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 → 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 → US buyers hesitate when they learn we are an India based team. How do I handle that in our messaging? Answer the real worry, which is almost never about India and almost always about support coverage, security posture, data residency and whether you... Doing the work 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 → How do the best companies use founder story as a durable moat rather than a launch stunt? They tell the same story for a decade and let the company's behaviour keep proving it. Vembu has said the same thing about rootedness and localism ... How the best do it 5 resources →

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