How to Influence Buyers to Care About a New Category w/ Mark Kilens (CMO of Airmeet‪)‬ Category Thinkers

Mark Kilens has built a career as a marketing leader and category designer with HubSpot and Drift. Now, he's the CMO at Airmeet, the company behind Event-Led Growth.In this conversation, we break down what Mark's learned as a category designer, including:How to wrap your category in a familiar context to help buyers understand it.Mark's 3 step framework for developing category language.Why category design needs to be led by a CEO who can keep the team focused on the category strategy.To parti...