Giles Tongue shares hard-earned lessons from creating a new category for a B2B SaaS business—navigating challenges like resistance from stakeholders, legal pushback, and skeptical customers. Despite these hurdles, the journey led to multi-award-winning campaigns and a blueprint for success. Gain real-world insights and practical strategies to define, position, and market a category that stands out. What you’ll learn: - Key challenges and how to overcome resistance when creating a new category. - Strategies for rebranding, repositioning, and driving category adoption. - How to build demand and generate leads through category marketing. - Lessons from multi-award-winning campaigns, with actionable takeaways. - Real-world examples of marketing strategy, research, and campaign execution.