When the market doesn’t fit, featuring Ofir Bloch

VP of Corporate Marketing at WalkMe, Ofir Bloch, joins the Radically Transparent podcast to unpack his journey in building the “Digital Adoption Platform” category, the lessons learned along the way, and what every modern-day marketing leader should know before entering category creation.

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Episode summary

When it comes to carving out space in an existing market, most B2B marketing leaders lean on proven tactics and familiar benchmarks. But what happens when your product simply doesn’t fit neatly into any category at all?

Meet Ofir Bloch, VP Corporate Marketing at WalkMe. He not only helped define a new category, but lived to tell his successful tale right on this episode of Radically Transparent. Despite successfully establishing a category that now serves over 40% of its market and led to WalkMe’s acquisition by SAP, he’s candid about the challenges.

If you don’t have to create a category—don’t.

Ofir Bloch, VP Corporate Marketing at WalkMe

Creating a category, as Ofir explains, requires intense investment in education, patience with market confusion, and constant engagement with industry analysts and early adopters. He further explains for WalkMe, it wasn’t a choice as much as a necessity. The platform didn’t neatly fit into analytics, customer experience, or IT tools categories, so a new space had to be defined.

Ofir credits WalkMe’s founders for their early intuition and the customers for shaping what the category would become. Initially designed for external websites, WalkMe’s product evolved based on user demand to support internal enterprise systems, like CRMs, highlighting a bigger problem: employees struggling to use software effectively.

That insight became the foundation for the “Digital Adoption Platform” (DAP) category, software that helps users learn and use a new or existing software system more effectively by providing in-context guidance, training, and support.

For any leader considering creating a new category, this episode is for you.

Hot topics

Packed with many hard-earned lessons, bold truths, and insider strategies on building a category and leading the movement, Ofir Block dives straight into:

• Why category creation isn’t always the right move
• The power of timing, instinct, and customer feedback
• How to educate the market and lead by example
• Building a movement and creating adoption through the community
• The real story behind WalkMe’s growth and SAP acquisition
• The million-dollar takeaway for navigating the unknown

When asked what insight he’d offer fellow marketers, Ofir leaves listeners with this: stay curious. Don’t be afraid to say “yes” to opportunities, even if you don’t feel 100% ready. It’s a mindset he sums up with one perfect word he recently discovered: neophilia, a love for the new.

Meet Ofir

Ofir Bloch is the VP of Corporate Marketing at WalkMe, where he drives brand strategy, thought leadership, and market positioning for the pioneer and leader of the Digital Adoption category. With expertise in competitive intelligence, analyst relations, and strategic storytelling, he has played a key role in establishing WalkMe as an industry leader, guiding its growth from startup to a publicly traded company. A frequent speaker and industry contributor, Ofir collaborates with top research firms to shape enterprise technology discourse.

Curious to learn more about WalkMe, digital adoption, or whether category creation is right for you? Connect with Ofir on LinkedIn.

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