If you’re in B2B marketing or you’ve simply opened LinkedIn recently, it’s no secret that category creation is all the rage. 

But many B2B marketers are working in companies that have never ventured into category creation. 

Neither Mark Huber, Head of Brand & Product Marketing or Jason Widup, VP of Marketing at Metadata, had created a category before.  

So, in this episode of Demand Gen U, Mark and Jason outline Metadata’s quest to create a category, what they’ve learned so far, and their pledge to launch the category at Demand. 

Find out: 

• Why Metadata set out to create a category 
• How to do it well – without a step-by-step guide 
• Why planning is the most essential part 

For more of Mark and Jason’s tips on the good, the bad, and the ugly of category creation, listen to the full episode. 

0:00 – 1:53 – Introduction 

1:53 – 5:15 – Metadata’s first steps into announcing a new category 

5:13 – 10:27 – The good, the bad and the ugly of Metadata’s press conference 

10:27 – 19:36 – Strategic narratives 

19:36 – 21:59 – Using an event to launch categories 

21:59 – 29:11 – The ‘so what?’ of category creation 

29:11 – 33:49 – Category names 

33:49 – 37:24 – Receiving positive feedback 

37:24 – 39:04 – Outro