Welcome to another episode of Category Visionaries — the show that explores GTM stories from tech's most innovative B2B founders. In today's episode, we're speaking with Martin Langelo Lien, CEO & Co-Founder of Volt, a messaging ops infrastructure platform that has raised over $6 Million in funding.

Here are the most interesting points from our conversation:

• Identifying the Problem: Volt was born out of Martin’s personal experience running an SMS marketing company, where he encountered the inefficiencies of managing messaging infrastructure, inspiring him to build Volt.
• Capitalizing on Industry Shifts: The introduction of 10DLC regulations in the SMS space created a compliance burden, providing the perfect opportunity for Volt to offer a streamlined solution to an industry-wide problem.
• Pivoting the Product: Initially focused on analytics, Volt quickly realized that solving the core problem was more valuable than just identifying it, leading to a shift towards a more robust infrastructure solution.
• First-Mover Advantage: Being the first to address the unique challenges of SMS compliance gave Volt a significant edge, with early adopters eager to solve a problem that few others were addressing.
• Category Creation as a Strategy: Martin emphasizes that Volt is more focused on creating a new category—messaging ops—than just building a company, ensuring a long-term, defensible market position.
• Zero-Dollar Marketing Strategy: Volt has achieved significant growth without spending on marketing, relying instead on targeted outreach through LinkedIn and leveraging the pain points of potential customers.