Disruptive Marketing: Anatomy of a Silicon Valley Billion Dollar Exit With Steve Kahan

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Disruption Interruption podcast host and veteran communications disruptor Karla Jo Helms interviews Steve Kahan, author of "High-Velocity Digital Marketing," about how companies can increase the efficacy of their marketing approach.

Steve Kahan

Steve’s new book talks about how companies can maximize their marketing impact by adjusting their marketing strategy to better address who their customers are and how they may make buying decisions.

A 2022 survey of B2B buyers reveals that 72% completed a recent significant purchase entirely online.(1) This shift away from person-to-person sales tactics means companies need to step up their digital marketing to meet buyers where they’re at. Not all companies are set up to take advantage of that paradigm shift.

Enter disruptor Steve Kahan, a marketing expert and author of “High-Velocity Digital Marketing.” Steve explains to Karla Jo Helms, host of the Disruption Interruption podcast, that successful marketing in today’s environment means knowing more than ever about potential clients — and doing the work to reach them with your messaging.

Key takeaways:

  • Find the real customer: Your marketing strategy has to target who your buyer is, not who you assume it is. Take the time to learn who makes buying decisions about your product.
  • Know what problems customers want to solve: Vendors need to have a true grasp of their customers’ world. Understanding customer problems will help you present your product as the solution.
  • Marketing is a journey: Marketing should be able to bring potential customers along a path from interest to purchase. Each marketing piece should encourage customers to move to the next step.
  • The quicker the journey, the better the sales figures: The speed with which customers move along the path is marketing velocity. Faster velocity means faster sales and faster revenue.
  • Be a client’s consultant: Providing a no-commitment point of entry into your product — like free access to a tool — changes the nature of your relationship with the customer. Your sales approach can be more consultative than persuasive.
  • Food and family: When he’s not helping professionals grow in their careers, Steve enjoys travel, food, wine, and spending time with his young grandchildren.

To pre-order High-Velocity Digital Marketing: Silicon Valley Secrets to Create Breakthrough Revenue in Record Time: https://www.amazon.com/High-Velocity-Digital-Marketing-Silicon-Breakthrough/dp/1637742169

Disruption Interruption is the podcast where you’ll hear from today’s biggest Industry Disruptors. Learn what motivated them to bring about change and how they overcame opposition to adoption.

Disruption Interruption can be listened to via the Podbean app and is available on Apple’s App Store and Google Play.

About Disruption Interruption:
Disruption is happening on an unprecedented scale, impacting all manner of industries — MedTech, finance, IT, eCommerce, shipping and logistics, and more — and COVID-19 has moved their timelines up a full decade or more. But WHO are these disruptors, and when did they say, “THAT’S IT! I’VE HAD IT!”? Time to Disrupt and Interrupt with host Karla Jo “KJ” Helms, veteran communications disruptor. KJ interviews badasses who are disrupting their industries and altering economic networks that have become antiquated with an establishment resistant to progress. She delves into uncovering secrets from industry rebels and quiet revolutionaries that uncover common traits — and not-so-common — that are changing our economic markets and lives. Visit the world’s key pioneers that persist to success, despite arrows in their backs, at http://www.disruptioninterruption.com.

About Karla Jo Helms:
Karla Jo Helms is the Chief Evangelist and Anti-PR(TM) Strategist for JOTO PR Disruptors(TM).

Karla Jo learned firsthand how unforgiving business can be when millions of dollars are on the line — and how the control of public opinion often determines whether one company is happily chosen or another is brutally rejected. Being an alumna of crisis management, Karla Jo has worked with litigation attorneys, private investigators, and the media to help restore companies of goodwill back into the good graces of public opinion — Karla Jo operates on the ethic of getting it right the first time, not relying on second chances and doing what it takes to excel. Helms speaks globally on public relations, how the PR industry itself has lost its way and how, in the right hands, corporations can harness the power of Anti-PR to drive markets and impact market perception.

About Steve Kahan:

Steve Kahan is a serial entrepreneur with a proven track record for producing breakthrough revenue growth in brutally competitive marketplaces. He has successfully helped grow seven startup companies from early-stage to going public or being sold, resulting in nearly $5 billion in shareholder value. He is best known for his ability to plan marketing strategies and execute them so that companies accelerate revenue, grow market share, and consistently deliver superior returns for shareholders. Steve is the author of the Amazon bestselling book, Be a Startup Superstar. His next book, to be released in December 2022, is "High-Velocity Digital Marketing: Silicon Valley Secrets to Create Breakthrough Revenue in Record Time." To order his book, go to Amazon: https://www.amazon.com/High-Velocity-Digital-Marketing-Silicon-Breakthrough-ebook/dp/B09TZNZJQR.

LinkedIn: https://www.linkedin.com/in/stevekahan/

Company Website: https://www.insightpartners.com/

References:
1) Gartner Research, Gartner Says Marketing Leaders Must Reconceive Their Digital Experience and Sales Enablement to Help Virtual Buying Groups Reach Better Outcomes, June 21, 2022, https://www.gartner.com/en/newsroom/press-releases/2022-06-21-gartner-says-marketing-leaders-must-reconceive-their-digital-experience

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Karla Jo Helms
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