B2B Category Creators with Gil Allouche

In our final episode, Gil talks category creation with Josh Lowman, Founder of Gold Front. Josh has worked with leading startups such as Uber, Robinhood, and Newsela to build category-defining brands. 

You’ll walk away from this episode with an understanding of the process involved in creating a new category, from strategy to implementation.

BONUS! Josh tells what questions you should ask before creating a new category.

In our 36th episode, Gil talks category creation with two B2B leaders from the digital adoption and data detection categories. 

Panelists for this episode include Wayne McCulloch, Chief Customer Officer of WalkMe and leader behind the digital adoption category, and Howard Ting, CEO of Cyberhaven and leader behind the data detection and response category. 

You'll walk away from this episode with an understanding of brand positioning, leadership, and strategy. 

BONUS! Howard shares a framework you can use to differentiate your startup.

In our 35th episode, Olivier talks category creation with two B2B leaders from the sales commission software and performance marketing categories.

Panelists for this episode include Anna Fisher, CMO of Spiff and leader behind the sales commission software category, and Garrett Mehrguth, CEO of Directive and leader behind the performance marketing agency category.

You'll walk away from this episode with an understanding of demand generation, inbound marketing, and analyst relationships.

BONUS! Garrett tells us why he wants to learn how to code.

In our 34th episode, Gil talks category creation with two B2B leaders from the software review and customer marketing categories.

Panelists for this episode include Vinay Bhagat, CEO of TrustRadius and leader behind the software review site category, and Jeff Ernst, CEO of SlapFive and leader behind the customer marketing software category.

You'll walk away from this episode with an understanding of fundraising, customer feedback, and educational content.

BONUS! Jeff explains why entrepreneurs are born, not made.

In our 33rd episode, Olivier talks category creation with two B2B leaders from the customer success platform and go-to-market consulting categories.

Panelists for this episode include Edward Chiu, CEO of Catalyst Software and leader behind the customer success platform category, and Dominique Levin, CEO of Winning by Design and leader behind the go-to-market consulting category.

You'll walk away from this episode with an understanding of how to create a community and build out your go-to-market strategy.

BONUS! Edward explains why hiring employees based on skillset is the wrong way of building a company.

In our 32nd episode, Jason Widup, VP of Marketing at Metadata, talks category creation with two B2B leaders from the digital presales and B2B revenue attribution categories.

Panelists for this episode include Garin Hess, CEO and Founder of Consensus and leader behind the digital presales category, and Lars Grønnegaard, Co-founder and CEO of Dreamdata and leader behind the B2B revenue attribution category.

You'll walk away from this episode with an understanding of how to build analyst relationships, position your brand, and create a go-to-market strategy.

BONUS! Garin explains why you should introduce your customers to analysts.

In our 31st episode, Olivier talks category creation with two B2B leaders from the global HR and visual collaboration software categories.

Panelists for this episode include Jack Mardack, Cofounder of Oyster and leader behind the global HR software category, and Mariano Suarez-Batta, CEO of Mural and leader behind the visual collaboration category.

You'll walk away from this episode with an understanding of content strategy, strategic narratives, and product use cases.

BONUS! Jack explains why every executive should work at a hotel at least once in their lives.

In our 30th episode of category creators, Gil talks category creation with Kevin Maney, Author of Play Bigger and Partner at Category Design Advisors. 

This episode covers key concepts about category creation from one of the people who invented the term. You'll walk away with an understanding of how to build a company that makes an impact.

BONUS! Kevin shares his advice on selecting a category name.

In our 29th episode, Olivier L'Abbé, President at Metadata, talks category creation with two B2B leaders from the customer data platform and continuous integration categories.

Panelists for this episode include Jascha Kaykas-Wolff, President of Lytics and leader behind the customer data platform category, and Erich Ziegler, CMO of CircleCI and leader behind the continuous integration category.

You'll walk away from this episode with an understanding of leadership, decision-making, and analyst relationships.

BONUS! Jascha tells us the strategy he uses to hire the best marketers.

In our 28th episode, Gil talks category creation with two B2B leaders from the cloud data and document workflow categories.

Panelists for this episode include Lars Nilsson, VP of Global Sales Development at Snowflake and leader behind the cloud data category, and Mikita Mikado, CEO of Pandadoc and leader behind the document workflow category.

You'll walk away from this episode with an understanding of team alignment, feature releases, and support networks.

BONUS! Lars explains why you don't always need to have the best product to create a category.