Remarkable Content with Ian Faison Simon Sinek: B2B Marketing Lessons on Starting with Why with VP of Marketing at Abridge, Guru Sundar
Career Shift
- Guru Sundar, initially an engineer, transitioned into marketing after seeking a more fulfilling career path.
- He used Simon Sinek's "Start With Why" framework to establish his marketing foundation.
Healthcare's "Why"
- Understanding "why" is crucial in healthcare because it's not transactional; patient care is paramount.
- This "why" grounds good work and resonates with healthcare's deeper purpose.
Unique Branding
- B2B marketers should create distinct and unique branding.
- This differentiates them and connects with their core mission.
Simon Sinek says that a lot of organizations can talk about what they do and how they do it. But he says, “Very few organizations know why they do what they do.”
And it’s the ‘why’ that is the most important.
In this episode, we’re taking this lesson and more from Simon Sinek with the help of our special guest, Guru Sundar.
Together, we talk about finding your ‘why’, looking for inspiration in unexpected places, and timing your content so it feels fresh.
About our guest, Guru Sundar
Guru Sundar is VP of Marketing at Abridge, a leader in generative AI for healthcare. Guru has been with the company since September 2023. He previously served as VP of Marketing at Looking Glass Factory and Butterfly Network. Guru holds a BS in Electrical and Computer Engineering from Cornell University and an MSc in Biomedical Engineering at the University of Southern California.
What B2B Companies Can Learn From Simon Sinek:
- Find your ‘why’. Figure out the reason your work is important and use that in your content. Guru says, ”Every company should have a ‘why’ that's rooted in a large problem. And it may be broken into a subset of problems that you tackle over time, but like really focus on that ‘why.’”
- Look for inspiration in unusual places. Inspiration for your content can come from unexpected places. Guru says, ”Drawing inspiration from outside is culturally ingrained in how we do what we do at Abridge, because if you look at who's next to you, you're not going to innovate. But if you look way far out and break down like, ‘Oh, that brand or that person is having similar challenges, but they're making t-shirts, but I can draw some inspiration from them,’ or like ‘That person over there is making music, or they're making some form of art that no one's ever seen before.’”
- Time your delivery so content stays fresh. Finesse is everything when delivering content to your audience. Guru says, ”No one likes fatigue. And so you have to keep fatigue, freshness, innovation in mind as you're generating these pieces of content. You could have like four or five different content streams. And people need to hear things multiple times, but they don't need to hear it seven times in a row. A lot of the content is developing the right things for your audience that are innately interesting. If you just ask someone, ‘Hey, is this interesting? Is this useful?’ They say yes. But then serving it at the right frequency, at the right time, in the right form factor and package, is what I think differentiates okay marketers from incredible marketers.”
Quotes
*”Drawing inspiration from outside is culturally ingrained in how we do what we do at Abridge, because if you look at who's next to you, you're not going to innovate. But if you look way far out and break down like, ‘Oh, that brand or that person is having similar challenges, but they're making t-shirts, but I can draw some inspiration from them,’ or like ‘That person over there is making music, or they're making some form of art that no one's ever seen before.’”
*”Every company should have a ‘why’ that's rooted in a large problem. And it may be broken into a subset of problems that you tackle over time, but like really focus on that ‘why.’”
*”You can break marketing down into two mainstreams. It's like amazing content that resonates with your audience, you know, your buyer, your end user, and then you have to serve it on all the right channels with the right frequency, usage, et cetera, like cut it up the right way. But content is everything. So it's like, what is it that's going to inspire your buyers? What is it that's going to inspire your end users? And it's keeping it provocative.”
*”No one likes fatigue. And so you have to keep fatigue, freshness, innovation in mind as you're generating these pieces of content. You could have like four or five different content streams. And people need to hear things multiple times, but they don't need to hear it seven times in a row. A lot of the content is developing the right things for your audience that are innately interesting. If you just ask someone, ‘Hey, is this interesting? Is this useful?’ They say yes. But then serving it at the right frequency, at the right time, in the right form factor and package, is what I think differentiates okay marketers from incredible marketers.”
*”If I was to give advice to others, like, really understand your personas, and make sure you know what they need and do it in the most authentic way. If you don't believe in the content, don't serve the content. And I think a lot of people in marketing just check the box. ‘We need to do emails. We need to do ads. We need to do a white paper,’ but like, why are you doing it? And then assess like, ‘Did this work? Did this not work?’ And use that as impetus to drive the next thing. But you have to really believe in your content. And I think a lot of people are very tactical and that's where I think it falls flat.“
*”The way we operate at Abridge is like you almost have this mentality that this is the last time you're ever gonna create a piece of content. So make it last, make it meaningful. At some point, you gotta pull back and appreciate everything you've done. Take stock of it. But in the moment, like, don't look back. Don't look too far forward. Focus on today and crush it. And when you think about content that way, it's like, ‘I'm going to really focus on this piece of content. I don't really care what we've done in the past. I don't care what we're going to do in the future. I want to make this count.’”
Time Stamps
[0:55] Meet Guru Sundar, VP of Marketing at Abridge
[1:53] Guru Sundar's Journey into Marketing
[4:31] The Role and Vision at Abridge
[7:35] The Importance of Brand and Inspiration
[16:37] Simon Sinek's Golden Circle
[19:29] Personal Mission and Healthcare Innovation
[23:25] The Impact of Transparency in Healthcare
[25:20] AI and Deeper Understanding in Healthcare
[25:46] The Importance of Patient History
[27:53] Marketing and Storytelling in Healthcare
[31:41] Challenges in B2B Healthcare Marketing
[33:09] Clinician and Patient-Centric Solutions
[43:12] The Role of Content in Marketing
[50:34] Final Thoughts and Takeaways
Links
Learn more about Simon Sinek and “Starting with Why”
About Remarkable!
Remarkable! is created by the team at Caspian Studios, the premier B2B Podcast-as-a-Service company. Caspian creates both nonfiction and fiction series for B2B companies. If you want a fiction series check out our new offering - The Business Thriller - Hollywood style storytelling for B2B. Learn more at CaspianStudios.com.
In today’s episode, you heard from Ian Faison (CEO of Caspian Studios) and Meredith Gooderham (Senior Producer). Remarkable was produced this week by Meredith Gooderham, mixed by Scott Goodrich, and our theme song is “Solomon” by FALAK.
Create something remarkable. Rise above the noise.