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
- 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
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- Work/Life Balance
What Is Purpose Driven Marketing?
How To Promote Your Own Music
What Gives A Brand It's Relevant Identity?
What Makes A Good Leader In A Company?
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