Predictable B2B Success

After discovering a problem in the tech industry that people needed help solving, Indus set out to build a business model that would help reduce tech expenses. With no background in finance, he follows his curiosity and creates a billion-dollar business, but little did he know that the CFOs would come in with an unexpected solution. What will happen next?

You are at the mercy of your own deeds.

Indus Khaitan is an entrepreneur who has thrived on curiosity and persistence in problem-solving. Growing up in a small mining town in India, he has come a long way to become the founder of Quolum, a SaaS and cloud spend reduction product. Indus previously founded Bitzer Mobile, which became Oracle's first acquisition in mobile. His passion for solving unique problems led him also to co-found Morpheus, a venture capital firm that supported early-stage startups in India. With a penchant for diving deep into unexplored areas, he has learned the importance of balancing family life and career while tackling challenges head-on.

Indus Khaitan's journey began in a small mining town in eastern India, where he learned the importance of working hard and taking ownership of problems. This mentality stayed with him as he experimented in various fields, ultimately leading to Quolum's founding in 2019. 

Indus' curiosity and persistence to solve problems allowed him to adapt Quolum's product from a simple software-only card to an end-to-end tech spend reduction and management platform. Despite having yet to gain experience in finance, Indus contacted second-degree connections on LinkedIn, seeking feedback and insight. His discussions with his contacts led to the lightbulb moment of incorporating a card designed for software purchases to make Quolum relevant to them and their processes.

In this episode, you will be able to:

• Awaken your inherent curiosity and unlock the power of persistence in tackling complex problems.
• Master leveraging customer feedback to set the right course for your product.
• Discover the secret of finding product-market fit by harnessing your industry expertise.
• Learn how to drive massive traffic with compelling and top-notch content.
• Cultivate a thriving company culture through effective leadership and collaborative efforts.

Finding Product Market Fit

Entrepreneurs must experiment and seek customer feedback to find the elusive product-market fit. Reaching out to individuals within their network or second-degree connections on LinkedIn, particularly those in roles such as CFOs or heads of finance, can provide valuable feedback on their product offering. By maintaining open-ended interactions, entrepreneurs can collect honest input that may help shape the direction of their product. 

In the Predictable B2B Success Podcast, Indus Khaitan emphasizes the importance of leveraging early customer feedback and being a domain expert to find product market fit. He shares how Quolum experienced product-market fit overnight with a DocuSign stock crisis in 2022, which he attributes largely to the right timing. Khaitan advises entrepreneurs to be patient, have in-depth industry knowledge, and stay open to customer feedback for success.

Jon Darbyshire had an ambitious vision - to build an accessible, intuitive platform that could revolutionize the world of software development. Little did he know that his journey would take an unexpected twist: the game-changing no-code platform, SmartSuite. Its powerful, customizable, cost-effective solution bridges the gap between disparate systems and engages the millennial and Gen Z workforce.

Could SmartSuite be the key to unlocking efficient, streamlined workflows for businesses worldwide?

In this episode, you will be able to:

• Discover the revolutionary impact of no-code platforms like SmartSuite on software development.
• Unleash the innovation and productivity of citizen developers in your organization.
• Learn about the benefits of SmartSuite's scalable and cost-effective solution for businesses of all sizes.
• Explore the data-driven approach to comprehending user needs and identifying popular features.
• Implement effective onboarding strategies to convert free customers into long-term paid subscribers.

Jon Darbyshire is a seasoned entrepreneur and the founder of SmartSuite, a work management platform that aims to revolutionize the software development industry through its no-code approach. With a wealth of experience from his time at Ernst & Young, PwC, and founding Archer Technologies, Jon deeply understands the importance of efficient business processes. He is dedicated to helping small business owners streamline their operations and improve productivity by leveraging the power of no-code platforms like SmartSuite.

Some areas we cover in this episode include:

• Evaluate no-code platforms like SmartSuite to streamline workflows and improve employee engagement and productivity.
• Consider implementing a work management platform that can manage any process from any industry on one platform.
• Utilize no-code platforms' resources and tutorials to help teams build their desired workflows.
• Engage with partners specializing in certain industries and geographies to implement no-code solutions.
• Explore using APIs, automation, and integrations within no-code platforms for further customization and integration with other products.
• Stay updated on the latest no-code and low-code technologies advancements to ensure your organization is leveraging the most efficient and effective tools.
• Ensure data security, integration, and a single source of truth across workflows by choosing a no-code platform with built-in access controls and collaboration features.
• Foster a collaborative work environment by adopting a no-code platform with a user interface for Millennials and Gen Z employees.
• Encourage employees to learn and adopt no-code tools for their day-to-day tasks, reducing the burden on IT teams and increasing overall productivity.
• Continuously review and optimize business processes using no-code platforms to ensure maximum efficiency and productivity.

Despite his impressive track record, Craig Andrews faced a surprise challenge when he left the semiconductor industry: building client trust.

But then he stumbled upon an ingenious strategy inspired by an old Las Vegas ad. Little did he know, this unexpected twist would pay off in ways he could never have imagined, transforming how he approached marketing and securing lasting client relationships.

So what was Craig's unconventional approach?

My special guest is Craig Andrews.

Craig Andrews, an adept marketing strategist and founder of Allies4Me, brings extensive experience in driving revenue and building trust. With a background in the semiconductor industry, Craig transitioned to helping businesses create powerful, customer-focused offers that foster trust and long-lasting relationships. His expertise is crafting irresistible offers that compel prospects to say yes, leading to increased loyalty and revenue.

"If you would not send your best friend through your sales funnel, then you have a broken funnel and you have to fix it."

In this episode, you will be able to:

• Establish lasting connections with customers by presenting irresistible first-time offers.
• Compose persuasive offers that maximize conversions without compromising value.
• Tap into the power of the IKEA effect to boost your products' perceived value and draw in prospects.
• Emphasize open communication and nurturing community for long-term business success.
• Skillfully navigate and minimize potential hazards in B2B sales engagements to secure prosperous partnerships.

Some areas we cover in this episode are:

• Create a powerful offer that is difficult for potential clients to refuse by stacking deliverables worth more than the price being charged
• Understand the lifetime value of a customer to make the offer worthwhile in the long run
• Why implement a minor feature for a B2B tech company that they have been wanting but you have yet to prioritize
• Why provide best-in-class design experience tools to make it easier for developers
• How to document the entire process and create a new developer playbook for efficient onboarding
• Why offer the entire package at a stupidly low price to minimize risk and encourage clients to engage
• Why focus on genuinely helping potential clients rather than just trying to sell them something

Follow the story of a videographer-turned-measurement-agency as they go down the rabbit hole to understand how to use data collection and visualization to predict outcomes and take action. But when they can forecast the revenue within 5%, their clients are left scared, asking, 'How do you do this?'. Find out what happens next - but be warned, the answer may change everything.

My special guest is JJ Reynolds.

JJ Reynolds is a marketing expert focusing on analytics and data-driven strategies. As the Head of Marketing Analytics at Media Authentic, JJ has significantly impacted how businesses measure and act on their marketing data. Starting his career as a videographer, he quickly realized the need for companies to make better use of their marketing assets.

Now, JJ and his team at Media Authentic specialize in helping organizations predictably increase ROI by measuring each step in the marketing journey using tools like Google Analytics and CRM platforms. With a flair for data collection and visualization, JJ is passionate about helping businesses make informed decisions for their B2B success.

In this episode, you will be able to:

• Conquer data management hurdles to optimize your marketing analytics game.
• Discover how robust data collection and strategies fuel business expansion.
• Master a metrics-driven marketing model for unwavering B2B achievements.
• Harmonize detailed and candid metrics within your organizational setting. 
• Drive purposeful growth through practical key metrics and data evaluations.

Some topics we cover in this episode are:

• Analyze the data from your website's analytics system and assign a purpose to each specific page.
• Compare the current data of the page to the intended purpose and outcomes you wish to achieve.
• Identify the gaps and exact points of failure within the page in real time.
• Address the identified issues to optimize a web page and improve its performance.
• Be methodical in directing traffic from social media platforms to specific pages on your website.
• Ensure that the pages you direct traffic to will take visitors further down the process of identifying themselves as qualified leads.
• Evaluate the performance of different channels in achieving the desired outcome for your brand.
• Identify which pages are most effective in helping you achieve your marketing goals.
• Adjust your marketing strategy based on the insights gained from analyzing the data.
• Implement a data-driven approach to improve marketing decisions and predictably increase ROI.

Data Collection Strategy: Building a Comprehensive Approach for Managing Data

Understanding the importance of a robust data collection strategy is crucial in today's business landscape. As the amount of data generated daily continues to increase, it becomes increasingly vital for businesses to manage, track, clean, and secure this data for better insights and decision-making. 

A comprehensive data collection strategy includes defining the data journey through the organization and ensuring all relevant departments are properly capturing, analyzing, and interpreting data. 

This approach helps eliminate issues commonly faced by businesses, such as low-quality data, inaccessible data, and limited actionable insights. During the podcast, JJ Reynolds emphasizes that businesses must focus on data collection strategies rather than just outputs versus inputs. 

He talks about his expertise in architecting reporting systems and how Media Authentic helps clients build a real-time data dashboard from various sources like CRM and Google Analytics. By effectively managing data, businesses can understand their performance better and make more informed decisions for revenue growth.

When Scott Bywater decided to take his wife's advice and pursue a career in copywriting, he had no idea that it would open the door to a world of unexpected opportunities. Little did he know that embracing the power of positioning and email marketing strategies would lead to a remarkable journey of success and connection.

My special guest is Scott Bywater.

Scott Bywater, a highly-regarded copywriter and marketing strategist, has been helping businesses craft effective email nurturing strategies to build trust with their leads. Based on his vast field experience, Scott has successfully implemented these strategies for clients such as Kerwin Rae and J. Conrad Levinson.

With a strong focus on email marketing, Scott has been able to guide businesses in leveraging their most undervalued asset, their email list, without coming off as pushy or salesy.

In this episode, you will be able to:

• Establish solid connections using powerful email nurturing tactics.
• Evaluate your marketing efforts with insightful data analysis.
• Strike a balance between immediate and long-term marketing objectives.
• Develop tailored content with precision audience segmentation.
• Tap into undiscovered potential using marketing techniques like direct mail.
• And much, much more.

Little did Jeff Greenfield know that his expertise in chiropractics and magic would lead him to uncover the truth behind digital ad performance measurement. What he found challenged the status quo and enabled him to stay ahead of the curve.

What happened next to Jeff could help you enhance your digital marketing performance and ability to drive predictable revenue growth.

"You have to edit what your message is; less is always more."

My special guest is Jeff Greenfield.

Jeff Greenfield is an accomplished entrepreneur with more than 30 years of experience in strategic growth and marketing, particularly in innovative marketing enabled by new technology. As the CEO of Provalytics, Jeff leads the charge in building the next generation of attribution. 

Before Provalytics, he successfully led buy-side strategy, sales, and development at Wide Orbit. He then co-founded C3 Metrics, a leading multitouch attribution platform with notable clients such as JPMorgan, US Bank, and Hertz. He also grew the team at C3 Metrics to 55 with 171% YOY growth leading the company to be named to Deloitte's 2018 Technology Fast 500.

His technical innovations include real-time digital viewability measurement, integrated linear and OTT television measurement, and creating a cookie-less identifier. 

Jeff, a sought-after speaker, has shared his insights at various conferences and created the "This is Attribution" Podcast and an Attribution Certification Program. 

In this episode, you will be able to:

• Tackle complex issues surrounding digital ad performance measurement.
• Grasp the significance of unified branding and messaging in B2B environments.
• Implement a comprehensive method to evaluate marketing influence on revenue.
• Prepare for a future with enhanced privacy regulations, ensuring accurate ad assessment.
• Exploit referral processes to gain a competitive edge and engage with top executives.
• And much, much more.

With a passion for digital marketing and scaling businesses, Steve Kilberg set out to make a difference by helping entrepreneurs succeed - but he never expected to discover how many business owners needed to be made aware of the crucial metrics essential for predictable growth. Unwavering in his dedication, Steve now dedicates his time to guiding entrepreneurs in building strong and long-lasting businesses, providing insight into the numbers that hold the key to success.

"Business is just math, right? Just math and numbers."

My special guest is Steve Kilberg.

Steve Kilberg, a seasoned entrepreneur, and consultant has seen his fair share of ups and downs in the business world. But, with a strong background in e-commerce, he's grown his business to seven figures in sales, earning the prestigious Clickfunnels Two Comma Club award. 

Steve's analytical approach to business growth and scaling has helped numerous small and mid-sized online businesses reach their full potential. In addition, his expertise in understanding crucial metrics and customer lifetime value sets him apart in the industry. Steve's journey began with the desire to care for his aging parents, and he's since become a leading figure in the field of predictable business growth.

Building and Nurturing Customer Relationships for Business Growth

Developing strong customer relationships is vital for any thriving business, as it helps drive revenue and fosters brand loyalty. A company can maintain its relevance amidst an ever-changing market landscape by cultivating personal connections with customers and trying to understand their needs. This can be achieved by offering tailored solutions, providing exceptional customer service, and engaging with customers on various platforms.

Steve Kilberg shares his experiences building customer relationships and emphasizes the crucial role of knowing your customer in achieving predictable revenue growth. He discusses the power of personalized content, such as video, to create stronger connections with customers, and emphasizes the role of email marketing in forging long-term relationships. According to Kilberg, creating a sense of community around the brand leads to higher customer lifetime value and ultimately sets businesses up for long-term success.

In this episode, you will be able to:

• Uncover the magic behind critical metrics for smooth business expansion and growth.
• Grasp the significance of devising exit plans and preserving valuations for a secure future.
• Adopt technological advancements and a commanding online presence for a flexible business model.
• Delve into the world of personalized customer experiences powered by video and artificial intelligence.
• Forge long-lasting customer relationships for consistent revenue generation and business stability.

Unlock the power of different leadership styles to achieve success in any organization.

You will learn how to unlock the power of different leadership styles to be successful in any organization.

"Your job as a leader within a division, part or all of the organization is how do you quicken that cadence? How do you cause more rapid firing of cylinders? And the foundation of all of that is what is mission? What does this organization stand for? What is its purpose?"

Robert Jordan is an experienced leader in the B2B space, having founded the world's first internet coverage magazine, sold multiple companies, and co-founded Interim Execs. He is also an author, having written books such as How They Did It, Right Leader, Right Type, and Start With No.

Robert Jordan and his wife experienced an immense crisis when their daughter was born at 1.5 oz, needing open heart surgery. In the neonatal intensive care unit, Robert was calmed by the presence of the surgeon and her team and knew they were in good hands. After 25 years, Robert Jordan's daughter is a healthy, happy graduate student. 

This experience inspired Robert to research and write about leadership styles, discovering four distinct styles: Fixer, Artist, Builder, and Strategist. He now helps others to find their authentic leadership style and boost team performance.

In this episode, you will learn the following:

• Why is it that some leaders find mediocre success and others are truly successful
• Why do organizations not do enough to promote the right leaders
• How business owners and boards should look at leaders around us differently
• Exploring the intersection of leadership and culture
• Exploring the four distinct leadership styles of fixer, artist, builder, and strategist.
• Discovering the unique wiring of each individual and how it affects their leadership style.
• Understanding how developing a sense of mission and purpose can quicken the cadence of an organization.
• How strategists as leaders can help a business
• How to combine leadership strengths to create a multiplying force in today's environment
• And much, much more

Are you ready to stand apart from the competition and become a true Thought Leader?

"B2B decision makers indicate that thought leadership is a very important tool in their ability to determine the value of potential vendor or partner whom they want to work with. So it's got that bottom line impact."

Ben Laws is the Executive Vice President, and Deputy US Lead for Business Marketing at Edelman, a global communications firm. He has extensive experience in shaping an organization's story, developing creative and thought leadership platforms, and leading integrated communications and marketing programs.

Ben Laws wanted to prove the hard ROI for thought leadership. He spoke to marketers and decision-makers, who said that thought leadership is essential for determining the value of a potential vendor.

Through his conversations, Ben realized the importance of building relationships and understanding the realities of the audience. He emphasized the need for creativity and the value of storytelling for gaining attention.

He also emphasized the need for thought leadership to reflect the company's culture and values. Ultimately, Ben concluded that the best way to create successful thought leadership content is to listen to and engage with the intended audience.

In this episode, you will learn the following:

• Why do B2B marketers seem to discount the value of creativity
• How can creativity speak to the buying process
• Proving the hard ROI of thought leadership activity
• Utilizing creativity to capture and engage audiences
• Exploring the importance of brand values, mission, and purpose in thought leadership.
• How thought leadership impacts the bottom-line by winning business
• Why and how to invest in thought leadership consistently
• And much, much more...

Discover the power of storytelling and become memorable and magnetic to win the sale with your unique emotional hook!

"People buy emotionally and back it up with logic. You're not telling a story. People forget numbers. But when you tell a story, you become memorable and magnetic, and then they start to go, okay, now we see the solution to our problems." - John Livesay.

John Livesay is an incredible keynote speaker and the author of "Better Selling Through Storytelling" and "The Sale is in the Tail." He is an expert in crafting compelling stories to win new business and motivate sales teams.

John Livesay worked at Conde Nast, selling advertising to prominent clients like Lexus. When it came time to pitch their products, he realized whoever told the best story would get the sale. So he tapped into his advertising background and crafted clear, concise, and compelling stories.

As a result, John was hired to speak at Lexus's sales meetings and teach their teams how to tell stories to sell more. Through this, he discovered that people buy emotionally and back it up with logic. John's stories gave him an edge, and he was able to help an architecture firm win a billion-dollar airport renovation.

By putting the customer at the center of the story and focusing on conveying the emotion behind it, John helps us discover the power of storytelling.

In this episode, you will learn the following:

• How John discovered that people buy with emotion and then back it up with logic
• Should storytelling be the number one skill that leaders should develop
• How to recognize and create stories in a business
• How storytelling can be used to win sales
• How to tell stories with your four structures of stories
• The mistakes to avoid when presenting
• How to craft a story that tugs at heartstrings
• How to create a playlist of stories for different buyer personas
• How to turn case studies into case stories to win business pitches
• And much, much more.