This episode features an interview with Gaurav Agarwal, COO and Revenue Leader at ClickUp, an all-in-one productivity platform that replaces all individual workplace productivity tools with a single, unified platform.

Gaurav shares his thoughts on keeping your content strategy relevant and the iteration and testing needed to go viral. He also discusses maintaining a blend of B2B and B2C tactics to achieve scalable success.

Key Takeaways:

• Content strategy and going viral is much more about consistency and iteration than it is about the spark of one amazing ideas. Rigorous and experimentation leads to long-term ROI.
• To stay relevant in marketing, you have to keep up to date on generational trends and new formats of reaching people. You can’t get comfortable being a great marketer in an outdate channel.
• You have to keep bets in your portfolio that have an asymmetric upside, which you can only do if you are willing to take on a certain amount of risk. Don’t get too excited about immediate ROI.

Quote:

• A huge part of perfecting craft is you want to stay relevant. I know amazing marketers who are gods of Facebook and building viral content on Facebook. And they fought the short form vertical video format with TikTok so much. They looked down upon it because they thought that this is cringy, this is shot on an iPhone. And I'm like, why are you doing this to yourself? Like, do you not want to be culturally relevant in the next decade? So, a huge part of a great team is staying hungry and not thinking that you've arrived because content, media, consumer preferences, even software is a generational business. You have to stay on with the formats of what the future is and keep moving towards that direction versus be so happy that I'm this amazing marketer on Facebook. Dude, like your time is up. Facebook pages don't get any distribution anymore.

Episode Timestamps:

*(03:29) The Trust Tree: Size of audience and LTV should drive your marketing strategy

*(11:18) The Playbook: Strategic iteration to go viral on social

*(38:03) The Dust Up: Adapt content to different channels and stay true to your brand ethos

*(43:52) Quick Hits: Gaurav’s quick hits

Sponsor:

Pipeline Visionaries is brought to you by Qualified.com. Qualified helps you turn your website into a pipeline generation machine with PipelineAI. Engage and convert your most valuable website visitors with live chat, chatbots, meeting scheduling, intent data, and Piper, your AI SDR. Visit Qualified.com to learn more.

Links:

• Connect with Ian on LinkedIn
• Connect with Gaurav on LinkedIn
• Learn more about ClickUp
• Learn more about Caspian Studios