Getting inside your ideal customer's limited consideration set with Peep Laja

How to Win podcast with Peep Laja

Player FM - Internet Radio Done Right

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تمت الإضافة منذ قبل four أعوام

المحتوى المقدم من Peep Laja. يتم تحميل جميع محتويات البودكاست بما في ذلك الحلقات والرسومات وأوصاف البودكاست وتقديمها مباشرة بواسطة Peep Laja أو شريك منصة البودكاست الخاص بهم. إذا كنت تعتقد أن شخصًا ما يستخدم عملك المحمي بحقوق الطبع والنشر دون إذنك، فيمكنك اتباع العملية الموضحة هنا https://ar.player.fm/legal.

<div class="span index">1</div> <span><a class="" data-remote="true" data-type="html" href="/series/exile-3411195">Exile</a></span>

1
Exile

إلغاء الاشتراك

منذ 9 أياممنذ 9d ago

إلغاء الاشتراك

شهريا

Welcome to Exile, a podcast about Jewish lives under the shadow of fascism. Narrated by award-winning screen and stage actor, Mandy Patinkin. Untold stories and firsthand accounts drawn from intimate letters, diaries and interviews found in the Leo Baeck Institute’s vast archive. Each episode, a story of beauty and danger that brings history to life. Because the past is always present. Starting November 1, episodes are released weekly every Tuesday. The Leo Baeck Institute, New York | Berlin is a research library and archive focused on the history of German-speaking Jews. Antica Productions produces award-winning non-fiction podcasts, films and series which inform and inspire audiences around the world.

منذ عامين 35:08

MP3•منزل الحلقة

Summary:
This week on How To Win: I'm taking the opportunity to dive deeper into something we've touched on in previous episodes, but never given the complete attention it deserves: how to get inside the limited consideration set of your ideal customers. I'll share how to create mental availability beyond your product, how to position yourself in the market, and unpack the B2B Message Layers™ framework. You'll also hear input from Drift's David Cancel, Andreessen Horowitz's Andrew Chen, and author of Obviously Awesome, April Dunford.

Key Points:

What does the brand landscape look like today? (00:42)
Why the creation of new subcategories led to a boom in the Japanese beer market with a quote from author David Aaker (02:51)
People buy based on mental availability, not personal experience (05:17)
Three ways to get inside people's limited consideration set:
- Innovation (08:15)
- Excess share of voice (10:28)
- Winning on things beyond the product (12:38)
'The Law of Shitty Clickthroughs' with a quote from Andreessen Horowitz's Andrew Chen (15:44)
The importance of pattern interruption (17:20)
How to go after the category kings (19:05)
How to create a category with a quote from Drift's David Cancel (21:06)
What is positioning? With a quote from 'Obviously Awesome' author April Dunford (23:25)
How do you win on positioning? (24:15)
Staying top of mind with mental availability (26:31)
Why you can't make people buy by using a magic copywriting formula with a quote from copywriting expert Roy Furr (29:03)
I lay out my B2B Message Layers™ framework (30:55)
Wrap-up (33:26)

Mentioned:

David Aaker Twitter

Andrew Chen LinkedIn

Category creation and product-led differentiation with Drift's David Cancel

April Dunford Website

My Links:

88 حلقات

#Entrepreneur #Business #Marketing #Peep Laja #SaaS #Agency #Entrepreneurship #B2B #Competitive

How to Win podcast with Peep Laja

Getting inside your ideal customer's limited consideration set with Peep Laja

How to Win podcast with Peep Laja

15 subscribers

published منذ عامين

MP3•منزل الحلقة

Key Points:

What does the brand landscape look like today? (00:42)
Why the creation of new subcategories led to a boom in the Japanese beer market with a quote from author David Aaker (02:51)
People buy based on mental availability, not personal experience (05:17)
Three ways to get inside people's limited consideration set:
- Innovation (08:15)
- Excess share of voice (10:28)
- Winning on things beyond the product (12:38)
'The Law of Shitty Clickthroughs' with a quote from Andreessen Horowitz's Andrew Chen (15:44)
The importance of pattern interruption (17:20)
How to go after the category kings (19:05)
How to create a category with a quote from Drift's David Cancel (21:06)
What is positioning? With a quote from 'Obviously Awesome' author April Dunford (23:25)
How do you win on positioning? (24:15)
Staying top of mind with mental availability (26:31)
Why you can't make people buy by using a magic copywriting formula with a quote from copywriting expert Roy Furr (29:03)
I lay out my B2B Message Layers™ framework (30:55)
Wrap-up (33:26)

Mentioned:

David Aaker Twitter

Andrew Chen LinkedIn

Category creation and product-led differentiation with Drift's David Cancel

April Dunford Website

My Links:

88 حلقات

#Entrepreneur #Business #Marketing #Peep Laja #SaaS #Agency #Entrepreneurship #B2B #Competitive

كل الحلقات

How to Win podcast with Peep Laja

1
Speed's Advantage 22:37

منذ 37 weeks22:37

22:37

Peep Laja dives into why speed is a critical and often underrated competitive advantage in today's fast-paced business world. Learn how to make swift decisions, conduct rapid experiments, ship products and campaigns quickly, and gather market feedback efficiently. Drawing from historical military strategies and modern business practices, Peep explains how speed can help you stay ahead of the competition. Tune in to discover actionable insights on fostering a culture of speed within your organization, optimizing decision-making processes, and enhancing market agility. Chapters [00:00:00] Intro and Importance of Speed [00:01:15] Competitive Noise and Clones [00:02:15] Aggressiveness and Fast Action [00:03:15] Blitzkrieg in Business [00:04:45] Faster Decision Making [00:06:00] Chinese Car Manufacturers [00:07:00] OODA Loops [00:08:00] Innovate Faster [00:09:15] Reducing Waiting Time [00:10:00] Bezos Decision Speed Matrix [00:12:30] Democratizing Decision Making [00:14:30] Meeting Reduction [00:16:45] Copycats and Innovation [00:18:45] Personal Experimentation Failures [00:21:45] Final Thoughts My links: X: https://twitter.com/peeplaja LinkedIn: https://www.linkedin.com/in/peeplaja/ Personal site: https://peeplaja.com/ Wynter: https://wynter.com/ Speero: https://speero.com/ CXL: https://cxl.com/…

How to Win podcast with Peep Laja

1
Nail and Scale 18:52

منذ 40 weeks18:52

18:52

In this episode, Peep Laja emphasizes the importance of deeply understanding your target market and ideal customer profile (ICP) to drive growth in B2B SaaS. He advocates for ongoing research to inform effective messaging, breaks down the key components of high-converting copy, and shares how tools like Wynter enable teams to get fast feedback and align around the ICP. By implementing these strategies, companies can speed up feedback loops and gain a competitive edge. [00:00:00] Intro: Winning through market understanding [00:01:22] Importance of regular market research [00:02:30] From annual to ongoing micro-testing [00:04:00] Optimizing for speed to insights [00:05:30] Getting budget for market research [00:06:30] Building mental availability [00:08:00] Balancing short and long-term efforts [00:09:00] Positioning vs. messaging [00:10:28] Four layers of effective messaging [00:12:30] Addressing buyer uncertainty [00:14:00] Communicating customer value [00:15:00] Importance of strong copywriting [00:16:30] Characteristics of good copy [00:17:00] Achieving team alignment [00:18:00] Speeding up feedback loops My links: X: https://twitter.com/peeplaja LinkedIn: https://www.linkedin.com/in/peeplaja/ Personal site: https://peeplaja.com/ Wynter: https://wynter.com/ Speero: https://speero.com/ CXL: https://cxl.com/…

How to Win podcast with Peep Laja

1
Start in a Niche 34:06

منذ 41 weeks34:06

34:06

In this episode, Peep dives into why niching down is the key to success for early-stage B2B SaaS companies. He explains how focusing on solving a specific problem for a targeted market, rather than competing directly with industry giants, allows startups to gain traction and dominate their niche. Peep emphasizes that niching down isn't about limiting your dreams, but rather a proven strategy to break into a competitive market and lay the foundation for future growth. Chapters: [00:00] - Introduction [00:30] - Why niching down is crucial for early-stage SaaS [03:30] - Capturing a small market first [08:39] - The importance of differentiation [11:59] - Real-world examples of successful niching [18:03] - Niching is about focus, not limiting dreams [22:10] - Case study: Lattice's niche in performance management [25:28] - When to consider an all-in-one solution [29:44] - Choosing a company name that allows growth [31:09] - Identifying a profitable niche [33:30] - Conclusion My links: X: https://twitter.com/peeplaja LinkedIn: https://www.linkedin.com/in/peeplaja/ Personal site: https://peeplaja.com/ Wynter: https://wynter.com/ Speero: https://speero.com/ CXL: https://cxl.com/…

How to Win podcast with Peep Laja

1
Scientific Laws of Marketing 28:03

منذ 42 weeks28:03

28:03

In this episode, Peep Laja explores the scientific laws of marketing, focusing on building mental and physical availability for brands. Drawing from the works of Professor Byron Sharpe and the Ehrenberg Bass Institute, Laja emphasizes the importance of being top of mind and easily found when potential customers are ready to make a purchase. The episode features insights from marketing experts who provide real-world examples. Peep also discusses distinctive brand assets, the limitations of hyper-targeting in B2B marketing, and the duplication of purchase law. He concludes by offering practical advice on increasing brand awareness and making target customers remember the brand when they need its product. 00:00 - Intro 02:00 - Mental and physical availability concepts 04:40 - Brand building with Paul Dorsey 05:45 - Buying triggers 07:05 - HockeyStack's content marketing strategy 11:00 - Physical availability in B2B SaaS 12:00 - Distinctive brand assets 18:45 - SurveyMonkey's rebranding story 20:10 - B2B brands lack distinctive assets 21:00 - Meaningless distinctiveness vs. differentiation 22:20 - Identifying customer values with Wynter 23:00 - Reaching all buyers in a category 24:30 - Limitations of hyper-targeting 26:00 - Category reach and lead generation 27:45 - Ad reach and frequency 28:50 - Duplication of purchase law 30:00 - Conclusion My links: X: https://twitter.com/peeplaja LinkedIn: https://www.linkedin.com/in/peeplaja/ Personal site: https://peeplaja.com/ Wynter: https://wynter.com/ Speero: https://speero.com/ CXL: https://cxl.com/…

How to Win podcast with Peep Laja

1
Winning Beyond the Product 30:26

منذ 43 weeks30:26

30:26

This episode explores the critical factors that define market leadership, from being first in a category to leveraging innovation and strategic marketing. Hear from experts like David Aaker, Mark Ritson, and Byron Sharp on how top brands maintain dominance and why small brands face uphill battles. Discover actionable insights on standing out, staying top of mind, and converting prospects into loyal customers. [00:00:00] Intro: Winning in B2B SaaS [00:01:23] David Aaker on Market Stability [00:03:00] Mark Ritson: Challenges for Small Brands [00:04:08] Byron Sharp's Law of Double Jeopardy [00:06:30] The Importance of Mental Availability [00:09:30] Innovation vs. Excess Share of Voice [00:12:15] Case Study: Monday.com's Marketing Spend [00:17:08] LG's Failed Market Strategy [00:19:00] Creating a Unique Market Position [00:22:00] Staying Top of Mind Strategically [00:25:39] Creative Low-Cost Marketing Tactics [00:30:00] Outro: Key Takeaways My links: X: https://twitter.com/peeplaja LinkedIn: https://www.linkedin.com/in/peeplaja/ Personal site: https://peeplaja.com/ Wynter: https://wynter.com/ Speero: https://speero.com/ CXL: https://cxl.com/…

How to Win podcast with Peep Laja

1
Differentiation: How To Stand Out 21:52

منذ 44 weeks21:52

21:52

In this new style of "How To Win", Peep Laja discusses the importance of differentiation in today's highly competitive B2B SaaS market. He explores various strategies for standing out, such as focusing on brand, taking a polarizing stance, being radically transparent, and leveraging personal brands. Laja emphasizes that differentiation is a CEO-level problem and that companies must build their vision around being unique rather than simply copying competitors. Chapter Markers: 00:00:00 - Introduction 00:01:00 - MarTech landscape and sameness 00:02:30 - Differentiating beyond features 00:05:00 - Competing to be unique 00:07:15 - Limited consideration sets 00:09:00 - Commitment to differentiation 00:10:15 - Three types of standout brands 00:13:00 - Eight traits of commodity brands 00:15:00 - Personal brands for differentiation 00:17:30 - Strategies from "Differentiate or Die" 00:20:15 - Jillion down on what works 00:20:45 - Differentiation as a CEO problem My links: X: https://twitter.com/peeplaja LinkedIn: https://www.linkedin.com/in/peeplaja/ Personal site: https://peeplaja.com/ Wynter: https://wynter.com/ Speero: https://speero.com/ CXL: https://cxl.com/…

How to Win podcast with Peep Laja

1
The Secret Sauce to $80M Bootstrapped - with AppSumo's Noah Kagan 22:47

منذ 1 year22:47

22:47

This week on How To Win: Noah Kagan of AppSumo , a platform for digital marketplace deals focusing on software aimed at entrepreneurs and small businesses. They have bootstrapped to over $80 million in revenue. You’ll hear insights on scaling business by focusing on what works, the importance of staying true to your core values, and the strategy behind AppSumo 's success. Discover how AppSumo thrived where others didn't and why focusing on the customer always pays off. Find out how AppSumo navigates competition and continues to grow by doubling down on effective strategies. Key Points: [00:03:36] "How does AppSumo compete with lower prices?" [00:08:33] "How did strategic choices evolve with growth?" [00:10:57] "How does focusing on what works help?" [00:14:42] "Do cheaper products lead to higher sales?" [00:15:18] "Why focus on solopreneurs despite challenges?" [00:19:30] "Key to AppSumo's successful marketing strategy?" Mentioned: Noah Kagan AppSumo Noah Kagan's X My Links: Twitter / X LinkedIn Website Wynter Speero CXL…

How to Win podcast with Peep Laja

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From Zero to Unicorn: Factorial HR's Strategic Success - with Factorial HR's Bernat Farrero 24:02

منذ 1 year24:02

24:02

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How to Win podcast with Peep Laja

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Scaling Beyond $100M and Creating New Categories - with Pendo's Todd Olson 26:21

منذ 1 year26:21

26:21

This week on How To Win: Todd Olson of Pendo , revealing the secrets behind building a product-led growth company. You’ll hear how Pendo 's focus on product experience revolutionized customer interaction, the importance of integrating customer feedback into product development for sustained growth, and the strategic approach to scaling a software company beyond traditional boundaries. Key Points: [00:03:15] "What propelled your initial revenue growth?" [00:06:42] "Challenges in transitioning to enterprise clients?" [00:10:58] "Impact of product decisions on company scale?" [00:15:24] "Strategies for expanding product functionality?" [00:18:37] "Approach to building a scalable team?" [00:19:12] "Strategy behind bowling pin model?" [00:22:45] "Insights on maintaining company culture?" Mentioned: Todd Olson Pendo Todd Olson's X My Links: Twitter / X LinkedIn Website Wynter Speero CXL…

How to Win podcast with Peep Laja

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Building a $180M PR Powerhouse with MuckRack's Gregory Galant 24:39

منذ 1 year24:39

24:39

This week on How To Win: Gregory Galant of Muck Rack , discusses the journey of transforming a podcasting venture into a leading software solution for public relations professionals. You’ll hear insights on the importance of building strong journalist relationships, the strategic pivot from service to software, and the value of slow, deliberate growth in the tech industry. Key Points: [00:04:21] "Time to first million in revenue?" [00:05:51] "Early days buyer understanding?" [00:07:12] "Shift to sales-led approach?" [00:09:36] "Product and sales balance for growth?" [00:10:12] "Changes post-$10 million revenue?" [00:13:48] "Market size doubt at $10 million?" [00:18:09] "Reasons for outlasting competitors?" [00:20:24] "Top advice for B2B founders?" Mentioned: Gregory Galant Muck Rack Gregory Galant's X My Links: Twitter / X LinkedIn Website Wynter Speero CXL…

How to Win podcast with Peep Laja

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Disrupting the B2B Marketplace -- with TrustRadius's Vinay Bhagat 25:45

منذ 1 year25:45

25:45

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How to Win podcast with Peep Laja

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The Differentiation Advantage - with Retention.com's Adam Robinson 19:40

منذ 1 year19:40

19:40

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How to Win podcast with Peep Laja

1
Finding Your Focus - with Blackthorn's Chris Federspiel 26:53

منذ 1 year26:53

26:53

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How to Win podcast with Peep Laja

1
Finding Your Ideal Customer Profile - with Keap's Clate Mask 23:12

منذ 1 year23:12

23:12

This week on How To Win: Clate Mask of Keap, marketing automation and CRM platform for small businesses. You'll hear how Keap found the right customers, why they combined software with services, and how Keap evolved its marketing over time. Key Points: 01:15 Building the initial product based on own business needs 03:00 Pivoting to serve small businesses dealing with chaos 04:30 Evolving from just marketing automation to full business automation 07:15 Renaming the company to reflect simplicity and ease of use 09:45 Sticking to core small business customers amid pressure 13:00 Combining software, services, and strategy for customer success 22:30 Embracing partners and gradual upmarket moves for growth Mentioned: Clate Mask's Linkedin Clate Mask's X Keap My Links: Twitter LinkedIn Website Wynter Speero CXL…

How to Win podcast with Peep Laja

1
Moving Upmarket for Growth - with Process Street's Vinay Patankar 24:20

منذ 1 year24:20

24:20

This week on How To Win: Vinay Patankar of Process Street, a workflow management software company. You'll hear why they didn't monetize for the first 2 years, how going upmarket increased retention and revenue, and why they focused the product on specific use cases. Key Points: 01:15 Identifying market need from personal frustration 03:00 Deciding not to monetize for 2 years to optimize fundraising 06:15 Recognizing larger customers have higher retention and expansion 07:00 Transitioning from SMB to mid-market and enterprise 14:30 Having over 50% of revenue from inbound channels 15:00 Needing specialized use cases to differentiate amid competition 19:00 Advising founders to get very clear on product and go-to-market strategy Mentioned: Process Street https://www.process.st/ Vinay Patankar's Linkedin https://www.linkedin.com/in/vinaypatankar Vinay Patankar on X https://twitter.com/vinayp10?lang=en My Links: Twitter LinkedIn Website Wynter Speero CXL…

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