Episode Summary
During this episode of Tech Qualified, Tristan Pelligrino chats with Aditya Vempaty, the VP of Marketing at Synthego. Aditya chats about his past working experience prior to Synthego and highlights how it’s important to build trust with prospects with B2B marketing. Aditya also covers why he enjoys the startup culture so much and pinpoints what drives him as a marketer.
Episode Highlights
- Aditya’s education included an electrical engineering degree from Georgia Tech and he started his professional career as a programmer before moving into a marketing role.
- Aditya discusses his inclination towards startup environments and highlights why he’s attracted to these types of companies.
- During the interview, Aditya provides some context to what Synthego does – it’s a genome engineering company and develops products for scientists & researchers.
- The organization’s ideal customer profile is someone who understands the power of CRISPR and can utilize full stack genome editing.
- When coming on board, Aditya focused on purely understanding customers through conversations with researchers. Aditya had conversations with over one hundred customers in his first quarter.
- Aditya utilized conversations from the Synthego inside sales team as a way to develop an understanding of the company’s customer base.
- When arriving at Synthego, the team had content in place and had marketing running…but he then shifted the focus to educating the customer.
- Aditya developed a process for creating content around CRISPR and its uses – not just from blog posts, but also guides that talked about how to get started with CRISPR and how to get started with genome engineering.
- One of the big pillar pieces of content that’s worked quite well for Synthego is their industry report – a process that includes data from surveys (from customers, non-customers and industry leaders).
- Developing educational content for customers (as well as creating SEO value) is not a short-term game…it’s a long-term strategy that does take time – so it’s important to set expectations with the company up front.
- For short-term leads, Synthego focused on events and that helped balance some of their long-term strategies around content.
- He explained the difference between scaling a business versus growing a business.
- Long-term marketing initiatives can be less expensive overall, but they take a lot of time to build. On the other hand, short-term investments which drive leads can be more expensive.
- Aditya breaks down some of the key metrics the team monitors on the marketing team and stresses the importance of always keeping an eye on revenue as well.
- Synthego works hard on delivering valuable content for the end-user.
- He pointed out the importance of storytelling for technology companies.
Key Points
- Aditya discussed one of the biggest challenges with B2B marketing, “One thing I’ve found is that regardless of industry, there’s a problem that the customer is always trying to solve, and oftentimes products don’t address the problem. They address how they can solve it for them. Instead of trying to understand what the problem actually is.”
- There is a difference between scaling a business versus growing a business.
- One can grow a business through events, Google Ads, LinkedIn purchases, but to scale it, you have to invest in long-term strategies that deliver value to the end-user.
Resources
- Aditya Vempaty: LinkedIn
- Aditya Vempaty: Twitter
- Synthego: Website
- The Startup Chat with Setli and Hiten: Website
- Motion: Ultimate Thought Leadership Course for B2B Tech Companies
