Building Marketing for a Category That Doesn't Exist Yet

In this episode of The Marketing Front Lines, we speak with Oz Rodriguez, Head of Product and Marketing at Akselos. Akselos is creating the "structural performance management" category in the oil and gas industry, using physics-based AI and real-time data to create digital twins of critical equipment. Their technology helps operators predict equipment failures, optimize performance, and extend asset life - enabling companies to fund the energy transition by maximizing value from existing infrastructure. Rodriguez shares how he's building marketing programs around category creation, navigating algorithm changes on major platforms, and leveraging industry-specific publications and influencers to reach decision makers in a traditionally conservative industry. Topics Discussed Building marketing programs for category creation in deep tech Navigating LinkedIn algorithm changes and platform dependency risks Leveraging industry-specific publications and B2B influencers The role of AI in marketing: integration vs replacement Marketing to buying committees in high-value B2B sales Translating complex technical concepts into accessible messaging First 30-day playbook for new marketing leadership roles   //   Sponsors: Front Lines — We help B2B tech companies launch, manage, and grow podcasts that drive demand, awareness, and thought leadership. www.FrontLines.io The Global Talent Co. — We help tech startups find, vet, hire, pay, and retain amazing marketing talent that costs 50-70% less than the US & Europe.  www.GlobalTalent.co   //   Don't Miss: New Podcast Series — How I Hire Senior GTM leaders share the tactical hiring frameworks they use to build winning revenue teams. Hosted by Andy Mowat, who scaled 4 unicorns from $10M to $100M+ ARR and launched Whispered to help executives find their next role. Subscribe here: https://open.spotify.com/show/53yCHlPfLSMFimtv0riPyM