Predictable B2B Success Sproutworth

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...

In this Predictable B2B Success Podcast episode, host Vinay Koshy speaks with Julie Brown, VP of Industry and Customer Experience at Johnson Controls. Julie shares insights from her 24 years of experience in general management, product development, and marketing across various industries.


The discussion delves into strategies for achieving profitable revenue growth in the B2B sector, focusing on customer needs, accurate data, and the importance of aligning business operations with value disciplines. Julie also highlights the challenges of traditional market segmentation, the role of leadership in fostering a customer-centric culture, and the significance of storytelling in communicating business value.


Some areas we explore in this episode include:


Innovation Metaphor: Julie Brown's metaphor of starting a fire in the rain to describe the innovation process, emphasizing the need for nurturing, patience, and understanding.Impact of B2B Marketing: The role of B2B marketing in driving organic double-digit growth for businesses.Leadership and Culture: The importance of leadership in creating a culture of open communication, learning from mistakes, and allowing for experimentation within organizations.Business Language for Marketers: The necessity for marketers to communicate in the language of business, focusing on profitability, revenue, and ROI to gain credibility.Customer-Centric Approach: The significance of being market-focused and customer-centric, as learned from Julie Brown's experience at Alcoa.Market Segmentation: Challenges with traditional market segmentation practices and the suggestion to segment markets based on customer needs rather than firmographics.Uncovering Customer Needs: Approaches like jobs to be done, customer journey mapping, and ethnography to understand the "why" behind customer behavior.Value Disciplines: Differentiating businesses through value disciplines such as price, operational excellence, and customer intimacy, and how understanding customer needs can guide these strategies.Humility and Course Correction: The importance of having good data, the humility to admit mistakes, and the courage to embrace change for quicker course correction and transformation.Explaining Marketing Investments: The challenge of explaining marketing investments to CEOs and CFOs, emphasizing the need for marketers to understand financial statements and use storytelling to make data relatable and understandable.And much, much more...

In this episode of the Predictable B2B Success Podcast, Vinay Koshy interviews Andrew Kahl, CEO of Backbox, on the vital role of customer success in business growth. Andrew shares insights from his extensive experience in customer service and success, emphasizing the significance of understanding customer needs, problem-solving, and the strategic balance between people and processes in delivering exceptional customer service. The conversation highlights Backbox's approach to network and security automation, the impact of customer retention on business success, and the evolving role of technology, including AI, in enhancing customer experiences. Tune in to learn how understanding the "why" in customer stories can be a game-changer for your B2B success.


Some areas we explore in this episode include:


Metrics tracked for customer success: net retention, gross retention, CSAT, net promoter scoresLeading indicators for customer engagement: unsolicited inbound communication, customer inquiriesFocus on getting customers up and running quickly to build credibilityImportance of customer advocacy and using customer stories for PRInfluence of various platforms to communicate customer success storiesEmphasis on human engagement over solely focusing on metricsInfluence of Tom Mendoza and traditional values on caring for peopleImportance of a human-centric, customer-centric mindset for company growthFuture plans including leveraging AI for network complexitiesImportance of critical thinking skills and communication in problem-solving and customer careAnd much, much more...

In this episode, we delve into the intricacies of stalled sales deals, the critical role of translating technology features into compelling business cases, and practical strategies for coaching sales teams toward success.


Special guest Mark Phinick, an award-winning enterprise software deal coach and master storyteller, shares his extensive experience in deal coaching and provides actionable advice for B2B tech companies aiming for revenue growth.


Imagine a world where 72% of your new sales opportunities don't stall midway through the pipeline, and complex internal policies and procedures don't bog down your sales reps. What if you could shift from talking in vendor terms to speaking directly to the C-suite, captivating them with compelling business cases?


Mark Phinick shares his insights and provides practical steps to transform stalled sales processes into successful, profit-boosting deals. He delves into the art of executive storytelling, the importance of strategic diagnostic questions, and how to bridge the skills gap in relationship building. We'll explore real-world examples, including how Mark empowered a technical evaluator to win a major deal by integrating diverse systems, saving a client millions of dollars globally.


Prepare to equip your sales team with invaluable, hands-on strategies, gain insights on personal branding through LinkedIn, and unlock the keys to becoming a charismatic 'rainmaker'. Join us for an enlightening conversation that's guaranteed to elevate your sales game and drive your business forward. So, get ready for an exciting ride, and let's dive in!


Some areas we explore in this episode include: 


Complex Internal Policies and Procedures: Impact on stalled and lost deals, highlighting that 20% of these outcomes are due to internal complexities.Sales Pipeline Stalling: Discussion on the high percentage (72%) of new sales opportunities that stall in the middle to late stages of the pipeline.Sales Pipeline Process Definition: Importance of a well-defined sales pipeline process to prevent deals from stalling.Sales Training Gaps: The shift needed from feature/functionality training to skills that focus on relationship building and understanding customer decision-making.C-Suite Communication: Strategies for translating technology features and functions into compelling business cases that resonate with senior executives.Executive Storytelling: Emphasis on using storytelling and anecdotes to engage future customers and demonstrate value.LinkedIn Personal Branding: Importance of a professional and effective LinkedIn profile as a valuable tool for showcasing client success stories.Hands-On Deal Coaching: Mark's approach to live deal coaching, workshops, and hands-on involvement to distinguish from traditional sales strategies.Addressing Technical Evaluators: Coaching technical evaluators to build solid business cases and align with stakeholders.Cash Flow Focus: Discussion on cash flow importance for early-stage software companies, emphasizing revenue growth, cost-cutting, and deal progression.And much, much more...

Welcome to another captivating episode of Predictable B2B Success, where we delve into the dynamic world of femtech with our distinguished guest, Capucine Cogne. Capucine, a seasoned freelance writer and copywriter, brings a unique perspective as a fervent advocate for women's health through her platform "Understand Your Cycle."


Today, we uncover the critical gaps and stark disparities within women's health, which have led to a lack of research, underfunding, and insufficient solutions, particularly in conditions like endometriosis that affect a staggering 10% of women worldwide. Despite its enormous market potential, femtech is often overlooked, struggling with VC funding and public dialogue due to prevailing biases and taboos.


Join us as Capucine takes us on her personal journey into femtech, a path paved with challenges and triumphs. Her efforts in raising period poverty awareness, from local communities to national headlines, have left an indelible mark. From mastering SEO to establish brand credibility to navigating the complexities of MedTech marketing, Capucine's journey provides a wealth of insights into building a femtech brand that educates, connects, and empowers.


Tune in to discover how the intersection of branding, strategic content, and heartfelt storytelling can revolutionize perceptions and lay the groundwork for a healthier future in women's health.


Some areas we explore in this episode include: 


Challenges and Underfunding in Women's Health: Capucine Cogne discusses the broad challenges that the femtech sector faces, including underfunding and lack of research, specifically highlighting areas like endometriosis.The Need for Increased Education and Awareness: The importance of spreading knowledge about women's health issues, such as the menstrual cycle phases, and how understanding these can impact mood and behavior management.Social Media and Marketing Strategies for Femtech: Exploring different approaches to navigate censorship and leverage personal brands on social media platforms to promote women's health.Success Stories in Addressing Period Poverty: Highlighting specific achievements like the notable campaigns in Morocco and other awareness initiatives that have made significant local impacts.Challenges in Sharing Customer Experiences: Discussing the sensitive nature of personal health stories, especially in fertility treatments, and how cultural factors influence sharing.Growth and Potential of the Femtech Market: An analysis of the femtech market size, its growth projection, and the evolving opportunities within this sector.The Role of Strategic Branding in Femtech: Capucine emphasizes the crucial role of strategic messaging and branding in building loyalty and enhancing business development in the femtech industry.Integration of Visuals and Messaging in Branding: Examples of how effectively integrating visuals and verbal messaging can boost brand recognition and user engagement.Venture Capital Challenges in Femtech: Discussing the disconnect within the venture capital industry towards femtech, influenced by gender dynamics and taboos around women's health.Vision for the Future of Women's Health: Capucine outlines what comprehensive education and resource distribution would ideally bring to women's health, aiming for advancements in research, product development, and societal health outcomes.And much, much more...

This episode of Predictable B2B Success delves into practical strategies for engaging potential clients on LinkedIn, highlighting the value of personalization and industry insights in communication. Jason Tan, the founder of Engage AI, shares how his platform assists users in augmenting conversations across multiple channels by leveraging generative AI and large language models, enhancing B2B interactions and prospecting efforts. 


Jason discusses the inception of Engage AI, inspired by his challenges in B2B sales and the realization of the importance of initiating meaningful conversations. He emphasizes Engage AI's approach of using AI to suggest but not replace human interaction in the comment drafting process, aiming to maintain authenticity. 


Are you finding traditional prospecting methods like cold calls and emails to be less effective? Jason shares eye-opening insights on how incorporating AI, particularly through platforms like LinkedIn, can significantly boost client acquisition and engage passive candidates. With an impressive 11% increase in client acquisition and an 8% rise in securing top talents, the results are hard to ignore.


It's not just about the numbers; it's about the story. Jason underscores the pivotal role of customer narratives in fostering trust and demonstrates how AI should enhance, not replace, human efforts in crafting these narratives. Whether you're a small business owner or part of a larger enterprise, this conversation will shed light on the practical benefits of AI in business processes and how to use technology to foster authentic connections.


Tune in to discover how you can revolutionize your B2B strategies with AI and create more meaningful, productive business relationships. The podcast covers practical advice on leveraging AI responsibly and effectively in B2B sales and customer service, underscoring the potential of AI in enriching customer engagement and driving revenue growth.


Some areas we explore in this episode include: 


Challenges in Traditional Recruitment Practices: Discussing the ineffectiveness of traditional methods such as phone calls, emails, and in-person meetings in recruitment agencies.Integration and Advantages of AI in Recruitment: How agencies use Engage AI to improve client acquisition and engagement with passive candidates on LinkedIn.Customer Narratives and Trust: The importance of building trust and credibility through customer narratives and maintaining human elements in conversations.Internal Application of AI Before Customer-Facing Deployment: Advising B2B companies to integrate AI internally to become comfortable with the technology before applying it in customer-facing areas.AI in Prospecting and Sales: Exploring the under-discussed benefits of AI in enhancing prospecting activities and sales processes.Generative AI for Customer Service: Utilization of AI to automatically generate emails and improve communication in customer service.Accessibility and Cost-effectiveness of AI Solutions: Emphasizing how AI tools have become more accessible and economically feasible for SMBs.Augmentation vs. Automation: The idea is that AI should augment rather than replace human efforts and keep human insight as part of AI-driven processes.Building Relationships and Community Engagement: Strategies for initiating and cultivating professional relationships through targeted interactions and content on platforms like LinkedIn.Customer-Centric Platform Development: Importance of speaking with users and customers to understand their needs and enhance the user experience, referencing Steve Jobs' philosophy of simplicity.And much, much more ...

Check out the LinkedIn events being run by Engage AI here - https://www.linkedin.com/events/7185801973495967745/comments/