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

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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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I am a founder with no marketing team. Is my own story actually a GTM asset or just vanity? It is an asset, but only the parts of it that are useful to a buyer. Nobody outside your family cares about your journey, they care about what you ... Breaking into GTM 3 resources → Everyone says post on LinkedIn. What do I post if I am not an expert yet? Post what you are seeing, not what you have concluded. You sit in more conversations with buyers in a week than most commentators do in a month, so... Breaking into GTM 3 resources → 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 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 → Our founder is the brand. How do I make the brand bigger than one person? Move from a person to a point of view that other people can carry. Name the belief the founder keeps articulating, then give it a home that is not ... 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 → 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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