Happy holidays! Good Revenue is off this week, so we're bringing you one of our favorite episodes from 2024. 

Host Neeta Bidwai breaks down the overlooked power of messaging in influencing customer perceptions of willingness to pay and value. 

Key topics include:

• The science behind effective messaging

• How emotions and psychology affect decision-making and willingness to pay

• Strategies for crafting messages that not only emphasize product benefits but also evoke emotional connections with customers

• The role of framing, laddering, and storytelling in creating impactful messages

• Best practices for language choice and multisensory message delivery

• Comprehensive testing and refinement of messaging strategies

Join us for an in-depth look at how powerful messaging can command price premiums, withstand market pressures, and foster sustainable competitive advantages.

_

Where to find Neeta:

https://www.linkedin.com/in/neetabidwai/

Where to find Good Revenue:

https://goodrevenue.io/goodrevenue

_

Highlights:

00:00 Introduction to Effective Messaging

00:58 The Science Behind Messaging

02:37 Understanding Customer Emotions

05:57 The Power of Framing

08:37 Laddering and Value Chain Development

09:56 The Art of Storytelling

12:22 Choosing the Right Language

14:18 Message Testing and Refinement

16:37 Multisensory Message Delivery

18:52 Recap and Best Practices

_

Referenced:

• Value creation messages increase willingness to pay: https://journals.sagepub.com/doi/10.1509/jm.12.0179

• Value-based selling: https://www.sciencedirect.com/science/article/abs/pii/S0019850115000449 

• Social norms for behavior change: https://edis.ifas.ufl.edu/publication/WC406

• Somatic markers: https://neurorelay.com/2012/05/15/emotions-create-our-preferences-the-somatic-marker-hypothesis/

• Motivated reasoning: https://psycnet.apa.org/doiLanding?doi=10.1037%2F0033-2909.108.3.480

• Prospect theory: https://www.jstor.org/stable/1914185

• Judgments based on emotions: https://www.researchgate.net/publication/8624927_Risk_As_Analysis_and_Risk_As_Feelings_Some_Thoughts_About_Affect_Reason_Risk_and_Rationality

• Laddering: https://is.muni.cz/el/1456/jaro2013/MPH_MVPS/39278324/LadderingTheoy_original.pdf

FOLLOW GOOD REVENUE

• YouTube: https://www.youtube.com/channel/UCHrhuWbpYnUwrR75H2Ip4yQ 
• Spotify: https://open.spotify.com/show/44me6PABSQ0k0GfphM70au
• Apple Podcast: https://podcasts.apple.com/us/podcast/good-revenue/id1707461473 

Hosted on Acast. See acast.com/privacy for more information.

Happy holidays! Good Revenue is off this week, so we're bringing you one of our favorite episodes from 2024. 

Thought leadership is additive, newsworthy, and educational. It teaches your audience something they didn’t know. It challenges the status quo. And it helps your audience achieve a goal or get better at something they care about. That’s why it’s an incredibly powerful tool in go-to-market, when done well. 

In this episode of Good Revenue, host Neeta Bidwai covers:

• Why data-backed thought leadership changes mindsets, shows differentiated value, and is hard to copy 

• How thought leadership differentiates from transactional and educational content (and why insights can’t be outsourced to AI) 

• Extensive data supporting the effectiveness of thought leadership in today's business environment 

• Why original insights & research are rewarded by executives, search, & social media

• The tidal wave of the self-serve buyer journey – requiring vendors to build credibility with buyer who won’t take meetings or answer phone calls. 

• An actionable framework for building, resourcing, and distributing a strong thought leadership program

• How to focus on the right KPIs to measure success 

_

Where to find Neeta:

https://www.linkedin.com/in/neetabidwai/

Where to find Good Revenue:

https://goodrevenue.io/goodrevenue

_

Highlights:

00:00 Introduction to Thought Leadership

00:34 Defining Thought Leadership

01:42 Types of Content: Transactional, Educational, and Thought Leadership

05:04 The Importance of Thought Leadership in Competitive Markets

07:04 Data Supporting Thought Leadership

15:46 Framework for Building Thought Leadership

22:04 Executing Your Thought Leadership Strategy

27:52 Distribution and Media Strategy

35:19 Measuring Success: KPIs for Thought Leadership

41:02 Conclusion and Final Thoughts

_

References:

• LinkedIn / Edelman report: https://www.edelman.com/expertise/Business-Marketing/2022-b2b-thought-leadership-impact-report 

• Pavilion / Kickstand report: https://meetkickstand.com/wp-content/uploads/2023/11/Kickstand-Content-to-Conversion-EBook.pdf 

• What is information gain? https://searchengineland.com/what-is-information-gain-seo-why-it-matters-429763

• SparkToro hard to measure channels: https://sparktoro.com/blog/how-to-measure-hard-to-measure-marketing-channels/

• Zero-click content: https://sparktoro.com/blog/zero-click-content-the-counterintuitive-way-to-succeed-in-a-platform-native-world/

• Buyer journey data: https://goodrevenue.io/buyerjourney

FOLLOW GOOD REVENUE

• YouTube: https://www.youtube.com/channel/UCHrhuWbpYnUwrR75H2Ip4yQ 
• Spotify: https://open.spotify.com/show/44me6PABSQ0k0GfphM70au
• Apple Podcast: https://podcasts.apple.com/us/podcast/good-revenue/id1707461473 

Hosted on Acast. See acast.com/privacy for more information.

Tina Brown, President and COO of Overland-Tandberg, is an expert in technology manufacturing, cybersecurity, and mergers & acquisitions.

In this episode of Good Revenue, host Neeta Bidwai and Tina cover:

• Key trends in tech manufacturing and cybersecurity

• The impact of third-party services on cybersecurity risks

• Strategies for effective supply chain management and planning

• The challenges of human capital and talent retention in tech manufacturing

• Response and business pivots during the COVID-19 pandemic

• The importance of customer focus and culture in successful M&A

• Lessons learned from past mergers and acquisitions

• The role of diverse perspectives and global experience in effective board service

• The value of continuous learning and being prepared as a board member

Tina's extensive experience in the industry provides valuable insights for business leaders looking to navigate complex global challenges and leverage opportunities for growth. Tune in to learn how to stay ahead in a rapidly changing landscape.

_

Where to find Tina:

https://www.linkedin.com/in/tinarogersbrown/

Where to find Neeta:

https://www.linkedin.com/in/neetabidwai/

Where to find Good Revenue:

https://goodrevenue.io/goodrevenue

_

Highlights:

00:00 Introduction and Guest Welcome

00:21 Current Trends in Tech Manufacturing

02:59 Supply Chain Challenges and Solutions

04:08 Talent and Workforce Development

06:06 Pandemic Impact and Business Pivot

11:56 Mergers and Acquisitions Insights

22:25 Board Service and Leadership

29:02 Personal and Professional Challenges

32:06 Conclusion and Final Thoughts

_

Referenced:

• Overland-Tandberg: https://www.overlandtandberg.com/

• 50/50 Women on Boards: https://5050wob.com/

FOLLOW GOOD REVENUE

• YouTube: https://www.youtube.com/channel/UCHrhuWbpYnUwrR75H2Ip4yQ 
• Spotify: https://open.spotify.com/show/44me6PABSQ0k0GfphM70au
• Apple Podcast: https://podcasts.apple.com/us/podcast/good-revenue/id1707461473 

Hosted on Acast. See acast.com/privacy for more information.

Michael Frankel, founder and managing partner of Trajectory Capital, returns to Good Revenue to discuss the current state of M&A and predictions for 2025 in the 2nd of a 2-part episode.

In this episode of Good Revenue, host Neeta Bidwai and Michael cover:

• The impact of current market conditions on strategic M&A decisions

• How AI and new technologies are influencing business strategies

• The role of antitrust regulation and its limited effect on the M&A market

• Differences between private equity and strategic buyers in the middle market

• The significance of value creation in private equity and venture capital

• Forecasts for industry sectors facing technological disruptions and regulatory changes

Michael's insights offer a detailed roadmap for business leaders and investors to navigate the evolving economic and technological landscape. Tune in for a nuanced understanding of key strategies and market dynamics in the coming years.

_

Where to find Michael:

https://www.linkedin.com/in/frankelmichael/ 

Where to find Neeta:

https://www.linkedin.com/in/neetabidwai/ 

Where to find Good Revenue:

https://goodrevenue.io/goodrevenue 

_

Highlights:

00:00 Introduction and Interview Overview

00:13 Market Impact on Strategics

01:04 M&A Strategies and Industry Sectors

01:55 AI and Technology Investments

06:41 Antitrust and Regulation Effects

11:22 Private Equity vs. Strategic Buyers

19:24 Value Creation in PE and VC

28:19 Conclusion and Final Thoughts

_

Referenced:

• Trajectory Capital: https://www.linkedin.com/company/trajectory-capital/ 

• BCG Report: https://www.bcg.com/capabilities/mergers-acquisitions-transactions-pmi/mergers-acquisitions-activity-by-year

• Prior episode of Good Revenue: https://podcasts.apple.com/us/podcast/24-mastering-m-a-with-michael-frankel-trajectory/id1707461473?i=1000648176675

FOLLOW GOOD REVENUE

• YouTube: https://www.youtube.com/channel/UCHrhuWbpYnUwrR75H2Ip4yQ 
• Spotify: https://open.spotify.com/show/44me6PABSQ0k0GfphM70au
• Apple Podcast: https://podcasts.apple.com/us/podcast/good-revenue/id1707461473 

Hosted on Acast. See acast.com/privacy for more information.

Michael Frankel, founder and managing partner of Trajectory Capital, returns to Good Revenue to discuss the current state of M&A and predictions for 2025 in the 2nd of a 2-part episode.

In this episode of Good Revenue, host Neeta Bidwai and Michael cover:

• The impact of current market conditions on strategic M&A decisions

• How AI and new technologies are influencing business strategies

• The role of antitrust regulation and its limited effect on the M&A market

• Differences between private equity and strategic buyers in the middle market

• The significance of value creation in private equity and venture capital

• Forecasts for industry sectors facing technological disruptions and regulatory changes

Michael's insights offer a detailed roadmap for business leaders and investors to navigate the evolving economic and technological landscape. Tune in for a nuanced understanding of key strategies and market dynamics in the coming years.

_

Where to find Michael:

https://www.linkedin.com/in/frankelmichael/ 

Where to find Neeta:

https://www.linkedin.com/in/neetabidwai/

Where to find Good Revenue:

https://goodrevenue.io/goodrevenue

_

Highlights:

00:00 Introduction and Interview Overview

00:13 Market Impact on Strategics

01:04 M&A Strategies and Industry Sectors

01:55 AI and Technology Investments

06:41 Antitrust and Regulation Effects

11:22 Private Equity vs. Strategic Buyers

19:24 Value Creation in PE and VC

28:19 Conclusion and Final Thoughts

_

Referenced:

• Trajectory Capital: https://www.linkedin.com/company/trajectory-capital/ 

• BCG Report: https://www.bcg.com/capabilities/mergers-acquisitions-transactions-pmi/mergers-acquisitions-activity-by-year

• Prior episode of Good Revenue: https://podcasts.apple.com/us/podcast/24-mastering-m-a-with-michael-frankel-trajectory/id1707461473?i=1000648176675

FOLLOW GOOD REVENUE

• YouTube: https://www.youtube.com/channel/UCHrhuWbpYnUwrR75H2Ip4yQ 
• Spotify: https://open.spotify.com/show/44me6PABSQ0k0GfphM70au
• Apple Podcast: https://podcasts.apple.com/us/podcast/good-revenue/id1707461473 

Hosted on Acast. See acast.com/privacy for more information.

This episode of Good Revenue, hosted by Neeta Bidwai, is the third installment of our special series focusing on the characteristics that differentiate high performance organizations from average performers.

Topics include the importance of customer centricity, listening to employees, fostering a culture of learning, leveraging diverse talent, clear communication, and effective implementation of initiatives. Real-world examples from HP, IBM, Delta Airlines, and others highlight the practical applications of these high-performance strategies.

_

Where to find Neeta:

https://www.linkedin.com/in/neetabidwai/

Where to find Good Revenue:

https://goodrevenue.io/goodrevenue

_

Highlights:

00:00 Introduction to High Performance Companies

00:14 Insights from Todd Horvitz

02:54 Strategies from Jim Stevenson

05:09 Data-Driven Success with Regina Garcia Cuellar

06:39 Alignment and Vision with Ashton Belk

07:56 Implementation Insights from Joyce Chung

10:24 Conclusion

_

Referenced:

• Todd Horvitz: https://www.youtube.com/watch?v=UkHv0sY226k

• Jim Stevenson: https://www.youtube.com/watch?v=EBEz8dw0_lA

• Regina García Cuéllar: https://www.youtube.com/watch?v=bkgVxGVEPvc 

• Ashton Belk: https://www.youtube.com/watch?v=iYnsNUsVLTI 

• Joyce Chung: https://www.youtube.com/watch?v=IzdxX2lgBqE 

FOLLOW GOOD REVENUE

• YouTube: https://www.youtube.com/channel/UCHrhuWbpYnUwrR75H2Ip4yQ 
• Spotify: https://open.spotify.com/show/44me6PABSQ0k0GfphM70au
• Apple Podcast: https://podcasts.apple.com/us/podcast/good-revenue/id1707461473 

Hosted on Acast. See acast.com/privacy for more information.

Host Neeta Bidwai explores the pivotal role of emotions in human decision making. Building on our previous discussions around willingness to pay and pricing power, this episode highlights the significant influence of emotions across various fields. From consumer behavior to finance, politics, and healthcare, peer-reviewed studies demonstrate how emotions shape our decisions more than we might realize. Understanding the dual nature of emotional influence, the practical applications in real-world scenarios, and strategies to harness emotional awareness provides better decision-making outcomes. 

Highlights:

00:00 Introduction to Emotions in Decision Making

00:25 The Universality and Speed of Emotions

01:28 Emotions as Decision-Making Tools

01:43 Recap of Key Emotional Influences

02:30 Impact of Emotions on Information Processing

03:04 Dual Nature of Emotional Influence

04:07 Emotions and Decision-Making Patterns

04:52 Practical Applications Across Industries

05:06 Consumer Behavior and Emotional Responses

05:41 Emotions in B2B and Other Industries

07:51 Strategies for Better Decision Making

08:55 Conclusion: Leveraging Emotional Awareness

10:14 Final Thoughts and Farewell

_

Where to find Neeta:

https://www.linkedin.com/in/neetabidwai/

Where to find Good Revenue:

https://goodrevenue.io/goodrevenue

FOLLOW GOOD REVENUE

• YouTube: https://www.youtube.com/channel/UCHrhuWbpYnUwrR75H2Ip4yQ 
• Spotify: https://open.spotify.com/show/44me6PABSQ0k0GfphM70au
• Apple Podcast: https://podcasts.apple.com/us/podcast/good-revenue/id1707461473 

Hosted on Acast. See acast.com/privacy for more information.

Jazz Samra, Head of Innovation and Strategic Partnerships at Wells Fargo, is an expert in fostering collaboration with tech companies and venture capital firms.

In this episode of Good Revenue, host Neeta Bidwai and Jazz cover:

• Key global trends shaping the financial services sector

• Opportunities for innovation in collective banking and generational wealth transfer

• Wells Fargo's five principles for driving innovation

• The balance between centralized and decentralized innovation approaches

• The importance of customer focus and product-led innovation

• The concept of the 'middle path' to innovation, blending building, buying, and co-creating

• Strategies for balancing innovation with regulatory requirements

• Metrics for measuring innovation success in large organizations

• The role of diversity, equity, and inclusion in tech innovation

• Advice for startups navigating the current economic climate

• Personal insights and career reflections from Jazz

Jazz's extensive experience offers valuable lessons for business leaders looking to drive sustainable innovation and growth in the financial services sector. Tune in to gain insights on how to stay competitive and innovative in a rapidly evolving landscape.

_

Where to find Jazz:

https://www.linkedin.com/in/jazzsamra/ 

Where to find Neeta:

https://www.linkedin.com/in/neetabidwai/

Where to find Good Revenue:

https://goodrevenue.io/goodrevenue

_

Highlights:

00:00 Introduction and Guest Welcome

00:47 Global Trends in Financial Services

02:39 Innovation at Wells Fargo

05:53 The Middle Path to Innovation

07:06 Operationalizing Innovation

14:00 Measuring Innovation Success

18:38 Fintech Partnerships and External Innovation

19:35 Diversity, Equity, and Inclusion in Tech

21:34 Advice for Startups and Entrepreneurs

23:24 Personal Insights and Career Reflections

26:42 Conclusion and Final Thoughts

_

Referenced:

• Harvard Business Review on the Middle Path to Innovation: https://hbr.org/2020/04/the-middle-path-to-innovation 

• Jim Collins' Good to Great: https://www.jimcollins.com/books.html 

• Wells Fargo: https://www.wellsfargo.com/

• Innovator’s Dilemma: https://www.hbs.edu/faculty/Pages/item.aspx?num=46

• Innovator’s Dilemma: https://bookshop.org/p/books/the-innovator-s-dilemma-when-new-technologies-cause-great-firms-to-fail-clayton-m-christensen/15277786?ean=9781633691780&gad_source=1&gclid=Cj0KCQiAkJO8BhCGARIsAMkswyh0eazp1R1LAAb-1nxz_v0V7DgCJ_fRwE_rUKZLgUjgAOYkq4mA2tQaArVxEALw_wcB

FOLLOW GOOD REVENUE

• YouTube: https://www.youtube.com/channel/UCHrhuWbpYnUwrR75H2Ip4yQ 
• Spotify: https://open.spotify.com/show/44me6PABSQ0k0GfphM70au
• Apple Podcast: https://podcasts.apple.com/us/podcast/good-revenue/id1707461473 

Hosted on Acast. See acast.com/privacy for more information.

In this special U.S. Election Day episode of Good Revenue, we revisit one of our most popular episodes, diving deep into why traditional lead generation strategies often fall short for many organizations. The discussion is led with passion and backed by data, aiming to inspire conversations among CFOs, CEOs, and board members about building more efficient and customer-friendly business models. Key topics include the complexities of customer acquisition, the inefficiencies of traditional lead gen frameworks, and the shift towards more customer-centric approaches. Thought leadership, trust-building, and adapting KPIs to better serve your audience are emphasized as crucial steps for modernizing go-to-market strategies. Tune in for actionable insights on navigating today's challenging and crowded markets.

Highlights:

00:00 Introduction and Context

00:58 Challenges in Traditional Lead Generation

02:45 Defining Lead Generation and Demand Generation

03:43 Popular Lead Generation Frameworks

05:22 The Salesforce Model and Its Impact

08:03 Issues with Current Lead Generation Assumptions

09:40 Consequences of Ineffective Lead Generation

14:23 Changing Buyer Behavior and Sales Challenges

26:51 Strategies for Effective Go-to-Market Models

29:09 Validating and Segmenting Your Market

34:45 Building Trust Through Thought Leadership

40:12 Adapting Business Goals and Metrics

42:33 Conclusion and Final Thoughts

Resources:

Slides

Youtube video

_

Where to find Neeta:

https://www.linkedin.com/in/neetabidwai/

Where to find Good Revenue:

https://goodrevenue.io/goodrevenue 

FOLLOW GOOD REVENUE

• YouTube: https://www.youtube.com/channel/UCHrhuWbpYnUwrR75H2Ip4yQ 
• Spotify: https://open.spotify.com/show/44me6PABSQ0k0GfphM70au
• Apple Podcast: https://podcasts.apple.com/us/podcast/good-revenue/id1707461473 

Hosted on Acast. See acast.com/privacy for more information.

Host Neeta Bidwai breaks down the overlooked power of messaging in influencing customer perceptions of willingness to pay and value. 

Key topics include:

• The science behind effective messaging

• How emotions and psychology affect decision-making and willingness to pay

• Strategies for crafting messages that not only emphasize product benefits but also evoke emotional connections with customers

• The role of framing, laddering, and storytelling in creating impactful messages

• Best practices for language choice and multisensory message delivery

• Comprehensive testing and refinement of messaging strategies

Join us for an in-depth look at how powerful messaging can command price premiums, withstand market pressures, and foster sustainable competitive advantages.

_

Where to find Neeta:

https://www.linkedin.com/in/neetabidwai/

Where to find Good Revenue:

https://goodrevenue.io/goodrevenue

_

Highlights:

00:00 Introduction to Effective Messaging

00:58 The Science Behind Messaging

02:37 Understanding Customer Emotions

05:57 The Power of Framing

08:37 Laddering and Value Chain Development

09:56 The Art of Storytelling

12:22 Choosing the Right Language

14:18 Message Testing and Refinement

16:37 Multisensory Message Delivery

18:52 Recap and Best Practices

_

Referenced:

• Value creation messages increase willingness to pay: https://journals.sagepub.com/doi/10.1509/jm.12.0179

• Value-based selling: https://www.sciencedirect.com/science/article/abs/pii/S0019850115000449 

• Social norms for behavior change: https://edis.ifas.ufl.edu/publication/WC406

• Somatic markers: https://neurorelay.com/2012/05/15/emotions-create-our-preferences-the-somatic-marker-hypothesis/

• Motivated reasoning: https://psycnet.apa.org/doiLanding?doi=10.1037%2F0033-2909.108.3.480

• Prospect theory: https://www.jstor.org/stable/1914185

• Judgments based on emotions: https://www.researchgate.net/publication/8624927_Risk_As_Analysis_and_Risk_As_Feelings_Some_Thoughts_About_Affect_Reason_Risk_and_Rationality

• Laddering: https://is.muni.cz/el/1456/jaro2013/MPH_MVPS/39278324/LadderingTheoy_original.pdf

FOLLOW GOOD REVENUE

• YouTube: https://www.youtube.com/channel/UCHrhuWbpYnUwrR75H2Ip4yQ 
• Spotify: https://open.spotify.com/show/44me6PABSQ0k0GfphM70au
• Apple Podcast: https://podcasts.apple.com/us/podcast/good-revenue/id1707461473 

Hosted on Acast. See acast.com/privacy for more information.