The Truth About Category Creation — and Why Most Get It Wrong with Adam Greco of Hightouch
Update: 2025-10-09
Description
If your marketing feels harder than it should, you’re not imagining it. So what’s the smarter way forward?
In this episode, Adam Greco, Product Evangelist at Hightouch argues for a simpler model: composable CDP. Instead of locking yourself into a monolithic suite, you keep data where it already lives and activate it directly. That means days instead of quarters to get value, and less money wasted on campaigns that annoy customers instead of delighting them. Adam pulls from decades in analytics to show how organizations can finally stop tripping over their own tech, build trust between data and marketing, and focus on the few initiatives that really move the needle.
The question: are you doing more, but achieving less?
We also explore:
In this episode, Adam Greco, Product Evangelist at Hightouch argues for a simpler model: composable CDP. Instead of locking yourself into a monolithic suite, you keep data where it already lives and activate it directly. That means days instead of quarters to get value, and less money wasted on campaigns that annoy customers instead of delighting them. Adam pulls from decades in analytics to show how organizations can finally stop tripping over their own tech, build trust between data and marketing, and focus on the few initiatives that really move the needle.
The question: are you doing more, but achieving less?
We also explore:
- Why annual planning done right can be a superpower, not a slog.
- How to kill the “brand vs. performance” tug-of-war with shared goals.
- The messy reality of category creation and how not to get steamrolled.
- Why short-form video is quietly replacing SEO as the new credibility engine.
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