Category Creation with Mark Organ

Here’s a pic I grabbed from my Twitter feed. Credit to the original source…whoever you are.

Mark Organ (@markorgan) knows a thing or two about building companies within an emerging (or previously non-existent) market category:

• As a co-founder of Eloqua, he helped to define the marketing automation category. Eloqua was purchased by Oracle in 2012 for a cool ~$800M
• Now, as co-founder and CEO of Influitive, he’s hoping to do create and dominate the category of advocate marketing

Luckily for the region’s professionals, Communitech invited Mark to share his experience with us over lunch yesterday.

So, joined by two of my product marketing teammates, we made the drive down to Kitchener. Then we made the walk up to the Tannery Event Centre¹ (as the parking was full²). Then we sat down to hear what Mark had to say.

I’ve broken my notes up into three main segments:

• Play by Your Own Rules: How to define and dominate your billion dollar category
• The Six Rules of Category Creator Go-to-Market
• Q&A with Mark Organ

As always, my thanks to Mark for joining us and to Communitech for arranging another terrific event.

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¹ Which I’m really starting to enjoy as a venue. It has presentation screens that wrap-around on three walls, so you can always see what’s going on.

² But the weather was terrific, and we got to swing by the Duke Food Block on the way back to the car. Nom nom nom.

About Lee Brooks

Lee Brooks is the founder of Cromulent Marketing, a boutique marketing agency specializing in crafting messaging, creating content, and managing public relations for B2B technology companies.