.com/Marti__Sanchez
LinkedIn: https://www.linkedin.com/in/itsmartisanchez/
14 Jun 2023
Ken Babcock, Co-Founder & CEO of Tango | Episode 3 | Category Champions
Ken Babcock is the Co-founder and CEO of Tango, a free-to-use Chrome Extension that automatically creates written, step-by-step how-to guides in real time without the need for video recording. Users complete their process in the browser while Tango transcribes actions, URLs, and screenshots. The resulting how-to guide can be easily pasted or exported to commonly used knowledge bases and learning management systems.
Tango believes everyone should feel empowered to be the best at what they do. That's why we've made it their mission to support individuals and teams on their path to success and make their lives easier along the way. They want to transform the world where work is easier to do, learning on the job is frictionless, knowledge sharing helps teams thrive, and no one is held back by a lack of know-how.
Ken and his co-founders Brian Shultz and Dan Giovacchini dropped out of Harvard Business School during the pandemic to start the company.
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Connect with Ken on LinkedIn: https://www.linkedin.com/in/kenbabcock/
Follow him on Twitter: https://twitter.com/bigredbabz
Check out Tango: https://www.tango.us/
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How do the best B2B brands stand out and win on brand? How do they create their own categories and dominate them? How did they build their strategic narratives? How did they build their content flywheels? Listen to the specific tactics and advice from founders and marketers from category winning brands. Hosted by Marti Sanchez, CEO of Influence Podium.
Twitter: https://www.twitter.com/Marti__Sanchez
LinkedIn: https://www.linkedin.com/in/itsmartisanchez/
31 May 2023
Mike Taylor, Author of Marketing Memetics | Episode 2 | Category Champions
Mike Taylor is a data-driven, technical marketer with 10 years of experience and $50M managed across paid and organic channels. He's the author of Marketing Memetics, a book that aims to help marketers and founders reverse-engineer creativity to drive brand performance by fusing principles from evolutionary biology to marketing science.
He's the owner of Saxifrage, a growth experiment lab and consultancy where he works with select clients, he co-founded and helped build a 50-person agency, and is a marketing instructor for the LinkedIn Learning platform where over 250,000 people have taken his courses.
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Connect with Mike on LinkedIn: https://www.linkedin.com/in/mjt145/
Follow him on Twitter: https://twitter.com/hammer_mt
Check out Marketing Memetics: https://marketingmemetics.com/
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How do the best B2B brands stand out and win on brand? How do they create their own categories and dominate them? How did they build their strategic narratives? How did they build their content flywheels? Listen to the specific tactics and advice from founders and marketers from category winning brands. Hosted by Marti Sanchez, CEO of Influence Podium.
Twitter: https://www.twitter.com/Marti__Sanchez
LinkedIn: https://www.linkedin.com/in/itsmartisanchez/
24 May 2023
Andrew Gazdecki, CEO & Founder @ Acquire.com | Episode 1 | Category Champions
Andrew Gazdecki is the CEO and founder of Acquire.com (formerly MicroAcquire), the world's largest startup acquisition marketplace that helps startups find buyers and get acquired. Acquire.com has helped 100s of startups get acquired and has facilitated $500m+ in closed deals.
Prior to Acquire.com, Andrew also started two companies, Bizness Apps and Altcoin.io, both acquired.
He's been featured in NYT, Forbes, WSJ, Inc.com, Entrepreneur Magazine, and prominent industry blogs such as Mashable, TechCrunch and VentureBeat.
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Connect with Andrew on LinkedIn: https://www.linkedin.com/in/agazdecki
Follow him on Twitter: https://twitter.com/agazdecki
Check out Acquire: https://acquire.com/
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How do the best B2B brands stand out and win on brand? How do they create their own categories and dominate them? How did they build their strategic narratives? How did they build their content flywheels? Listen to the specific tactics and advice from founders and marketers from category winning brands. Hosted by Marti Sanchez, CEO of Influence Podium.
Twitter: https://www.twitter.com/Marti__Sanchez
LinkedIn: https://www.linkedin.com/in/itsmartisanchez/
Inside a recent episode
Kevin Maney, Strategic Advisor, Author of Play Bigger | Episode 7 | Category Champions
Published 16 Aug 2023 · Transcript excerpt
[…] Well, there's an interesting thing there. So talking to your customers, often, so if you talk to your customers about what do you want, they're just going to tell you they want what you already do. I trust their horse, right? But they used the same thing, exactly, right? The Henry Ford thing, right? […]
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