The Yaag Project

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...