Is ABM a Category Creation Challenge?

The week after the event have been, my inbox is completely bombarded with messages from people that don't really remember what I do. Many of them are trying to sell me things that we actually do as a company. So this almost tells me that your example assumes something. It assumes that you're talking about someone selling a product in an existing category where stuff may be going on. And often we found something from that, but it's not been as fruitful as I needed it to be certainly for the investment that I made in the event.