Barbra Gago

Guest: Barbra Gago - Founder of Pando. Barbra has extensive experience in B2B SaaS marketing, having served as CMO at Miro, where she led the creation of a new software category, and as VP of Marketing at Greenhouse, where she developed their go-to-market strategy. Key Takeaways: Category Creation: To create a new category, ensure there's analyst validation, thought leadership, and content to educate buyers. This helps in building a budget allocation for the new category. Rebranding: Consider rebranding if your current brand limits your growth potential. Engage the entire company and customers in the process to ensure alignment and acceptance. Brand Building: Integrate company values into your brand to create authenticity and emotional connection. This helps in building a brand that resonates deeply with customers and employees. Opinionated Software: Build software that enforces best practices or principles, which can lead to better user outcomes. This approach can differentiate your product and provide clear value to users. Timing for Category Creation: It's more effective during market inflection points or when existing categories don't adequately describe your product's unique value. Topics Covered: Category creation, rebranding, brand building, opinionated software, go-to-market strategy, company values, employee progression.