Protect the Hustle | A SaaS Podcast

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Get the full writeup for the episode here Get early access to the internationalization resourceSaaS Revenue Growth by Region Data50% of SaaS Operators don't localize pricesCustomers in different regions have varying WTPRegions with most non-card payment methods

Christian Owens built the first version of Paddle about 10 years ago. Not only does this make him a great candidate to interview, he also served as a key witness in the Epic v Google case that concluded at the end of last year. For a succinct summary of events, check out our recent piece about How Fortnite Beat Google. This podcast episode is a continuation of that main episode. Here are some high level points:

Pricing your AI product in 2024: sign up and ask Evan some questions Evan Grubb has been with Price Intelligently... then ProfitWell... then Paddle for 7 years and counting (and yes, he's been there for all the name changes and acquisitions). He's been keeping track of monetization trends all along. You can check out his newsletter here if he inspires you in this podcast (and if he didn't, let me know). Just Give Me the 10,000 Foot View

In the stillness of dawn, a lone runner paces the streets, their commitment to the run a silent battle against the comfort of rest. This is the power of accountability: when another joins the run, the journey changes—each stride is shared, and the motivation multiplies. What was once a struggle becomes a pact, as they urge each other forward, embodying the resilience and shared dedication that turn individual effort into collective endurance. Today, we dive into the parallels between this partnership and the world of B2B SaaS with Tanya Alvarez, Founder of OwnersUP. Tanya stands as the quintessential accountability partner for SaaS leaders, teaching them to channel the spirit of a marathoner to achieve long-term success. We'll uncover how the principles of accountability can catalyze growth, foster relentless pursuit of goals, and transform the solitary sprint of business into a synchronized stride towards triumph. Join us as we explore the synergy of teamwork and accountability with Tanya, and learn how to make your business run a race where every step counts. High-Level Overview The R.A.P. Method The R.A.P. method, developed by Tanya Alvarez, is a systematic approach designed for entrepreneurs to enhance their daily productivity and maintain focus on their most impactful tasks. It’s a reflective process that encourages regular review and assessment, allowing for the prioritization of actions that drive the most value for their businesses. This method goes beyond simple task management; it's a strategic approach for entrepreneurs to align their daily actions with their larger business goals. By implementing the R.A.P. method, founders can ensure that their efforts are not just busywork but are meaningful steps towards their company's growth and success. It's a tool for turning the chaotic hustle into a directed effort that pays off in the long run.

In the vast seas of B2B SaaS, where many are seduced by the allure of quick success and fleeting trends, envision a master shipbuilder like Tyler King, CEO and co-founder of Less Annoying CRM. His focus isn't on hastily crafted vessels for short voyages but on robust ships designed to withstand fierce storms, emblematic of resilience and endurance. Guiding an enduring ship, King's insights, drawn from both calm sails and tempestuous challenges, have become the navigational compass for many SaaS aspirants. Dive in with us to explore the art of building software businesses anchored in lasting vision and profit, and for more insights, catch Tyler on his podcast, Startup to Last, which centers on constructing companies built to stand the test of time. High-Level Overview Building a Profitable Software Business Meant to Last In the fast-paced world of tech startups and SaaS ventures, there’s a prevalent rush towards growth — sometimes even at the cost of sustainability. However, true success in the software industry isn’t just measured by swift scalability or the dazzle of fleeting innovations. It's gauged by the longevity and profitability of a business model that stands the test of time. Building a software company meant to last demands a mix of strategic vision, steadfast commitment, and the agility to adapt, ensuring profitability not just today, but for years to come. Customer-centric Approach:Financial Prudence:Continuous Innovation: Culture of Excellence:Feedback Loops: Diversified Revenue Streams:Adaptable Business Model:Partnerships and Collaborations:In the journey of building a lasting and profitable SaaS business, there's no one-size-fits-all. The essence lies in understanding the unique values and strengths your company brings to the table and marrying that with the ever-changing demands of the market. It's a balance of staying true to your vision, while also being malleable enough to evolve. As the adage goes, it's not the strongest that survive, but the most adaptable.

In the world of art, a master painter captivates audiences not only with the visual beauty of his creations but also with the emotions they evoke, turning admirers into passionate investors in his masterpieces. Similarly, in the B2B SaaS landscape, the true art lies in crafting products and services that not only draw in a dedicated community but also compel them to become advocates, monetizing the profound relationships built. Enter Yannick Veys, the CMO and Co-founder of Hypefury (a Paddle customer), whose expertise in cultivating and monetizing a social media audience is unparalleled. With Hypefury's noteworthy acquisitions, including the Elon Musk-acknowledged acquisition of Black Magic, Yannick showcases how to turn digital admiration into tangible success. High-Level Overview Digital Alchemy In today's hyper-connected digital age, the potency of building and monetizing a social media audience cannot be overstated. Garnering a devoted audience is the crux of creating both brand loyalty and a sustained revenue stream. In the vast sea of online businesses, an engaged audience not only amplifies a brand's voice but directly translates to its financial prosperity. But how does one craft a magnetic social media presence and, more importantly, monetize this engagement effectively? Strategically Curate Content: Authentic Voice and Engagement: Introduce Automation Strategically:Create FOMO (Fear of Missing Out): Monetize Through Diverse Channels: Building and monetizing a social media audience is as much an art as it is a science. It requires a deep understanding of one's audience, the agility to adapt to changing trends, and the creativity to offer value consistently. While the digital landscape might be ever-evolving, the fundamental principle remains: Understand your audience, offer them undeniable value, and the monetization will follow.

Throughout human history, sacred texts and religious congregations have epitomized the enduring power of collective belief. This sense of community, united by a shared doctrine, forms a bond that transcends boundaries, emphasizing not just individual salvation but a collective spirit that uplifts and unifies. Similarly, while a SaaS company is distinct from a religion, it thrives on the relationships it fosters within its user base, emphasizing connections, shared experiences, and the collective value they bring. Lloyed Lobo of Boast.AI, having delved into the successes of iconic companies like Apple, Atlassian, and more, offers insights into harnessing community-driven growth in his book, "From Grassroots to Greatness." Today's episode takes listeners on a journey with Lloyed, highlighting the significance of community-led growth in B2B SaaS, with his book serving as a beacon for those seeking to deepen their understanding. Get Lloyed’s new book, 'From Grassroots To Greatness: 13 Rules to Build Iconic Brands with Community Led Growth' (Top New Release on Amazon) at https://FromGrassrootstoGreatness.com High-Level Overview Community-Led Growth In an era where customers no longer buy products but experiences, the importance of community-led growth cannot be understated. Building a community fosters genuine connections, creating a platform where customers don't just use your product, but actively champion it. This human-centric approach positions companies at the forefront of consumer minds, forging deeper ties and ensuring longevity in a rapidly evolving market landscape. Value-driven Content Creation: Engaging Forums and Groups: Exclusive Events and Webinars:Collaborative Product Development:Community Ambassadors:Feedback Mechanisms:While the tactics to cultivate community-led growth can vary, the underlying principle remains consistent: value your community members as co-collaborators, not just consumers. Their collective wisdom, enthusiasm, and advocacy can drive your brand to new heights. As you venture into this realm, remember that genuine engagement and mutual respect are the keystones of any thriving community. Embrace them, and watch your brand flourish in ways you'd never imagined.

In the world of American football, the coach is the linchpin, melding individuals with varying strengths, fears, and ambitions into a singular, winning force. They transcend mere instruction, turning raw talent into a harmonized strategy, creating trust, camaraderie, and synchronized action on the field. Similarly, in B2B SaaS, managers are the driving force, identifying and harnessing the unique capabilities of their teams. Dave Kline of MGMT Accelerator embodies this synergy, mastering the art of team cohesion both in sport and business. Today's episode dives deep into the art of effective management, exploring how to optimize individual potential for collective triumph with insights from the master himself, Dave Kline. High-Level Overview Codifying Your Culture In the dynamic realm of SaaS, a company's culture isn't just an ethereal concept; it's the very backbone of sustainable growth, innovation, and team harmony. A strong, clearly defined culture guides decision-making, promotes consistency, and most importantly, fosters a sense of unity among the workforce. To not merely sustain but truly thrive, businesses must recognize the intrinsic value of their cultural DNA and make intentional efforts to nurture, articulate, and preserve it. Identify Core ValuesDocument Company StoriesConsistent CommunicationLeadership Modeling:Hire and Train AccordinglyFeedback Loops: Celebrate Cultural WinsIn conclusion, while technological advancements and business strategies are pivotal, it's the unseen cultural threads that often weave the fabric of long-lasting organizational success. Codifying culture isn't about imposing a set of rules; it's about crystallizing what's already there, ensuring that as the company grows and evolves, its heart and soul remain intact.

In the verdant heartland, rivers carve their paths, each with a destination in mind, much like the complex currents of market demand. These rivers, shaped by the terrain, can be directed and harnessed using tools like dams and pipes, ensuring every drop finds its purpose. Similarly, in the B2B SaaS world, these currents of demand transform into intricate systems, beautifully epitomized by the "Demand Waterfall". Sidney Waterfall, the SVP of Marketing at Refine Labs, emerges as the maestro of this intricate landscape. With a profound understanding of these digital waterways, she's the beacon guiding businesses through the ebb and flow of demand. Dive in with us as Sidney reveals the mysteries of the Demand Waterfall, offering insights into turning potential interest into definitive outcomes. High-Level Overview The Demand Waterfall In the intricate world of B2B SaaS, the Demand Waterfall emerges as a lucid metaphor, helping businesses visualize and optimize their process of turning potential interest into tangible outcomes. Just as rivers traverse through valleys to find their end goal, the Demand Waterfall guides businesses through various stages of capturing, nurturing, and finally converting demand, ensuring that no opportunity is missed. The Demand Waterfall can be visualized like this: The Spring (Source):Buckets (Flow):Different Flows:Last Bucket (Conversion):In simple terms, The Demand Waterfall is an organized way of visualizing how businesses attract, engage, and ultimately convert potential interest into successful sales, with every department working harmoniously together, just like a series of interconnected buckets handling flowing water.

The introduction of fast food was nothing short of revolutionary, offering meals in minutes and setting a groundbreaking standard for efficiency in food service. But as more outlets sprouted, the uniqueness dwindled; every meal tasted eerily similar. In this homogeneity, master chefs found an opening. They combined the rapid technology of fast food with their culinary artistry, creating dishes that were both efficient and distinctively gourmet. In the B2B SaaS landscape, a similar evolution is underway. As AI technologies become ubiquitous, the challenge shifts from mere adoption to differentiation. Kieran Flanagan, CMO at Zapier, epitomizes this balance. With a deep understanding of how to harness AI while ensuring standout value, Kieran guides businesses to shine amidst a sea of sameness. In today's episode, we'll uncover strategies to stand tall in an AI-saturated market, drawing wisdom from Kieran's mastery in the field. High-Level Overview Standing Out with Your Content in a Commodified AI World In today's rapidly evolving technological landscape, artificial intelligence (AI) is no longer a novel feature but an expected standard. As AI finds its way into countless applications, its uniqueness wanes, leading to its commodification. This shift raises the baseline of what is considered competent content in the SaaS world. With the ubiquity of AI-powered tools and services, simply being 'good' isn't sufficient. Brands must now aim higher, seeking not just to be part of the conversation, but to lead it. So, how can SaaS companies create content that doesn't just blend into the cacophony but stands out distinctly? Unique Narratives:Quality over Quantity:Engage and Listen:Educate with Authenticity:AI + Human Touch:In the vast sea of AI-powered content, it's not the loudest voice but the most authentic and insightful one that resonates with the audience. As AI continues to weave itself into the very fabric of SaaS, remember that it's a tool, not the craftsman. Your brand's unique voice, perspective, and the human touch you bring to your content will be your differentiating factor. In a commodified AI world, it's these human nuances that will set you apart, ensuring your content not only reaches but also deeply engages your target audience.

Taking to the skies, every pilot understands the intricate balance between the intoxicating freedom of soaring and the precise discipline within the cockpit. While they venture into new horizons, their safety and mastery rely on diligently monitoring their flight instruments. This precision and need for measured freedom is mirrored in the B2B SaaS sector. Success isn't about wild gambles but about innovating with a keen eye on vital metrics that determine the trajectory of the enterprise. Phil Alves, a virtuoso of the SaaS realm and CEO at DevSquad, draws a striking parallel between piloting planes and pioneering in tech. Recognizing the importance of metrics and innovation, Phil emphasizes that the best don't just follow but rely on indispensable instruments. In our upcoming episode, join us as we navigate the SaaS skies with Phil, uncovering the crucial gauges every company must watch to achieve unparalleled success. High-Level Overview The 6 Instruments to Keep Your Product Alive In the vast skies of SaaS development, while innovation and groundbreaking ideas give your product the initial thrust, it's the vigilant monitoring of key instruments that ensures sustained flight. Think of these instruments as the critical gauges in the cockpit of a plane: without keeping an eagle eye on them, even the most impressive flights could encounter turbulence. The six essential instruments to keep your SaaS product thriving are planning accuracy, failure rate change, cycle time, deployment frequency, code quality review, and rework rate. Planning Accuracy: Failure Rate Change: Cycle Time: Deployment Frequency: Code Quality Review: Rework Rate: In closing, while charting the unknown is the dream of every SaaS pioneer, it's essential to remain tethered to these six instruments. They not only ensure smooth flight but also guide towards uncharted territories safely. Remember, in the realm of SaaS, it's not enough to just take off; sustained flight requires vigilance, responsiveness, and an unwavering commitment to quality and user satisfaction.

Think of your company's value as a rare treasure, and imagine the best way to get it into the right hands. Content marketing, when executed flawlessly, acts as the perfect delivery service, transporting your company's unique offerings directly to a curious and engaged audience. In B2B SaaS, this precision becomes paramount, with the content acting as customized parcels, addressing the specific needs of each client. Jose Cayasso, commonly known as Caya, is at the forefront of this strategic delivery system. As the CEO of Slidebean, he has amassed over 350,000 subscribers on their YouTube channel, turning content delivery into an art. Today, we'll dive deep with Caya, understanding how to craft content that doesn't just inform but resonates and engages. Join us as we uncover the secrets behind Slidebean's massive success and learn how to transform your content into the ultimate delivery tool. High-Level Overview Leveraging Content Marketing In today's digitally-driven world, content marketing stands as one of the most powerful tools for startups to gain visibility, establish authority, and foster relationships with potential customers. It provides a cost-effective way to communicate a brand's value proposition while resonating with the target audience's needs and preferences. When done right, content marketing not only drives organic traffic and boosts SEO but also cultivates trust, turning passive readers into active customers and brand advocates. Define Your AudienceTell a StoryQuality Over QuantityLeverage Different MediumsSEO is KeyEngage and InteractAnalyze and AdjustIn conclusion, leveraging content marketing is not just about populating a blog or sharing videos sporadically. It's a strategic endeavor that requires consistency, understanding of the audience, and continuous learning. As startups are in a unique position to be agile and innovative, they can capitalize on content marketing to carve a niche for themselves in crowded markets. The journey might be demanding, but the results in terms of brand loyalty, awareness, and revenue growth are well worth the effort.

Imagine walking into an art gallery, where paintings of all colors, styles, and sizes adorn the walls, yet owning one feels impossible without guidance. In the world of B2B SaaS, that art gallery is your software, and the potential buyers are visitors seeking the perfect piece. Just as an art enthusiast needs a path to ownership, potential customers require a seamless and intuitive process to discover and purchase your software. Empowering these buyers is about guiding them on a journey, making the process as enjoyable as wandering through an art gallery, and making it easy to buy your product. Enter Melissa Kwan, Cofounder and CEO of eWebinar, an artist in her own right in the world of SaaS. She's crafted a business model where customer desires meet business acumen, making the software purchase as delightful as a stroll through an art gallery. In today's episode, we will explore with Melissa the importance of aligning your company with personal values and making the software purchase process a joyful symphony of success. High-Level Overview The 5 Elements of a Killer On-Demand Demo An on demand demo is a video presentation that aims to sell a product or service to potential customers without any direct interaction. The goal is to address prospects' objections preemptively and efficiently guide them through the sales process. Melissa Kwan, a sales expert with nearly 20 years of experience, outlines the five essential elements of an on demand demo: Agenda:Personal Story:Addressing Competition: Key Features as Customer Success Stories:Call to Action:By incorporating these five elements into their on demand demos, sales professionals can create compelling and persuasive presentations that address prospects' objections and effectively lead them to make a decision, resulting in higher conversion rates and successful sales outcomes. Further Learnings Follow Melissa on LinkedIn.

Imagine standing in a gym, facing an overwhelming array of free weights, machines, and fitness programs. Choosing where to start is challenging, and without proper guidance, you may squander your resources on ineffective methods, yielding little progress. Now picture an experienced personal trainer, like Andres Glusman, who directs you towards exercises that are proven to work, align with your personal goals, and minimize risks. This scenario finds its echo in the B2B SaaS landscape, a complex gym of infinite growth strategies where identifying productive strategies from unproductive ones demands the expertise of a growth experimentation maestro. Andres Glusman, the Co-Founder and CEO of DoWhatWorks, is this expert trainer in our metaphorical gym. With real-world experience, including being part of the team that launched MeetUp.com, Andres possesses a unique perspective on steering SaaS businesses towards effective strategies and away from potential pitfalls. In today's episode, we're joining him on the gym floor to delve into the world of growth experimentation and uncover how smart growth experimentation can revolutionize your SaaS business. So, gear up and prepare to unravel the secrets of effective growth experimentation. High-Level Overview Learning from Successful Experiments In the competitive world of SaaS, the difference between success and stagnation often lies in one's ability to conduct and learn from successful growth experiments. As any seasoned gym-goer can tell you, finding the most effective exercise regimen takes time, patience, and a lot of trial and error. This approach is just as applicable when it comes to orchestrating growth in SaaS businesses. The most successful companies aren't those who shy away from experimentation, but those who learn from their winners, optimize, and then iterate. Trial and Embrace ChangeData-Driven DecisionsContinuous LearningFocus on the CustomerOrganizational Buy-InIn conclusion, learning from successful growth experiments isn't just about finding what works and sticking to it. It's about understanding why it works, and how you can apply those learnings to other areas of your business. It's about taking calculated risks, analyzing your results, and using this data to guide your future strategies. It's a continuous journey, not a destination. With this mindset, your SaaS company will be well-positioned to stay ahead of the competition and sustain long-term growth. Further Learnings Follow Andres on LinkedIn.

Picture this: you're attempting to make your favorite cocktail with a blender, the vital tool that promises to unify varied ingredients into a symphony of flavors. However, misusing this powerful device or misunderstanding its capabilities can lead to a catastrophic concoction, much like the unintended mess when AI is poorly incorporated into your business. In the B2B SaaS realm, AI mirrors this high-tech blender, capable of transforming your services, processing customer needs, and unveiling potential you never knew existed. But be wary, the allure of AI's mesmerizing whirl can deceive, causing more harm than good when the focus is on the technology's novelty rather than tangible outcomes. As we navigate this intricate landscape, our expert mixologist for this journey, Rudina Seseri, steps up to the bar. As the founder and managing partner of Glasswing Ventures, Rudina has perfected the art of mixing AI into business operations. Under her guidance, we learn that leading with outcomes, rather than the mere fascination of AI, can help avoid misuse and leverage this tool to solve real-world problems effectively. In today's episode, Rudina unpacks the complexities of AI implementation, helping us avoid the common traps that turn AI dreams into nightmares. So, buckle up as we explore the exciting yet challenging world of AI in B2B SaaS with Rudina, transforming your approach to AI and setting you up for a taste of success. High-Level Overview Strategically Implementing AI Strategically implementing AI within your business is akin to a finely tuned orchestra, where each instrument plays its part to create a harmonious symphony. When done right, AI can be the maestro that harmonizes your processes, uncovers hidden insights, and anticipates customer needs, leading to a symphony of innovation and efficiency. Outcome-Centric Approach:Understand the Tools:Risk Assessment:Balance AI with Human Judgment: Continuous Learning and Adaptation:In conclusion, implementing AI in your business is not a one-size-fits-all approach. It requires a thoughtful and nuanced strategy that aligns with your business goals, coupled with an understanding of AI’s capabilities and limitations. The sweet spot lies in harmonizing AI capabilities with human judgment to achieve the desired outcomes. The magic happens when AI is not viewed as a novelty, but as an integral tool for business growth. Further Learnings Follow Rudina on LinkedIn.

This interview was recorded in January of 2023 Answer our five questions here. Navigating through the expansive ocean, you're aboard a ship under the charge of a capable captain, supported by a proficient crew. This voyage, like any entrepreneurial venture, thrives on the synergy between astute leadership and effective governance, the essence of a safe and successful journey. It's a testament to the ability to chart a course amid uncertainties, addressing hurdles, and cultivating growth along the journey. Translating this metaphor to the dynamic sphere of B2B SaaS, the turbulent seas represent the rapidly evolving tech industry. Like our capable captain, SaaS leaders must confidently steer their company through fluctuating tech trends and shifting customer expectations. It's here we introduce our guest, Christa Quarles, CEO and Board Director at Alludo. Christa's exemplary leadership and governance, akin to our sea captain's, has seen her successfully guide her tech 'vessel', Alludo, through the challenging waves of the tech industry, drawing on her invaluable experiences at OpenTable, Nextdoor, and the Walt Disney Company. In this episode, we'll voyage into the depths of leadership and governance, guided by Christa's wisdom, curiosity, and unwavering commitment to company success in the turbulent waters of B2B SaaS. High-Level Overview Creating Systems for Leadership and Governance Leadership and governance aren't just buzzwords - they are fundamental pillars upon which sustainable, successful businesses are built. They set the tone for company culture, guide decision-making, and provide a framework for achieving long-term goals. When we get these two elements right, we create a thriving environment that fosters innovation, maintains financial targets, and encourages ethical practices. Based on the insights from Christa Quarles, CEO at Alludo, here are some practical steps to implement effective leadership and governance in your own business: Foster a Culture of InnovationStrike a Balance with Financial TargetsPromote Open DialogueSeek Diversity in ExperienceEncourage Ethical Individuals to Seek PowerA final note to consider is the importance of continuous learning and curiosity in leadership. Leaders should never stop asking questions, seeking understanding, and learning about the world around them. It is through this relentless quest for knowledge that they can guide their teams with wisdom, make informed decisions, and drive their companies towards success. Remember, successful leadership and governance systems are not static; they evolve and adapt over time, much like the businesses they guide. Further Learnings Follow Christa on LinkedIn and Twitter.

Imagine a grand theater on the cusp of a captivating performance, each individual, from actors to orchestra to stagehands, contributing to a seamless spectacle that leaves the audience enchanted. This beautiful balance is strikingly akin to a successful business, where different departments - marketing, sales, product development, and customer success - perform harmoniously on the market stage to mesmerize their audience, the clientele. When marketing campaigns align perfectly with sales strategies, it creates a symphony that attracts and retains clients, thereby fostering customer satisfaction. This ensemble performance of a business is where our guest, Udi Ledergor, the Chief Evangelist at Gong, comes into play. Drawing from his expansive experience in harmonizing marketing initiatives with sales objectives, Udi provides valuable insights into nurturing cross-functional collaboration, akin to a director coordinating a multifaceted stage performance. In today's episode, we delve into Udi's expertise on aligning marketing and sales teams, building a cohesive company narrative, expanding product offerings, and crafting magical marketing moments that captivate customers. High-Level Overview Benchmarking Growth Internally vs Externally Benchmarking growth in the business landscape involves a meticulous examination of both internal operations and external market factors. Distinguishing whether a growth problem is internal or external can be a challenging endeavor, but it is crucial for devising appropriate solutions. The following points provide a comprehensive breakdown of the process and strategies used at Gong, illustrating an effective approach to this challenge. Understanding Lead Quality:Analyzing the Sales Process:Win-Loss Analysis:Adjusting Strategy Based on Findings:To summarize, benchmarking growth is a comprehensive process that delves into understanding lead quality, analyzing the sales process, and conducting a rigorous win-loss analysis. By dissecting these components, businesses can equip themselves with a deeper understanding of their growth issues, enabling them to develop targeted solutions and drive successful outcomes. Further Learnings Follow Udi on LinkedIn.

Answer the five questions here: https://forms.gle/TsTckkK5QokH1U6w6

Picture a cobblestone street bathed in twilight. A lone street performer, clad in worn-out garments, dances with vigor to a tune no longer in style. There's a crowd around them but, as the camera moves closer, you notice their faces passing by without meeting the gaze of our performer. Despite the dancer's passionate performance, with sweat pouring down their brow, not a single soul stops to watch. This somber scene reflects the cruel reality of being unnoticed despite giving your all. Just like the performer, companies in the bustling B2B SaaS landscape often find themselves clamoring for attention. To capture the audience’s heart, it’s not about shouting features; it’s about showing the depth and soul of your product through stories that resonate and evoke emotions. Enter Tyler Lessard, the VP of Marketing and Chief Video Strategist at Vidyard - a maestro in content marketing. Like a seasoned choreographer, Tyler knows the moves to enthrall an audience without uttering a word. He’s the guiding light who shows how to weave storytelling into marketing, so your company doesn’t end up like the disheartened performer in the rain. In today’s episode, we’ll pirouette through the realms of content marketing, exploring how to craft stories that not only show but deeply connect, and ensure your product dances gracefully into the hearts of its audience. High Level Overview Building a Scalable Rapport Engine Building a Scalable Rapport Engine is about nurturing relationships and creating an environment where your audience feels connected and valued. Like a well-tended garden, it requires consistent care, the right mix of elements, and a genuine touch to make it thrive. This approach will not only attract more people but will keep them coming back, laying the foundation for a strong and vibrant community around your brand. Embrace Video ContentEngage with Your Audience RegularlyUse Humor JudiciouslyDraw Inspiration from Various SourcesStay Authentic and Show, Don’t TellIn conclusion, building a scalable rapport engine is akin to weaving a rich tapestry with threads of authentic content, regular engagement, judicious use of humor, diverse inspiration, and showing the heart of your brand through visuals and storytelling. Like Tyler Lessard and his team at Vidyard, cultivate an ecosystem where meaningful connections can thrive, and your brand can flourish in the hearts of your audience. Further Learnings Follow Tyler on LinkedIn and Twitter.