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February 7, 2024 28 mins

In this episode of The Business Gay Podcast, host Calan Breckon speaks with Yousuf Allidina.

Yousuf is a marketing leader and consultant in the B2B technology space who has over 12 years of experience developing and honing demand generation and digital marketing strategies for leading technology brands, particularly in the conversational AI space.

Currently, he heads up Account-Based Marketing at LivePerson, a leading Conversational AI brand. He's passionate about fostering inclusive and empowering corporate culture and advocating for LGBTQ representation in the workspace so that people can feel comfortable bringing their whole selves to work.

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Key Takeaways for quick navigation:

  • [01:10] New businesses often limit their audience by focusing only on ready-to-buy customers, missing the potential of educating a larger audience.
  • [03:32] Startups need to measure demand beyond self-identifying buyers, recognizing latent demand that requires education.
  • [08:49] Invest in long-term strategies like SEO and content creation for sustained growth, even if immediate quantifiable results are not apparent.
  • [12:54] While demand capture tactics like paid ads may bring initial success, transitioning to demand generation is vital for long-term growth.
  • [15:26] Establish thought leadership for long-term success and loyalty, achieved through activities like research studies.
  • [17:55] Find an equilibrium between demand capture and generation; successful companies measure and balance both strategies for sustained growth.
  • [18:23] Research and track spending, finding a balance between different tactics for sustainable growth.
  • [19:46] Use Buyer Journey mapping to understand your audience's path to purchase; identify channels, messages, and engagement points.
  • [22:34] Slow down, research, and explore various marketing options; costs can be managed, and success is achievable with awareness and effort.
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