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Sales & Marketing
Anthony Kennada  |  April 10, 2017
A Roadmap to Defining and Owning a New Industry Category

Welcome to the Battery Ventures Growth Marketing Podcast. Today’s podcast, which is drawn from Battery’s recent Growth Marketing Summit, features a TED-style talk on how to build and market a new industry category. The talk is given by Anthony Kennada, vice president of marketing at the customer success startup Gainsight*. In the podcast, Anthony shares how he and the Gainsight team set out to shape the nascent customer success industry, while simultaneously elevating Gainsight to be a leading company in the category, as defined by business-software review site G2 Crowd.

Listen in to hear more on his playbook for creating a new industry category, including the power of content marketing and events as well as the importance of analyst relations. The slides from his talk are also included below.

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A roadmap to defining and owning a category from Battery_Ventures

For more podcasts from the Battery Ventures Growth Marketing Summit, click here.

*Denotes a Battery investment. For a full list of all Battery investments and exits, please click here.

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