Disrupting the System with Category Creation
In this episode of B2B Marketing: The Provocative Truth, Benedict talks to Scott Gainey about the challenges of creating a new category as a disruptive company.
Episode 43: Disrupting the System with Category Creation
In order for a company to be an innovator in the world today, it requires significant effort into creating something truly new for the industry you’re in. In the case of many B2B companies, this effort is put into creating a whole new category within the sector by offering a solution that reshapes how people view a type of product or service. However, to be truly disruptive and change your sector is no easy task, and marketing has a distinct role to play in making that happen.
Whether it’s the discussions with third parties such as analyst firms or carrying on discussions with customers or even non-customers alike, marketing is the tip of that spear leading the conversation.
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