Category Creation 101: ‘Feel the Pain’ w/ Sangram Vajre of Terminus

How do you really empathize with someone? You feel with them. So, if you’re going to create a new category that solves someone’s pain, you have to actually feel that pain. That’s straight from a true category creator, Sangram Vajre. He came on this episode to discuss how he created the #ABM (account-based marketing) category. Sangram is the co-founder and Chief Evangelist of Terminus, and worked at Pardot and ExactTarget during their acquisition by Salesforce for $2.5B What we talked about: - Empathizing with your customers/market - Knowing the pain - Category creation