Behind the Category

Looking to build your own B2B market category? Learn directly from founders on the front lines working to create their own market categories. Brought to you by Frontlines.io

Behind the Category is a business podcast hosted by Frontlines.io, with 14 episodes on record and a Required Pod Score of 80. PitchCentric scores this show on Booking Probability, Listen Score, and live audience signals refreshed every 24 hours.

Frontlines.io hosts Behind the Category, a business show with 14 episodes published.

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  Behind the Category

  Creating the Identity Governance Category with Kari Hanson

  Feb 4, 202533 minS0

  <p>Kari Hanson, currently CMO of Robin, shares the inside story of how she helped create and dominate the Identity Governance category during her tenure at SailPoint. In this episode, we explore the strategic decisions, market dynamics, and execution tactics that transformed SailPoint from a startup competing in the provisioning space to becoming the defining leader of an entirely new enterprise software category.</p> <p>Topics Discussed:</p> The evolution from provisioning to identity governance Working with industry analysts to validate and define the category Using PR and thought leadership to establish market leadership Leveraging competitor moves to strengthen category...

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  Episode #14

  Creating the Interview Intelligence Category with BrightHire's Ben Sesser

  May 28, 202434 minS0

  <p>Welcome to another episode of Category Visionaries — the show that explores GTM stories from tech's most innovative B2B founders. In today's episode, we're speaking with Ben Sesser, CEO and founder of BrightHire, an interview intelligence platform that's raised $36 million in funding.</p> <p>Here are the most interesting points from our conversation:</p> Mission-Driven Beginnings: Ben's passion for HR and talent stems from his belief in careers as vehicles for economic empowerment and personal success. Interview Intelligence as a New Category: BrightHire is pioneering the interview intelligence category, transforming traditional video interviewing with advanced capabilities like automatic recording, tr...

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  Behind the Category

  Creating the Identity Orchestration Category with Strata Identity's Eric Olden

  Apr 24, 202446 minS0

  <p>Welcome to another episode of Behind the Category — the show that explores GTM stories from tech's most innovative B2B founders. In today's episode, we're talking with Eric Olden, CEO and Founder of Strata Identity, an identity orchestration platform that has successfully raised over $42 Million in funding.</p> <p>Here are the most interesting points from our conversation:</p> The Genesis at Berkeley: Eric reflects on starting his entrepreneurial journey in 1995, amidst the burgeoning internet era, identifying security as the web's most critical missing ingredient. The Dot-com Bubble: Eric provides an insider's view of Silicon Valley during the dot-com bu...

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  Behind the Category

  Creating the Go to Market Security Category with CHEQ's Guy Tytunovich

  Apr 5, 202434 minS0

  <p >Welcome to another episode of Behind the Category, where we explore the stories of founders who have successfully created and dominated new market categories. In today's episode, we're joined by Guy Tytunovich, CEO and Co-Founder of CHEQ, a go-to-market security platform that has raised an impressive $183 million in funding.</p> From Military Intelligence to Tech Entrepreneurship: Guy shares his unique journey from serving in Israeli defense intelligence to founding CHEQ, highlighting how his military experience has influenced his approach to business and category creation. The Birth of Go-to-Market Security: Discover the strategic vision behind CHEQ and how Guy and...

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  Behind the Category

  Creating the Go to Market Category with ZoomInfo’s Bryan Law

  Mar 5, 202424 minS0

  <p>Bryan Law is the Chief Marketing Officer at ZoomInfo, the go-to-market platform that has transformed the way businesses approach market engagement and strategy. Before his tenure at ZoomInfo, Bryan's career spanned a variety of roles where he focused on merging strategic planning with actionable data insights to drive growth. His extensive background in consulting emphasized go-to-market strategies, analytics, and the integration of marketing processes to maximize organizational efficiency. This experience paved the way for his success at ZoomInfo, where he plays a pivotal role in steering the company's marketing direction.</p> <p>In our conversation, we discuss:</p> The...

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