The Marketing Millennials 320 - Creating a Market Category with Kari Hanson, CMO at Robin
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Mar 26, 2025 Kari Hanson, CMO at Robin, shares her expertise in creating new market categories, particularly in flexible work solutions. She explains why it's beneficial to define new spaces rather than compete in existing ones. Kari discusses effective positioning strategies, the importance of thought leadership, and overcoming market inadequacies. She also highlights how personal narratives foster trust and emphasizes adapting workplace dynamics in a post-pandemic world. Expect insights on sustaining momentum and the power of storytelling in marketing.
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Create a New Category
- Create a new category to reframe the competitive landscape, especially when challenging established companies.
- Question the status quo and position your product as a novel solution to existing problems.
HubSpot's Inbound Marketing
- HubSpot successfully reframed the market with "inbound marketing," although they primarily offered existing services like email marketing and CRM.
- This demonstrates how coining a term can effectively reposition a company without fundamentally changing its offerings.
Signs to Create a Category
- Consider creating a category if you find yourself constantly saying, "We approach this differently."
- Reframing the conversation early is crucial, especially when competing against larger, established players.