Скачать или смотреть Carving Unique Categories in B2B Marketing | Mark Kilens

In this episode of the Interesting B2B Marketers podcast, host Steve Goldhaber welcomes Mark Kilens, who brings a wealth of knowledge from his experience in leading marketing teams. This time, they delve into the realm of creating a distinct category in a crowded marketplace, a challenge many B2B marketers often grapple with.

Throughout the conversation, Mark stresses on the two types of categories, namely thought leadership and product. He points out that the common mistake marketers make is failing to recognize the importance of establishing a thought leadership brand category. They explore a case where a company successfully positioned itself in a saturated market by creating a thought leadership category.

Key takeaways from this episode:

The creation of a thought leadership category should be associated with something already familiar to the target audience.
Creating a category isn't just for defense in a declining business; it can also be an offensive move to build brand awareness and recognition.
The process of category creation involves gaining clarity on positioning and then continually executing strategies, which could span years or even a decade.
The entire company needs to understand, believe in, and evangelize the new category; this collective effort is integral to the process.
Category creation is ongoing; its success relies on building momentum, making it part of the business's soul, and embedding it into the brand's ethos.
The true measure of a successful category is when it's being discussed by customers and neutral entities in the marketplace, evidenced by search traffic, social media conversations, and more.
This episode provides an in-depth understanding of category creation and its implications in the B2B marketing world. Whether you are a marketer facing a crowded marketplace or interested in understanding the mechanics of category creation, this conversation offers valuable insights.

Connect with Mark Kilens and Steve Goldhaber on LinkedIn for more insights and discussions.