Epic B2B Category (and Content) Creation

The most exciting marketers are in the boring industries (or at least the ones that look boring from the outside).

Massive B2B budgets are thrown around for network security, which makes for a marketing strategy that absolutely must rely heavily on educating, segmenting, and nurturing. Which is where Idan Hershkovich, the VP Growth and Marketing at CATO Networks, comes in.

As we talk about in S02E07, CATO combines some incredible category creation (together with Gartner, no less), with a fascinating nurture funnel approach, and, coolest of all, a survey-driven content strategy that I heard about from Merav Keren at CATO a year ago and haven't been able to shake. No spoilers but imagine a 50 question survey that drove more leads from people filling it out then the produced content itself ever needs to.

More on this episode at buchman.co.il/cato