In this episode of Demand Gen U, Mark Huber, Head of Brand & Product Marketing at Metadata, and Jason Widup, VP of Marketing at Metadata, discuss Metadata’s experience creating a new category—and what they learned along the way.
Episode Summary
Neither executive had previously ventured into category creation before this initiative. The episode explores their motivations, lessons learned, and challenges encountered throughout the process, including acknowledging previous execution gaps.
Key Takeaways
1. Balance Vision with Reality
Balance future product vision with current market realities while managing investor expectations. Category creation requires honesty about where you are today.
2. Create Detailed Multi-Year Roadmaps
Rather than distant projections alone, build detailed multi-year roadmaps that connect your current capabilities to the category you want to own.
3. Plan Before You Announce
Careful planning at each phase prevents rushing into announcements prematurely. The hosts acknowledge that thorough preparation makes the difference between a category that sticks and one that falls flat.