Navigating a New Category Launch in B2B
Join Alisa as she catches up with her former boss, Dawn Colossi, now Chief Marketing Officer at Software AG, and the two dive into visionary creativity and leadership in B2B marketing.
Dawn recounts the time she saw the potential to launch a new category within the tech industry. Despite facing initial resistance and skepticism from her company, she persevered in selling her vision and ultimately achieved remarkable success. Soon after launching Super iPaaS in the fall of 2023, it was acquired by IBM for 2.1 billion euros.
Alisa and Dawn explore what it takes for a visionary leader to see into the future and effectively communicate the possibilities to their team. Dawn, a Top 100 Global B2B CMO, shares the creative process and marketing tactics behind the Super iPaaS launch, how she navigated the ups and downs along the way, and if/when launching a new category is worth it.
What You’ll Learn:
- What does it mean to be a visionary creative?
- How to use internal marketing
- When to follow your gut
- Figuring out the creative for a new category launch
- Is launching a new category worth it?
Mentioned in this Episode:
Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Markets by Al Ramadan, Dave Peterson, Christopher Lochhead and Kevin Maney
Dawn’s Bio:
As a Chief Marketing Officer, Dawn Colossi is responsible for brand, demand and aligning across the business to create exceptional customer experiences to strategically drive meaningful engagement, both digitally and physically, across prospect, customer and partner audiences to help create sustainable growth.
For the past 10 years, Dawn has focused on transforming marketing for the companies she’s worked with, including Commvault, FocusVision and now Software AG, to an always-on customer-driven modern marketing model based on data, powered by content and designed to increase revenue and grow market share for her organization.
Dawn has been named to the Top Women in MarTech and Digital, and won the SiriusDecisions ROI Award for Digital Content Marketing Strategy.
More from our guest: Dawn Colossi
B2B Creatively is powered by Stories Bureau.
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Stories Bureau, a creative agency focused on B2B marketing and internal corporate storytelling across media
Kory Grushka, Founder and Creative Director of Stories Bureau
Alisa Manjarrez, Managing Director of Stories Bureau
