We all want to belong to a tribe. The greatest way to grow your business is not to build your brand or throw events — it’s to grow a community around the solution to a problem. In this episode, I interview Sangram Vajre, Chief Evangelist and Co-Founder at Terminus, about how he created the category of and community around account-based marketing (ABM). We cover: - A lightning round discussion of the 10 rules of category creation - What unbranding really means (& how to do it) - The reasons to promote people, not products - How Sangram’s goal to educate about a problem created a movement Check out these resources we mentioned during the podcast: - ABM is B2B, Sangram’s most recent book - The #FlipMyFunnel movement that Sangram originated - The #FlipMyFunnel Podcast, well into its 600th episode Subscribe, listen, and rate/review the Customer Experience Podcast on Apple Podcasts, Spotify, Google Play or Google Podcasts, and find more episodes on our blog.
