Anthony Kennada is Co-Founder and CEO at Audience Plus. He was the founding CMO of Gainsight where he is credited with creating the Customer Success category  along with his team-- a novel business imperative, profession and software category that helps subscription companies grow sustainably by becoming customer is epic. He has also been the CMO of incredible companies like Hopin and Front.

By focusing on human first community building, content marketing, live events and creative activations, we developed a new playbook for B2B marketing that built the Gainsight brand and fueled the company’s growth from $0 to $100M+ ARR, and eventual acquisition by Vista Equity at a $1.1B valuation.

He also published his marketing playbook at Gainsight with Wiley in 2019 in a book titled Category Creation: How to Build a Brand that Customers, Employees, and Investors Will Love. The book debuted as a number one new release on Amazon.

He has also previously worked at Box, LiveOffice and Symantec, and serve as an investor, advisor and board member to enterprise software startups around the globe.

In this episode, listeners will:

- Understand the basics of category creation

- What's next in category creation

- Why every company should think like a media company

- Is a marketer born or made?

Other References

Geoffrey Moore, Crossing The Chasm:  https://spotifyanchor-web.app.link/e/cvO61IFFRwb

Eddie Yoon, Category Creation: https://spotifyanchor-web.app.link/e/EUy63TPFRwb

Useful links:

LinkedIn: https://www.linkedin.com/in/akennada/

Twitter: @akennada

Category Creation: https://tinyurl.com/ycxu4c3y