How to Fix the Marketing to Sales Handover Before Your Leads Go Cold with Nishi Seth

Shane Hoda: Welcome to APAC's B2B Growth Podcast by X Growth. I'm Shane Hoda and um, on this show we're going to be unpacking trends, busting myths and delivering insights you can put to work today to drive growth in APAC. Here's a problem almost every B2B marketing team has in common. Leads get generated, then leads are passed to sales and then most of them just go cold. Today we unpack exactly why that keeps happening and, and what to do about it. My guest today is Nishi Seth, Google cloud industry and solutions marketing lead for APAC. With years of experience scaling B2B growth across this market. We cover how to tighten up your MQL definition, how to set your BDRs up, uh, for better conversations from day one, and how Google Cloud is using AI to stop good leads basically going to waste. Let's dive in. Nishi, thank you so much for coming on the podcast.

Nishi Seth: Thank you Shaheen. It's very exciting to be here.

Shane Hoda: I'd love to start is really around, uh, the concept of marketing spends a lot of effort and a lot of energy generating leads, passes those leads to sales and in a lot of situations those uh, leads just go cold. So first of all I want to hear is that something that you see quite often as well? And is that something that you come across?

Nishi Seth: Well it's um, it's a great question to start a conversation with and I've been in the B2B space for A, uh, lot of years and this is actually incredibly common and I haven't had any role where this was a smooth process. And so the question is why, why does it keep happening? Right. And the number one reason I have seen why leads are not attended to is often a gap in qualification. So if you think about it, taking a step back, marketing would generate leads in two kind of ways. The first is, uh, the lead may have just done a low touch engagement, which means they have read a paper, attended a webinar. Or the second method could be that the lead has attended a physical event and is highly engaged. And at that physical event maybe your sellers are also around. So a warm introduction has already been made. So when a lead is high engaged, a seller has a higher chance of doing a follow up and then reaching to a logical conclusion with that lead. But those leads are lower in volume. Most of the leads that in that are created in B2B marketing world are at the top of the funnel where the engagement is through low touch communication channels and the buying intent is not completely ready and because of that, sellers don't really pick up those leads or even if they pick it up, they don't progress it well. So beyond a standard conversation, uh, the first email, nothing else really happens and these leads go cold. Like to highlight. Another area which, you know, we can go down, uh, deeper in later is context gap. So when a lead crosses over the MQL threshold based on some points, which are all assigned to a lead based on the activities they have taken. So when the lead crosses a threshold, we automatically assume that the context has crossed the threshold too. The context doesn't often cross with it. So a seller might just get a name and an email address and has no idea about what that lead has done. So then even if follow up is happening, it's not very effective.

Shane Hoda: Yeah, got it, got it. I mean, that's really refreshing to hear. I'm sure for a lot of people that happens in the most sophisticated, largest organizations as well. Right? Because it's a, it's definitely one of the, one of the issues that marketing kind of talks a lot about. It's like generated all these leads and nobody's following up what's going on. And I think there are definitely deeper issues there and I'm, um, glad we're going to unpack them one by one today. My next question in the back of this is, what doesn't optimized marketing to sales handover look like in your mind?

Nishi Seth: First thing I've learned, which I want to share with everybody, all your listeners are, and I think everybody would agree with this, optimization is a destination. It's not just uh, once you've done it, it is optimized. A lead funnel is complex and there'll always be something to optimize. Especially now with new technology AI, there is so much room for optimizing what you thought was previously super optimized as well. So that's how we kind of look at, uh, a marketing to sales optimized process. But if I have to break it down, it comes down to just three simple things. The first is the quality of the lead. So you have to look into your funnel and see what leads are you passing over. And this is kind of, you can think of it as the foundational step. So you know things like, are, uh, these leads from your target accounts? Are you filtering out noise from leads that have the lowest chance of conversion or are not in your target pool? Like for example, students are coming in just learning about your products, uh, or competitors have come in to understand what you're doing. Do you have the Right. Contact information. A lot of times we have addresses which are email addresses that are not relevant or accurate to follow up with. And a lot of leads are wasted like that. So clean and enriched lead list is the first step, you know, to a good conversation. And the second one, which I just touched on briefly, was context. So if you think of how you would introduce two friends, you know, you wouldn't just push them into a room together, you would set the stage, you would introduce them properly. And, uh, what we realized was we were just passing leads to a team that was sitting in another location with just a one line of context on what campaign they engaged with, which was just also a campaign name. Not much context. And we expected the conversation to flow from there. So what we changed was we started to give our sellers not just a lead, but the story associated with the lead. And we started to do some enablement, proper enablement for leads that were that we thought had high intent. And, uh, we started passing the signals the, uh, lead showed before they got qualified. We even started providing opening scripts for junior, uh, sellers and BDRs who wanted that kind of help. And this gave our seller the confidence to continue the conversation, not start the conversation fresh. After, uh, MQL is passed on. The third area is about having a continuous review and feedback loop. So I would recommend that marketeers sit with their sellers to understand the challenges on the ground, review the numbers, talk to the people, and then optimize the process and keep testing it. And that's how you truly optimize the overall process. So looking at quality, context and a

Shane Hoda: continuous review, where does sales come in in this picture? Right, so that's probably one of the questions that a lot of marketers also want to answer. So what do they do from their side? What are your thoughts in terms? Know marketer is sitting down and they're like, all right, great, I'm going to provide more context. I'm going to provide better data quality. I'm going to, you know, I'm also going to sit down and review it. What are the elements that you also would like to see from the other side to say, great, I got a counterpart, someone that is here to win with me?

Nishi Seth: I would say sales sit at the other end of leads. So you generating leads from marketing and sales is picking it up. But the important part in this equation is the bdrs. No matter how well you qualify your leads, if you're passing all your leads to senior sellers who are on the ground, who are meeting customers, closing deals, expanding existing customers, they may not have the time to pick up leads that have low intent. So what's really important is uh, making sure your BDR team is working well. First you have a BDR team if you're a B2B business that has a lot of leads and then that BDR team is working really well. And I learned this firsthand at a business that I was expanding APAC presence for. We were passing 100% of our B2B marketing leads to sellers and we thought hey, you know, this is a new market so our sellers will be very happy to work on leads. But they weren't even picking it up. So the solution was not to stop generating leads or stop doing marketing, but it was to bridge that gap. So we brought in a very small BDR team who started adding that crucial layer of qualification and before the leap went to a seller and within three months we generated a lot of qualified opportunities that converted to real business from the same leads that were not being picked up at all. So I feel businesses should really think about do they have a BDR function? Most businesses do. And if you have a BDR function, is it functioning well? Is it really meeting the objectives and optimizing lead conversion alongside uh, marketing?

Shane Hoda: Nishi, is that motion any different at Google Cloud or in Your opinion for SMB vs Mid Market vs Enterprise Trend

Nishi Seth: Principles are the same. But often an SMB product doesn't need a lot of senior sellers and it may be the SMB business may be self serve. So if it is a self serve business you probably need a smaller BDR team, small sales team. If it is a business where a ah, seller has to come in and touch the product and without a ah, human in the loop, sales will not get complete. Then you have to think about uh, what kind of sales team you require. Will a BDR team be enough? And if the BDR team is not enough then do you need to go and build a sales team which is a field sales team as well. So a lot of that depends on what kind of customers you have. Are you working with enterprise corporates where buying cycles are large? It's very complex. Buying committees are very complex and then you need a different seller engagement compared to when you're selling to SMBs or you are a SMB and startup yourself, then that buying cycle might look very different. So everybody based on the company you're working uh, with and who your sellers are might be on a different journey on where their BDRs and sellers uh, are as well.

Shane Hoda: I like that you also talked about not only who you're selling to, but also, you know, what, what, what size of company you are, you know, if you're a startup or you know, you scale up or you, you're already an enterprise organization, that might, might change. My uh, next question is, is kind of dovetails really nicely with that, where you've seen this work inside Google Cloud, which is scaled incredibly fast in the past uh, 10 years. What did you learn about the handover optimization that potentially any company with any size and budget can apply. Right. Because I would imagine a lot of people that are listening to the podcast are like, well that's Google. That's a different arena that uh, you're playing in. What are your thoughts in terms of some of the actionable things that even smaller teams can, can implement here in terms of optimizing that uh, that sales to marketing to sales handover?

Nishi Seth: Yeah, absolutely. So while scaling at Google Cloud has been an ah, incredible journey, the lessons that we have learned about optimizing the marketing to sales handover processes are, they're surprisingly universal. And I'll break it down to, you know, how we were talking about ah just now. Uh, it all depends on what products you're selling, who you're selling the products to, what's the stage of your own company. So if you're a new business and you're just starting out, then passing a lead to a BDR or a seller is a basic process. You just need to ask yourself the foundational questions. But these foundational questions are also many. So you have to kind of, you know, make sure that you, you've thought through everything. Things like how are you qualifying the leads and what is a uh, mql? How do you assign the score for the lead to become an mql and are you continuously testing that because it's not a once done process. Then what is your handover process? How do the leads reach the seller, how the seller's informed, have you passed the context? Do you provide follow up scripts for your junior sellers or your BDRs? How do you look at aging or cold leads? And then what's your protocol if a lead is about to die, hasn't yet completely gone, but um, can you do something to salvage it? Things like are leads being picked up within SLA? So we know that in the first 24 to 48 hours if you contact the lead, you have the highest chance of getting a response. So what is the SLA that you set up in your business and are people meeting that and are you having regular interlocks with your sales and BDRs to continuously review and learn that your process is working. So there are a number of steps that you have to really look at to make sure that your leads are being optimized. But for mature businesses who already have all these processes in place, I think the question now is about continuous alignment and improving your BDR productivity. I'll focus here more on BDRs, because a lot of mature businesses have BDRs already in place and a lot of leads first go to bdrs. And here, you know, I'll give you an example from what we implemented. So we noticed that a large chunk of our leads were just going cold. When we dug into the data, we saw that these were low engagement leads and the ones that have statistically the lowest chance of getting a response from. Now asking our BDRs to manually chase them and email them was just burning them out and it was wasting a lot of their time. So we completely changed the playbook. We stopped asking humans to follow up with these leads, and we instead used automation to send that first introduction email to these leads. So we let the system do the heavy lifting and only if the prospect replied, that was our qualification signal. And then a bdr, uh, immediately stepped in and followed the conversation through. So what we got out of this was first, every lead got a response from our business. And not just a response, they got a timely response within 24 hours. Just, that was a huge win. And then over a few months, we actually unlocked a massive amount of early stage opportunities from these leads that were otherwise just going cold. So, you know, one thing I've learned about scaling fast and just scaling in general is it's scaling is not necessarily about working harder or, you know, in this context, about making more calls. It's more about working together and being smart and understanding what you're solving for, uh, testing in a small area and then rolling out two viral patches.

Shane Hoda: I love that. I love that. I have so many questions that has come out of what you just described that I don't. I feel like there's so many podcast episodes that just came out from what you just, just talked about where I'm like, hey, how, how, uh, can we explore a little bit about the definition of MQLS context? Like how does that look like? And you talked about cold leads. So I want to come back to cold leads in just a minute of what you just talked about with the, with the AI pie question that popped up for me when you were going through this was how have you changed? Or what problems did you face? With some of the earlier definitions of your MQL that you then had to change what an MQL is. Does anything come to mind on that front?

Nishi Seth: Yeah, absolutely, lots. So uh, we have a team in our uh, marketing strategy and operations and we work with them continuously to see how do we qualify our lead. There was a time a couple of years ago when we were just qualifying leads based on demographics and uh, titles, etc. And uh, so it was a standard way of qualification and then we would determine a threshold and then we would pass the lead on to a uh, seller. But then we started to experiment with the whole MQL process and now we have about 48 or more than that, indicators through which we qualify leads. Some of them are real time signals. So we look at the lead's history, what content they have consumed, what kind of content they're consuming, what products they could be interested in, based on what, you know, how they're engaging with us. We of course look at their titles and you know, other demographic profiles that we have from the lead and then we start scoring them. These scores are also real time and they keep changing based on how the lead is continuing to engage with us. We're also looking at not just qualifying a lead, but also qualifying an account. So if an account collectively has a high engagement signal, then even leads that may be low engaged, we pass them on to sellers too. And uh, because you know, and if they are the right titles, because we feel that if an account overall is showing more interest then it's um, it's productive use of our time to reach out. So we experimenting a lot with just MQL definition. And this is what I referred to before that for any business the optimization is continuous. So if even if you've set your MQL definition, keep checking on what other businesses are doing, what are they learning? Learn from your own journey and continuously test what is the ideal definition of any of the terms that you use? MQL or you know, the others as well.

Shane Hoda: Uh, you talked about context and providing context on the leads when you're sending it to the bdrs. Can you kind of paint a little bit of a picture of like what does that context look like?

Nishi Seth: So let me paint a picture of it. So everything now happens through systems. My BDR is not sitting right next to me and BDRs often even sit in a different office altogether or a different city. So a lead comes in into my system. So the one thing that is unifying the experience for a prospect is the system. And uh, of Course we can. You know, I'm in touch with my BDR teams and I've learned a lot just speaking to my BDR teams here. So what happens is a lead comes in and it's tagged with my campaign id and I may have provided a little bit context on the campaign ID or provided a document on what that campaign is about. Now, across the region, there are so many campaigns that we are doing and the lead goes to a BDR and we are generating so many leads. A BDR is time poor. They want to spend minimum time in that first outreach. They actually want to see more interest to continue conversations and move towards qualification. They're spending a lot of their time in moving leads upstream, not just doing that first outreach. So how can I make that first outreach really simple for them? Now, in context, what we started doing was there were some leads that were attending events that we definitely wanted our BDRs to know about so that they could call or send an email with that right context. And we did some simple things. So, for example, we did a very important webinar every quarter to educate our developer community. Now we started holding internal polls for our BDRs to say, we've done this webinar. This is what we spoke about. This is the messaging we covered. This was the average response from people who attended who really enjoyed being at this event. And this is how you can find this lead coming into your queue. And as soon as it lands into your queue, you will see this campaign name to identify the lead. And here is a standard cadence that you can personalize. A cadence is just an email script. And here is an email script that you can personalize. Personalize, or even if you don't have time to personalize, just send out to this prospect or this lead based on how they've engaged with us. And we were just doing logical things, talking to our BDR friends. And over a period of time, BDR started to tell us when they did not get the context on important events. The manager started to reach out to marketing and say, hey, you haven't set up that enablement call on this event. That just happened. And our BDRs are waiting to hear about what really happened at the event or what the event was about. So they really started appreciating the context we were providing them. So just think about if you were a BDR in that role and you were getting leads all day, like 100 leads every day, what would make your job simpler? And then just start from there.

Shane Hoda: That's. That's such an important Lesson and point that you bring up where reduce the load on your SDRs as much as possible, don't expect them to be across everything that has happened and take off as much as possible from their plate so that they can 100% focus on what is most important. I actually want to ask you something about metrics and KPIs, right? And the question I have is, is there, first of all, is there a metric? And if there is, what is one metric that tells you the sales to marketing handover is either broken or not?

Nishi Seth: I have so many stories just on metric. This could be a podcast by itself. So there was a time when we like deep dive into metric after metric to see how we could reduce our leads that were closing, which was a very high percentage. And after working through it for six months, we could not improve it at all because we realized every metric was so intertwined with each other. If I improved one, the other went bad. So anyway, that's a story for another time. But what I learned deep diving into metrics is I don't think there is one metric that you can look at to see if your handover process is working or broken. You can think of it kind of like a road with multiple traffic lights and even if one traffic light is not working, then all your traffic can get choked there. So the first metric that we look at and everybody looks at is whether your MQL has been accepted. So we call that metric sal. Now if that metric is poor and a majority of your leads are not even accepted, then you know nothing else will happen. But oftentimes your SAL might look very good, but then your conversion is really poor and then you've got to go to a qualified to even an early stage opportunity. So then you have to look at uh, SAL to a, uh, SQL. So if a BDR accepted the lead, did they progress it? Did they send at least two to three emails? Some of our BDRs were sending one email out and then the leads would close. And when we did some tests, we realized that we should be sending out at least two to three emails for any lead to respond back to us. And that increased the response rates. So the block was there, the number of touches we were implementing. So one after the other we started, you know, or any business can look at all the metrics and whether all of the conversion rates across different steps are optimal. And if the whole velocity of how soon you convert or what's the time period you're converting your uh, MQL into either a qualified or a closed opportunity that time period is also very important. And, um, Shaheen, there's this one thing I, you know, if I can add to this is we can look at dashboards all day and think of what we can solve for and what metric is broken and what really helped us. And the one thing I can tell all marketers to do is take the time out and sit with your bdrs and just talk to them about what is working or not working in their world. And in one hour or, uh, just a couple of hours of sitting with them, you may learn a lot more about why your leads are not progressing than just looking at dashboards. So when we started doing that, a lot of the things that we implemented in terms of new processes came out straight from conversations that we had on the ground with our BDRs.

Shane Hoda: Human to human.

Nishi Seth: The human touch.

Shane Hoda: Touch accelerates, uh, a lot of things.

Nishi Seth: It's also the relationship now, the BDR and marketing relationship. You know, if we feel we are one team, then automatically both the teams are putting a lot of effort in generating the right leads and then working the leads the right way. And that building that relationship is really important.

Shane Hoda: Very true. It feels like you're all in the same boat together and you need to grow together. I'd like to hear what your take is on AI and especially around BDR productivity. You talked about the cold leads, which is very interesting. I actually took a note of something that I thought about for our own business of kind of implementing there. But the challenge with AI is, and Google is in that space and, uh, living and breeding it. There is just so much noise out there. There are so many quote, unquote, air coat, uh, AI influencers out there talking about their 6,000 agents that have optimized everything and they're running their business and now they're sitting in some beach drinking pina coladas and, uh, somehow they find the time to write on LinkedIn as well. I'd love to hear the noise versus the signal from your side. When it comes to AI and BDR productivity, what has worked for you first? And then maybe we touch on what hasn't worked.

Nishi Seth: Yeah, yeah, absolutely. And you know, even I'm reading about these influencers who are doing amazing jobs. And sometimes when you have a smaller, uh, business, the rate at which you can experiment is much faster. So we're learning from each other. But I was reading one stat which was about 72% of BDRs globally, they have reported that AI is making them significantly more productive. And I have seen that firsthand in our Business. So definitely AI ah is no longer just pilots or a buzzword. It is doing the heavy lifting. And we have tested that with our BDR business amongst every other part of the business and it's working well for us. You talked about the signal and the noise and I feel the most successful AI tools that we have launched are the ones that are rooted in solving the real the on the ground pain points of BDRs. If we create solutions that they don't really need, then that just becomes the noise. So before thinking about what we want to launch with bdrs, we work closely with them. We understand if the new feature that we want to implement or an agent would help them and we do our uh, groundwork well before developing and implementing the tool. Even after we implement the tool, we get early learnings and then continuous reviews to make sure the tool is still being used. Just one area, you know, you said what works and I'll touch on a few examples of what work. But I'll talk about one thing that didn't work and it was a fantastic tool that we launched but the reason it did not work was simply lack of proper communication to BDRs and adoption. So we are re looking at the tool and we're thinking how do we relaunch this to our BDRs and how do we make sure that they have the time to use it? And I think One area which BDRs would probably say is not that cannot.

Shane Hoda: Can I ask what tool this was or what the tool was supposed to do? Maybe not the actual tool.

Nishi Seth: Absolutely. So we thought that bdrs would love to know about, let's say a contact that uh, we have previously sold a product to and say that contact moved from their present company to another company. M and this is such a vital signal.

Shane Hoda: It is, yes.

Nishi Seth: So we launched the tool, but we launched the tool just via email. I don't think people understood what the email was, where it was coming from, what was the context and the emails were just not being actioned or people didn't know how to action them so they were not reading the emails. And so now what we are doing is we are just working internally to see, uh, how can we relaunch the entire process, how can we create a program out of it and not just you know, a monthly email. How do we teach our BDS on what's the benefit of really getting these leads and how can they use this for perhaps an outbound communication and start a conversation there? Uh, so that was just, you know, the example that I was thinking of and it's a good feature. The other thing is we have so many windows and all features live in different areas. So sometimes just learning where, which tool to use for what is not easy. So we're continuously trying to see how we can bring everything for BDRs in just one window.

Shane Hoda: You got a solution for that? I'm um, all ears. Because we were talking about that issue at our agency just the other day and the team is kind of building these tools and it's like at some point this is going to be too much. Where was that tool? And oh, I forgot about that. We even made that tool because the rate of tool creation has just gone so high that it's just so critical to uh, kind of stay on top of it and kind of think about that.

Nishi Seth: Let me give you some examples that uh, work.

Shane Hoda: Okay. Okay.

Nishi Seth: And uh, so we have a real time AI assistant for our BDRs. And so this is a tool that assists BDR during a live sales call so it'll detect prospect questions in real time and it can retrieve answers from your own company's databases and knowledge to give the right way to respond to the prospect. And that minimizes, you know, the BDR might say oh, I'll have to look that up and call you back. That step has been minimized. So that's the one tool that we are thinking of how we roll it out faster fairly quickly. Uh, another thing that we tried was account research and it was quite powerful. Now previously, like just a couple of years ago if I had to get account research I would probably go to an ABM agency, pay them a lot of dollars to get account by account research and I would get limited to just my top 20 or top 40 accounts that I could afford to get the research for. And then I would give that to only my senior uh, sellers. Now with technology we have automated the whole account research and done it via AI and online tools and every BDR uh has access to it. And this is in depth research like what is featuring on news articles for the company in the last two months. Where has the company featured did the C suite of that company spoke anywhere? What did they talk about? And it's not just account research based on what the research showed up. AI would give talking points to the BDR m and say these are the people you should contact and this is what you should be referring to. And that is really powerful.

Shane Hoda: I um, love that uh, uh, it's funny you say that. And being an ABM agency at our end we were talking about it yesterday at an event in Sydney where kind of traditionally you had to spend this, you know, X amount of resource, but you could only do it against your five most valuable accounts. Well, you probably can do with the same resources that you could do that against your top 20 what you used to do for your top 20 now you could probably do for your top 100, for your top 200. So that is, uh, that's. Yeah, that's a great example. That research feeding in and then BDR is kind of leveraging it for even their talk points.

Nishi Seth: And Shaheen, to add for an ABM agency is such a gold mine as well because now instead of putting your resources and generating research, your teams can move up the value chain and then spend more time in. How do you use that research and how do you create touch points where ABM will actually work?

Shane Hoda: 100%. 100%. It's a very exciting time. I mean we're, we're super excited.

Nishi Seth: There is, there is one thing that I would just like to say on AI that any company size and no matter if your budgets are small, if your budgets are big, you can test AI now. So some of the agents we are building, we're not giving it to our uh, engineers who are really, you know, senior engineers and very difficult to get their time allocated. A lot of marketing people are building and testing agents and then applying it with bdrs. And we can create these agents now within, you know, a couple of days. So as long as you have a problem, an idea on how you want to solve the problem, and a willing user base, you have the tools to really go and test. So I would encourage everyone to see how AI can be used, um, to improve your whole marketing to sales optimization and productivity process. Now.

Shane Hoda: Okay, let's do some rapid fire questions. I got four questions for you. So the first one is what is one resource that in recent times have had a foundational impact on the way you think?

Nishi Seth: Lots of things. But you know, there is one line that I heard a senior leader say at uh, an event that really I made note of it was that as you grow senior in your organizations and in your roles, you have or you learn to have strong opinions but loosely held. And what that means, Shaheen, you're already smiling, is that of course you have to have strong opinions because you have a lot of experience and you know, you, you're giving direction to other teams but at the same time you realize that things are changing so fast and no matter how strong your opinion is, you have to hold to that loosely and be willing and open to change. And I really like that idea. And I thought that that's something that especially me, I, you know, should inculcate in my own journey.

Shane Hoda: That's such a. That's such a great saying. And it's that beginner's mind of, like, being. Yeah. Have, uh, strong opinions, but have also a beginner's mind. Love that. Love that quote. Okay, question number two. If you could give one piece of advice to B2B marketing marketers, what would it be?

Nishi Seth: This is the best time for a B2B marketeer. AI has completely changed the game of how we develop marketing, how we can go to market with our tools. And the one piece of advice I have for all marketers is use AI tools to increase your own productivity, creativity, and how you go to market. And I think that would differentiate the next generation of B2B marketeers. And, you know, how you're working together with the best tools and the best AI brain to enhance your own, um, you know, unleashing your own creativity and productivity.

Shane Hoda: Love it. Question 3. Who are some of the influencers that you follow in this space in sales and marketing and maybe even AI?

Nishi Seth: I actually don't follow too many influencers. I just. When I'm looking for a topic that I want to dig deep into, I launch Gemini, which is our own AI tool, and I start asking questions there.

Shane Hoda: Gemini is the influencer, and Gemini does

Nishi Seth: all the research for me, brings up the right points. Even for this podcast, I was feeling a lot of work I've done into Gemini, and I was saying, okay, can you pull out some right information? Can you look at what market's doing? And. And Gemini was doing all that for me. So that's freed up a lot of my time to actually hear influencers that I'm personally passionate in areas that I'm personally passionate about, like wellness, financial investments. So I can tell you about influencers there. Yeah, but otherwise. Yeah, it's for marketing. It's Gemini.

Shane Hoda: What is something that, again, excites you about B2B?

Nishi Seth: Today with B2B, I feel your products are usually more complex, and your markets and the way buyers consume information and make a decision is also fairly complex. To be able to create simplicity in this complex environment that you're in, I think is something that personally excites me a lot. So how do you kind of really. Yeah. Cut through the noise, look at your north stars on what is really important, and then find a way to execute on that. It's not easy. Shaheen and we are also living, you know, especially in our company. Uh, our, uh, products are evolving every day and so nothing is constant. The excitement and the wave that we are riding right now, how do you make sense of all of this and stay true to your North Star is what excites me personally.

Shane Hoda: Simplify the complex. I love that. Nishi, this has been an amazing conversation. I just want to say thank you so much for coming on the podcast and sharing all the insights that you have. I personally have taken a lot of notes and definitely a few things that, uh, I'm excited to go back and do. And I'm sure it's the same thing with the listeners as well. So thank you so much for coming on the pod.

Nishi Seth: Thank you, Shaheen. Thank you for having me here and this opportunity to share my views. And thank you to the listeners who are taking the time to hear our conversation as well.

Shane Hoda: Um, we hope you enjoyed this episode. If you like APAC's B2B Growth Podcast, please share it with your B2B friends and subscribe for weekly insights on, um, B2B growth across APAC. Sign up for the XG Weekly Newsletter link is in the description. And if you'd like to let us know what you think about this episode or in general the podcast or anything else, you can email us at. Podcast, we read all those emails. Apex B2B Growth Podcast is produced and edited by Alexander Hipwell, and music is by the mysterious Brickmaster Cylinder. We'll see you next time.