In the Now Podcast: Episode 108
Join Nowspeed's CEO, David Reske, as he engages in discussions with founders, marketers, and CEOs from around the globe. Delving into the realm of marketing and leadership, aiming to unravel the myths and misunderstandings that often surround these topics.
Kari Hanson SaaS CMO | Robin
Creating Categories to Win in B2B Marketing
In this insightful episode of “Marketing In The Now,” host Dave Reske sits down with Kari Hanson, CMO of Robin and an accomplished B2B marketing leader who helped take SailPoint public. Kari shares the strategic nuances of category creation—a bold but resource-intensive marketing move that can set startups apart from industry giants. Drawing from her experiences at SailPoint, where she successfully coined and established the category of “identity governance,” Kari outlines the essentials of defining clear market positioning, engaging influential analysts, and maintaining consistent, visionary messaging. Listen in to learn why category creation isn’t for everyone, how to determine if it aligns with your business goals, and when opting for a coined term could be your smarter strategy for rapid traction.
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Episodes
All
- All
- Brand Identity
- Build to Last
- Business Focus
- Business Mergers
- Business Strategy
- Career Strategies
- Content Marketing
- Customer Insight
- Entrepreneurship
- Finding your Purpose
- Global Business
- Growth Strategies
- Healthy Workplaces
- PPC Services
- Sales
- social media marketing
- Work/Life Balance
Blending Creativity with Data-Driven Marketing
Justin Steinman
CMO
Ensora Health
Artificial Intelligence in Marketing
Cindy Machles
Co-Founder and CEO
Glue Advertising
How Generative AI is Transforming Search & Brand Marketing
Mike Ensing
CEO and Co-Founder
Revere
Mastering Pipeline Building
Dimitri Vlachos
CMO
Spacelift
Building Global Marketing Excellence
Brian Bakstran
Marketing Executive
CMO Alliance
Unlocking Revenue-Focused Marketing
Melanie LoBue
Fractional CMO
Voyager Communications
Proven Strategies for Scaling Success
Marina Erulkar
Founder
Hampstead Solutions
Leveraging AI for Next-Level Digital Marketing Personalization
Zoe Kazmierski
Global Head of Digital Marketing
Pegasystems
Amplifying B2B Impact with ABM
Bob Hebeisen
Fractional CMO
Bob Hebeisen Strategic Marketing Consulting
How to Leverage AI for Content Marketing
Dom Odoguardi
Head of GTM
Trellus
Unlocking Personalization at Scale
David Edelman
Harvard Business School Fellow
Edelman Advisory Services
Capturing Attention in a Crowded Digital Space
Paul Kuhne
CMO
Dusseau and Company
Unlocking AI’s Potential in Marketing
Mark Goloboy
Fractional CMO
Market Growth Consulting
Shaping Beliefs and Driving Organizational Success
Jasmine Martirossian
CSO & CMO
Strategy Ark
Driving AI Adoption with Strategic Change Management
Jason Mundy
CMO
ONPOINT Business Advisors
How to Create a Social Media Playbook
Jenn Foster
Fractional CMO
Foster Marketing
The Power of Personal Branding for Founders
Shannon Curran
CMO & Advisor
SSC Consulting
The Essential Role of Marketing in Product-Led Growth
Warren Sukernek
Fractional CMO
Five-Eighths Marketing
Balancing AI and Humanity
Vinda Souza
CMO
RefAssured
Global Branding at Scale
Jessica Crimmins
Fractional CMO
JPCrimmins Consulting
Amplifying Lead Generation Through Strategic Branding
Michelle Heath
CEO
Growth Street
The Evolving Role of Marketing
Maria Sweeney
Fractional CMO
The Mom Project
The Power of Personal Branding
Larisa Bedgood
Head of Marketing
Porch Group Media
Building a Community That Builds Your Business
Elizabeth Long
Fractional CMO
LabOps Unite
Unlocking the Full Potential of Conversion Rate Optimization
Chris Kirsch
Founder
Cyber Marketing Clinic
Navigating the Future of Branding
Mitch Duckler
Founder
FullSurge
Mastering Modern Outbound Email: Strategies for Today's B2B Marketers
Scott Erb
Account Executive
Ubico
Aligning CMO Strategies with CEO Expectations
Jason Mundy
Fractional CMO
Self-Employed
The Power of Account-Based Marketing with Intent Data in B2B Strategies
Riaz Kanani
CEO & Founder
Radiate B2B
5 Strategies to Leverage AI in Your Marketing Today
Hanoz Tabak
Digital Marketing Leader
Self-Employed
Demystifying Content Marketing: Strategies for Long-Term Success
Nicole Donnelly
CEO
DMG Digital
How to Effectively Set Marketing Priorities
Scott Weiler
Fractional CMO
Self-Employed
How to Hire & Manage a Marketing Consultant
Caroline Rothwell
Marketing Consultant
Self-Employed
Beyond SEO: The Power of an Integrated Digital Advertising Campaign
Pete Caputa
CEO
Databox
How Growth Hacking Fits into Your Digital Marketing Strategy
Mark Osborne
Founder
Modern Revenue Strategies
Building a Marketing Engine for Long-Term Growth
Chris Willis
CMO
Axios HQ
Best Practices for Event Marketing
Alec Mountain
Founder & Chief Marketer
Product Blitz
How to Integrate PR with Digital Marketing
Lisa Nickerson
CEO
Nickerson
7 Strategies for Successfully Selling on Amazon
Mike Begg
CEO
AMZ Advisors
Can A CEO Also Be A CMO?
Sherehan Ross
Fractional CMO
Self-Employed
How To Exceed Customer Expectations
John Hewitt
CEO
Loyalty Brands
How Can You Make Doubt a Force for Good in Your Life?
Sara Sabin
Executive Coach
Self-Employed
Do Inbound or Social Media Marketing Campaigns Work on Their Own?
Louis Gudema
Fractional CMO
Self-Employed
What’s More Important, Unique Ideas or Innovation?
Mike Volkin
Fractional CMO
Self-Employed
Why Build The Right Sales & Marketing Processes
Henning Schwinum
CEO
Vendux
Why Business Owners Don't Have To "Carry The World"
Electra Govoni
CEO Coach
Self-Employed
Scaling Challenges with Small Businesses
Bill Gallagher
CEO Coach
Self-Employed
The New Rules of Personal Branding
Christine Perkett
PR, Branding and Marketing Communications Guru
Mindful Marketing + PR
What is Content Marketing's True Essence?
Ian Feder
Fractional CMO
Self-Employed
The Differences Between Product Placement & Thought Leadership
Annie Scranton
Marketing and PR Expert
Self-Employed
How Do You Get the Most Out of Your Creative Agency?
Paul Terizzi
CEO
Indigo-One
How Companies Are Marketing For The Environment
Billy Cripe
VP of Marketing
CIBO
How Should Marketing Strategy Change as Your Company Grows?
Mike Mitchell
Fractional CMO
Self-Employed
Does Marketing Experience Still Matter?
Marcelo Salup
Fractional CMO
Self-Employed
How Can You Use AI to Compliment the Content You Need?
Kyle Hamer
Fractional CMO
Self-Employed
Are You Better Off With Lead Gen or Demand Gen Marketing?
Rachel Johnson
Fractional CMO
Self-Employed
Is Direct Mail Marketing Still Effective?
Phil Goodheart
Fractional CMO
Self-Employed
Grow Your Business With A Precise Marketing Strategy
Alan Gonsenhauser
Fractional CMO
Self-Employed
How To Manage Risks & Challenges In An Organization
Alan Berrey
Founder
Vistage International
How AI Writing Can Make You More Productive & Creative
Gregory Kennedy
Fractional CMO
BrandZen
How Do You Decide When to Hire Vs. Outsource to an Agency?
Linda DiBias
Fractional CMO
Self-Employed
Do Great Companies Get It Right The First Time?
Carmen Williams
Marketing Executive
Zuper
Can Chat GPT Replace Your Marketing Department?
Mark Boudreau
Fractional CMO
Self-Employed
How To Get Insights For Your Marketing Strategy
Blake Thomas
President
Pilotfish
How To Develop A Brand With An Emotional Connection
Lisa Perry
Brand Marketing Executive
Fractional CMO
What Is The Content Marketing Paradox?
Rayanne Thorn Krueger
Fractional CMO and Podcast Host
HR Latte
When Is It Time To Launch Your Product?
Evan Rudowski
Co-Founder
Subhub
Do Companies Still Need Heroes?
Carol Meyers
CEO Coach
Independent
Which Is Better? Results Driven vs Time Based Work Culture
David Kinnear
CEO Coach
Vistage Chair
How To Find The Balance Between Busy & Productive
Joanne Davis
CEO Coach
C12
How CEOs Can leverage Challenging Experiences For Greater Impact
Jordi Mullor
CEO
The Rebellion
How To Redefine Leadership Without Needing Full Control
Paul Marston
CEO Coach
C12
How To Create A Winning Sales Process
Raffi Yardemian
Fractional VP
Sales Xceleration
Working At For Profit Businesses Vs Non-Profit Organizations
Jim Johnston
CEO Advisor
Self-Employed
Leading With Emotional Intelligence
Randy Case
CEO Coach
C12
How Healthy Conflict Creates A Healthy Business Environment
Michael Bloch
CEO
Building Bloch
What Is Really Important For Business Growth?
Pete Hayes
Co-Director
Chief Outsiders
How To Create A Meaningful Brand Identity
Dan Stokes
Executive Vice President
JStokes
Can You Change Your Career Focus?
Kate Lee
CEO
By The Horns
What Leadership Skills Create a Mentally Healthy Workplace?
Joel Bennett
CEO
Presence Quest
Turn Marketing & Entrepreneurship Ideas Into A Business
Dave Will
CEO
Propfuel
Should You Add More Products & Services?
Andy Bailey
CEO & Coach
Petra
Should You Rely on Humans Or Machines Translation?
Wendy Pease
Owner, President, Author
Rapport International
Should You Build A Fan Base Or Sell To Everyone?
Carl Gould
Author, CEO, International Speaker
7 Stage Advisors
Is A Company Built To Last or Sell The Same Thing?
Glenn Grant
CEO
Selfassembled Ventures
Should Your Growth Focus Be Broad Or Narrow?
Astrid Domenico
CEO
OpFocus
How To Scale Your Business With A Sales Team
Bruce Eckfeldt
Founder & CEO
Eckfeldt & Associates
What Is The Secret To Frictionless Growth For Your Company?
Eric Crews
CEO
Crews and Company
Is It More Efficient To Build Or Buy For Your Business?
Neal Quesnel
CEO
WhatArmy
How Should A CEO Grow & Evolve With Their Business?
Rich Manders
CEO
Free Scale Coaching
How To Position Your Company In The Buying Process
Mike Synk
CEO Consultant
Self-employed
How To Integrate Work-Life Balance
Mike O'Hara
CEO
Impact Enterprises
What Are Breakthrough Marketing Strategies For Non-Profits?
Eric Curtis
CEO
Curtis Strategy
How Content Marketing Can Benefit Your Business
Michael Brown
CEO
nDash
What Is Purpose Driven Marketing?
Evan Zall
President
Longview Strategies
How To Promote Your Own Music
Mark Roberge
How To Promote Your Own Music
Bamrock Entertainment
What Gives A Brand It's Relevant Identity?
Gwen Murray
CEO
Up & To The Right Solutions
What Makes A Good Leader In A Company?
Bill Flynn
Author, Business Advisor / Coach
Catalyst Growth Advisors
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