Episodit
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Your host, Alex Shevelenko, talks with the Co-Founder and Chief Strategist of Forget The Funnel, Georgiana Laudi. Georgiana argues that the sales funnel model is overly simplistic and dehumanizes customers by reducing them to mere leads. She advocates for a customer-led growth framework that prioritizes understanding and delivering value to customers throughout their entire journey. Georgiana emphasizes the importance of product marketing, operationalizing customer insights, and adopting a customer-centric approach to build meaningful, lasting relationships and drive better business outcomes.
To learn more about Georgiana's work, click HERE and HERE.
Think you'd be a great guest on the show? Apply HERE.
To learn more about RELAYTO, visit https://relayto.com/
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Your host, Alex Shevelenko, talks with the CMO of Dental Claim Support, the Author of Master Content Marketing, and Master Content Strategy, Pamela Wilson. Pamela discusses the evolving landscape of content marketing, emphasizing the impact of AI advancements. She highlights the necessity of human oversight to maintain content quality and authenticity. Pamela explores strategies for engaging different audience segments, the importance of video content, and the changing behavior of B2B buyers using AI tools for research. She also addresses the challenge of maintaining high-quality content amidst the prevalence of low-quality, AI-generated material, advocating for thoughtful, trust-building content.
To learn more about Pamela's work, click HERE, HERE, and HERE.
Think you'd be a great guest on the show? Apply HERE.
To learn more about RELAYTO, visit https://relayto.com/
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Your host, Alex Shevelenko, talks with the EVP, Chief Marketing and Client Experience Officer of First Command Financial Services, Kellie Richter. Kellie discusses the company's mission to support military families in achieving financial security. She highlights the importance of client experience, emphasizing clarity, consistency, and control. She also discusses the unique financial challenges faced by military families and the role of military spouses in financial decision-making. Kellie underscores the connection between employee and client experience, and First Command's commitment to community service and personalized financial coaching for military families.
To learn more about Kellie's work, click HERE and HERE.
Think you'd be a great guest on the show? Apply HERE.
To learn more about RELAYTO, visit https://relayto.com/
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Your host, Alex Shevelenko, talks with the Founder and President of Cunningham Collective, Andy Cunningham. Andy delves into the intricacies of business positioning, particularly in the tech sector. Andy shares her experiences, including working with Steve Jobs on the Apple Macintosh launch, emphasizing the importance of finding a unique market position. The discussion covers the distinction between positioning and branding, the challenges of a saturated market, and the significance of emotional connections in customer and employee engagement. Andy also highlights the role of leadership and strategic thinking in successful positioning.
To learn more about Andy's work, click HERE and HERE.
Think you'd be a great guest on the show? Apply HERE.
To learn more about RELAYTO, visit https://relayto.com/
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Your host, Alex Shevelenko, talks with the Keynote Speaker, Author, and Friction Hunter, Roger Dooley. Roger discusses how understanding the brain can enhance marketing strategies and improve customer and employee experiences. Roger emphasizes the importance of reducing friction in user interactions, citing examples from various industries. He explores how trust, transparency, and intuitive design can foster better customer relationships and employee engagement. Roger highlights the significance of leveraging behavioral science principles, motion in user interfaces, and continuous feedback to create memorable and effective experiences.
To learn more about Roger's work, click HERE and HERE.
Think you'd be a great guest on the show? Apply HERE.
To learn more about RELAYTO, visit https://relayto.com/
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Your host, Alex Shevelenko, talks with the Business Story Strategist, Keynote Speaker, Sales Storytelling Coach, Podcaster, and Brand Raconteur at Business of Story, Park Howell. Park, an Emmy Award-winning business storytelling coach, talks about the pivotal role of storytelling in business. Park shares about his transition from running an advertising agency to becoming a storytelling coach, highlighting the shift from traditional advertising to narrative-driven approaches. He emphasizes that the customer should be the story's hero, not the brand. Park covers common storytelling mistakes and introduces the "And, But, Therefore" (ABT) framework for crafting compelling narratives. The speakers also explore the importance of clarity, emotional connection, and reducing friction in the customer journey.
To learn more about Park's work, click HERE and HERE.
Think you'd be a great guest on the show? Apply HERE.
To learn more about RELAYTO, visit https://relayto.com/
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Your host, Alex Shevelenko, talks with the CMO of LHD Benefit Advisors, Whitney Boyer. Whitney discusses digital experience software's transformative impact on employee benefits communication, focusing on the RELAYTO platform. Aimed at employee and insurance professionals, Whitney addresses challenges in effectively communicating benefits and highlights innovative solutions. She also emphasizes the importance of internal champions within sales teams to promote the adoption of new tools and technologies, ultimately improving client interactions and service offerings.
To learn more about Whitney's work, click HERE and HERE.
Think you'd be a great guest on the show? Apply HERE.
To learn more about RELAYTO, visit https://relayto.com/
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Your host, Alex Shevelenko, talks with the Founding Partner of Floodgate, Mike Maples. Mike explores the intricacies of seed investing and entrepreneurship. He discusses the evolution of seed investing, the challenges of fundraising, and the critical importance of product-market fit. Mike shares his experiences and insights, emphasizing the need for unique market insights, emotional connections with investors and customers, and the significance of "lighthouse customers" who guide product development. The conversation also delves into the concept of "founder future fit" and the importance of creating new market categories to achieve breakthrough success.
To learn more about Mike's work, click HERE and HERE.
Think you'd be a great guest on the show? Apply HERE.
To learn more about RELAYTO, visit https://relayto.com/
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Your host, Alex Shevelenko, talks with the International Keynote Speaker, Bestselling Author, and Executive Advisor, Tim Ash. Tim discusses how evolutionary psychology impacts consumer behavior and decision-making. Key themes include the complexity of B2B sales, the importance of champion enablement, and the role of corporate culture in innovation. Tim emphasizes leveraging pain points in marketing, the power of storytelling, and the necessity of understanding the audience. He advocates for tailored marketing strategies that address specific needs and foster long-term customer relationships.
To learn more about Tim's work, click HERE and HERE.
Think you'd be a great guest on the show? Apply HERE.
To learn more about RELAYTO, visit https://relayto.com/
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Your host, Alex Shevelenko, talks with the Chief Platform Officer of Scale Venture Partners, Craig Rosenberg. Craig discusses the importance of providing content that is both easily digestible and actionable. In today's fast-paced digital world, buyers are inundated with information, making it crucial to deliver content that stands out and meets their specific needs. To achieve this, it's essential to segment your audience, understand the different segments within your target audience, and tailor your content to meet their unique needs and preferences. Personalize content using data and insights to ensure it resonates with the individual buyer's journey. Additionally, incorporate interactive elements such as quizzes, polls, and interactive product tours to engage buyers and provide them with a hands-on experience.
To learn more about Craig's work, click HERE and HERE.
Think you'd be a great guest on the show? Apply HERE.
To learn more about RELAYTO, visit https://relayto.com/
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Your host, Alex Shevelenko, talks with the Keynote Speaker, Communication Consultant, and Trainer of JD Schramm Communications, JD Schramm. JD emphasized that communication and leadership are inextricably linked. Effective communication is not just a tool for leaders; it is the essence of leadership. When JD is called in to address communication issues within organizations, he often finds that these issues are symptomatic of deeper leadership problems. Leaders must be able to communicate in a way that inspires and mobilizes their teams. Without this ability, even the most innovative ideas and strategies can fall flat.
To learn more about JD's work, click HERE and HERE.
Think you'd be a great guest on the show? Apply HERE.
To learn more about RELAYTO, visit https://relayto.com/
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Your host, Alex Shevelenko, talks with the Founder and Executive Chairman of the Board of BrightEdge Technologies, Jim Yu. Jim's story is a testament to the power of resilience and determination. Growing up as the only Asian kid in a South Dakota trailer park, he faced numerous challenges that shaped his entrepreneurial drive. This environment instilled in him a relentless pursuit of success, which he carried into his professional life. Embracing challenges can catalyze growth and innovation while cultivating grit is essential for overcoming obstacles and achieving long-term success. Staying mission-driven with a clear vision and purpose can sustain you through difficult times.
Jim's motivation evolved from a fear of failure to a love of mission and purpose. This shift underscores the importance of aligning personal and professional goals with a broader mission. Identifying your mission, aligning goals, and fostering a purpose-driven culture are crucial steps in this process. Clearly defining the mission and purpose of your business, ensuring that your personal and professional goals are aligned with this mission, and encouraging your team to embrace the company's mission and values are essential.
To learn more about Jim's work, click HERE and HERE.
Think you'd be a great guest on the show? Apply HERE.
To learn more about RELAYTO, visit https://relayto.com/
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Your host, Alex Shevelenko, talks with the CMO of CrunchTime, David Karel. David's journey in B2B marketing is nothing short of inspiring. From his early days at SuccessFactors to leading Bizo's marketing efforts and eventually shaping LinkedIn's B2B marketing suite, David has consistently demonstrated his ability to innovate and drive results. His current role at CrunchTime further solidifies his reputation as a thought leader in the industry.
To learn more about David's work, click HERE and HERE.
Think you'd be a great guest on the show? Apply HERE.
To learn more about RELAYTO, visit https://relayto.com/
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Your host, Alex Shevelenko, talks with the Chief Business Officer of Perplexity, Dmitry Shevelenko. Dmitry's journey led him through some of Silicon Valley's most influential companies and his current role in shaping the future of AI-driven knowledge consumption. Dmitry's career, the psychology of the modern knowledge consumer, and the innovative strides Perplexity is making in the AI space.
Dmitry emphasized the importance of working on products that you enjoy using. This passion translates into a deeper understanding of the user experience and a more authentic connection to the product's mission.
To learn more about Dmitry's work, click HERE and HERE.
Think you'd be a great guest on the show? Apply HERE.
To learn more about RELAYTO, visit https://relayto.com/
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Your host, Alex Shevelenko, talks with Dmitri Alperovitch, Co-Founder & CTO of Crowdstrike (NASDAQ: CRWD, Market Cap: $85bn), Chairman at Silverado Policy Accelerator, National Bestselling Author (World on the Brink) and Host of the Geopolitics Decanted podcast.
Dmitri's journey from a high school enthusiast to a leading figure in the cybersecurity realm is nothing short of remarkable. Dmitri's passion for cybersecurity was ignited by his fascination with encryption and adversarial games, a flame that was fanned during his college years. The dynamic and ever-evolving nature of cybersecurity, a field where one engages in a strategic cat-and-mouse game with sentient opponents, captivated Dmitri's interest and set him on his path.
CrowdStrike's inception was a response to the burgeoning threat of nation-state attacks, with an early focus on China, and later expanding to counter threats from Russia, Iran, and North Korea. Dmitri emphasized the geopolitical roots of these cyber threats and the rising prominence of nation-state actors in the digital arena. The success of CrowdStrike, he noted, was a confluence of impeccable timing, groundbreaking innovation, and the decline of established competitors.
To learn more about Dmitri's work, click HERE and HERE.
Check out Dmitri's book, World on the Brink: How America Can Beat China in the Race for the Twenty-First Century, HERE.
Think you'd be a great guest on the show? Apply HERE.
To learn more about RELAYTO, visit https://relayto.com/
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Your host, Alex Shevelenko, talks with the Lecturer at Stanford University, Stan Christensen. Stan's reputation for teaching negotiation is more than just a series of tactics aimed at short-term gains. His philosophy centers on the idea that negotiation is about unlocking relationships and creating value for all parties involved. Stan explained that most negotiations are ongoing and involve multiple parties, making the cultivation of long-term relationships essential.
He emphasized that negotiation isn't about winning at the expense of someone else but about finding ways to expand the pie for everyone. By understanding each party's interests and seeking complementary aspects, negotiators can craft solutions that are fair and beneficial to all involved.
To learn more about Stan's work, click HERE.
Think you'd be a great guest on the show? Apply HERE.
To learn more about RELAYTO, visit https://relayto.com/
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Your host, Alex Shevelenko, talks with the Co-founder and Board Member of PinMeTo, Daniel Melkersson. Daniel's journey is a testament to the philosophy that one is never too old to try new things. Of the 12 companies he started, only three succeeded, but these successes were not without their share of challenges and lessons. His transition into the tech industry and his curiosity about venture capital funding led to the creation of PinMeTo, a platform designed to enhance location marketing for multi-location enterprises.
To learn more about Daniel's work, click HERE and HERE.
Think you'd be a great guest on the show? Apply HERE.
To learn more about RELAYTO, visit https://relayto.com/
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Your host, Alex Shevelenko, talks with the CMO of Planable, Miruna Dragomir. Social media marketing is a beast that never sleeps, constantly shifting with new platform updates and demanding increased collaboration within teams. Miruna highlighted how Planable, a content collaboration tool, is designed to help marketing teams navigate these waters. With Planable, teams can create real touchpoints with customers and drive engagement, scaling their social media efforts effectively.
Planable isn't just a one-size-fits-all solution; it's tailored to the different personas within a company. Creators and approvers, for instance, have unique needs, and Planable adapts to cater to each. Miruna stressed the importance of product discovery and in-app education to facilitate adoption and habit change when rolling out new features.
Miruna touched on the recent environment's impact on marketing budgets and the challenges of churn. Miruna pointed out that agencies, in particular, face fluctuations in their client portfolios. To combat this, Planable focuses on onboarding and the initial stages of the customer journey to prevent churn and ensure customers recognize the product's value.
To learn more about Miruna's work, click HERE and HERE.
Think you'd be a great guest on the show? Apply HERE.
To learn more about RELAYTO, visit https://relayto.com/
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Your host, Alex Shevelenko, talks with the President and CEO of LaBov & Beyond Marketing Communication, Barry LaBov. Barry shared a powerful message with the audience: "Marry the message to the experience." This principle is the cornerstone of effective marketing. It's not just about the product or service; it's about ensuring that every customer interaction embodies the brand promise. A disconnect between marketing and the actual customer experience can tarnish a brand's reputation irreparably.
Barry introduced the concept of the "commodity monster," a trap that forces brands into a race to the bottom, slashing prices and compromising quality. Differentiation is the key to escaping this trap. It's about standing out in the marketplace and offering something unique that competitors can't easily replicate.
Echoing the wisdom of Marshall McLuhan, Barry discussed how "the experience is the message." In today's world, where mediums of communication are abundant, what truly sets a brand apart is the experience it offers. This experience begins when a customer interacts with the brand, and it must be consistent and reflect the brand's values.
To learn more about Barry's work, click HERE and HERE.
Check out RELAYTO MOJO, reviewed by Barry LaBov: https://relayto.com/relayto/the-relayto-values-contract-4wyqkv3cjoo2r
Think you'd be a great guest on the show? Apply HERE.
To learn more about RELAYTO, visit https://relayto.com/
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Your host, Alex Shevelenko, talks with the CEO of Foundersuite and Fundingstack, Nathan Beckord. Nathan shared the importance of simplicity in your initial communications with investors. Founders often make the mistake of inundating potential investors with too much information too soon. Nathan's recommendation? Keep your intro email as short as possible. He observed that founders tend to include their entire history and attach large presentations, only to be left wondering why they're not gaining traction with fundraising. In reality, investors are inundated with pitches and will only spend a few seconds skimming an email for something that catches their eye.
Nathan suggests using a teaser deck, a concise presentation of about five slides, to pique investor interest. This should cover the essentials: the problem you're solving, your solution, market traction, and your team. If this teaser is compelling enough, it can lead to an introductory chat and, hopefully, a deeper dive into your business plan.
To learn more about Nathan's work, click HERE and HERE.
Think you'd be a great guest on the show? Apply HERE.
To learn more about RELAYTO, visit https://relayto.com/
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