Leveling Up with Eric Siu

Can you really afford to NOT be an influencer in today's digital world? In this episode, Eric shares some of the insane advantages you can have by creating your "one man" media brand, and how to leverage an audience to achieve your wildest goals.

Most legacy HR software is complicated, costly, takes forever to get up and running, and worst of all seems to neglect one of its primary concerns – people. Zenefits changes this by bringing everything HR into one radically simple app, including the human element. Today we chat with Kevin Marasco, CMO at Zenefits about its unusual growth story, while also digging into his accidental journey into marketing as well as his favorite hobby – ultra-marathons! Kevin starts out by telling us how he switched from engineering to marketing and software development as a student, thereafter stumbling into what became a 15 year-plus path through multiple exits with different high growth SaaS companies. From there, we get into the tumultuous and controversial story of Zenefits, touching on its pivot from an online insurance broker to HR SaaS platform and Kevin’s take on its 2016 scandal. Kevin takes us on a deep dive next into what exactly Zenefits does as an HR platform built for people, weighing in on its quick onboarding process and services in the fields of compensation, performance, and wellbeing. After hearing about pricing models, growth metrics, and an updated strategy for increasing organic reach at Zenefits, we dig into Kevin’s passion for ultra-marathons. He talks about why he started them, how they have helped in a charitable as well as a personal sense, and how he honed his skill for them in no time using a continuous improvement formula! Be sure to tune in!

TIME-STAMPED SHOW NOTES:

• [00:41] Before we jump into today’s interview, please rate, review, and subscribe to the Leveling Up Podcast!
• [01:25] Kevin’s accidental road into marketing and experience in the high growth SaaS sphere.
• [04:47] Being a part of Zenefits’ journey from online insurance broker to SaaS platform. 
• [06:44] Leading with freemium versus pureplay SaaS and a key Zenefits differentiator: quick onboarding.
• [07:22] Zenefits’ features; displacing legacy HR platforms by being built for people, not processes.
• [09:36] The pricing structures at Zenefits from eight to 21 dollars per employee.
• [09:50] Differences between mediatized portrayals and actual perceptions of Zenefits’ scandal. 
• [12:06] Metrics for growth, retention, customers, and Zenefits’ payroll solution adoption rates.
• [13:12] Moving to a more widespread and organic growth model and the benefits of this.
• [14:09] What ultra-marathons are, why Kevin does them, his mindset, and training process.
• [17:04] Why Kevin’s favorite business tool is Gong and how it improves marketing messaging. 
• [17:36] Turning adversity into advantage and Kevin’s favorite book on this topic.
• [18:37] The best way for people to learn more about Zenefits and find Kevin online.

Resources From The Interview:

• Kevin Marasco on LinkedIn
• Zenefits
• HireVue
• Growth Everywhere with Mark Newman
• U2
• Drake on Instagram
• Metallica
• HubSpot
• Workday
• Oracle
• SAP
• TechCrunch
• David O. Sacks on LinkedIn
• Gong
• Ryan Holiday
• Growth Everywhere with Ryan Holiday
• Must read book: The Obstacle is the Way 

Leave Some Feedback:

• What should I talk about next? Who should I interview? Please let me know on Twitter or in the comments below.
• Did you enjoy this episode? If so, please leave a short review here
• Subscribe to Leveling Up on iTunes
• Get the non-iTunes RSS Feed

Connect with Eric Siu: 

• Growth Everywhere
• Single Grain
• Eric Siu on Twitter

Are you looking for creative ways to monetize your audience? Even if you have a small audience and are just starting out, these tips can help you think outside of the box and start generating revenue from your efforts.

Acquiring new customers is one thing, but keeping them is entirely another. Today we have Sunil Thomas on the show to speak about his company, CleverTap, a leading customer engagement and retention platform that helps brands maximize user time value. CleverTap tracks groups, segments, and data, and helps brands use it to market to their customers. For Sunil, what makes CleverTap unique is that they take a holistic view of customer retention by serving four categories: behavior analytics, segmentation, marketing automation, and individualization, using a mixture of manual and automated approaches to service delivery in each. Sunil shares details about some of CleverTap’s main clients and the verticals they occupy, before weighing in on why their customers who offer subscription models get the best out of their offering. We talk pricing structures and growth metrics for CleverTap and hear more on what their journey from idea to evangelization and product-market fit looked like. Our exchange covers the user experience of CleverTap too, and Sunil shares insights into the growth customers have experienced after adopting their platform as well as how open and compatible it is. We wrap up this great chat hearing bout Sunil’s favorite books and tools, so for all this and more, be sure to tune in!

TIME-STAMPED SHOW NOTES:

• [00:41] Before we jump into today’s interview, please rate, review, and subscribe to the Leveling Up Podcast!
• [00:45] Where Sunil got his surname from considering he was born in India.
• [01:21] CleverTap’s main service helping brands with retention and conversion rates. 
• [02:14] Metrics for clients, client success, and verticals CleverTap serves.
• [04:15] Four user retention categories and how CleverTap catapulted their growth.
• [05:18] Using manual and AI-assisted automation to help retain users in four categories.
• [06:32] Whether CleverTap best serves clients with mobile or web-based businesses.
• [08:14] CleverTap’s pricing structures based on user volume and add-on features.
• [10:30] Challenges educating buyers that solving user retention is important. 
• [12:28] The two and a half year journey to first payment and product-market fit.
• [14:13] Growth metrics for CleverTap and how they have more than doubled revenue each year. 
• [15:21] The difference between CleverTap and HubSpot: B2B versus B2C.
• [15:53] Favorite books of Sunil’s and why he loves Patrick Lencioni’s fable style.
• [16:32] Getting things done and why Sunil’s favorite business tool is Microsoft OneNote.
• [18:00] How to get in touch with Sunil and learn more about CleverTap.

Resources From The Interview:

• Sunil Thomas on LinkedIn
• Sunil Thomas on Twitter
• CleverTap
• Domino’s
• Fandango 
• The Discovery Group
• BookMyShow
• Nathan Latka with Sunil Thomas
• HubSpot
• NetSuite
• Yelp
• Patrick Lencioni

• The Five Dysfunctions

• The Ideal Team Player

• Microsoft OneNote
• Notion
• Roam
• David Allen

• Getting Things Done

• Leveling Up with David Allen
• TechCrunch
• Tom Tunguz
• Growth Everywhere Episode 96: Tom Tunguz

• Must read book: Death By Meeting, The Advantage

Leave Some Feedback:

• What should I talk about next? Who should I interview? Please let me know on Twitter or in the comments below.

• Did you enjoy this episode? If so, please leave a short review here

• Subscribe to Leveling Up on iTunes

• Get the non-iTunes RSS Feed

Connect with Eric Siu: 

• Growth Everywhere

• Single Grain

• Eric Siu on Twitter

Do you think you deserve a raise? Great! Here's how you can actually negotiate to make it happen!

Joining us on the show today is multifaceted, entrepreneur's entrepreneur, Jim Mckelvey! Jim is currently developing his project, Invisibly, which aims to revolutionize the ways that consumers interact with advertising on media platforms. He is also the co-founder of Square and has started seven companies in total! His recent book, The Innovation Stack is compiled through his experience and research into what has allowed the most successful companies to create their own lane, and in it, he notes the common factors of the most innovative business in history. Jim explains how he learned the important skill of surrounding himself with more experienced and intelligent people and complimenting this with the ability to support and strengthen their work. We also get into the opportunity of calamity before discussing the need for humor and bravery in the life of an entrepreneur. For all this and a bunch more thought-provoking conversation, listen in with us today!

TIME-STAMPED SHOW NOTES:

• [00:21] Before we jump into today’s interview, please rate, review, and subscribe to the Leveling Up Podcast!
• [01:24] Jim's first book that he wrote during college and the skills he acquired during those years.
• [02:23] How Jim met Jack Dorsey as a teenager. 
• [03:29] Jim's role at Square and his attitude towards starting companies.
• [05:11] The beginnings of starting a payment company and the moment that inspired it.
• [06:16] The surprising growth of Square and its shaky path to success.
• [08:05] The concept of the innovation stack and the motivations behind Jim's book. 
• [10:56] The two types of problems in the world and what this means for solutions.
• [12:55] Understanding the differences between businesspeople and entrepreneurs. 
• [15:16] The example of Southwest Airlines and its innovation stack.
• [17:40] A better definition of disruption and ways to work in non-innovative spaces. 
• [19:19] Invisibly's two main goals and their overarching mission statement.
• [23:37] The way that Invisibly works for consumers online and in media.
• [26:14] Business in the pandemic and the history of companies during a calamity.
• [27:59] Why Douglas Adams' books are so helpful for kindling the entrepreneurial spirit.
• [29:27] The professional usefulness of saying 'no'.
• [30:05] Where Jim would invest a billion dollars currently.
• [31:20] Jim's departure from Square and his focus on family and projects he cares about.
• [33:10] The need for more entrepreneurs and dispelling the hero myth.

Resources From The Interview:

• Jim McKelvey 
• Invisibly
• The Innovation Stack 
• Square
• Jim McKelvey on Twitter

• Hatching Twitter

• Jack Dorsey 
• Herb Kelleher
• Southwest Airlines 
• Forbes 
• Peter Thiel 
• Pre-suasion 
• Gladwell 
• Elon Musk 

• Must read book: The Hitchhikers Guide to the Galaxy

Leave Some Feedback:

• What should I talk about next? Who should I interview? Please let me know on Twitter or in the comments below.

• Did you enjoy this episode? If so, please leave a short review here

• Subscribe to Leveling Up on iTunes

• Get the non-iTunes RSS Feed

Connect with Eric Siu: 

• Growth Everywhere

• Single Grain

• Eric Siu on Twitter

If you hustle hard enough, is it worth it? Only to a point. Tune in to this episode as we discuss how you can out perform almost anyone with leverage, not hustle. 

What is leverage in the first place, and how does running a smart business give you more leverage? In this episode we'll find out!

We are joined on Leveling Up today by Aaron Hirschhorn, the founder and CEO of Gallant, a new company specializing in regenerative medicine for pets! They aim to help pets have a better and longer, high-quality life and they are providing this through stem cell banking and therapy. Aaron explains how this is an untapped section of the market and how he has applied the ongoing research into stem cells to help pets and their owners! He gives us some examples of how their service works, which begins with the procurement of stem cells during a regular vet visit at a young age. From there a veterinary professional can treat future age-related health issues using that sample as the means. Our guest does a great job of simplifying how stem cells relate to aging and the potential advancements we will likely see in the field in the near future. He breaks down some of the components of the new business and how they have approached marketing and customer acquisition. For all this and a whole lot more from an exciting company in a fresh space, listen in!  

TIME-STAMPED SHOW NOTES:

• [00:21] Before we jump into today’s interview, please rate, review, and subscribe to the Leveling Up Podcast!
• [00:55] How to pronounce Gallant properly, what they do and some background on stem cells.
• [02:52] Examples of practical use cases for the company's service. 
• [05:30] The business model at Gallant and how they make money.
• [07:38] Partners, new customers, patents and more; looking at the young business.
• [08:17] How Gallant work with vets and the seamless alignment they offer.
• [11:00] Aaron's previous business, DogVacay, that he started in 2011. 
• [12:15] Lessons that Aaron has brought forward into his new business around simplification.
• [13:51] Building awareness through content creation and media appearances. 
• [14:32] Aaron's plans to live forever and what the future of aging might look like!
• [16:57] Aaron's commitment to the pet space and where he would invest $10 million. 
• [17:35] Moving to Florida and the tax benefits for startups.
• [18:13] Aaron's preference for novels over business books!
• [19:24] The set of tools that Aaron and Gallant use currently.

Resources From The Interview:

• Gallant
• Aaron Hirschhorn Email
• Shark Tank 
• DogVacay 
• Yelp
• Rover
• Wag!
• SoftBank
• Chewy 
• Kindle
• Slack 

• Must read book: Children of Time

Leave Some Feedback:

• What should I talk about next? Who should I interview? Please let me know on Twitter or in the comments below.

• Did you enjoy this episode? If so, please leave a short review here

• Subscribe to Leveling Up on iTunes

• Get the non-iTunes RSS Feed

Connect with Eric Siu: 

• Growth Everywhere

• Single Grain

• Eric Siu on Twitter

Yesware is an all-in-one sales software that provides users with everything necessary to prospect, schedule meetings and follow up, all from the comfort of the inbox! Here to talk about the company and his role as CEO is Joel Stevenson! Yesware has raised $47 million as well as acquiring a host of companies along the way and we wanted to bring you the lowdown on how they have done it all. We hear from Joel about his journey from SVP of Sales to COO of Marketing and finally to CEO of the company! Joel explains his relationship with Matt Bellows, the co-founder and former CEO, and a lot of our conversation is spent unpacking the transitions the company has gone through and how they have grown and evolved. Joel started in sales and tech and he is kind enough to look back at his early career and the common motifs that have run through all of his work. We also talk about leadership techniques, Yesware's belief in executive mentorship, and how they go about communicating in the company. So, for all of that and a whole lot more, listen in with us today!

TIME-STAMPED SHOW NOTES:

• [00:21] Before we jump into today’s interview, please rate, review, and subscribe to the Leveling Up Podcast!
• [00:48] Joel's long and winding road to his current position as CEO.
• [02:10] Departing from Wayfair and finding a home at Yesware. 
• [02:50] Yesware's business model, their offers, and how they charge and make money!
• [03:52] The growth of the business over the last six years and their move away from freemiums.
• [05:09] Developing leadership and Joel's own path to his current role.
• [08:05] Joel's attitude to change management and keeping the team on board. 
• [09:12] Matt Bellow's current role at Yesware and responsibilities that Joel took over from him.
• [10:29] The frequency of communication and meetings at the company. 
• [10:51] The power of executive coaching; the emphasis that Yesware has placed on this.
• [11:47] The sales world at this moment; high volumes, dry pipelines and availability. 
• [13:39] Trends that Joel and Yesware have noted during and before the pandemic.
• [14:22] Joel's emphasis on video for meetings — making use of current circumstances.
• [15:41] Joel's favorite business tools lately; Microsoft To-Do and Whoop.
• [16:18] Why Joel's loves David Allen's Getting Things Done.
• [16:42] The publications and podcasts that Joel keeps up with.

Resources From The Interview:

• Joel Stevenson 
• Yesware
• Matt Bellows
• Wayfair 
• Salesforce 
• Zenefits
• BodesWell
• Slack
• Reboot
• Valour 
• Microsoft To-Do
• Whoop 
• David Allen
• Must read book: Getting Things Done

Leave Some Feedback:

• What should I talk about next? Who should I interview? Please let me know on Twitter or in the comments below.
• Did you enjoy this episode? If so, please leave a short review here
• Subscribe to Leveling Up on iTunes
• Get the non-iTunes RSS Feed

Connect with Eric Siu: 

• Growth Everywhere
• Single Grain
• Eric Siu on Twitter

What does it take to build wealth? In this episode, Eric shares his insight on the many stages of wealth and how to climb the ladder to the next stage.

Discover why products and software can be more lucrative than services, and why the harder the level is, the bigger the reward will be!