Welcome to another episode of Category Visionaries — the show that explores GTM stories from tech's most innovative B2B founders. In today's episode, we're speaking with Rina Galperin, CTO & Co-Founder of PVML, a groundbreaking data access platform that has raised $8 Million in funding.

Here are the most interesting points from our conversation:

• Innovative Solution to Data Access: Rina discusses how PVML addresses the challenge of tightly coupled permissions management in traditional data systems, offering a centralized, agnostic approach to data access that eliminates the need for duplicating permissions management across different tools.
• From Problem to Solution: The idea for PVML was born out of Rina’s experience at Microsoft, where she encountered the complexities of analyzing sensitive data. This led to the realization that a better solution was needed, culminating in the development of PVML’s unique differential privacy technology.
• Customer Acquisition Journey: Rina shares that acquiring the first paying customer took about six months. Their approach involved reaching out cold to potential clients and learning deeply about their pain points and motivations, which helped refine their customer targeting strategy.
• Marketing Approach: PVML employs both inbound and outbound marketing strategies, leveraging platforms like LinkedIn and email while also engaging in creative tactics like customized client onboarding materials and event-based marketing to differentiate themselves in the crowded data protection space.
• Category Creation and Positioning: Rina explains that while PVML is positioned within the data access category, it is redefining this space by focusing on enabling data access rather than restricting it. Their use of differential privacy allows them to unlock data for analysis without compromising privacy.
• Hiring and Building a Marketing Team: Rina highlights the challenges of hiring a marketing leader who is both creative and deeply understands the buyer persona. She notes the importance of aligning the marketing team’s skills with the company’s specific needs at various stages of growth.

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