be listed on G2, despite the fact that HubSpot built Ultimately, category design is a business strategy, not Part V: a distinct category from “inbound marketing”. And a plan for getting listed on a review or analyst site. What Every despite Gong’s high-profile effort to move past the Remember that, and you’ll do just fine. “conversational intelligence” category and into a new Category Designer one (which it’s calling “revenue intelligence”), they are Needs to Know still listed firmly in the latter. Even Ryan Bonnici, G2’s CMO, reminded me in this About G2 interview that, “as B2B marketers, we often get too caught up in features and functionality, and we don’t focus enough on the problem [that we are] solving for.” Recap: If you want G2 to create a new category on its site, your product needs to have a unique set of features that aren’t captured by existing categories. On top of that, there should be at least ten companies that can also fit into this new category. If you don’t meet these criteria, begin by building something category worthy and by fostering a community of other businesses that can help bring the category to life. The Newcomer’s Guide to Category Design 41