In this episode of "Scrappy ABM," host Mason Cosby welcomes Dr. Jim Kanichirayil, VP of Growth at EngageRocket, to discuss his content-led outbound approach to market expansion in the US.
Guest Bio:
Dr. Jim Kanichirayil is the VP of Growth at EngageRocket, a people analytics platform. With a pioneering mindset, he led the company's expansion into the US market using an innovative content-led outbound approach.
02:08 Dr. Jim shares his pioneering mindset for tackling new markets and breaking from the standard playbook
03:11 Expanding into the US market was a business necessity for EngageRocket's continued growth beyond Asia Pacific
07:05 Their approach involved content-led outbound sprints focused on specific industries to understand the US market
09:47 Spotlighting practitioners' expertise helped create conversations and build relationships
12:32 Operating with genuine curiosity and making the buyer the "hero" led to high meeting booking and show rates
15:22 Avoiding arbitrary territory sizes and targeting a small roster of named accounts allowed for deep focus
21:03 Unexpected roadblocks: initial theories about target segments didn't pan out, leading to a pivot
22:10 The importance of quickly executing and listening to buyers, rather than relying on unfounded theories
Transcript not available.
LINKS MENTIONED
LinkedIn: https://www.linkedin.com/in/masoncosby/
TikTok: https://www.tiktok.com/@marketingmason
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