btw blog

Everything you need to know about building and growing a product-led GTM. Actionable insights on customer support, marketing, and sales.

5 Non-Obvious Content Marketing Tips & Strategies

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BY Deepti Chopra

Building btw.

Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience. Seems simple. Yet, only 9% of B2B marketers rate their organization as “very effective” at content marketing.

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The case against fully automating your customer support for B2B companies

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BY Deepti Chopra

Building btw.

One good customer experience can cause a visitor to convert to a paying customer, and similarly one bad experience can cause a paying customer to churn.

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How Does A Chatbot Work?

Deepti Chopra profile image
BY Deepti Chopra

Building btw.

In recent years chatbots have gained popularity as a way for brands to provide more personalized and engaging experiences on their websites to scale their branding and support efforts. This article walks through the different types of chatbots and how they work.

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11 actionable tips to up your customer support game

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BY Deepti Chopra

Building btw.

One exceptional experience can turn a customer into a super fan. But how do you achieve customer delight at scale? Lessons from answering 800+ customer support queries in the last 2 years.

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Product-led growth

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BY Deepti Chopra

Building btw.

The way people buy software is changing. Nearly 75% of B2B buyers prefer to buy from a website, rather than a salesperson.

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Principles of Marketing

Deepti Chopra profile image
BY Deepti Chopra

Building btw.

Marketing takes a product or service, identifies ideal customers, and informs the customers about the existence of the product and its benefits.

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History of Open Source Software

Saumo Pal profile image
BY Saumo Pal

Entrepreneur in Residence at Adaface

Open source software has a rich history dating back to 1950s. It gave birth to technologies (GNU, Linux, etc.) used by over 99% of Fortune 500 companies.

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Everything you need to know about the Principal Agent Problem

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BY Deepti Chopra

Building btw.

The principal-agent problem is a conflict in priorities between a person or entity (the "principal") and the representative (the "agent") authorized to act on their behalf.

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Why your website needs live chat

Deepti Chopra profile image
BY Deepti Chopra

Building btw.

Today customers expect the moon and more. Responding fast to a query from a potential customer leaves a better impression, and dramatically improves their probability to convert.

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What AI can and cannot do in 2021

Deepti Chopra profile image
BY Deepti Chopra

Building btw.

The media paints an unrealistic picture of the powers of AI- only successful stories of AI implementations are reported and a lot of these results are just examples of what can be achieved in an artificial, controlled environment with clean data.

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Why being the first mover is mostly irrelevant

Deepti Chopra profile image
BY Deepti Chopra

Building btw.

Google wasn't the first search engine (or even the 5th!), and Starbucks wasn’t the first coffee shop.

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