How to Create a Category When You're Already the Market Leader (with Melton Littlepage, CMO at 1Password)

Episode notes

#348 | Dave sits down with Melton Littlepage , CMO at 1Password, to talk about what category creation actually looks like inside a company that's already won. Melton breaks down why 1Password is betting on an entirely new category called Extended Access Management, how they chose it over competing in an existing one, and the tactics behind it: lightning strike events, analyst relations, and embedding a former CISO on the marketing team to agitate the problem from the inside. He also makes the case for sports sponsorship as a B2B play, and why the President's Cup was an easy yes.

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