Creating NEW Product Categories

from The Cambridge Marketing Podcast · host LightBlueMedia

Vahagn Sarksyan, VP of Marketing at KRISP, shares how the company turned a simple noise-cancelling tool into a whole new voice AI category. From educating users who didn’t know they had a problem to shifting from B2C to B2B, he talks about testing ideas fast, building trust, and turning product value into the story. This episode is a sharp and honest look at marketing in action.

Episode metadata supplied by the publisher feed · Published Oct 20, 2025

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Creating NEW Product Categories

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