Mind The Gap By Freshchat

If you’re a B2B product, chances are your lead generation strategy relies largely on inbound channels that ties closely to creating content. In the last 5 years, the cost to advertise and acquire customers have increased by significant rates – CAC increased by 50% in both B2B and B2C spheres. We’re also paying 20-40% more for content creation when compared to 5 years ago. (Source: ProfitWell). To top this all, content shock is real (Take one scroll through your Pocket account/bookmarks feed and you’ll concur in no time) and attention spans are faltering. Growing an audience and proving ROI on your content is a sporadic win and the kind of the advice on the internet is stale and unactionable. Ed Shelley shares with us a whole new perspective on the content process — journalistic and business case mindset for ideation, naturally high engagement for distribution, and hiring people for content who are not an obvious choice for the role. Listener Notes: [00.22] -- Journalistic approach to pitching stories [01.05]

A lot has been said and written about the journey that is entrepreneurship. What else are you going to hear that’s not unique? Hear us spill the beans: Every starting up story is personal, anecdotal, and unique. Ashwini’s entrepreneurial trajectory draws a distinction because of a) the niche market her product operates in b) the barriers she overcame while bootstrapping, raising funding, and maintaining inclusivity at work c) her perspective on the gaps in retail after working with several big brands and, d) the comfort she finds in being a process aficionado (and where it comes from) Listen to this episode for insights on Ashwini’s entrepreneurship ride, lessons on bootstrapping, the gaps and opportunities in retail today, and more. Listener notes: [00.55] -- Entrepreneurship is a lonely ride [02.44] -- Self-flagellation with the loneliness [03.44] -- Founding Mad Street Den with the neuroscientist husband: Natural and a synchronized dance [07.15] -- The essentials for bootstrapping [9.40] -- AI in retail:

If you’re a marketer, you probably spend a huge amount of your time slaying your acquisition strategy. The usual story goes something like this: You go behind a myriad of channels, spend heaps of dollars, craft the perfect message and call-to-action and wait for your potential buyers to land on your website. Several optimizations, personalizations, and conversations later, the visitor converts into a user. Phew! Happy ending? No. In a span of one week, around 86% of converted leads drop off and never come back (12.18 of this episode). Two words that can prevent this leakage from happening – Great Onboarding. Let’s look at some non-vanity metrics that can translate your acquisition costs into ROI – Activation, Retention, Revenue, and Referral. They are all by-products of one single thing – Onboarding. Limited to tooltips, siloed help centers, and transaction mailers, onboarding today has been tossed between customer success, product management, and product marketing. And most often, that one crucial metric tha