Category Creation with Mark Organ

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

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:

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

===

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.

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Posted in Marketing
3 comments on “Category Creation with Mark Organ
  1. […] Organ, formerly co-founder and CEO of Eloqua and now co-founder and CEO of Influitive, recently joined us to share his ideas about creating new market categories. This is the fourth and final post that’s a direct outcome of his session. If you haven’t […]

  2. […] Organ, formerly co-founder and CEO of Eloqua and now co-founder and CEO of Influitive, recently joined us to share his ideas about creating new market categories. This is the third post that’s a direct outcome of his session. If you haven’t done so, […]

  3. […] Organ, formerly co-founder and CEO of Eloqua and now co-founder and CEO of Influitive, recently joined us to share his ideas about creating new market categories. This is the second post that’s a direct outcome of his […]

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