This episode explores the strategic advantages of category creation in marketing, particularly within the B2B SaaS and enterprise technology sectors. Against the backdrop of intense competition, Kari Hanson, CMO at Robin, argues that defining a new market category allows companies to reframe competitive landscapes and command higher contract values. More significantly, she outlines two primary reasons for category creation: to control the competitive narrative against established players (as HubSpot did with "inbound marketing") or to gain recognition from industry analysts like Gartner and Forrester, thereby influencing procurement decisions in large enterprises. For instance, Hanson details her experience at SellPoint, where the creation of the "identity governance" category unlocked new budget streams from CIOs. As the discussion pivoted to tactical implementation, Hanson emphasizes the importance of thought leadership, not just product promotion, to establish a company as a visionary in the newly defined space. This involves a two-pronged approach: marketing the category itself while simultaneously positioning the company as its leader. Ultimately, this episode highlights the long-term commitment and internal alignment required for successful category creation, emphasizing the power of storytelling, visionary commentary, and consistent innovation to maintain market leadership.
