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Raj is a proven B2B SaaS leader for innovative go-to-market strategy and execution, including mapping the customer journey, product research to establish product-market fit, demand generation, content marketing, search engine optimization (SEO), marketing automation, sales and partner enablement, and business storytelling to drive revenue and growth. He’s also been the CEO/CMO of 3 B2B SaaS businesses successfully sold to public companies. And he’s scaled and positioned each business for acquisition by strategically aligning market trends and needs with product-market fit, cross-functional teams, and go-to-market tactics.
Raj delves into why paying attention to SEO is his number one piece of advice for a first-time head of growth. He also discusses the do’s and don’ts of strategic personalized gift giving and shares some of his favorite one-liners that have been influential in his career.
“When in doubt, zoom out. So what I try to do is keep a cool head and look at what's actually going on here. Is there somebody trying to do something that's illegal? Unethical, just a little bit on the fringe? Or are they just genuinely not sure? Maybe they are inexperienced. I think maybe we've all encountered people who try to thump their chest and show how good they are, but that's a way of being a little insecure. So I kind of try to zoom out and see where they are.”
“Don't hold back your knowledge. One of my recent posts was about sharing your expertise. Nobody's going to believe you're an expert if all you do is talk about what you know. You actually have to show people what you know. So write articles, write a book, do a webinar on your specific area of expertise and let it all out. Just share that knowledge.”
“Facts tell, stories sell. And so everything we do in our case studies where we're rewriting them, getting them focused on storytelling, as opposed to just facts. Do you ever see a case study? Aren't they boring? Yeah, they tell you information that you want to know, but every one of them has got this standard format. It'd be just so nice to read a quick short story every now and then. You can still make it in sections and stuff, but just get them engaged. Give them goosebumps.”
Episode Timestamps:
*(2:07) Raj’s first job in demand gen
*(3:00) SalesIntel explained
*(4:00) What Raj’s role is and what he does as head of growth
*(4:40) The Trust Tree - Raj’s demand gen strategy
*(6:20) SalesIntel’s Org Structure
*(8:00) Who SalesIntel sells too
*(10:45) The demand for SalesIntel
*(13:20) How Marketing departments use SalesIntel
*(16:50) The Playbook - Raj’s Uncuttable Budget Items
*(18:35) Raj’s favorite tools for keyword research
*(20:20) PPC strategies for SalesIntel and Raj
*(23:40) Setting up sponsorships and sponsorships in general
*(31:20) Dust-ups
*(36:40) Raj’s favorite campaign
*(38:10) Bad campaigns are due to not testing enough
*(39:45) Quick hits
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