Brand and narrative

The founder story as a GTM asset, a point of view that sells, and earning trust selling from India to the world.

All Breaking into GTM Doing the work Leading a GTM team How the best do it

All India Global

Everyone Founder doing GTM Founding AE SDR or BDR Growth and demand gen Product marketer RevOps Sales leader Agency or consultant

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What is the difference between brand and demand, in plain terms? Demand capture reaches the small number of people shopping right now, brand building reaches the far larger number who will shop later. The Ehrenbe... Breaking into GTM 3 resources → How do I turn a point of view into content that actually helps sales close deals? Write for the moment in the deal where a rep gets stuck, not for the top of the funnel in general. Ask your AEs which three objections kill deals, ... Doing the work 4 resources → Our content gets likes but no pipeline. What do I change? Usually you are reaching the right volume of the wrong people, or the right people with content that never mentions a buying situation. Check who i... Doing the work 4 resources → How do I keep the founder's voice in content once I am the one writing it? Stop writing drafts for them to approve and start transcribing them instead. Book a recurring thirty minute call, ask three sharp questions, record... Doing the work 3 resources → How much of my budget should go to brand versus demand? Anchor on the total first: median B2B SaaS marketing spend runs around 8 percent of ARR, with venture funded companies spending roughly double what... Leading a GTM team 4 resources → How do I measure brand when it does not show up in the attribution report? Accept that last touch attribution will always credit the search ad and never the reason someone searched, and then measure the leading indicators ... Leading a GTM team 4 resources → How did Zoho build a global brand from India without a US sized budget? By buying attention cleverly and by having something to say. For the Super Bowl they skipped the multi million dollar network spot and bought many ... How the best do it 3 resources → What did Postman and BrowserStack do to earn trust with global developers? They were useful in public long before they asked for anything. Asthana answered questions on Stack Overflow and in forums and mentioned Postman al... How the best do it 4 resources → What does world class thought leadership actually look like, concretely? It looks like proprietary evidence attached to an argument someone could disagree with, published on a rhythm the company can hold for years. Gong ... How the best do it 4 resources →

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