B2B Marketing with Dave Gerhardt

Category Creation Playbook: How to Be Irreplaceable in B2B Marketing (with Josh Lowman)

14 snips
Jun 5, 2025
Josh Lowman, Founder and Creative Director of Gold Front, dives into the art of category creation for B2B marketing. He discusses why most efforts fail and outlines the four paths to category leadership: create, transform, niche, or go solo. The conversation highlights the significance of defining irreplaceability and aligning brand strategy with market perception using examples like Drift and Notion. Josh emphasizes the need for a cohesive marketing approach that understands product ethos, helping companies stand out in a crowded landscape.
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INSIGHT

Irreplaceability Drives Category Leadership

  • Strategy is about making customers see your product as irreplaceable.
  • True category leadership means being number one in a category in the customer's mind.
INSIGHT

Four Paths to Category Leadership

  • There are four ways to be number one: create, transform, niche, or be a category of one.
  • Naming is less important than customers perceiving your product as truly different.
ANECDOTE

Drift vs Clay: Category Reality

  • Drift named its category conversational marketing but never created real categorical difference in customers' minds.
  • Clay built an unmatched product and thus created a true category of one without naming it.
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