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.

In our 27th episode, Gil talks category creation with two B2B leaders from the cloud security and revenue acceleration categories.

Panelists for this episode include David Spitz, CMO of Egnyte and leader behind the cloud content security category, and Armando Biondi, CEO and Co-founder of Breadcrumbs.io and leader behind the revenue acceleration category.

You'll walk away from this episode with an understanding of hiring best practices, product innovation, and demand generation.

BONUS! Armando explains the importance of timing when creating a new category.

In our 26th episode, Olivier L'Abbé, President at Metadata, talks category creation with two B2B leaders from the data security and travel expense management categories.

Panelists for this episode include Alex Poulos, VP of Marketing at Securiti and leader behind the AI data security category, and Meagen Eisenberg, CMO of TripActions and leader behind the corporate travel and expense management category.

You'll walk away from this episode with an understanding of value propositions, content creation, and keyword optimization.

BONUS! Meagen shares a strategy for generating effective customer reviews.

In our 25th episode, Olivier L'Abbé, President at Metadata, talks category creation with two B2B leaders from the financial modeling and digital adoption categories.

Panelists for this episode include Rami Essaid, CEO of Finmark and leader behind the financial modeling and planning category, and Melanie Fellay, CEO of Spekit and leader behind the digital adoption and enablement category.

You'll walk away from this episode with an understanding of leadership hiring, customer reviews, and keyword research.

BONUS! Melanie explains the steps involved in developing a differentiation strategy for category creation.

In our 24th episode, Gil talks category creation with two B2B leaders from the talent optimization and software review categories.

Panelists for this episode include Mike Zani, CEO of The Predictive Index and leader behind the talent optimization category, and Allyson Havener, VP of Marketing at TrustRadius and leader behind the software review category.

You'll walk away from this episode with an understanding of branding, customer advocacy, and building a successful company culture. 

BONUS! Allyson explains why it's essential to collaborate with coworkers from different departments.

In our 23rd episode, Gil talks category creation with two B2B leaders from the IT lifecycle management and remote employee management categories.

Panelists for this episode include Rhonda Walker, CMO of ITRenew and leader behind the IT lifecycle management category, and Doug Camplejohn, CEO of Airspeed and leader behind the remote employee management category.

You'll walk away from this episode with an understanding of market research, innovation, and strategic thinking.

BONUS! Doug shares the litmus test he uses when making hard decisions.

In our 22nd episode, Olivier L'Abbé, President at Metadata, talks category creation with two B2B leaders from the sales and account engagement categories.

Panelists for this episode include Sydney Sloan, CMO of SalesLoft and leader behind the sales engagement category, and Latane Conant, CMO of 6Sense and leader behind the AI account engagement category.

You'll walk away from this episode with an understanding of B2B review sites, customer experience, and KPI alignment.

BONUS! Sydney shares her predictions on how ABM will converge with sales engagement within the next few years.

In our 21st episode, Jason Widup, VP of Marketing at Metadata, talks category creation with the founding members of Women in Revenue, a community focused on the education and awareness of diversity and inclusion in the workplace.

Panelists for this episode include Shari Johnston, Lauren Goldstein, and Cristina Saunders.

You'll walk away from this episode with an understanding of online communities, job description best practices, and employee mentorship. 

BONUS! Shari describes some of the operational challenges of managing an all-volunteer organization.

In our 20th episode, Gil talks category creation with two leaders from the customer experience performance and sports media categories.

Panelists for this episode include Macario Namie, CMO of ASAPP and leader behind the customer experience performance category, and Bryan Goodwin, President of TorchPro and leader behind the digital sports media category.

You'll walk away from this episode with an understanding of customer research, thought leadership, and fundraising.

BONUS! Macario explains why patience is the best quality a leader can have.

In our 19th episode, Gil talks category creation with two B2B leaders from the cybersecurity training and asset operations management categories.

Panelists for this episode include Paul Sebastien, CMO of Offensive Security and leader behind the cybersecurity training category, and Dan Frohnen, CMO of Upkeep and leader behind the asset operations management category.

You'll walk away from this episode with an understanding of qualitative marketing, startup playbooks, and category competition.

BONUS! Dan tells us why you should take the difficult path when creating a new category.

In our 18th episode, Olivier L'Abbé, President at Metadata, discusses category creation with two experienced leaders who played pivotal roles in developing the sales and training enablement categories.

Panelists for this episode include Kyle Lacy, CMO of Lessonly and leader behind the training enablement category, and Max Altschuler, VP of Sales Engagement of Outreach and leader behind the sales enablement category.

You'll walk away from this episode with an understanding of how to define your category name, build relationships with analysts, and measure market growth.

BONUS! Max explains why everything doesn’t need attribution, especially in category creation.