Podcast Episode

Modern Day Marketer: How to Get in the Headspace of a Founder with Abhilash Anandan of NeoITO

Brett McGrath

June 2, 2023

Modern Day Marketer: How to Get in the Headspace of a Founder with Abhilash Anandan of NeoITO

We are bookending your week, every week with a couple of podcast episodes that we hope can provide insights on how to be a better marketer, sales pro, or operator in your B2B company.

It’s easy to get caught up in the disadvantages of working at a small company.

Typically, things like lack of budget, headcount, and technology come right to the top of those conversations. Start up operators might not have the same resources as enterprise teams, however, there’s always places to find your edge. One of those places is your customers.

Jonathan Gandolf has been hitting the road to meet with customers of The Juice. One of the biggest advantages of being at our current stage is that we can know and build an intimate relationship with all of our customers.

Leaning into these relationships helps provide visibility into:

🧃Product feedback to make sure what we’re building is actually something that marketers actually care about

🧃Referrals or introductions to other marketers that we might not know, but can benefit from what we do

🧃Results or how what we are building is actually helping the people we are building for

He joined me on the podcast to kick off the week to share some of these stories and tease a new product that we’ll be launching with the help of our customers in a couple of weeks.


Everyone is trying to compete for the same attention. We’re all trying to get in front of the decision maker. In many cases that decision maker is the founder or CEO which presents an additional layer of challenges. The best way to stand out from the rest of the competition is to think differently about the approach. Today’s guest helps us understand how we can reverse engineer our way to earning the attention of the founder on today’s episode. 

Abhilash Anandan is the VP of Strategy and Growth at Neoito. He spends a lot of time considering the motivations and desires of founders and the best approaches to earn their attention. He shares that we need to take off our sales cap when trying to reach the founder and instead lean into empathy.  

In this episode we cover: 

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