The ABM Conversations Podcast - for B2B marketing professionals: Recent Episodes
Yaagneshwaran Ganesh
The ABM Conversations Podcast is the no.1 podcast for marketing and sales professionals in the B2B SaaS industry.
The ABM Conversations Podcast is focused on helping B2B marketers and sales professionals in exploring strategies, tactics and real experiments to drive revenue, customer engagement, retention and more. It is a rare marketing podcast that promises to stay away from fluff and vanity metrics.
Each podcast episode deconstructs marketing tactics and strategies used by world-class performers from diverse sub-domains such as content, marketing strategy, online advertising, knowledge panels, product marketing and more.
The ABM Conversations Podcast features some top marketers such as Seth Godin, Guy Kawasaki, Rand Fishkin, David Cancel, Scott Brinker, and more.
Are we progressing spiritually? How do we know if we are on track or need to course correct? How to break our Karmic bondages? Does a 1:many Guru-Shishya relationship help you a spiritual practitioner, and lot more.
To quench our thirst on these question, I'm extremely humbled and grateful to have recorded this episode with Sri M — an advanced Yogi, someone who has deeply impacted my spiritual path journey.
This episode is loaded with wisdom for those who are on the spiritual path. Hope this conversation stays with you just as it did to me.
0:00 - Introduction
1:03 - Why Shivratri 2023 in Ujjain?
4:38 - Are you my guru?
7:33 - What is SriVidya Upasana
11:58 - Does a 1: many Guru-Shishya relationship work?
12:58 - Are you progressing spiritually?
17:30 - How to stay on the path?
19:30 - Overcoming Karmic Bondage
23:42 - Spiritual progress at the time of death
29:03 - Being open to receive at Mount Kailash
34:00 - End of the podcast
About Sri M:
Sri M is an Indian Yogi, spiritual guide, social reformer, and an educationist. He is the disciple of Sri Maheshwarnath Babaji, who was a direct disciple of Mahavatar Babaji (also known as Sri Guru Babaji). He received the Padma Bhushan from the Govt of India, in 2020.
If you would like to follow Sri M on social media:
Facebook : www.facebook.com/SriMofficial
Instagram : www.Instagram.com/SriM_Official
Twitter : www.twitter.com/SriMspeaks
Koo : https://www.kooapp.com/profile/srim
LinkedIn : https://www.linkedin.com/in/sri-m-thesatsangfoundation/
Aghoris: Who are they? Why are their practices different? Mount Kailash: The magnitude of Kailash Mansarovar and it's impact on our spiritual growth.The Guru: Shishya relationship, Materialism and lot more.
To discuss these varied but connected subjects, we have with us Mayur Kalbag – an inspiring personality, a transformation coach, and the best-selling author of the book ‘Aghori – The Untold Story.'
Apart from the topic of Aghoris, Mayur also shared about the existence of higher spiritual beings in the Kailash and about time and space.
This episode has everything that you need to experience including spirituality, fear, excitement, and wisdom. Hope this conversation stays with you just as it did to me.
0:00 - Introduction 2:15 - The surprising lighter side of Aghoris 5:20 - Who are aghoris? 13:55 - About Aghori part 2 15:20 - Practices of Aghoris 17:30 - What is Shivatva or Shiva Tattva 21:05 - Characteristics of Aghoris 22:15 - About Mayur's Guru 25:49 - How does one get a guru? 31:05 - Meeting the guru for the first time 33:20 - Can gurus be 1:many? 40:10 - The Kailash Manasarovar experience 43:00 - The chant at Mount Kailash 45:20 - The transformation that happened at Kailash 48:00 - The unlocking of creativity 49:39 - Encounters with the aliens 53:15 - The change after returning from Kailash 57:36 - The funny anti-aging story 1:03:55 - The scent of previous births 1:09:13 - Are you ready for monkhood or sanyas? 1:15:35 - Concept of ‘time’ & spirituality 1:18:50 - Can you spiritual and also be materialistic? 1:26:25 - How are Aghoris and Naga babas different? 1:37:50 - What is enlightenment? 1:43:28 - How to assess where we are spiritually? 1:46:39 - Last thoughts & chanting 1:50:07 - End of the podcast episode
In this episode of The Yaag Project, Yaag shares his views on how sometimes the continuous chatter on social media especially during these economic downturn can plague the way you think. Keeping sanity and having the right frame of mind is everything when things don't go your way.
➡️ Key Topics in this episode
00:00 - Intro 00:06 - Sincere thanks for the welcome of the first episode 01:20 - Despite the economy, don't take a transactional approach 03:45 - The misunderstanding of what gratefulness means
In this very first episode of The Yaag Project, Yaag opens up on why he started this new show, a bit about the scope of the previous show he ran (The ABM Conversations Podcast), and why he believes that transformation is often rooted in relationships.
➡️ Key Topics in this episode
00:00 - Intro 00:25 - A bit about the previous show "The ABM Conversations Podcast" 00:58 - Why The Yaag Project? 02:24 - The story of how I met Chris (Christian Fictoor) 04:30 - The transformation in relationship 06:20 - Values are the fundamentals 06:45 - How I met Aditya, my current CEO at Avoma 07:22 - The values and philosophy match 09:00 - Making relationships as the base
In this episode, Dan Balcauski, the founder of Product Tranquility, joins us to discuss how to do SaaS pricing -- one of those topics we have wanted to discuss for a long time. Through the episode, Dan throws light on: 1. What is effective SaaS Pricing and the fundamentals that people often miss in their pricing 2. How should you identify your optimal price strategy? What is step one? Two? Three? 3. What drives pricing design? 4. In value-based pricing, how do you determine value? 5. Difference between pricing metrics and value metrics, and a lot more...
In this episode, the agile marketing leader Justin Zimmerman joins us to discuss content and partnerships – specifically the relationship between the two. He dives deep into:
- The mindset and approach of mapping content in your partnership game
- The role of content committees in creating content for partnerships
- Key people to be involved while building partnerships
- The give-first approach to partnerships
- The Jobs-To-Be-Done based content strategy For Partners & Customer Marketing, and a lot more...
In this episode, Kara Goldin, the founder and CEO of Hint, joins us to discuss how she went about creating an entirely new subcategory of beverages- unsweetened flavored water. Through the episode, she shares her journey and insights on:
- How she transitioned from journalism to tech to founding Hint water
- The story of how Hint water came into being
- Educating the market about a new category and getting people to buy-in
- Why she wrote her latest book 'Undaunted' and the key takeaway, and a lot more...
In this episode, Stacey Danheiser, the founder and CEO of SHAKE Marketing Group joins us to discuss marketing skills needed to stand out, make an impact and of course get promoted.
Some of the key factors discussed in the episode include:
- What does being different really mean? How can a marketing leader stand out and be unique and meaningful?
- What are some of the shifts that a marketer needs to make to gain credibility with a CEO, especially in a startup environment?
- Top 3 things to include in a marketer's onboarding
- What is the most common expectation of CEOs from their marketing teams? And what can marketing leaders do to align and make it a perfect Ikigai?
- How does a marketer become the voice of the customer internally? What does it truly take?
In this episode, Seth Godin joins us to share his 40+ years of experience and insights on -- “How to be sensible in the modern marketing world ” He talks about: --> What separates a brand from the me-toos --> What's the difference between category creation, differentiation, niching down and positioning --> The misunderstanding around going niche --> The misunderstood concept of failing fast, and mistake vs blunder --> How to identify your early adopters --> The mindset that marketing professionals need to develop --> The future of Clubhouse and a lot more..
In this episode, Dan Mills, the VP of Marketing at Wistia, joins us to discuss how to level up your video strategies. Dan has a background in acting, singing, and songwriting. And then jumped to the other side of the fence and showcased his copywriting skills. Through the episode, he throws light on: 1. Marketers' top 5 most mentioned video goals and how they vary based on the orgs maturity stage. 2. Interesting trends for marketers like us to try out or experiment in 2022 3. Why video should be a continuous or ongoing investment for companies 4. Common biggest obstacles companies face in publishing new video content and tips to overcome them. 5. Actionable ways to distribute your videos to your audience, i.e., how to make it more accessible in today's higher-than-ever content noise, and a lot more...
In this episode, Breezy Beaumont, the Head of Growth at Correlated, discusses product-led revenue. It's a topic that raises many questions, differences in understanding, and debates between functions such as product, sales, marketing, and more. Through this episode, Breezy throws light on: 1. Why product-led doesn't mean zero outbound sales or marketing 2. What does product-led revenue really mean? Does it include only net new revenue, or does it also include expansion revenue? 3. What are the touchpoints in the product-led sales cycle? When and where should you insert a sales-assisted layer? 4. How marketing and growth teams can leverage product usage data to improve the buyer experience? 5. How to make a judgment call on which of your PQLs need sales assistance? What are the parameters to consider? 6. When should you involve CS teams in the whole PLG lifecycle and more...
In this episode, Ugi Djuric, the CEO and founder at Contenthorse, joins us to discuss ROI-led content, i.e., how you get a decent return on investment from your content. Ugi has worked on some of the most exciting SaaS projects and has delivered exceptional results. For instance, he and his team have helped Lemlist go from $50k to $3m ARR in 1 year.
In this episode, he talks about: 1. What is ROI-led content marketing? Why should you focus on it? 2. What type of content should a company create for the best performance at specific stages? And how can they derive it strategically? 3. What are some common mistakes you see founders making with content, and what’s the alternative? 4. What is a $500k ARR article, and what is its anatomy? 5. How to achieve content market fit? 6. What are some sensible non-vanity metrics that one should measure to ensure their content marketing efforts are on the right path, and a lot more...
In this episode, Victor Eduoh, the founder of VEC Consulting, joins us from Nigeria to discuss product-led storytelling, the framework, and how it fits into the different buying cycle stages.
He talks about: 1. What is product-led storytelling? 2. How product-led storytelling differs from conventional content marketing? 3. Deep-dive on the 9-step product-led storytelling framework 4. How product-led storytelling fits into the different stages of the buying cycle 5. Writing for a person vs. a persona 6. The no.1 or most important content marketing metric, and a lot more...
In this episode, Jeff Breunscbach, the Director of Customer Experience at Higherlogic and the co-founder and host of the Gain Grow Retain Podcast, joins us to share his expertise on setting up a customer success organization. He talks about: --> As a first CS hire, what should the focus for the first 90 days be? --> What processes to build during the first 90 days? --> What to do when customers use your customer success team as support? --> How does the role of a CSM look in a 50 member organization vs a 200 member org? --> The qualities to look for when hiring a CSM --> Whom should a customer marketer report to? And what does the CSM & customer marketer collaboration look like, and a lot more...
In this episode, Nelson Gilliat, the founder of Buyer Centric Revenue and the author of "The Death of the SDR", joins us to discuss 'how to build a buyer-centric revenue model' Through the episode, Nelson shares his insights on: --> Why the predictable revenue model doesn't work anymore? --> What is the Buyer Centric Revenue model, and how does it compare or contrast with the Predictable Revenue Model? --> Steps for organizations to test the Buyer Centric Revenue model --> The levels of transition in an organization when people adopt the buyer-centric model --> Top 2-3 challenges while transitioning into the buyer-centric model --> Why commission and quota are outdated, and a lot more...
In this episode, Scott D Clary, the seasoned sales and marketing executive & the host of Success Story Podcast, joins us to discuss 'Business storytelling and how to build a media company.' Through the episode, Scott shares his insights on: --> What inspired him to create the Success story podcast and the ROI Overload newsletter --> What it means to build a media company? And how you can do it yourself? --> What did the earliest versions of his newsletter/podcast look/sound like? How have they changed over time? --> Scott's storytelling framework --> His go-to method for growing his podcast and the newsletter, and a lot more..
In this episode, Benjamin Shapiro, the veteran growth marketing consultant, host of the MarTech Podcast, and a fellow podcaster from the Hubspot Podcast Network, joins us to discuss podcast monetization. Ben has dabbled a lot with podcast monetization and runs his podcast network, called “I hear everything,” a collection of daily interview-based podcasts.
In this episode, he shares his expertise on: --> Common mistakes that first-time podcasters make when it comes to monetization? --> When should a podcaster start thinking about monetizing their content? What’s the inflection point? --> Signs to look out for before you get to monetize your podcast --> The different ways in which you can monetize your show --> How to grow your podcast? --> Metrics/signals that advertisers look for when they invest their ad dollars on a podcast? --> The ROI of podcast advertising, and a lot more...
In this episode, Mark Donnigan, the virtual CMO & Business Development Leader at Growth Stage Marketing, joins us to discuss the process of engineering go-to-market motions. Through this episode, Mark talks about: --> As a founder, how to take your new product to the market --> Why should the CMO you hire need to be a business strategist and domain expert? --> What can founders do to ‘prepare the market’ before their new product is ready to go? -->Why do some companies fail to scale to the mass market - assuming there is a mass market for their product? --> Does a category define a brand, or does a brand define the category? and a lot more...
In this episode, Brandon Fluharty, the VP of Strategic Account Solutions at LivePerson, joins us to discuss the anti-hustle guide to SaaS sales. Through this episode, he talks about: --> The difference in approach for a fortune 50 account vs. other enterprise accounts --> Why do you need to get into a better environment to closer bigger deals? --> Brandon's process to build a strategic target accounts list --> The collaboration with sales-enablement -- how to make it work --> How you become a better seller by becoming a buyer of something complex, and a lot more...
In this episode, Ross Simmonds, the founder and CEO of Foundation, joins us to discuss 'how to do content distribution the right way'. Through this episode, Ross throws light on: --> How should a SaaS startup with a small team of 2-3 marketers approach content creation and distribution? --> How to make content distribution a strategic play than just using it as a tactic --> Baking content distribution into the content creation process --> How to use permissionless co-marketing as a content distribution play? --> Should you work on intent-driven content for each buying stage (or) should we blur the lines across the funnel stages? --> How to repurpose content and distribute it in a useful manner (and not lazy work)? --> Distributing content in communities and social media without losing trust, and a lot more...
In this episode, Yoni Solomon, the CMO at Uptime.com and former Director of Product Marketing at G2, joins us to share his insights and experience on how to get your product marketing right. He talks about: --> How is product marketing different from content marketing, demand-gen, or other marketing functions? --> What's the right stage for an org to hire a product marketer? --> The five stages of product launch and GTM --> What is the role of product marketing in product positioning? --> What's a 'message house', and how does it help you uphold product positioning? --> What are the core KPIs that a product marketer is accountable for? --> Whom should a product marketer report to, and a lot more...
In this episode, Christopher Engman, the co-founder and managing partner of MegaDeals Advisory, joins us to discuss "How to win mega deals?" He has been personally involved in making hundreds of B2B deals happen, which cumulatively exceed several billion. In this episode, Chris dives deep on: --> Why mega deals are a lot like winning a political contest? --> What qualifies as a mega-deal -- is it deal value or a range? What are some common characteristics of megadeals? --> Challenges sellers face when selling to enterprises --> How to hire a mega dealer? What should you look for? --> 5 cornerstones of mega deals, and a lot more...
In this episode, Randy Frisch—the co-founder, CMO & President of Uberflip, joins us to discuss 'how to create a personalized content experience to drive demand and improve customer engagement.' He was named one of the Top 50 Fearless Marketers globally by Marketo. Through this episode, Randy throws light on: --> Why he's mad about the way content marketing is generally done in B2B SaaS? --> What are some common mistakes that SaaS content marketers do? --> What is meaningful content personalization? And how to achieve it at scale in the context of creating relevant content experience? --> Should you control the content experience? Does it truly make sense to take people to a content hub? --> Content experience framework -- what are the components and how can you apply it today, and a lot more...
In this episode, Chris Kneeland, the CEO of Cult Collective, one of North America's premier engagement marketing firms, joins us to discuss 'How to stop chasing customers and build cults?" Chris co-founded Cult in 2010 and has consulted for Harley Davidson, Canadian Tyre, Zappos, Best Buy, United Way and dozens of other brands. In this episode, he talks about: --> What exactly is a cult? How can a startup realistically build it? --> Why should you stop chasing customers and build a cult in the first place? --> Why word of mouth doesn't always start from customers? And more importantly, why have 'brand advocacy' ahead of 'brand awareness?' --> What's the right stage of the business to start a cult? --> How do you measure progress while building a cult? ---> Why is Chris against the idea of consumption metrics and a lot more...
In this episode, Kris Rudeegraap, the co-founder and CEO of Sendoso, shares his insights on two super interesting connected topics – team selling and customer retention. He talks about: --> What is a go-to-market (GTM) fit, and why does Sendoso prioritize GTM fit over product-market fit? --> What is team selling? How it works, and what's the infrastructure needed for it? --> Can startups and SMBs practice team selling? --> 3 major changes that Sendoso made over the years to improve customer retention (their net dollar retention is 120%) --> Sendoso's customer success team structure, and specifically the role of CX Ops in customer success --> What's the right time to expand the customer success team into specific roles and a lot more...
In this episode, Karthik Sridharan, the co-founder and CEO of Flexiple – an online curated freelancing platform that empowers and connects companies and freelancers, joins us to discuss how the role of marketing evolves from the first year of a startup to how it looks at $10 mil ARR. Karthik talks about: --> How long it took for Flexiple to get to its first million from a marketing perspective --> How their marketing approach changed and evolved between 1 million ARR to $3 million --> The kind of goals and metrics they had for marketing in the early stages of Flexiple, and their current KPIs for product marketing, performance marketing, content team, etc. --> What to look for when hiring a VP of Marketing at an early stage company --> Learnings when it comes to leading remote teams and the common mistakes to overcome --> Why scale is relative, and when should one start thinking about scalability --> The difference in approach between a bootstrapping tech startup vs the one raising venture capital, and a lot more...
In this episode, Vukasin Vukosavljevic, popularly known as 'Vuk,' joins us to discuss how to build a strong product marketing team that hits it out of the park. Vuk is the head of growth at Lemlist and is a rockstar that every SaaS company would want to have on their team. He talks about: --> Why is product marketing often very misunderstood? --> What does the Lemlist product marketing playbook look like, what their goals and KPIs are --> His GTM checklist --> The process to seek customer feedback and the prioritization parameters for incorporating them --> Common mistakes when product marketers leverage email as a channel and a lot more...
In this episode, David Spinks, the co-founder of CMX, VP of Community at Bevy, and is the host of the Masters of Community podcast, joins us to discuss how to build a community and mistakes to avoid along your community journey. David talks about: --> What led him into community building, and how he had the best speakers for his first community event, even before booking the venue --> Signs/data to look at before taking the plunge to start a community --> Common mistakes most companies make when launching a community --> Roadblocks faced by David in the early stages of building CMX and how he overcame it --> The Spaces Framework for building a community --> What are the right metrics to measure the success and impact of a community, and a lot more...
In this episode, Manish Nepal, the founder of Marketing Impact, and I discuss whether it makes sense to build a B2B community. We discussed how we at The ABM Conversations podcast built one and failed badly. Here are the timestamps of the key points discussed:
3:18 Does building a community make sense for all? Everyone talks about its benefits; you hear virtue statements like “build a community before you build your product?” but the reality is far from it. The question is – can it even be a universal formula for everyone. And why you shouldn’t be comparing B2C communities and B2B communities.
8:04 A Few things that led us to assume that The ABM Conversations Podcast needs a community around it – and how it wasn’t to be. We talk about how it was either bad execution or flawed interpretation of data signals. We spoke in detail about how we went about our execution.
12:00 Does community building need a different skillset? What makes B2B communities like Peak Community and RevGenius work well? Summary of what we think are the top-most issues with building communities in today’s date.
18:25 Are you better off focusing on your core than building a community? Or do you have a clear purpose for how your community will help people? Do you have something to offer as leverage for people? And finally, do you have what it takes?
In this episode, Claire Suellentrop, the co-founder of Forget the Funnel, joins us to discuss how to implement customer-led growth for your organization step-by-step. Here are some key timestamps you might want to jump into:
2:30 Claire talks about what customer-led growth means and how it’s not yet another buzzword. She details how it’s different from the PLG or sales-led or marketing-led growth motion and how customer-led is directly related to Jobs-To-Be-Done.
7:11 As companies go from startup to scale-up, how customer intimacy weakens and some of the symptoms to identify that. Claire goes into the details of how to identify the success gaps in the buyer journey.
9:23 Sparktoro case study: The specifics of the survey to understand SparkToro’s customers, how they ensured they’re not getting averaged-out answers, for example — identifying true sources of new customer sources (because in this case, a lot of people known Rand Fishkin and most initial customers might be founder-led)
24:20 The top 3-5 key takeaways you need to aim for, from your customer interviews
27:40 How to leverage all the collected answers to build your growth levers. Claire talks about how you can put together these answers on a spreadsheet and derive insights to help you construct growth pillars and a lot more...
In this episode, Neil Patel, the man behind CrazyEgg, NP Digital, Kissmetrics, and Ubersuggest, joins us to discuss content promotion and distribution in the B2B SaaS space. Here are some key timestamps from the conversation you might want to jump to:
3:25 Neil shares how there wasn't any specific path or solution that led to where he is today and how it is more about being patient and doing things for a long time and learning from mistakes
5:00 What to do if you have a hard time getting your content in front of the right audience or getting the right kind of reach
7:58 Is it possible to create some level of predictability into what content might take off and what might not? Neil talks about how the 'numbers game' is not about the number of visitors but the uniqueness of the content.
9:15 How influencer marketing is becoming a key part of content marketing, and what can you do when you don't have the budget for influencer marketing?
10:20 Why Display Network still works and how you can make the most out of it on platforms like LinkedIn
14:27 When we have somebody like Neil competing for, say, a set of 5 keywords -- should we still go ahead and create that content and compete? Or is there a better approach that yields a higher success rate?
16:55 With 4 massively successful companies in the backdrop, what's one key quality that Neil looks for in a cofounder?
This episode is a Takeover Episode, where a valued listener of The ABM Conversations Podcast takes over as the host.
Katheriin Liibert, Head of Marketing at Outfunnel, takes over as the host (from Yaag).
Merily Leis, the Head of Marketing at Klaus, one of the fastest-growing B2B SaaS companies in Europe, joins the show to share her insights on how any B2B SaaS company can do ABM without having a dedicated ABM function.
In this episode, she talks about:
--> How practicing ABM has helped Klaus land big brands like Wistia and Wordpress
--> How to get the entire sales and marketing function to practice ABM
--> How to decide on channels and the right sales enablement initiatives to win accounts
--> Why making your B2B marketing and sales 'over-the-top silly and fun' can be worth the risk
--> How to build strategic partnerships with the giants in your field
Merily's LinkedIn: https://www.linkedin.com/in/merily/
Jobs at Klaus in case you are interested 😇 --> https://www.klausapp.com/jobs/
In this episode, Steve Watt, the Marketing Director at Seismic, the global leader in sales enablement, joins us to discuss how to get 1% better every week at social selling and sales enablement. Steve talks about: --> What is social selling? And how it connects to ABM? --> How to be authentic on social platforms? --> How to connect social selling and brand advocacy --> Setting goals for social selling and sales enablement and measuring it --> Why and how does Challenger Sales aid your sales discovery?
In this episode, Sangram Vajre, the Chief Evangelist and co-founder of Terminus and the host of The FlipMyFunnel Podcast, joins us to discuss the MOVE Framework -- an actionable framework for Go-To-Market (GTM). He talks about: --> Why is GTM not a strategy but rather a product of its own --> 6 major truth bombs about Go-To-Market --> Stages of market maturity, and how GTM transforms at each stage --> What is the MOVE framework? What's the right maturity stage for applying it? --> Who are the stakeholders in executing GTM and what are their responsibilities?
In this episode, Katelyn Bourgoin, popularly known as 'The Customer Whisperer,' the CEO and lead trainer at Customer Camp, joins us to discuss Trigger Events --i.e., what triggers people to buy. She talks about: --> The synergy between marketing and psychology, and how can marketers leverage it --> Why is the 'when' and 'why' more important than who bought your product --> How can marketing make the best of Jobs To Be Done? --> Why is there a general resistance for marketers talking to customers, and how to overcome it? --> What is Endowment Effect, and a lot more...
This episode is a Takeover Episode, where a valued listener of The ABM Conversations Podcast takes over as the host. Scott Marker, the Chief Evangelist Officer & Founder at MSA², takes over as the host (from Yaag). Megan Bowen, the COO & CCO at Refine Labs, joins the show to share her insights on building the customer success function during the early stages of your startup. She talks about: --> Why is it not enough to ensure the marketing and sales alignment but include customer success from the get-go --> How people success = company success = customer success --> 5 simple rules to align people's success to the company's success --> 8 keys to building your customer success function, and a lot more...
In this episode, Rafi Ozick, the founder and CEO of Privatise, the company disrupting cybersecurity with one click enterprise network security, joins us to share his expertise on marketing cybersecurity products. He talks about: --> How cybersecurity can be marketed for its benefits rather than always being seen as a pain reliever --> The need for investing in securing remote workers --> How cybersecurity can be positioned as a productivity tool --> Competing with bigger brands with larger budgets --> Making cybersec understandable to non-technical decision-makers, and a lot more...
In this episode, Khalid Saleh, the founder and CEO of Invesp, joins us to discuss Conversion Optimization and shares his decades of experience on how to get it right. He talks about: -->What conversion optimization is and is NOT? And why is conversion optimization prioritized way more in ecommerce than B2B SaaS companies? --> What to expect as an outcome from Conversion Rate Optimization? --> How to layout a conversion optimization plan and the factor to account for? --> The conversion framework and its principles --> How to optimize for the different stages of the buying cycle, and a lot more...
In today's episode, Sam Mallikarjunan, the CEO & Co-Founder of OneScreen, an AI-powered Market Network, joins us to share his insights on what a market network is, and how it bridges the gap in today’s marketing and advertising. He speaks about: --> The clever campaign that got him hired at Hubspot back in the day --> What a market network is, and how it works? --> How Out of Home (OOH) advertising can bridge the marketing and advertising gap --> What are micro-moments? How to capture them and why it's important, and a lot more..
In this episode, Guy Bauer, the Founder and Creative Director at Umault - a B2B video marketing agency based out of Chicago, joins us to share his insights on how B2B marketers can get better at video marketing and the key mistakes to avoid. He talks about: -->Why it's important to focus on the ideas more than the video production --> How is writing a script for a web page or any piece of written content different from writing a video script? --> The process of developing ideas for videos --> What goes into validating the ideas before presenting to customers or executing them? --> Common mistakes B2B marketers make with videos --> How to simplify a complex message in a way the target audience understands it, and a lot more...
In this episode, Kevin Maney, the founding partner at Category Design Advisors (CDA), a bestselling author, and an award-winning columnist, joins us to discuss CEO Storytelling, i.e. how to build a narrative. He talks about: --> How does a narrative really work especially when you are competing with a better product? --> The process to identifying your strategic PoV --> 5 step process to translate a PoV into a narrative --> Do narratives come with an expiry date? --> What holds back a CEO or a business leader from investing their energies on building a narrative --> Existing solution and 'adjacent possible', and a lot more...
In this episode, the Obviously Awesome April Dunford, the positioning hegemon with 25+ years of experience, joins us to discuss and debunk all possible confusions and misunderstandings around positioning. She talks about: --> What exactly is positioning (in the SaaS context), and why are very few companies able to nail it? --> How positioning is different from messaging? --> Signals that tell you that it is time for you to reposition --> The 10 step positioning process --> Why category design isn't going to work for everyone --> How positioning for the market is different from positioning for investors, and a lot more...
In this episode, Raul Galera, the Chief Advocate at ReferralCandy, joins us to discuss how you can leverage referrals and partnerships the right way for customer acquisition. Raul has been leading ReferralCandy's partnership efforts for the past five years, working alongside marketing agencies, media and tech companies. He throws light on: --> How loyalty and referrals improve customer acquisition and retention --> The right time or stage to adopt a referral system --> The set of things you need to do, to be partnership ready --> Steps to setting up a referral program and staying on top of customer's minds --> Mistakes to avoid in your partnership and referral programs, and a lot more...
In this episode, Brett McGrath, VP of Marketing at The Juice (a curated discovery platform for B2B content), joins us to share his insights and experience on reducing friction in B2B content experience and earning prospect’s trust. He talks about: --> What is frictionless content, it’s anatomy and how one can leverage it --> 1:many content vs 1:1 content --> What content curation really means and how to leverage curation to reduce the friction between consumers and content --> The differences in user experience in terms of content access and content experience, comparing the traditional way of content creation and distribution vs. the Netflix like curation --> The need to drop the 'Me-centered' marketing and how it makes practical sense (especially for the skeptics) to focus content on customers and not yourself, and lot more...
In this episode, Nir Eyal, most known for his book 'Hooked' and 'Indistractable', joins us to discuss some interesting facets of Consumer psychology, product engagement, and ways to keep yourself away from distractions.
Nir talks about:
--> How tech and social media are not necessarily 'addictive.'
--> How shows like 'Social Dilemma' are selling you the wrong narrative, despite knowing the antidote
--> What is a placebo button, and how it helps?
--> The difference between 'being manipulated' vs. being addicted vs. overuse by one's own volition
--> What does Minimum Enjoyable Action (MEA) mean, and how it works?
--> How can you keep yourself from getting distracted, and a lot more...
Here are some amazing additional resources from Nir that you might want to checkout:
If you want to provide a link to the book, it’s: http://geni.us/Indistractable
Indistractable summary article: https://www.nirandfar.com/skill-of-the-future/
Distraction guide here: https://www.nirandfar.com/distractions/
Habits vs routines article here: https://www.nirandfar.com/habits/
Why schedules are better than to-do lists: https://www.nirandfar.com/todo-vs-schedule-builder/
Timeboxing article: https://www.nirandfar.com/timeboxing
Values article: https://www.nirandfar.com/common-values/
Also, Nir's schedule maker tool : https://nirandfar.com/schedule-maker/
In this episode, Hiten Shah, the founder of Nira, who also co-founded CrazyEgg and Kissmetrics, joins us to share his observations and insights on "How user research can help your product become more relevant to your customers and sometimes even pivot to a new direction?" He talks about: --> What should one look for in user interviews? --> Why did he and his team pivot from FYI to what is now called Nira? --> The 3 different types of pivots --> The EAT method/framework for prioritizing feature requests or pivoting to something net new --> How user research ties into building your value proposition, and a lot more...
In this episode, Andrei Zinkevich, the co-founder of Fullfunnel.io, joins us all the way from Croatia to share his insights on the misconceptions around Account Based Marketing and some of the mistakes we can avoid. He talks about: --> What ABM is and isn’t, and the fundamental misconceptions --> The common mistakes in B2B, when it comes to demand generation --> A framework and approach to account-based demand generation --> Case study: The ABM campaign that resulted in 2320 signups, 34 qualified opportunities, and 5 customers (immediately) --> Prerequisites of a cold-outreach --> The blueprint of his all-bound LinkedIn sales machine --> The weak links in the B2B sales journey, and lot more...
In this episode, Eddie Yoon, the founder of Eddie Would Grow, the world's leading expert on super consumers and the co-creator of Category Pirates joins us to share his insights on 'How to identify your super consumers and also be thoughtfully aggressive?' He talks about: -->Who are super consumers and how are they different from what we call ‘power users’ in Saas? --> How should one go about identifying their superconsumers? --> Transitioning from selling rationally to selling to aspirations --> What being thoughtfully aggressive means --> How spikes in data are where you find the good stuff, and lot more...
In this episode, Anco Scholte her Horst, the CEO of Freedom Internet, joins us to discuss how to build a marketing organization that has customer privacy embedded in their DNA. He shares his insights on: --> Building privacy by design --> The kinds of information that companies collect about their customers that aren't actually necessary --> The balance between personalization and privacy --> Their lawsuit against Salesforce and Oracle --> Their marketing dossier that doesn't push a lot of data collection --> Org structure and it's impact on the privacy DNA of the company
In this episode, Nemanja Zivkovic, the CVO of Funky Marketing joins us on the show, to discuss how to best leverage LinkedIn for demand generation and growth. He talks about: --> How he used LinkedIn to go from a solopreneur to the fast growing Funky Marketing team they have today --> Their approach to content creation and distribution on LinkedIn --> The trade off between ads and organic marketing, and what could be an ideal balance --> How can you leverage LinkedIn pages the right way --> Why is it a misconception to believe that consumers who have the least amount of complaints are the best, and a lot more...
In this episode, Dennis Yu, the CEO of BlitzMetrics, who also has held leadership positions at Yahoo! and American Airlines, joins us to break the myths around personal branding. He talks about: --> What a personal brand means, and more importantly what it is not --> How perceived authority is not equal to 'fake-it-until-you-make it' --> The myths around personal branding --> A framework for building a sensible personal branding that's not all 'me-me' --> 3x3 method for content creation --> Measuring the impact of personal brand on business outcome
In this episode, Matt Johnson, the founder and CEO of Pursuing Results, a Done-for-You podcasting agency for business coaches, consultants and thought leaders joins us to share his insights on how can introverts channel their energies into marketing effectively and not get drained by being on social media all day. He talks about: --> How you can cut through all the noise without being bombastic, personality-driven or showing up louder and more frequently than your competitors --> His micro famous system and framework --> What influence building means in terms of content creation and distribution --> The process that goes into niche building --> Why you should review your values once in a while, and a lot more...
In this episode, Pierre Custeau, the CTO at MRP, the only enterprise class predictive ABM platform, joins us to share his insights on how to execute ABM the right way for enterprise accounts. He talks about: --> What is enterprise ABM and how the execution differs compared to SMBs --> What piece of the ABM puzzle does predictive analytics solve for --> The use of real-time AI in ABM campaigns --> Common pitfalls in enterprise ABM --> Capturing one-off and asynchronous conversations for account intelligence --> Parameters to select the right marketing channel, and lot more...
In this episode, the legendary Rory Sutherland, the Vice Chairman of Ogilvy UK and the founder of the Behavioural Science Practice joins us to share his insights on leveraging behavioral economics for better marketing.
He talks about: --> The fundamental logic behind branding and how the approach towards it has changed since January 2020 --> The purpose of ads and how it's not merely transactional --> How marketing contributes to revenue --> Why the biggest progress in marketing, in the next 50 years may not come from improvements in technology but in psychology and design thinking --> Spotting butterflies and the impact of butterfly effect on consumer behavior --> How the frame of reference dramatically changes the actual value of something, and a lot more...
In this episode, Steffen Hedebrandt, the co-founder and Chief Revenue Officer at Dreamdata, joins us to share his years of experience in measuring the ROI of marketing investments. He talks about: --> The factors/components that go into attributing revenue --> What attribution to pipeline means? How is it different from revenue attribution --> Attribution models and how to select the right attribution model for you --> How you to map the customer journey for a B2B SaaS company --> Using revenue attribution platforms to execute and measure ABM programs --> Understanding the time to revenue, and a lot more...
In this episode, Mark Evans, the founder and principal at Marketing Spark joins us to share his insights on how to get better at brand storytelling.
He talks about:
--> The biggest struggle companies have in connecting their stories with their audience
--> What makes for an engaging story?
--> What are the factors that go into differentiation?
--> Building a core messaging document for organizations
--> Who is the messaging and story intended towards? Users or buyers?
--> What message are you sending to your audience, by having a huge gap between your monthly and annual pricing, and a lot more...
P.S. The ABM Conversations is now among the Top 5 Account Based Marketing Podcasts in the world.
In this episode, Bob Moesta, who pioneered the Jobs-to-be-Done (JTBD) framework in the mid 90's, alongside the Harvard Business School Professor Clayton Christensen, joins us to discuss 'why your customers really buy from you – using the Jobs to be Done FrameWork'
He shares his insights on: -->What is the Jobs To Be Done (JTBD) framework? And how can it change the way a product is marketed --> The key pillars or elements of the JTBD framework and how it works --> Uncovering the real story behind why people buy --> Why you shouldn't interview habitual users --> Zombie revenue - where people subscribe but never use your product --> Hurdle for startups in implementing JTBD and lot more...
In this episode, Seth Godin joins us to share his 40+ years of experience and insights on -- “How to be sensible in the modern marketing world ” He talks about: --> What separates a brand from the me-toos --> What's the difference between category creation, differentiation, niching down and positioning --> The misunderstanding around going niche --> The misunderstood concept of failing fast, and mistake vs blunder --> How to identify your early adopters --> The mindset that marketing professionals need to develop --> The future of Clubhouse and a lot more..
In this episode, Tim Soulo, the CMO at Ahrefs, talks about getting real with content marketing and the need to go beyond the so-called best practices. He shares about the evolution of Ahref's marketing strategy and their approach to content marketing. Some of the key points Tim discusses in this episode includes: --> Why they came up with a 'pay $7 for a seven day trial period', even if that meant a hurdle to people trialing for the first time --> Ahref's in-house model for scoring content (not the traditional funnel model) --> Common mistakes he sees content marketers making --> Anatomy of content that converts and how to promote content --> The two types of on-boarding that leverages content (before and after sign-up) and a lot more...
In this episode, Aditya Kothadiya, CEO of Avoma, shares his insights on achieving product-market fit with a lean organization. He talks about: --> How to validate your product or features in the initial stages --> Saying no to certain product feature requests, investments and hires --> How to democratize customer intelligence across sales, product teams, marketing teams and customer success --> The missing collaboration piece between marketing and sales --> Misconceptions around product-led, mistakes and learnings, and a lot more...
In this episode, David Cancel (DC), the founder and CEO of Drift, joins us on the show to discuss what it takes to build a product company that makes a difference. He talks about: -->When should a founder zoom in on the granular aspects and when to zoom out --> Who were the first 10 hires at Drift (what roles)? --> The balance between category design and product market fit --> When to think about scaling? --> Why did they transition their core story from 'Conversational Marketing' to 'Revenue Acceleration' ? --> What should a marketer be focusing on, in their first six months in an organization, and a lot more...
In this episode, Tom Griffiths, CRO at TalkAItive, joins us to share his insights on how to leverage NLP and sentiment analysis in improving the relevance of your product with your customers and target audience. He talks about: --> What is sentiment analysis and how it works? --> How do we use AI to analyze the context of something and more importantly to understand the momentum behind conversations? --> Does collecting feedback using a bot really help? Does it motivate people to really share what they feel, in comparison to talking to a real person on the phone or a zoom call for that matter? --> Can NLP be useful in a workplace environment to understand the real workplace issues like sexual harassment, which is usually hard to prove? and a lot more...
In this episode, Andreas Jonsson, the co-founder & CEO of the LinkedIn analytics platform - Shield app, joins us to share his insights on using LinkedIn analytics effectively to improve engagement. He talks about: --> How often should one check their LinkedIn analytics on Shield app? --> How to understand what kind of posts are working for you, and the topics that make sense to your audience --> Will Shield app get prescriptive? Will they go beyond LinkedIn analytics? --> Do they plan to build something on top of Clubhouse?, and a lot more.
In this episode, Peep Laja, the founder and CEO of Wynter and CXL joins Yaag to discuss -- How to get very real and practical with positioning, product messaging and value proposition, minus all the bells and whistles, and the fluff.
Peep shares his experience on: --> How do you fight sameness and differentiate your product or service? --> Correlation between the number of companies in an industry and the sameness among the products and messaging --> Is positioning more towards the customer or the competitor? --> His own case study: why CXL Agency was rebranded into Speero?
And a lot more such as message-market fit, learning from mistakes and better ways of experimenting, etc.
In this episode, the copywriting master & the founder of Honey Copy, Cole Schafer, joins us on the show to share actionable tips and tricks to get better at copywriting. He talks about: --> How should you approach writing headlines --> Building trust with the reader using words --> Practicing the Hemingway method --> Finding the right tone of voice, and a lot more.
(P.S.: A big thank you to Christopher Lochhead for introducing us to the work of Cole Schafer)
In this episode, Fernando Angulo, the Head of Communications at Semrush, gives us a detailed perspective of the state of content marketing in 2021. It is based on the factual findings collected from interviewing 1500 marketers across different countries and analyzing over 170,000 job posts.
He shares his insights on: --> Top 3 hard skills and soft skills that a content marketer needs in 2021 --> Anatomy of content that really works --> Correlation between the metrics and different elements of great content --> Parameters for content audit and the change in content marketing budgets from 2020 to 2021, and lot more...
In this episode, Jeremy Epstein, the CMO at Gtmhub takes us through his practical and immersive experience on "How to effectively use OKRs to drive better marketing outcomes?”
He dives into: --> What makes OKRs so interesting? --> How is it different from other strategy execution methodologies like BSC? --> How the adoption of OKR begins at a company - the right stage for you to adopt OKRs --> How many objectives is too much? Why OKRs fail at some organizations, and a lot more...
After listening to this episode, if you have more questions and want to get in touch with Jeremy, he's at jeremy AT Gtmhub.com
In this episode, Jason Barnard, whom you might know as the BrandSERP guy, takes us through a real masterclass on one of the very important tools that helps you in building online trust and reputation, i.e., "Knowledge Panels”.
Listen in, to go deep into: --> What are knowledge panels? --> How to get into it? Can it be built or can it only be claimed? --> What is it's monetary impact on business or brand? --> Can you use knowledge panels to position yourself against your competition, and a lot more...
In this episode, the legendary Guy Kawasaki, who was the Chief Evangelist at Apple and is currently the Chief Evangelist at Canva, joins us to share his insights on product evangelism. He talks about: --> How evangelism is different from traditional marketing and sales --> The key skills and goals of an evangelist --> Why it makes sense to target middle management than the traditional way of targeting decision makers --> Assumptions vs. planting many seeds, and a lot more...
In today’s episode, Allison Macleod, the EVP of Global Marketing at Flywire takes us through a real case study on how she built and executed the marketing strategy at Flywire -- a payments company with 12 offices around the world, catering to multiple countries, each with different financial systems.
She talks about:
--> How she went about building the strategy and prioritizations --> What were her key channels before COVID-19? Where did the event budgets redirected to? --> How did they niche down on the industries to go after? --> How does their marketing strategy vary for each industry vertical? --> The marketing team structure and how they measure success? --> Their martech stack and lot more...
David (Ledge) Ledgerwood joins the show to share some amazing insights on the mistakes and reasons why transitioning from founder-led growth to sales-led often fails. Further, he throws light on: --> The difference between how a founder sells and how a VP of Sales goes about it --> Why sales is not among the functions that's easy to scale --> The right time to get a sales leader on-board --> Things to be mindful about while transitioning from founder-led to sales-led --> Using podcast as a content-based networking tool for sales and lot more...
In this episode, Akeel Jabber, the technology investor at HoriZen Capital who specializes in acquiring and growing SaaS companies joins us to share his expertise on: --> What kind of companies should actively look out for raising investments or getting acquired? --> Is revenue the only yardstick? --> The impact of funding rounds on the acquisition discussions --> Getting your investment pitch right --> What happens in cases where you invest into a company and it fails to deliver on the agreed goals and a lot more...
Cristi Movila, Growth Leader for Eastern Europe, for VTEX (the category leader in collaborative commerce) joins Yaag and Manish to share deep insights into: --->How collaborative commerce really works ---> What is headless commerce and how does composable commerce work? ---> How VTEX applies these three concepts within their organization and how they collaborate with their ecosystem ---> Selling in your own ecommerce platform vs. selling on a marketplace, and more.
In this episode, Casey Graham, the CEO of Gravy, joins Yaag and Manish to discuss how culture building can be a strong pillar to building an amazing marketing organization. He shares his insights on: -->What he looks for in people while recruiting and how people quickly fit into the culture --> Revenue Flywheel partnership --> The kind of leadership he is building within Gravy and why people are successful even when they are swapped to completely different roles every few months --> The 55 cent leadership principle and lot more...
Have you ever thought of combining CRO and evolutionary psychology to improve the conversion on your website and landing pages? Tim Ash, the author of Unleash your Primal Brain joined Yaag and Manish to share:
---> How many of our decisions are easily predictable and how we are not the rational geniuses with free-will that we like to imagine.
---> The reason free trials always work (beyond the rational understanding of 'we get to experience the product')
---> How storytelling impacts trust and attention even when people know that the story is fictional and much more...
It's very rare in the world of B2B marketing and sales, to think of graphic design as a key contributor to business. Johnathan Gryzbowksi, the co-founder of Penji, the guy who created the concept of unlimited graphic design, joins Yaag and Manish to share: ---> how graphic design is not limited to being the aesthetic face of businesses— the deeper, business-critical importance does it carries ---> learnings from their bootstrapping of the business model ---> recognizing the racial discrimination around him and making sure that people at Penji get opportunities based on their skills, and business acumen (which helped him build an amazing talent ppl around the world) ---> what he looks for in a designer, and much more...
Jon Miller, the founder of Marketo, who later founded Engagio (which is now part of Demandbase) joined Yaag and Manish to share his insights on the different approaches to ABM ranging from hyper-targeting to marketing automation and engagement building. He even shares 5 levels of account orchestration and how something as simple as a standup between the AE, SDR and the marketing team can go a long way in optimizing your ABM for desired results.
Some interesting tidbits of Christopher Lochhead shared with Yaag and Manish about marketing podcasts: If you are a B2B business and you don't have a podcast - you are insane :) Missionaries and mercenaries - you need to know which one are you! Brands don't define a category, category design makes a brand Is category creation a go-to-market strategy which gets redefined later by analysts and other players in the industry down the lane?
And if you love this episode, we recommend you to also check out his brilliant podcast 'Lochhead on Marketing ' and his best-selling books 'Play bigger' and 'Niche down'
In this episode, Justin Gray, the CEO of LeadMD joins Yaag and Manish to discuss RevOps. Justin dives deep into sharing how to go about building your revenue operations, the responsibilities of a RevOps, and he even goes to share a framework. If you want to connect with Justin after listening to this episode, his twitter handle - @jgraymatter
There are several growth strategies such as sales-led growth, product-led growth, founder-led, marketing-led, etc. Which one makes more sense? What do each of those strategies even mean? And what's the best option for your business? In this episode, Yaag and Manish analyze and give their perspectives on all four of them.
In this episode, Juliana Jackson, the Chief Evangelist at Omniconvert, joins Yaag and Manish to share her insights on how you can use data to improve your customer lifetime value. She talks about the different types of data already available within your tech ecosystem and how you can make use of it, using RFM segmentation to prioritize on high value customers, CAC:CLV ratio and more.
In this episode, Doug Brown, the CEO of Business Success Factors, who has built 35 companies and has been into sales from the age of 3, and been the president of sales and training for companies of Tony Robbins and Chet Holmes joins us.
He shares his experience on some of the biggest mistakes companies make which impedes their sales revenue growth, and factors that indicate if your company is on the growth path, challenges and factors to pay attention as you set yourself up for growth.
In this episode, Max Altschuler, the founder and CEO of SalesHacker (which was acquired by Outreach in 2018), joined Yaag and Manish to share what goes into building an online sales community, the challenges one might face to grow the community, and most importantly what triggered him to stop doing in-person events and pivot to a 100% virtual community years before the pandemic broke out.
You believe a set of things to be your product's USP or value proposition, but ask yourself —how many times is it in sync with what your customer really believes to be valuable? Steve Rankel, one of the world's best, joins Yaag and Manish to show how anything that isn't derived out of a customer conversation, is nothing but an educated guess. This episode is one of the deepest dives into how to get your sales pitch right. An episode that will help you arrive at a method to arrive at a message or value prop that sticks or resonates with your customer.
If you loved this podcast, you may also be interested in checking out Casey's course on how to monetize quora -- > https://quora-masterclass.myshopify.com/products/how-to-monetize-quora-course
You can get in touch with him at casey@bonjoro.com if you have any questions!
Getting into product-led growth (PLG), from being a sales-driven organization is quite a decision and journey. Your sales people are going to lose a lot of control and your product in itself needs to evolve for the PLG journey. Stephanie Cox, the VP of Sales and Marketing at Lumavate, joins Yaag and Manish to discuss her experience and learnings from her PLG journey.
A lot of times we think of field marketing as an extended events team, but it's one team that pretty much interfaces with multiples functions such as sales, marketing, product, customer success, and customer support. Nick Bennett joins Yaag and Manish to share how companies can leverage the power of field marketing for growth, and breaks a lot of myths around it. Oh and don't miss Nick busting into a rap, on the spot.
The brilliant Justin Welsh joins Yaag and Manish, to discuss the SMB SaaS playbook. He shares about the issues he looks to solve for when takes up consulting for an SMB SaaS company, what he learnt from his failures, what he looks for in the founders he works with, the role of personal branding in sales, and lot more.
We marketers love talking about playbooks, ultimate guides, success stories, cheat sheets, best practices, and whatnot. But, you never hear marketers talk about is the role that luck or sheer randomness plays in our success—or failure. There is some amount f randomness in marketing for sure, and that's what Yaag and Manish dig into, in this episode.
Rand Fishkin opens up on what makes a marketing flywheel work, what to look for in a partner when you discover synergies, what does he mean by audience intelligence, the logic that goes into challenging the marketing status quo and managing the customer attention economy. This one is a real master class.
Darryl Praill is someone who started his career as someone who wrote code for 5 years, then did door-to-door selling, then went on to become the VP of marketing, then the CMO of Vanilla soft and now their CRO. So, Yaag and Manish got on to exploring marketing career paths available for people with specific interests, and we wish you don't miss this nuggets of wisdom from Darryl.
Andrus Purde, the CEO of OutFunnel joins Yaag and Manish in this episode to discuss the revenue marketing journey. He shares his views on how he would approach revenue ops when the company is small and as it matures, why revenue accountability isn't a common phenomenon yet, and a lot more.
Scott Vaughan, the Chief Growth Officer at Integrate joins the ABM Conversations podcast to share his insights and expertise on how to market to an enterprise audience. He shares how: 1. An organization can move from automation to orchestration 2. What's an oxbow that SDRs could effectively use 3. How marketing to enterprise is different from marketing to SMBs 4. Why very few companies are able to have their engine 'always-on' to capture data across the customer journey, and lot more.
This is an exclusive episode on sales. Belal Batrawy joins Yaag and Manish to discuss how one can elevate the thought process around sales. He shares: 1. How one can step aside from scheduling the needless weekly meetings, 2. The logic behind how despite sales don't hitting quota, certain companies hit the revenue quota anyway 3. The trainable and non-trainable sales skills 4. Why certain prospects don't move beyond the status quo, and more.
In this episode, Anand Thaker, the Midas of Martech and the man-behind the screens for the Martech Landscape joins Yaag and Manish to discuss the 1-1-1 framework to drive meaningful results from ABM programs. Anand shares stories of how small things have a cumulative effect on landing a large sized deal, what story counts at the board level and more.
As you know, a marketing moat is the ability of your brand to outperform the competition in terms of revenue and customer mind share. In this episode Yaag and Manish discuss how you can build a marketing moat, and also share some amazing examples in the world of technology who managed to do that really well.
In this episode, David Wachs, the CEO of Handwrytten joins Yaag and Manish and shares how handwritten letters can be used to build stickiness and an emotional bond with your customers, especially in a B2B scenario. He shares how much personalization makes sense, extending beyond the seasonality and more.
In this episode, Yaag and Manish talk about how 2020 has officially proved to become the year of virtual videos and webinars, to the extent that we are now going through a webinar fatigue or Zoom fatigue. Though webinar is still going strong, should webinars be a lead generation channel? Should it always be a standard 60 min one way presentation and not be conversational? Hear them out and see if you agree on when webinar makes sense and when it doesn't.
In today's episode, Scott Brinker joins Yaag and Manish to throw light on some interesting questions such as: 1. How are organizations re-aligning their martech stack in the current scenario? 2. Are we headed towards more point solutions or more ecosystems? 3. 4 types of product integrations 4. Bullyware, and more! And then a set of rapid fire questions. You are in for 40 mins of in-depth information, to takes notes from!
In this episode, Yaag and Manish discuss 'social selling', a topic that is often misunderstood and misrepresented. They go on to discuss how social selling can be effectively used in your ABM strategy.
Chris Walker, the founder and CEO of Refine Labs joins Yaag and Manish in this episode and opens up his views on: 1. The way attribution happens in content marketing today 2. Why it is high time for marketers now to find a better place than events and tradeshows to spend their marketing budgets 3. Why a lead shouldn't be going to an SDR and instead to an AE, and so on. This episode is sure to make you think on how you are practicing marketing today.
Nicholas Scalice, the host of the Growth Marketing Toolbox podcast and the founder of Earnworthy, joins Yaag and Manish on this episode to discuss his journey from chasing criminals to chasing leads and landing pages. And he also shares how his favorite growth marketing tools, his choices in marketing over a rapid fire round and more.
If you are in the SaaS content marketing world, you may or may not agree with what the title calls for. In this episode, Yaag and Manish discuss how the push to content subscription impacts consumption, and what can be done to improve the content experience in real time.
Jimmy Daly, the ex-VP of Growth at Animalz, joins Yaag and Manish on this episode to discuss his views on how his time on sales calls impacted his content marketing journey. And he also shares how he has always been working remote since 2013 and cannot think of another way of working.
Several aspects of what we know as modern sales and marketing, goes way back in history. It's an evolution of the persuasion tactics that the Greeks, the Romans, the Chinese, and the Indian scholars used hundreds of years ago. Yaag and Manish throw light on some of those strategies that we use even today.
Louis Grenier, the host of Everyone Hates Marketers Podcast joins Yaag and Manish, to discuss some pressing questions such as 'Should marketers be obsessed with best practices?', 'Our obsession with marketing trends', and a lot more on the factors contributing to bad marketing.
Sangram Vajre joins Yaag and Manish in this episode to give us the context of what happens when you flip the marketing funnel. Give this episode a listen to takeaway his insights, experience and specific case stories on using ABM to build relationships, trust and translate it to revenue.
We are in an unprecedented time where the marketing budgets are coming down by the day, and there are no ad budgets. But as marketers, regardless of the situation, our show must go on. In this episode, Yaag and Manish discuss how can we leverage the power of organic content in such situations.
Most companies have invested on a CRM, some marketing automation tools, sales intelligence tools and also analytical platforms. On top of this, does it really make sense to invest on an ABM tool? That's what Yaag and Manish explore in this episode.
Aligning or integrating marketing and sales is an age old problem. There are often questions such as - can technology solve the alignment issue? What's the cost of non-alignment? What are the steps involved in integrating marketing and sales? Jeff Davis joins the show with Yaag and Manish, and answers these questions from his experience.
In this episode, the world's no.1 gamification expert Yu-kai Chou joins Yaag and Manish to discuss how one could use Octalysis Framework and it's 8 core drives (his proprietary actionable gamification framework) in B2B marketing scenarios. If you are anywhere even neat the realm of marketing, do not miss this episode.
It is one of those topics that is not only useful for our regular listeners (B2B sales and marketing professionals), but also for our favorite people outside this periphery — the HR! 🙂 Yaag and Manish discuss what's currently broken in the e-hiring process (that is ramping up given the COVID situation globally), the need to use technology better and the tools that can possibly help you.
Marketer’s aren’t one trick pony. We have a lot of things going on in the side that we do it for several reasons such as personal brand building, pure passion, revenue and so on. But, the options we now have to promote these have come a long way compared to 5 years ago. What are the options and how can we do it better? And that's what Yaag and Manish discuss in this episode.
In this episode, Brooke Sellas - the founder and CEO of Bsquared Media & the co-host of the famous podcast Marketing Companion, joins Yaag and Manish to discuss paid advertising. Dip into the episode to understand the nitigrities of paid advertising and how to look at it in these trying Covid19 times.
For a long time, product-led growth has been looked at, purely from the angle of in-product marketing and selling version upgrades. But what is the core essence of it and how can you make your product the center piece of your growth strategy? That's what Yaag and Manish discuss in this episode.
We all have come a long way from blogging as a form of content to now seeing content in all formats across text, audio and video. In this episode, Yaag and Manish, who have dabbled all forms of content, set out to discuss the role of podcast in the marketing journey.
In this episode, Yaag and Manish discuss how email marketing isn't dead as some pop culture claims. In fact, they talk about the 12 reasons why email marketing is here to stay, including opportunity to build 1:1 relationships, cost-effectiveness, beating algorithms, and more.
Why are Yaag and Manish, saying this? We all like to be data driven, especially we want to convince our internal teams and decision makers on taking a particular direction. We want to spend our resources on that one channel which would give us better returns and double down on it. So, are there any down sides?
In this episode, Yaag and Manish discuss if scalability is important for all businesses? The best of breed companies originally were never meant for scaling, for instance, companies like AirBnB, Stripe, etc. When does scale come into the picture?
As marketers, we understand that for two companies competing in the same product line - what works for them and what they invest on are completely different. How much of it based on deductive reasoning, and how much of it is open experimentation? That's what Yaag and Manish discuss in this episode.
Yaag and Manish get discussing what it means to scrapping publicly available data and using it for marketing. Where does it stand in terms of personalization and privacy? Who owns the data? And a lot more..
Connect with James on Linkedin ---> https://www.linkedin.com/in/james-spurway-singapore/
This interesting episode covers the much dreaded attribution issue in a typical marketing and sales life cycle. Too many times, we miss the set of touch points that contribute to the ultimate conversion and that is what Yaag and Manish explore in this episode.
Today, Yaag and Manish explore the process of getting your first customer organically. This comes from a startup viewpoint where you don't have customers for your other products, to whom you are trying to up-sell your new product. This about starting fresh.
In this episode, Yaag and Manish discuss the role of LinkedIn in your account-based marketing strategy. They discuss the fundamentals of ABM and where exactly you can leverage the power of LinkedIn in your ABM life cycle.
This is a topic of debate for most B2B organizations, should we still continue outbound? Especially in the GDPR, CCPA and PDPB era? In this episode, Yaag and Manish discuss how marketers need to adapt and integrate inbound and outbound reach out strategies for meaningful outcome.
At the end of a year or at the very beginning, we come across far reaching or even apocalyptic marketing predictions about what all will be dead this year :) The only thing that never dies is the prediction itself. That said, in this episode we discuss what marketing may realistically look like (without any self-benefiting prediction or promotion).
In this episode, Yaag and Manish tackle the much debated topic of personalization vs. privacy. The question is - how much is too much? And interestingly, a lot of companies are stuck between the two and end up going neither ways. How do we do get personalization right, ethically? That's what this episode is all about.
There are two key parts to content marketing for B2B organizations: 1. Content production 2. Content consumption. In this episode, Yaag and Manish discuss the ebs and flows of content marketing in a B2B set up.
Welcome to “ The ABM conversations” podcast. A podcast specifically for B2B marketers. This is not an interview only show, we discuss strategies and on the ground tactics to drive product adoption, improve conversion, increase engagement and everything in the world of B2B marketing and ABM.