{"href":"http://player.captivate.fm/services/oembed?url=http%3A%2F%2Fplayer.captivate.fm%2Fepisode%2F8c757830-1107-41f9-b5bd-eafed39a3a8f","version":"1.0","provider_name":"Captivate.FM","provider_url":"https://www.captivate.fm","width":600,"height":200,"type":"rich","html":"","title":"58. How to Grow Your Startup, even in a Recession with Kristin Zhivago","description":"The travel industry is one of those most affected by the current pandemic we\u2019re on. We anticipate that the recession we\u2019ve entered will likely kill many businesses in this industry. Surprisingly, there is one travel company that\u2019s growing in the midst of all stalemate in travel. But we find that their ability to thrive is based on their use of mindset-driven marketing. Which is why we continue on the theme of buyer enablement in today\u2019s episode. Revenue coach Kristin Zhivago is here with us as we talk about leveraging your customer\u2019s mindset to grow your business, looking at the customer\u2019s perspective on why they\u2019re buying from you, why sales and marketing cannot be isolated, and much more. If you\u2019re a B2B company interested in approaching growth this way, then this is just the right episode for you! \u00a0 Resource Links: Brett Trainor Website (https://bretttrainor.com/) \u201c3 Stages of Startup Growth and How To Breakthrough\u201d (https://bretttrainor.com/resources/) Zhivago Partners Website (https://zhivagopartners.com/) \u00a0 We\u2019ll be talking about: \u00a0 The journey from traditional advertising to digital marketing [01:45] We\u2019ve been incorrectly assuming what customers want [05:55] Why you shouldn\u2019t focus on features and benefits [11:36] Don\u2019t forget about the post-sale journey [17:14] Reaching customers outside your network [19:40]\u00a0 Marketing and sales should not be separate [26:43] Customers just want their questions answered [29:33] Her excitement over mindset marketing [33:47] One thing she recommends [35:00] \u00a0 About Our Guest: Kristin Zhivago is the President at Zhivago Partners. Zhivago helps partners increase their revenue by providing digital marketing management services. Kristin\u2019s book, \u201cRoadmap to Revenue: How to Sell the Way Your Customers Want to Buy\u201d, has been named the Top 6 Marketing & Sales Books by Forbes. You can get access to her guide on mindset-driven marketing, her book, and more resources on her website. If you liked this episode, please don\u2019t forget to subscribe, tune in, and share this podcast.\u00a0 \u00a0 Connect with B2B Founder:\u00a0 Subscribe on Youtube: https://www.youtube.com/channel/UCySoKsETeKxu-Fnf2VfE7Gg/","thumbnail_width":300,"thumbnail_height":300,"thumbnail_url":"https://artwork.captivate.fm/9c48a8bc-829a-476b-a22e-4b3ce90005eb/EjXn3jYdO_0w2N-KsW9D4Jla.jpg"}