In this episode of B2B Marketing: The Provocative Truth, Benedict talks to Scott Gainey about the challenges of creating a new category as a disruptive company.  In order for a company to be an innovator in the world today, it requires significant effort into creating something truly new for the industry you’re in. In the case of many B2B companies, this effort is put into creating a whole new category within the sector by offering a solution that reshapes how people view a type of product or service. However, to be truly disruptive and change your sector is no easy task, and marketing has a distinct role to play in making that happen. Scott Gainey is the CMO of Nile and has been a senior marketer in disruptive tech companies for over 20 years. Prior to joining Nile as CMO in 2021, Scott’s previous roles include CMO of Cherwell Software, CMO of Sentinel One, VP of Product Marketing at Palo Alto Networks, and Senior Director of Product Marketing, Security at Cisco Systems. He has also held senior marketing positions at Xsigo Systems, NetApp, Veritas Technologies LLC, and more. You can find Scott Gainey on Linkedin. You can watch full video versions of the podcast on our YouTube channel. Ready to provoke the truth? Get in touch at alan-agency.com. Hosted on Acast. See acast.com/privacy for more information.