The Yaag Project

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...