Predictable B2B Success

Are you ready to unravel the real secrets of starting and scaling a successful business? In this episode of Predictable B2B Success, host Vinay Koshy sits down with Feras Alhlou, an advisor to 150 startups, a Silicon Valley entrepreneur, and the founder of Startup with Feras, to explore the raw realities of entrepreneurship. Discover how a sudden layoff became the unexpected catalyst for Feras Alhlou's journey, and why most founders miss what truly matters in building trust and accelerating growth. From the disciplined mindsets honed in martial arts to the deliberate practices that separate sustainable businesses from overnight fads, this episode dives deep into the skills rarely discussed and the principles every entrepreneur should master. You'll hear how Feras Alhlou built and sold his agency to a global media giant and why learning and applying that learning is his personal edge. Plus, get a peek into his effective strategies for identifying ideal clients, incorporating customer feedback, and nurturing lasting relationships that lead to repeat, high-value business. Tune in for real stories, actionable insights, and some unexpected advice that might reshape your approach to entrepreneurship. If you've ever wondered what it takes to succeed and scale truly, you won't want to miss this episode! Some topics we explore in this episode include: Entrepreneurial Journey – Feras Alhlou recounts how a layoff pushed him to start his own business and his progress since then.Learning & Execution – The value of continual learning and strong execution skills for entrepreneurial growth.Discipline & Deliberate Practice – Drawing lessons from martial arts about the importance of discipline and perseverance.Defining Target Audience/ICP – How Feras Alhlou's content and services are specifically tailored for early-stage service/consulting entrepreneurs.Trust Building – Techniques for building trust with prospects and clients through valuable content and authentic relationships.Content Strategy – The importance of focused, audience-specific content creation.Strategy & Goal Setting (OKRs) – Setting and regularly reviewing objectives using the OKR method, with team involvement.Data-Driven Decisions – Utilizing analytics and regular reviews to inform business and content strategies.Customer Feedback – Incorporating the voice of the customer into business operations and improvement.Client Management & Upsell – Approaches to managing relationships, expanding accounts, and ensuring client success for retention and growth.And much, much more ...

What if your next business breakthrough didn't come from another cold email or sales demo, but from a single, genuine conversation at the right networking event? In this episode of Predictable B2B Success, Vinay Koshy speaks with award-winning communicator, military veteran, and author of "Networking Unleashed," Michael Forman. Together, they dive deep into the secrets of transforming networking from a casual, often awkward ritual into a powerful, systemized revenue engine. Ever wondered why so many professionals dread networking, or why most companies still see it as a side activity rather than a strategic business driver? Michael Forman shares his journey from leading Air Force teams to mastering relationship-building in everything from graphic design studios to law firms, and uncovers why true networking is about giving, not getting. You'll discover actionable frameworks, the underrated art of listening, and a "secret sauce" for follow-up that nearly guarantees your efforts won't go to waste. Whether you're a sales pro, a B2B leader, or an introvert hoping to break out, tune in to learn how authentic connection and a few handwritten notes might be your biggest growth lever yet. Some topics we explore in this episode include: Networking's Impact on Business Growth: Why networking is crucial for profitability and long-term success.Networking vs. Traditional Sales/Marketing: The strategic value of networking compared to standard approaches.Core Networking Skills: Effective communication, listening, and a giving mindset.Systemizing the Networking Process: Steps to make networking a predictable revenue generator.The Power of Follow-Up: How personalized, prompt follow-ups (especially handwritten notes) make a difference.Using Technology for Networking: Leveraging CRMs and digital tools to track and manage relationships.Choosing the Right Events: Selecting networking events that attract ideal prospects and partners.Measuring Networking ROI: Different ways to evaluate the return on networking activities.Building a Networking Culture: How to embed networking into all parts of an organization.Mindset and Barriers to Networking: Overcoming resistance and fostering buy-in at all levels.And much, much more...

What does it take to turn chaotic, costly B2B events into powerful engines of ROI and connection? In this episode of Predictable B2B Success, host Vinay Koshy sits down with Hailey Ingraham, Marketing Director at Event Cadence, a fast-growing event management platform trusted by organizations from MIT to Merck. Hailey Ingraham shares her journey from content marketing newbie to director, revealing the storytelling secrets that not only build communities but drive tangible, measurable business outcomes from in-person, virtual, and hybrid events. Discover the unexpected strengths that niche specialization can unlock, why evolving your event strategy is more than just survival, and how technology, when applied thoughtfully, can enhance connection rather than replace it. Hailey Ingraham gets candid about overcoming industry challenges, such as the notorious struggle to prove ROI, and shares practical tips for making your next event more data-driven, engaging, and memorable. Plus, hear about the creative giveaways that attract attention at crowded trade shows and why storytelling remains the ultimate marketing superpower. Whether you're an event manager, marketer, or B2B leader, this episode will spark fresh ideas about the future of events and the art of driving real results. Some topics we explore in this episode include: Storytelling in B2B Marketing – How narrative drives engagement and sales.Adapting in Event Management – Pivoting business strategies amid industry shifts, especially during COVID-19.Measuring Event ROI – Solutions and challenges for proving event value.Technology's Role in Events – Enhancing attendee experience with features and real-time updates.Focusing on Niche Audiences – The impact of starting with life sciences/pharma and expanding.Customer Success & Word-of-Mouth – Building growth through support and satisfied clients.Event Data & Business Intelligence – Using analytics and AI for decision-making and optimization.Content Creation & Customer Stories – Creating relatable, engaging material based on customer feedback.Balancing Automation & Human Touch – Ensuring tech enhances, not replaces, human interaction.Growth Strategies – Trade shows, partnerships, and thought leadership as drivers for business expansion.And much, much more...

What does it really take to scale a business to seven figures using only SEO, without spending a dime on ads? In this episode of Predictable B2B Success, Vinay Koshy sits down with Steven Schneider, co-founder and CEO of Trio SEO, to explore the realities behind sustainable, conversion-focused content strategies that actually work. Is SEO just digital wizardry, or is it all about trust, patience, and playing the long game? Steven Schneider shares his journey from managing 40 blogs to running a high-performing agency, emphasizing the importance of building credibility in a world where promises of overnight SEO results have fostered widespread skepticism. Discover why Trio SEO insists on “boring” best practices, how high-intent content can transform business outcomes, and why being able to say “no” to the wrong clients is crucial. Curious about the impact of AI on content creation, ranking strategies, or the overlooked power of podcasts in B2B? This episode is packed with insider insights and actionable approaches, plus honest advice for anyone frustrated with SEO’s reputation for unpredictability. Join us, and rethink what it takes to win predictable, scalable results through search. Some topics we explore in this episode include: Building Trust in the SEO Industry – Overcoming skepticism and client concerns from past agency experiences.Delegation and Operational Systems – The importance of systemizing and delegating to scale a business.High-Intent Content for Conversions – Focusing on bottom-of-funnel content that turns readers into buyers.Role of AI and Human Writers – Using AI as a tool, but prioritizing conversational, human-written content.Keyword Research and Funnel Alignment – A structured process for discovering and prioritizing keywords by intent.Adapting to Search Engine & AI Trends – How changes in Google and AI influence SEO strategies.Content Beyond Traffic: Conversation & Education – Using content to educate and fuel industry discussions.Adhering to Client Brand Guidelines – Customizing content to fit each client’s brand and goals.Ensuring Quality and Consistency – Processes and team structure to maintain high standards.Focusing on Long-Term SEO Results – Emphasizing patience and realistic expectations for sustainable growth.And much, much more...

Imagine spending thousands on marketing, going all-in on trade shows, Google Ads, and webinars, only to have no idea if any of it actually drives revenue. You're not alone. In this episode of Predictable B2B Success, host Vinay Koshy sits down with Jason Kramer, founder and CEO of Cultivize, to uncover why B2B CRM adoption and sales alignment are still a massive struggle, even in the age of endless tech solutions. Jason, a marketing veteran with over two decades of experience working with brands like Virgin Atlantic Airways and Johnny Walker, reveals the "aha" moment that led him to launch Cultivize: bridging the gap between marketing spend and provable ROI. From exposing why sales teams resist CRM systems to pinpointing the hidden data points that unlock better lead nurturing, this conversation is packed with real-world stories, sharp insights, and practical playbooks you can steal today. If you're curious about how leading companies actually connect marketing dollars to pipeline growth, how to fix a broken sales process before your next software rollout, or even how AI will soon change your sales teams, you won't want to miss this episode. Grab your headphones, predictable revenue is closer than you think. Some topics we explore in this episode include: Sure thing! Here are the top 10 topics covered in the episode with Jason Kramer: CRM Adoption Issues in B2B: Challenges in getting sales teams to use CRM systems effectively.Connecting Marketing Efforts to Revenue: The common struggle to attribute marketing activities to actual sales results.Importance of Customized Training and Processes: Why tailored training and clear processes are vital for CRM success.Lead Nurturing Strategies: How automated follow-ups and nurturing campaigns drive more revenue.Leadership & Accountability in Sales/Marketing Alignment: The role of strong leadership and culture in maintaining effective collaboration.Marketing-to-Sales Handoff Structure: Ensuring MQLs become SQLs efficiently, with an emphasis on quick responses.Data Hygiene and Segmentation in CRMs: Approaches for cleaning up CRM data and improving its usefulness.Lead Scoring for Buying Committees: Adjusting lead scoring to reflect group buying dynamics in B2B sales.Leveraging Automation and AI: Using technology to boost productivity and reduce manual workloads.Measuring ROI and Key Metrics: Best practices for tracking the metrics that matter, and correctly attributing revenue.And much, much more...

What if the biggest barrier to scaling your B2B business wasn’t your operations, market conditions, or even your team, but you, the founder? In this episode of Predictable B2B Success, Vinay Koshy speaks with Brian Smith, founder of Strategy Ladders, serial entrepreneur, and seasoned leadership coach who’s helped thousands of entrepreneurs unlock the next level of growth. Brian’s journey spans boat-washing on a Florida island to closing multi-million dollar deals, and he’s distilled years of experience into a simple but powerful premise: your offer is your business, and your mindset is the real growth engine. Discover why most strategic frameworks keep you trapped, which common “security blanket” hires are holding you back, and why focusing 100% on sales, especially when juggling firefighting and growth, is the first rule of scaling smartly. Brian challenges conventional wisdom with thought-provoking insights on operational bottlenecks, founder mindsets, and the art of constructing an offer so compelling that your brand (and business) can scale beyond your personal involvement. Whether you’re stuck at six figures or dreaming of an exit, this conversation is packed with tactical stories and no-nonsense advice you won’t hear anywhere else. Tune in and rethink what’s really driving your B2B success. Some topics we explore in this episode include: Brian’s entrepreneurial background and the creation of Strategy LaddersKey challenges in scaling B2B service businessesThe founder’s role as a growth bottleneckMindset and emotional filters that hinder business progressRapid, high-quality decision making for growthThe importance of refining business offers and clear positioningStrategy Ladders’ unique advisory approach—including expert pairing and mindset coachingExamples of overcoming mental roadblocks (sales resistance, undervaluing services)Building clarity and authority in business messaging, especially on LinkedInCreating a growth-oriented culture and strategic hiring (“growth hires” vs. “clone hires”)And much, much more...

What does it take to build a billion-dollar company with fewer than 100 people, all while placing customer obsession and responsible AI at its core? In this episode of Predictable B2B Success, host Vinay Koshy speaks with Phillip Swan, Chief Product and Go-to-Market Officer of the AI Solution Group, to unlock the secrets behind blending innovative tech, ethical AI, and truly frictionless customer experiences. Philip shares his journey from co-founding PI Partners to merging with AI Solution Group, revealing untold stories about how he and his team leverage AI to drive unprecedented operational momentum and organizational growth. From identifying “migraine-level” pain points to eliminating data leaks caused by shadow AI, Phillip’s insights challenge conventional thinking and tackle the big questions: Can AI really build trust and customer advocacy? How do you systemize culture and alignment across traditional business silos? And what is “pre-awareness”, the surprising stage most companies ignore in the buyer’s journey? Packed with real-world examples, bold perspectives, and practical frameworks for change, this episode will get you rethinking your approach to product, leadership, and revenue growth. If you’re ready to turn customer-centricity from a buzzword into your breakthrough strategy, don’t miss this conversation! Some areas we explore in this episode include: Responsible and Safe AI – Ethics, guardrails, and compliance in AI development.Shadow AI Risks – Dangers of ungoverned AI and protecting company data.Customer Obsession – Making customer outcomes a core organizational focus.Revenue Momentum – Using AI and alignment to drive sustained business growth.Breaking Down Silos – Connecting all business functions for better collaboration and KPIs.Pre-awareness in the Buyer Journey – Building trust and influence before customers identify their needs.Change Management & Culture – CEO-driven culture and effective organizational change strategies.AI Agents & Agentic Systems – Defining and building true autonomous AI agents.Customer-driven Product Development – Co-creating solutions with customers based on real pain points.Scaling Customer Experience – Turning every touchpoint, including support and legal, into a customer experience advantage.And much, much more...

What if everything you thought you knew about persuasion in business was wrong? In this episode of Predictable B2B Success, host Vinay Koshy welcomes Leslie Zane, author, pioneer of instinct marketing, and founder of the agency Triggers, to reveal the game-changing secrets behind how people really make decisions. Leslie has advised Fortune 100 giants like McDonald’s, Aquafina, and Snickers, fueling over $50 billion in incremental growth for her clients. However, her approach isn’t just about clever ads or emotional storytelling; instead, she taps into the power of the instinctive mind, the hidden “command center” that drives 95% of daily choices. Listen as Leslie debunks long-held marketing myths, explains why positive subconscious associations are the untapped fuel for growth, and shares her practical framework — the brand connectome — that companies can use to become the instinctive, go-to choice in their market. Whether you’re in B2B or B2C, you’ll discover why focusing on surface-level features or fleeting promotions could be holding your brand back, and how cognitive shortcuts and meaningful visual cues can unlock faster and more profitable growth. Tune in for actionable insights that will transform the way you think about persuasion, branding, and marketing strategy forever. Some areas we explore in this episode include: Of course! Here are the top 10 topics discussed in this episode: Instinctive vs. Conscious Decision Making: Most choices are made instinctively, not rationally, and marketers should focus on the unconscious mind.The Limits of Emotion in Marketing: Emotion is an outcome, not a true driver of purchase, and isn’t as effective as commonly believed.Brand Connectome: The concept of mapping all positive and negative associations connected to a brand in the buyer’s mind.Implicit Associations as Growth Drivers: Unconscious positive and negative associations heavily influence brand growth and purchase behavior.Turning Competitor Negatives into Your Advantage: New brands can target negative associations of dominant competitors to gain market share.Beyond Promotions and Discounts: Long-term growth comes from building instinctive brand preference, not short-lived promotional tactics.Building Distinctive Brand Assets: Focus on creating sticky visual and verbal cues (“growth triggers”) that reliably influence memory.Universal Triggers vs. Over-Segmentation: Universal, widely understood cues are more impactful than highly segmented, tailored messaging.Tracking Implicit Brand Health: Brands need to monitor implicit associations over time, not just conscious survey metrics.Updating Outdated Marketing Models: Traditional concepts, such as the sales funnel and uniqueness, should be replaced with an instinct-driven approach.And much, much more...

Ready to discover a strategy for explosive business growth that few are talking about? In this episode of Predictable B2B Success, host Vinay Koshy speaks with Marty Fahncke, an accomplished marketer, mergers and acquisitions advisor, and serial dealmaker who has scaled businesses to over a billion dollars in revenue and executed more than $450 million in M&A transactions. Marty doesn’t just talk about growth; he’s lived it, transforming small startups into industry giants and navigating both the buy and sell sides of deals across diverse sectors, including SaaS, consumer goods, health & wellness, and e-commerce. In this conversation, Marty pulls back the curtain on how acquisitions can be the secret weapon for B2B companies grappling with longer sales cycles, rising marketing costs, and economic headwinds. You’ll hear how even fierce competitors became powerful partners, what signals make companies ripe for acquisition, and the surprisingly creative ways businesses can fund deals without draining their cash reserves. If you’ve ever wondered how to turn risk into opportunity or scale your business through strategic acquisition, this episode will challenge your assumptions and spark your curiosity. Don’t miss Marty’s actionable insights that could change the way you think about growth! Some areas we explore in this episode include: Marty’s Shift from Marketing to M&A: How Marty transitioned into mergers and acquisitions and his early experiences.Acquisition as a Growth Strategy: The advantages of scaling B2B businesses via acquisitions rather than just organic growth.Current B2B Challenges: Market headwinds such as longer sales cycles, increased costs, and economic uncertainty.Creative Deal Structuring: The necessity of creativity and risk-taking in structuring acquisition deals.Targeting Businesses for Acquisition: How to identify acquisition opportunities up and down the supply chain and beyond.Relationship Building for M&A: The importance of networking with vendors, customers, and partners to uncover opportunities.The Role of AI in Valuation: Effects of AI on the value—positively and negatively—of SaaS and other tech businesses.Acquisition Funding Options: Various non-cash funding strategies like seller financing and asset-based lending.Merging Company Cultures: Approaches to blending organizations post-acquisition for the best results.Exit Planning & Valuation Drivers: Preparing for a sale, maximizing business value, and focusing on profits over revenue.And much, much more...

What if everything you thought you knew about brand loyalty was just a myth? In this episode of Predictable B2B Success, host Vinay Koshy speaks with Ethan Decker, founder and president of Applied Brand Science, to shake up your assumptions about what drives actual brand growth. Ethan's fascinating journey from computational ecologist to global brand science expert is just the beginning; he dives deep into the science hiding behind successful brands, exposing why "brand stickiness" might trump loyalty in the real world. Together, they unpack the truths about buyer behavior, the importance of staying in touch with reality (not just PowerPoint reports!), and why even the biggest, most revered brands rely on a vast sea of casual customers rather than a handful of loyalists. From quirky brand mascots to the overlooked power of simple, sticky messaging, even in the B2B tech world, Ethan explains how to make your brand memorable and trusted. If you're ready to question some of marketing's most sacred cows and uncover research-backed strategies for growth, this conversation will leave you rethinking how your own business wins, retains, and reacquires customers. Don't miss these transformative insights, tune in now! Some areas we explore in this episode include: Ethan Decker's transition from science to marketing and its impact on his work.The science and evidence-based principles behind brand growth.The myth of brand loyalty versus the concept of brand stickiness.Common misconceptions businesses have about their customers.Measuring brand stickiness: recommended metrics and methods.B2B branding examples, including Volvo and Salesforce.The "Tourist Economy" model and its application to B2B.The "Banana Curve" or long-tail distribution of buyers in B2B markets.Rethinking customer retention versus acquisition and debunking loyalty myths.Integrating sales and marketing for effective revenue and brand growth.And much, much more...