In this new podcast, Gil Allouche, CEO of Metadata.io, interviews groups of founders and leaders who were instrumental in blazing the path to new software categories.
We have conversations about the untold secrets and backroom deals, and learn straight from the entrepreneurs who have built their own categories successfully.
This podcast is sponsored by Metadata.io, the first demand generation platform for B2B marketers who need to get closer to revenue.
Kris Rudeegraap, CEO at Sendoso, and Amitabh Sinha, CEO at Workspot
In our tenth episode, Gil talks about category creation with two people that are making waves in the desktop cloud computing and business gift giving categories.
Panelists for this episode include Kris Rudeegraap, CEO of Sendoso and one of the pioneers in creating the corporate gifting / direct mail automation categories, and Amitabh Sinha, CEO of Workspot, and one of the pioneers in the remote desktop category.
You’ll walk away from this episode with an understanding of: The benefits of focusing on category creation from day one; How to pitch a new category to investors by using an anchor or proxy; The different metrics for measuring the success of a newly created category.
BONUS! Kris tells us why he decided to travel to 30 different countries while founding Sendoso.
Dan O'Connell, CRO at Dialpad, and Keith Messick, SVP of Marketing at LaunchDarkly
In our ninth episode, Gil Allouche talks startup building and category creation with two experienced B2B operators who made huge impacts on the cloud communication and product/feature management categories.
Panelists for this episode include Dan O'Connell, CRO of Dialpad and influencer of the Conversational Intelligence category, and Keith Messick, SVP of Marketing at LaunchDarkly and influential in the Feature Management Platform category.
You'll walk away from this episode with great insights around: Why it's a bigger risk to not swing for the fences than it is to even work at a startup, which is risky to begin with; When, why, and how to ignore advice from your VC, and how even the most mundane estimates in a forecasting model can throw you completely off.
BONUS! Dan recounts one of his biggest missed opportunities when it came to owning a movement before everyone started working from home: #workfromanywhere.
James McDermott, CEO at Lytics, and Mickey Alon, CTO at Gainsight PX
In our eighth episode, Gil Allouche talks category creation with two B2B pioneers who changed the game when it comes to the Customer Data Platform (CDP) category, and product-led growth approach.Panelists for this episode include James McDermott, CEO of Lytics and creator of the CDP category, and Mickey Alon, CTO of Gainsight PX and influential in the Product-Led Growth movement.
You'll walk away from this episode with an understanding of the the pros and cons of category disruption vs category creation, why most companies don’t survive to the ten-year mark, and how to avoid common early mistakes when finding an investor.
BONUS! James tells Gil about a time during fundraising when his rental car got towed and he had to run clear across downtown SF to make his next pitch! It was the worst impression he had ever made on a potential investor, but he was still able to convince them to believe enough to invest!
Dee Anna McPherson, CMO at Invoca, and Joe Chernov, CMO at Pendo
In our seventh episode, Gil Allouche talks category creation with two B2B pioneers who changed the game when it comes to product management and conversation intelligence categories.
Panelists for this episode include Dee Anna McPherson, CMO of Invoca and influencer of the Enterprise Social Networking category, and Joe Chernov, CMO of Pendo and influential in growing several MarTech categories.
You'll walk away from this episode with an understanding of the importance of community-led growth in creating a category, two hacks you can use to move into the upper right of the MQ, and how to handle critical failures.
BONUS! Dee Anna recalls how, very early in her career, she learned that small mistakes can have huge consequences, and Joe tells Gil about one of his most brutal speaking engagements.
Michel Feaster, CEO at Usermind, Nick Mehta, CEO at Gainsight, and Mike Volpe, CEO at Lola.com
In our sixth episode, Gil Allouche talks category creation with three B2B pioneers who changed the game when it comes to customer success, inbound marketing, and journey orchestration.
Panelists for this episode include Michel Feaster, CEO of Usermind and instrumental in creating the Journey Orchestration category, Nick Mehta, CEO of Gainsight and the primary creator behind the customer success management software category, and Mike Volpe, CEO of Lola.com and CMO of Hubspot from 2007 to 2015, who was responsible for bringing the term "inbound marketing" into the mainstream.
You'll walk away from this episode with an understanding of what to do when the market finally starts converging to validate your product, why sincerity and vulnerability are some of your most powerful tools as an evangelist, and how Gainsight's early investment in CS leaders shaped how tech companies approach customer relationships today.
BONUS! Mike Volpe recalls why the county fair might not have been the best location for a first date, and Michel recounts how she inadvertently made a unique impression on the CEO within her first three weeks working at Mercury Interactive.
Elissa Fink, former CMO at Tableau, and Udi Ledergor, CMO at Gong
In our fifth episode, Jason Widup, Metadata's VP of Marketing and today's guest host, talks category creation with one of the marketers responsible for seeing Tableau through the company's most dramatic period of growth, and another who led Gong to category dominance.
Panelists for this episode include Elissa Fink, former CMO of Tableau and CMO advisor, and instrumental in creating the Business Analytics category, and Udi Ledergor, CMO of Gong and instrumental in creating the Revenue Intelligence category.
You'll walk away from this episode with an understanding of how Gong leveraged its own pain to make the lives of marketers everywhere a whole lot less painful; the surprising reality of what it means for your revenue when competitors pop up in your space; and why sometimes being ranked last in your current category isn't a bad thing.
BONUS! The first big category creation success wasn't a story of a startup--it was De Beers diamonds back in the 1950s. Find out how, 70 years later, marketers can still learn from their wildly successful "unbranded" category promotion.