Predictable B2B Success

In this episode of "Predictable B2B Success." Today, we're diving deep into the transformative realm of mission-driven business strategies with Paul Burani, a seasoned expert in sales and marketing dedicated to integrating social impact into revenue models. With over two decades of experience and a visionary approach, Paul delves into the intricate process of shifting the mindset of automotive clients from direct to brand marketing. Get ready to explore how mission-driven companies make a difference and secure competitive advantages in the B2B tech marketplace. Paul shares invaluable insights on building rapport with clients, the power of storytelling in business, and the rising prominence of ESG strategies, CSR programs, and conscious consumerism. He also discusses the essential qualities for leaders in mission-driven organizations and the early impact of hiring fractional executives. Plus, he provides practical advice on how to quantify social outcomes and navigate the challenges and rewards of a mission-driven business model. Tune in as Paul Burani reveals the secrets behind successful social impact ventures and the undeniable link between purpose and profit. This is an episode you can't afford to miss—whether you're an entrepreneur, a corporate leader, or simply someone passionate about making a positive change in the world through business. Some we explore in this episode include: Challenges in Shifting Client Mindsets: Discussing the transition from direct marketing to brand marketing in the automotive business.Building Client Rapport: The importance of being helpful, actively listening, and providing expertise without initially positioning oneself as a C-level hire.Running a Podcast for Business: The benefits of podcasting are that it allows for the communication of expertise and knowledge and connecting with people externally and internally within an organization.Value of Attention: The significance of recognizing and respecting people's attention and ensuring value in every interaction.Competitive Advantages of Mission-Driven Businesses**: How being mission-driven can provide a competitive edge in the B2B technology marketplace, focusing on prosocial orientation, ESG strategies, CSR programs, and conscious consumerism.Social Impact and Revenue Growth**: Integrating social impact into business strategies and potential effects on revenue growth and market differentiation.Storytelling and Emotional Connections: Using storytelling to create emotional connections with customers and prioritizing early hiring of the right C-level executives.Quantifying Social Impact Outcomes: The necessity for organizations to measure social impact outcomes, using healthcare's patient outcomes focus as an example.Importance of Leadership: Essential qualities for leaders in mission-driven companies, including self-awareness, active listening, and a service orientation.Fractional Executives and Sales Funnel Insights: The value of fractional executives in the current labor market and the need for a deeper understanding of the sales funnel to gain valuable business insights.And much, much more...

Welcome to another episode of Predictable B2B Success! In this episode, host Vinay Koshy chats with Matt Swalley, co-founder of OmniKey, to explore the evolving landscape of digital ad campaigns and the shift from traditional outbound sales to more sophisticated, data-driven strategies. Have you ever wondered how leading startups navigate the challenges of fragmented data and leverage AI to create personalized marketing experiences? Matt delves into these complexities, highlighting the necessity of cross-team collaboration and integrating CRM systems like Pendo, HubSpot, and Slack to synthesize crucial data. He shares insightful tips on testing AI for efficiency, the value of discovery calls, and the pivotal role of creative content in today's competitive environment. Listeners will gain actionable insights into balancing sales-led and product-led growth strategies and how podcasts can bridge the gap for nurturing relationships and repurposing content. From uncovering cost-effective ad campaign strategies for financial businesses to navigating AI's intimidating yet indispensable potential, this episode is packed with guidance for early-stage startups and seasoned business leaders alike. Tune in as Matt Swalley reveals the secrets to doubling revenue growth through the perfect blend of data and creativity while emphasizing the transformative power of AI in the B2B space. Take advantage of these invaluable lessons for scaling and succeeding in the digital age. Some areas we explore in this episode include: Siloed Data in Organizations: How siloed data is a common issue and the importance of communication across teams to ensure effective sales processes.Sales Metrics: Discussion on crucial sales metrics such as customer acquisition cost, conversion percentage, and lifetime value.AI and Personalized Marketing: The future role of AI, personalized experiences in marketing, and the importance of testing AI for efficiency and growth.Digital Ad Campaigns for Financial Businesses: Matt Swalley's insights on creating and testing digital ad campaigns, including budget recommendations and target audience identification.Shift in Sales Processes: The evolution from traditional outbound sales to more digital and inbound approaches and the importance of a complementary advertising strategy.Challenges in Early-Stage Startups: Strategies to overcome challenges including using emails, phone calls, and ads, and the importance of discovery calls for personalizing sales approaches.Content Testing and Iteration: Advising on testing various types of content and iterating successful assets in multivariate creative testing, along with focusing on visuals and creatives in ad campaigns.Sales-Led vs. Product-Led Growth: Comparing sales-led and product-led growth strategies and the benefits of combining both approaches for predictable revenue growth.Role of Podcasts in Marketing: Using podcasts to nurture connections, repurpose content for ads, and build organic rapport with customers.AI Tools and Feedback Loops: Incorporating AI tools and voice of the customer trackers in sales and marketing strategies to inform product development and improve growth.And much, much more...

In this Predictable B2B Success Podcast episode, host Vinay Koshy speaks with marketing expert Jarie Bollander. Jarie, the CEO of Story Driven and advisor to organizations like Decision Council and Incodex, discusses the importance of a story-driven marketing approach in today's world for B2B success He shares insights from his unique career trajectory from engineering to marketing, driven by personal hardship and the resulting resilience. The conversation covers why storytelling is crucial for differentiation, the inherent complexities of persuading audiences, and how emotional resonance can drive successful marketing campaigns. Jarie also explains practical aspects such as creating compelling origin stories, the significance of product-market fit surveys, and the importance of internal alignment in storytelling. The episode is full of insights, especially for C-suite executives in B2B tech companies aiming to leverage storytelling for superior market positioning and customer engagement. Some areas we explore in this episode include: Importance of Storytelling in Marketing: Jarie Bolander emphasizes that the best story wins in a democratized market, and storytelling is a key differentiator for businesses.Transition from Engineering to Marketing: Bolander shares his story of transitioning from engineering to marketing due to personal circumstances, including his wife's illness and eventual passing.Simplifying Complex Ideas and Storytelling: Bolander discusses his superpower in breaking down complex ideas into simple, compelling stories.Focus on Customer Problems: The need for businesses to focus on solving customer problems rather than just highlighting their offerings.Businesses as Mentors, Customers as Heroes: How companies should position themselves as mentors, making customers the hero in their brand story.Challenges of Crafting a Compelling Story: The difficulty in creating a story that resonates with the right audience and finding unique aspects that make a company special.Emotional Elements in Decision-Making: The impact of emotions in B2B decision-making processes and how stories that evoke core emotions are more memorable and repeatable.Employee Ambassadors and Internal Alignment: The role of employee ambassadors in aligning company goals with public interactions and the importance of internal buy-in for marketing success.Navigating Abundance of Uncurated Content: The challenges of managing excessive content in B2B marketing and the value of scorecard marketing in guiding prospects towards solutions.Tools and Metrics for Lead Generation and Marketing: The use of tools like Poly and Syminfo for lead generation and the importance of leading indicators such as customer surveys, feedback, conversion rates, and referrals in assessing marketing effectiveness.And much, much more...

In this episode of Predictable B2B Success, host Vinay Koshy sits down with Frederic Joye, the visionary co-founder of Arcanys, to delve into the intersection of human connection and strategic innovation in outsourcing. From orchestrating personal bonds with fantastic people to his strategic pivot towards meaningful investments, Frederic shares a compelling narrative of how integrating a purpose-driven culture can pave the way for predictable revenue growth and long-term innovation. Discover how Arcanys distinguishes itself in a competitive market by fostering genuine relationships and trust with its mostly Western clientele and why aligning client culture with its own is paramount for project success. Frederic opens up about the pivotal moments that influenced a shift towards investing in high-potential startups, the criteria they use to evaluate investment opportunities, and how their involvement as shareholders can drive mutual growth. Whether you're intrigued by the nuances of outsourcing, fascinated by the mechanics of strategic investments, or keen on understanding the metrics behind a thriving, purpose-driven company, this episode is guaranteed to captivate your interest. Join us for an insightful conversation that promises to elevate your understanding of fostering business success through human-centric approaches and strategic foresight. Tune in now! Some areas we explore in this episode include: Human Element in Outsourcing: Importance of developing positive relationships and emotions with people involved in outsourcing.Strategic Investments in Startups: Arcanys's pivot towards strategic investments in startups as a more scalable business model than selling software development hours.Criteria for Investment: What Arcanys looks for in startups, including late seed or pre-series A companies with good traction, revenue, and a strong technical team.Personal Strength and Trust: Frederic Joye focuses on interpersonal relationships and helping people, which is key to overcoming challenges and gaining clients' trust.Differentiation from Competitors: How Arcanys differentiates itself by focusing on quality over growth, serving mainly Western clients, and prioritizing relationships and trust.Onboarding and Cultural Alignment: Frederic's involvement in onboarding new clients and evaluating their culture to ensure alignment with Arcanys's values.Challenges in the Outsourcing Industry: Overcoming the reputation of the outsourcing industry and the significant investment needed for acquiring new clients.Key Drivers of Growth: Internal growth from existing clients and returns from strategic investments made in the past contributing to the company's success.Measuring Success: Metrics used by Arcanys to assess success, including client and developer satisfaction, net promoter score, and recognition as a great workplace.Company Culture: Arcanys's Purpose-driven culture is focused on doing the right thing, creating a good working environment, and helping others.And much, much more...

Welcome to another episode of Predictable B2B Success, where we explore the keys to sustaining and scaling your business with expert guidance. In this episode, we have the honor of hosting Jason Kruger, president and founder of Signature Analytics, who brings a wealth of knowledge from his extensive public accounting and financial leadership background. Tune in as Jason delves into exceeding customer expectations, ensuring client satisfaction, and boosting client retention—cornerstones for any thriving business. Learn how consistent contracts impact your accounting, business valuation, and sale potential. Jason shares a fascinating success story from working with a drug and rehabilitation company, where strategic financial improvements led to an acquisition. But that's not all. Gain insights into the critical role of financial education for business owners and teams across departments, shedding light on often overlooked pain points that can hinder growth. Discover why culture fit is paramount at Signature Analytics and how their remote work model fuels their unprecedented success. Get ready to uncover the secrets to maximizing cash flow, navigating post-COVID challenges, and weatherproofing your business for future uncertainties. This episode promises invaluable advice, actionable tips, and a deeper understanding of driving business success through financial mastery. Some areas we explore in this episode include: Exceeding Customer Expectations: Importance of client satisfaction and retention rates.Bonus Plans and Business Success: Linking bonus plans to business performance and the impact of consistent contracts on accounting and valuation.Financial Improvement Success Story: Case study of a drug and rehabilitation company's financial turnaround.Credible Financial Information During Due Diligence: Necessity of accurate financial information to avoid discounted offers.Hiring and Processes for Success: The importance of hiring the right people, implementing processes, and regular communication.Processes for Scaling Business Operations: Essential processes needed for accounting, invoicing, bill payments, and financial reporting.Financial Education for Business Leaders: Need for financial education for leaders, including marketing, sales, and customer service teams.Post-COVID Business Challenges: Impact of post-COVID challenges, focusing on cash flow management and uncertainty preparation.Technology and Data Understanding: Importance of understanding data foundations before investing in technology.Remote Work Model and Team Investment: Shift to remote work model and reinvestment in team and culture.And much, much more...

In this Predictable B2B Success Podcast episode, host Vinay Koshy engages in a compelling conversation with Will Adams, President at Tarkenton Companies. Will discusses the pressing challenge of preserving the human element in business relationships and innovation processes as AI and technology rapidly advance.  The dialogue covers various topics, including Tarkenton's unique business model as a Skunkworks operation, the importance of journey mapping, and the critical role of empathy and effective communication in leadership. Will also shares insights into how companies can integrate AI without compromising the human experience. He particularly stresses the importance of fostering innovation within risk-averse organizations, aiming to inspire the audience and instill a sense of hope in the face of technological changes.  We also delve into the delicate balance of maintaining the human element in a fast-paced tech landscape dominated by AI advancements. The discussion underscores why empathy should be at the core of user design and customer experience, highlighting its crucial role in the B2B tech industry. Will Adams shares his wisdom on bridging the gaps between client success and development teams, the importance of journey mapping, and the role of ethical guidelines in the Wild West of technological innovation. Plus, discover why Apple's deliberate approach and Google's cautionary AI tale offer essential lessons for today's businesses. Stay tuned for an episode that promises to challenge your perspectives and spark new ideas for a more empathetic and innovative future in B2B success! Some areas we explore in this episode include: 1. Role and Mission of Tarkenton: - Description of Tarkenton's services and their focus on storytelling for long sales cycles. - The entrepreneurial mindset and mission of making business fun while helping people. 2. Balancing Human Experience and Technology: - Challenges B2B tech companies face in maintaining the human element amidst rapid AI and technology advancements. - Impact of technology on young people's mental health and the ethical responsibilities of tech creators and consumers. 3. Empathy and Client Experience: - Importance of fostering empathy and understanding of the client experience within development teams. - Practices like rotating engineers through client success roles and placing development teams in client success hubs. 4. Value Beyond Technology: - Emphasis on adding value to businesses beyond just technology. - Starting from the point of making a meaningful difference and ensuring sincerity in business practices. 5. Leadership in Rapid Technology Changes: - Essential leadership qualities include communication, team building, and creating a culture of empowerment. - Leaders should ask questions, engage teams, and lead by example to foster empathy and understanding. 6. Personal Touch in Customer Relations: The significance of maintaining a personal touch with customers and within the organization based on Will Adams' early career experience. 7. Ethical Guidelines and Regulatory Guardrails in Technology: - Importance of ethical guidelines, transparency in design, and regulatory guardrails in AI development. - The balance between innovation and ethical responsibility. 8. Blending AI and Human Elements: - Integration of AI with human consultation in their SaaS applications to enhance customer experience. - Understanding the need for a balanced approach with real-life human support alongside AI. 9. Journey Mapping and Research: - Initial steps in Tarkenton's process, emphasizing journey mapping and thorough research and design before project planning. 10. Fostering Innovation in Bureaucratic Organizations: - Strategies to drive innovation in risk-averse settings. - Use of Skunkworks and the role of a bridge builder to connect the organization with an external innovation team. 11. And much, much more...

In this episode of the Predictable B2B Success podcast, we're diving deep into the often misunderstood world of human-centric sales with our extraordinary guest, Karl Becker. Karl Becker has founded and run numerous companies over the last thirty years and now runs Improving Sales Performance, a consultancy that supports sales organizations to build high-performing teams and achieve their revenue goals. He is the author of Set up to Win: Three Frameworks to a High-Performing Sales Organization and Sales & Marketing Alignment.  Have you ever wondered how transforming just one employee's outlook can lead to a 30% increase in sales? Karl shares his compelling journey of rescuing a company from firing a 'negative' employee to turning her concerns into actionable changes that revamped the entire sales process. Host Vinay Koshy unpacks the essence of Karl's revolutionary 'Iceberg Selling' approach. Discover how focusing on the hidden 90% beneath the surface can unlock significant sales potential, moving beyond the transactional to the relational. Karl outlines four potent mindsets—lifetime value, being of service, ownership, and drivership—that elevates sales results and foster personal growth, motivating any salesperson to strive for excellence. Tune in as Karl navigates the intricate balance between leveraging technology and automation while maintaining genuine human connections. From effective empathy to redefining sales processes, this episode is a treasure trove of actionable insights. Stay with us to learn how slowing down, deeply understanding your customers, and embracing foundational work can lead to sustainable growth and exceptional success. Don't miss out! Some areas we explore in this episode include: The Power of Understanding Employees: How Karl Becker's approach to understanding and addressing an employee's concerns led to substantial sales improvements in a company.Human-Centric Sales Approach: The importance of deeply understanding customers and solving their holistic needs rather than focusing on ego and transactions.Iceberg Selling Framework: The concept of iceberg selling, focusing on uncovering the hidden aspects of deals and understanding the whole picture behind customer interactions.Integration of Technology and Human Connection: Balancing technology and automation in sales while maintaining a human-centric approach.Improving CRM Utilization: Leveraging existing leads in a CRM and involving the sales team in redefining the sales process for better revenue growth.Empathy and Patience in Sales: The significance of salespeople being empathetic, patient, and willing to try different approaches when traditional methods aren't working.Lifetime Value and Relationship Building: Focusing on building long-term relationships with clients rather than rushing to close deals.Foundational Work for Sustainable Growth: The importance of foundational work and intentional steps for achieving sustainable growth, analogous to catching a baseball.Organizational Alignment: Ensuring alignment between organizational values and sales strategies through core values, transparency, and accountability.Mindset Shifts for Success: The impact of mindset shifts (lifetime value, being of service, ownership, and drivership) within organizations and their role in driving significant improvements in sales and overall success.And much, much more ...

Welcome to another episode of Predictable B2B Success, where we delve into the secrets behind driving consistent and monumental growth in the business-to-business landscape. In today's episode, host Vinay Koshy engages with the dynamic Kurt Uhlir, a visionary in marketing and leadership strategies. Ever wonder how healthy conflict can catalyze breakthrough innovations or why early communication in team dynamics can be the magic ingredient for sustained success? Kurt Uhlir expertly demystifies these essential components, sharing decades of experience and insights from his unexpected mentor, Judson Green. We dive deep into the transformational journey of hypergrowth, relying on documented processes and scalable strategies. Are you curious about how aligning sales, marketing, and engineering can reshape customer perceptions and skyrocket your efficiency? Kurt has firsthand answers. From dissecting HubSpot's marketing challenges to unleashing the power of unified customer views and impact-driven storytelling, we leave no stone unturned. Kurt's strategic approach to fostering a supportive culture is a game-changer for leaders navigating the murky waters of risk, control, and business outcomes. This episode is a treasure trove of insights, from semantic SEO experiments to the visionary use of AI in marketing. Ready to revolutionize your B2B success? Tune in and transform how you approach growth, leadership, and innovation. Some areas we explore in this episode include: Encouragement of Healthy Conflict: The importance of early communication and resolution of disagreements to prevent future animosity and improve decision-making.Strategies for Hypergrowth in B2B Companies: Focus on scalable strategies, documentation of operations, and systemized approaches to drive consistent and significant growth.Top Challenges in Marketing Strategy**: Addressing issues like sales and marketing alignment, hiring top talent, and creating effective lead-generating content.Contribution over Attribution in Marketing: The need to shift from last-click attribution to understanding the broader contribution of marketing efforts.Importance of Branding and Intangibles: Focusing on long-term goals and gaining CEO and CFO buy-in for marketing efforts by emphasizing brand value and intangibles.Approach to Leadership and Conflict Resolution: Aligning business outcomes, creating frameworks for healthy conflict, and ensuring congruence with past agreements.Unified Customer View and Data Access: The significance of marketers having access to comprehensive customer data to understand and meet customer needs effectively.Experimentation with New Marketing Technologies: Employing a "mad scientist" approach to testing new strategies and tools, such as semantic and topical SEO.Storytelling in Marketing and Sales: Curating the best stories for customers, using their language, and setting the right narrative to reduce customer churn.Systems Mindset in Marketing and Investments: Aligning marketing tasks with company outcomes, securing investments by tracking leading indicators, and using a systemized approach to build relationships with future clients.And much, much more...

In this episode of the Predictable B2B Success Podcast, host Vinay Koshy speaks with Avetis Ghazaryan, tech entrepreneur and CEO of Growth Hunter, about strategies early-stage startups can employ to drive exponential growth. ATI discusses the concept of momentum marketing and how it can help early-stage startups achieve reliable and repeatable pipeline growth. Key areas covered include: The significance of understanding buyer preferences.Aligning marketing efforts with high congregation moments.The importance of proven playbooks. Avetis also shares insights from his journey in creating Growth Hunter, a central hub for integrating high-impact marketing strategies into startup operations. The episode highlights startups' challenges with customer acquisition, lifetime value calculations, and staying updated with buyer needs. But that's not all; Avetis shares invaluable tools and insights on bridging the communication gap between businesses and their customers, ensuring your messaging hits the mark every time. Whether you're a seasoned marketer or just starting, this episode is packed with actionable strategies and insider tips to elevate your B2B success. So, grab your notepad and get ready to transform your marketing game with Avetis Ghazaryan on Predictable B2B Success! Some topics we explore in this episode include: Understanding the Buyer's Perspective: The importance of consistent market research in B2B marketing to understand buyers' top-of-mind concerns.Role of Playbooks in Pipeline Growth: The significance of using proven and tested playbooks to achieve reliable and repeatable pipeline growth, along with the implementation challenges.Staying Connected with Thought Leaders: The need to stay updated and adapt strategies by connecting with thought leaders and joining collective communities.Resources Provided by Growth Hunter: How Growth Hunter serves as a resource hub for B2B experts to exchange playbooks and ideas, aiding in understanding buyer preferences.Differentiation Between Trends and Momentums in SaaS: How SaaS professionals can navigate the difference between trends and significant market momentums.Demand Generation During High Congregation Moments: The opportunity presented by significant events or themes that engage prospects and allow the introduction of relevant solutions.Momentum Marketing Explained: The process of identifying high congregation moments and aligning messaging and strategies within that context.Primary Tools for Understanding Buyers' Concerns: Tools like ZoomInfo data, third-party intent data, first-party CRM data, customer interviews, and attending conferences to grasp what is top-of-mind for buyers.Launching Growth Hunter: Avetis Ghazaryan's journey of leveraging momentum marketing before founding Growth Hunter and his focus on aligning marketing efforts to buyer preferences.Implementing Momentum Marketing in SaaS: Challenges and steps involved in identifying and incorporating momentum marketing strategies for predictable revenue growth in SaaS.And much, much more...

In this episode of the Predictable B2B Success podcast, host Vinay Koshy talks with seasoned online marketing expert Astrid Kramer. Astrid delves into the crucial intersection of SEO and Customer Experience (CX), emphasizing the importance of interdisciplinary collaboration. She discusses the significance of integrating SEO from the planning stages of product development, the evolving nature of SEO and its misconceptions, and the role of effective communication within and outside the organization. Astrid also touches on leveraging tools, data analysis, and AI to refine SEO strategies. Key takeaways include: The necessity of breaking down silos.Enabling in-house SEO capabilities.Understanding the broader impact of SEO on brand reputation and user satisfaction. But that's just the tip of the iceberg. Discover why integrating SEO into your entire organization—from editorial teams to web developers—can revolutionize your brand's visibility. Learn how emerging platforms like TikTok are morphing into significant search engines and why customer stories are golden for your website content. With Astrid's pragmatic advice on making images smaller for faster load times and insights into leveraging AI tools like ChatGPT, this episode is packed with actionable wisdom. Astrid also delves into the untapped power of interdisciplinary collaboration, weaving together SEO, social media, public relations, and customer service into a cohesive strategy. Tune in to learn how optimizing your business for search engines can become an integral part of your product strategy and customer experience. This is an episode you won't want to miss! Some areas we explore in this episode include: Professional SEO Tools: The importance of using tools like Semrush for keyword research and competitor analysis.SEO Misconceptions: Debunking common myths and emphasizing the need to work with search engines and integrate SEO into website planning.Internal Team Education: Training internal teams (web developers, editorial staff, public relations) to include SEO practices in their tasks to reduce reliance on external SEO experts.Improving Website Performance: Specific advice on making website images smaller and faster for better SEO performance.Effective SEO Consultancy: Finding a trustworthy SEO consultancy that prioritizes client-specific needs and resources.Interdisciplinary Collaboration: The need for collaboration between SEO and other disciplines like SCA, social media, public relations, customer service, and sales to develop effective SEO strategies.Leveraging Social Media for SEO: The growing significance of social media platforms like TikTok as search engines and incorporating customer questions and stories into content.SEO for Large Corporations and Publishers: Challenges faced in implementing SEO in big enterprises, focusing on the importance of educating the IT department about SEO.Technical SEO Priorities: Prioritizing technical SEO issues such as status codes, redirecting error pages, and optimizing images for large websites.Customer Experience (CX) and SEO: The increasing importance of customer experience in SEO, with Google rewarding websites that provide better CX.And much, much more...