Strategic marketing consultant, messaging specialist, and the person who'll ask the question no one else in the room is asking.
Founder, Category Leaders
Amy Collins founded Category Leaders to do one thing well: help B2B technology companies figure out what they actually stand for — and then make sure the market knows it.
With a career built across strategic marketing, messaging, and analyst relations, Amy has worked with companies at every stage — from ambitious scale-ups trying to break through to established players trying to stay relevant. The common thread? Each one needed sharper thinking about their position in the market, and someone willing to challenge comfortable assumptions.
Amy's approach is direct and practical. She doesn't believe in 100-page strategy documents that sit in a drawer. She believes in clear, opinionated frameworks that teams actually use — messaging that sellers can repeat, positioning that analysts understand, and strategies that the business can execute.
Before Category Leaders, Amy built deep expertise across the B2B technology landscape, developing a reputation for lateral thinking and an ability to find the angle that competitors miss. She has long-standing relationships with the major industry analysts and understands how to navigate those conversations to create real commercial advantage.
She's at her best when the brief is ambiguous, the stakeholders are misaligned, and everyone agrees "we need to sort out our messaging." That's where the work starts.
Clients tend to say the same things: that the work is more challenging than expected, more practical than they hoped, and that they wish they'd done it sooner.
Whether you know exactly what you need or you're still working that out, a conversation is a good place to start.
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