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The Marketing Millennials
320 - Creating a Market Category with Kari Hanson, CMO at Robin
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.
38:02
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Quick takeaways
- Creating a new market category allows companies to redefine the competitive landscape and position themselves as innovative leaders.
- Aligning internal teams through storytelling and stakeholder engagement is crucial for successfully establishing and maintaining a new market category.
Deep dives
The Importance of Creating a New Category
Creating a new category instead of competing in an existing one allows businesses, particularly in B2B technology, to redefine the market landscape. This strategy can be beneficial for newcomers seeking to challenge established giants by reshaping consumer perceptions and decision drivers. A prime example includes HubSpot, which effectively popularized the concept of inbound marketing, even though it did not solely create the category it was associated with. Additionally, establishing new categories can drive recognition from industry analysts, which is critical for penetrating enterprise markets and increasing contract values.
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