EP. 85 - Content-Led Outbound Strategies for Market Expansion with Dr. Jim Kanichirayil of EngageRocket | Scrappy Playbooks

This is a podcast episode titled, EP. 85 - Content-Led Outbound Strategies for Market Expansion with Dr. Jim Kanichirayil of EngageRocket | Scrappy Playbooks. The summary for this episode is: <p>In this episode of "Scrappy ABM," host <a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Mason Cosby</a> welcomes <a href="https://www.linkedin.com/in/drjimk/" rel="noopener noreferrer" target="_blank">Dr. Jim Kanichirayil</a>, VP of Growth at EngageRocket, to discuss his content-led outbound approach to market expansion in the US.</p><p><br></p><p>=====================================</p><p><br></p><p><strong>Best Moments:</strong></p><p><br></p><p>(02:08) Dr. Jim shares his pioneering mindset for tackling new markets and breaking from the standard playbook</p><p><br></p><p>(03:11) Expanding into the US market was a business necessity for EngageRocket's continued growth beyond Asia Pacific</p><p><br></p><p>(07:05) Their approach involved content-led outbound sprints focused on specific industries to understand the US market</p><p><br></p><p>(09:47) Spotlighting practitioners' expertise helped create conversations and build relationships</p><p><br></p><p>(12:32) Operating with genuine curiosity and making the buyer the "hero" led to high meeting booking and show rates</p><p><br></p><p>(15:22) Avoiding arbitrary territory sizes and targeting a small roster of named accounts allowed for deep focus</p><p><br></p><p>(21:03) Unexpected roadblocks: initial theories about target segments didn't pan out, leading to a pivot</p><p><br></p><p>(22:10) The importance of quickly executing and listening to buyers, rather than relying on unfounded theories</p><p><br></p><p>=====================================</p><p><br></p><p><strong>Guest Bio:</strong></p><p><br></p><p>Dr. Jim Kanichirayil is the VP of Growth at EngageRocket, a people analytics platform. With a pioneering mindset, he led the company's expansion into the US market using an innovative content-led outbound approach.</p>