How to Win podcast with Peep Laja - Building trust through transparency with Metadata’s Gil Allouche

Building trust through transparency with Metadata’s Gil Allouche

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01/24/22 • 30 min

1 Listener

How to Win podcast with Peep Laja

Key Points:

How Gil pivoted from a marketing career to starting tech company Metadata (1:12)
My thoughts on innovation as a transient advantage (04:19)
How Metadata is competing on innovation (06:56)
Why Gil made an early marketing investment in G2 Crowd (10:46)
Why Metadata opted to tap into pre-existing demand for ABM software (12:41)
How Gil and Metadata are differentiating by prioritizing transparency (14:49)
My thoughts on gaining customer trust through transparency (18:13)
Why Gil’s initial strategy did not focus on brand (20:31)
My take on building brand as a sustainable asset (21:47)
My view on defining your target market (24:46)
Gil’s predictions for the future (27:44)
Wrap up (28:57)

Mentioned:

Metadata

Category Creation and Product-led Differentiation with Drift's David Cancel

DemandBase

Terminus

6sense

Bigger than This by Fabian Geyrhalter

Tamara Grominsky on how Unbounce are pairing marketer and machine to create a new category and fend off the competition

My Links:

Key Points:

How Gil pivoted from a marketing career to starting tech company Metadata (1:12)
My thoughts on innovation as a transient advantage (04:19)
How Metadata is competing on innovation (06:56)
Why Gil made an early marketing investment in G2 Crowd (10:46)
Why Metadata opted to tap into pre-existing demand for ABM software (12:41)
How Gil and Metadata are differentiating by prioritizing transparency (14:49)
My thoughts on gaining customer trust through transparency (18:13)
Why Gil’s initial strategy did not focus on brand (20:31)
My take on building brand as a sustainable asset (21:47)
My view on defining your target market (24:46)
Gil’s predictions for the future (27:44)
Wrap up (28:57)

Mentioned:

Metadata

Category Creation and Product-led Differentiation with Drift's David Cancel

DemandBase

Terminus

6sense

Bigger than This by Fabian Geyrhalter

Tamara Grominsky on how Unbounce are pairing marketer and machine to create a new category and fend off the competition

My Links:

Previous Episode

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

1 Recommendations

Key Points:

David talks about category creation and conversational marketing (01:05)
I give my thoughts on category creation and category design, with a quote from Chris Lochhead (03:50)
David talks about the downsides of category creation, and Drift's success was a bet (4:50)
I give my thoughts on the pitfalls of category creation, with a clip from Gainsight CEO Nick Mehta (07:40)
David discusses the cost of category creation, and how Drift had to look for low-cost, high-reward ways to build mental availability (09:45)
I give my thoughts on the surround sound effect, with a quote from Alex Birkett (15:10)
I give my tops tips on generating mental availability, with a clip from Les Binet on the 60/40 rule(17:10)
David gives his thoughts on commoditization and competition emerging in the category (20:25)
David talks about the cycle of technology in SaaS (21:55)
David discusses the death of product-based differentiation (23:30)
I give my thoughts on product-led growth as a transient competitive advantage (24:15)
David discusses Drift's failure to create a 'revenue acceleration' category (24:55)
I give my thoughts on Drift's learnings and strategic narrative, with a clip from Andy Raskin (26:30)
David gives his thoughts where the market is going next (27:50)
David talks about how SaaS has to pivot to become customer-centric, not business-centric (29:20)
David discusses their next milestones and the value of teams and the human component (30:10)
Wrap Up (31:00)

Mentioned:
Hubspot
Gainsight
Slack
Google Ads
Facebook Ads
SaaStr
Chris Lochhead

My Links:
Twitter
LinkedIn
Website
Wynter
Speero
CXL

Next Episode

Differentiating by understanding your uniqueness with Verblio's Steve Pockross

Key Points:

How Verblio got their start (01:02)
Steve explains who (and what) Verblio is competing against (04:35)
How Verblio is attracting top talent (07:33)
Steve talks about scaling while maintaining content quality (08:08)
What Verblio is doing to build brand reputation (08:37)
My thoughts on the importance of story-based marketing over fact-based marketing (09:06)
Steve talks about the sales channels Verblio is exploring at this stage in their growth (11:42)
My take on why timing is so important when entering a rapidly growing market (13:42)
Steve’s thoughts on product strategy and competing on value (15:00)
I explain why identifying your company’s uniqueness can lead to success (16:12)
Why Verblio chose to focus on digital marketing agencies (17:58)
Verblio’s strategy for future growth (20:14)
My thoughts on avoiding commoditization in mature categories (21:21)
Wrap up (24:20)

Mentioned:

How Ross Hudgens focused on high quality clients, content and services to grow Siege Media

Mimi Turner

The magical science of storytelling, David JP Phillips

“Only the Paranoid Survive” by Andrew Grove

Roger Martin

My Links:

Twitter