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Podcasting as a B2B Growth Strategy

In our second episode of the Startup Skills Podcast, Corey engages with Evan Hughes and Steph Crugnola from Refine Labs to discuss podcasting as a growth strategy for B2B tech companies. They explore the importance of podcasting for brand storytelling and audience engagement, emphasizing the need for a clear strategy and intention behind each episode. The conversation covers essential roles for podcast success, including the architect, host, creative, and distributor, and offers practical advice on developing these skills within a team. They also highlight the significance of content distribution across various platforms and building a strong network in the podcasting space.

Identifying a Market Need

Corey Kossack launched Aspireship in late 2019 with a clear mission: to create an upskilling platform that helps individuals transition into software sales. The initial model was designed to be free for users, allowing them to build skills and demonstrate competency to potential employers. This approach was rooted in the belief that there was a significant gap in the market for accessible, high-quality sales training.

Actionable Advice:

  • Market Research: Before launching, conduct thorough market research to identify gaps and validate your business idea.
  • User-Centric Design: Focus on creating a product that addresses the specific needs of your target audience.

Navigating the COVID-19 Pandemic

Just as Aspireship began to gain traction, the COVID-19 pandemic struck in early 2020, leading to a significant downturn in hiring and fundraising. Corey remained optimistic, believing that the demand for talent would eventually rebound. During this period, Aspireship focused on enhancing its product and supporting individuals affected by the pandemic.

Actionable Advice:

  • Resilience: Maintain a positive outlook and be prepared to weather unexpected challenges.
  • Product Development: Use downtime to improve your product and provide additional value to your users.

Responding to Market Shifts

By mid-2022, new challenges emerged, including rising inflation and interest rates, which prompted a shift in the startup landscape. Corey recognized the need to adapt once again, as the previous business model was becoming increasingly unsustainable. He made the bold decision to pivot Aspireship’s focus from individual upskilling to providing training solutions for companies.

Actionable Advice:

  • Market Analysis: Continuously monitor market trends and be ready to pivot your business model when necessary.
  • Strategic Planning: Develop a flexible business strategy that allows for quick adjustments in response to external changes.

Innovative Funding Solutions

In response to economic changes, Corey leveraged government workforce development funds to support upskilling initiatives. This move aligned with the growing demand for employee training and retention, providing a new revenue stream for Aspireship.

Actionable Advice:

  • Funding Opportunities: Explore alternative funding sources, such as government grants and workforce development funds.
  • Alignment with Market Needs: Ensure your business model aligns with current market demands and trends.

Implementing New Strategies

The journey to implement the new strategy was fraught with challenges, including operational hurdles and the pressure of time constraints. However, after months of hard work, Aspireship successfully launched its new offerings, leading to immediate positive results.

Actionable Advice:

  • Operational Efficiency: Streamline operations to ensure smooth implementation of new strategies.
  • Time Management: Prioritize tasks and manage time effectively to meet critical deadlines.

Measuring Success

By mid-2023, Aspireship had not only stabilized but also tripled its revenue and achieved profitability. This success was a result of Corey’s ability to adapt, remain resilient, and navigate through adversity.

Actionable Advice:

  • Performance Metrics: Regularly track key performance indicators (KPIs) to measure success and identify areas for improvement.
  • Continuous Improvement: Foster a culture of continuous improvement to drive growth and profitability.

Leadership and Inspiration

Corey reflects on the immense personal and professional growth he experienced throughout this tumultuous journey. He emphasizes that the ability to adapt, remain resilient, and navigate through adversity is a vital skill for any founder.

Actionable Advice:

  • Leadership Development: Invest in personal and professional development to enhance your leadership skills.
  • Inspiration: Use your experiences to inspire and lead others through challenging times.

Future Direction of the Podcast

As the episode concludes, Corey outlines the podcast’s future direction, which will focus on early-stage startups and the essential skills needed for success in areas such as sales, marketing, and customer success. He aims to share valuable insights and experiences that can help other founders navigate their own startup journeys.

Actionable Advice:

  • Skill Development: Continuously develop essential skills in sales, marketing, and customer success.
  • Community Engagement: Engage with the startup community to share insights and learn from others’ experiences.

Conclusion

Corey Kossack’s journey with Aspireship is a powerful example of the “survive and advance” principle in action. By remaining resilient, adaptable, and focused on continuous improvement, Corey has navigated his startup through numerous challenges and emerged stronger. For founders and executives of B2B tech companies, these lessons are invaluable. Embrace change, leverage opportunities, and prioritize personal and professional growth to ensure your startup not only survives but thrives in the ever-changing landscape of entrepreneurship.

Ready to listen to the entire podcast episode? You can check it out on any of your favorite podcast apps or click here.

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