The 5 Most Innovative HubSpot Partners in 2021 - Vol 1

AMERICA EDITION FEBRUARY 2021

THE 5 MOST INNOVATIVE

HUBSPOT PARTNERS IN 2021

Exclusive Interview

DATASOCIAL YOUR GROWTH PARTNER

MIKE LIEBERMAN, CEO

SQUARE 2 MARKETING

A holistic and futuristic company in the eld of Revenue Generation (Marketing and Sales)

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“The new reality is that sales and marketing are continuously and increasingly integrated.

Marketing needs to know more about sales, sales need to know more about marketing, and we all need to know more about our customers.” ~ Jill Rowley HubSpot has been always in the limelight for providing cutting-edge marketing and sales strategy implementations and has helped a lot of companies, businesses efficiently scale and achieve their set goals and attain a holistic growth and development of the company. Many companies are using this platform and are providing services that are not only fetching breakthrough results but are targeting unique problems and minor details that can be easily overlooked by many. These companies are working in the same domain but their niche is what makes them interesting and one of the best HubSpot partners, providing services and solutions, tailor-made to their client’s requirements.

The Enterprise World special issue, The 5 Most Innovative HubSpot Partners in 2021 features the stories and journey of the companies that have used the platform in their own, unique and innovative ways and are providing services that are feasible to the customers and are accurately tackling all the needs and demands of the clients, achieving rewarding and costefficient marketing and sales solution.

Penguin Strategies builds growth machines for B2B Tech companies. They do this by providing the right mix of strategy, execution, and technology. Their customers build complex technologies that are being sold into medium and large organizations. The customers have a unique challenge in scaling marketing since both their products and buyer personas are highly technical. Penguin Strategies help them solve this by providing a team of marketers with relevant experience. They have developed an upgrade to ABM something they call microsegmentation. Over the past year during COVID-19 it has been harder for their customers to reach their target customers due to there being no physical events. Standard ABM programs were not bringing the results they were hoping for so they developed a new program. What they did was to map out their markets or accounts into smaller segments by defining all the players in influencing and deciding on purchasing their project. They then created specific messaging and campaigns for each micro-segment.

Auden Digital is an industry-leading inbound digital marketing agency that helps companies grow their businesses by leveraging modern technology and data. They not only excel in using innovative techniques and technology in the areas of user experience, marketing automation, analytics, and more but have helped increase ROI and engagement for companies in the US and abroad while freeing up their internal resources to keep companies at the top of their industry. Auden Digital is a rapidly growing company. In March of 2020, the agency had 6 inhouse personnel. Leveraging their offerings and strategic hires that have brought in worldclass service, the agency has grown over 400% by January of 2021. Through their partnership with Databox, they have developed custom data dashboards for our clients to give them a 360degree view of their marketing and sales efforts.

There is a lot more to read inside!

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For Editorial Concerns: editor@theentetpriseworld.com For Sales & Branding Enquiries: sales@theenterpriseworld.com For Subscription: info@theenterpriseworld.com Publisher The Enterprise World Creative Content Editor Susanne J. Asst. Editor Rushikesh, Adeeb Marketing Coordinator(USA) Peter J. PR & Marketing Coordinator James H. Business Development Executive Ben Clarke Creative Design Head: V. Mittal Social Media Manager Avinash G. Digital Circulation Manager Amanda V. This list is NOT a ranking. The companies on listed in magazine serve different aspects of the market, making ranking them in any order except revenue impossible and unfair.

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Leaders in Spotlight This issue of The Enterprise World, The 5 Most Innovative HubSpot Partners in 2021 features, HubSpot has been one of the most growing and most used platforms when it comes to providing efficient, scalable, and immaculate marketing and sales services. Many companies have ventured into this platform and are set on providing breakthrough services via the HubSpot platform, but since the competition is fierce, only the best stand out and take the place on the podium, revolutionizing HubSpot services with their unmatched and best-in-class services.

LeadG2 is a sales performance agency. They have been helping businesses drive revenue with the use of inbound marketing and sales enablement tactics since 2012.

They are a proud HubSpot Diamond Partner and pride themselves on using the best tools to help their clients succeed. Their team is highly-skilled and expert, comprised of smart and talented

people that are passionate about creating sales results for their partners. Their journey began as a start-up within an established company, focused on providing B2B professional services. Thus, giving LeadG2’s team, decades of experience and hold in the market, making them one of the best teams with thorough industry knowledge and impeccable service standards.

LeadG2 and its management team feel getting the right people in the right roles at their company has greatly accelerated the company’s growth. They are ready to scale up and deliver the highest quality of services and drive results and have the best people who feel utilized, challenged, and passionate about what they do.

Auden Digital is an industryleading inbound digital marketing agency that helps companies grow their businesses by leveraging modern technology and data. They not only excel in using innovative techniques and technology in the areas of user experience, marketing automation, analytics, and more but

have helped increase ROI and engagement for companies in the US and abroad while freeing up their internal resources to keep companies at the top of their industry. Auden Digital is a rapidly growing company.

Datasocial is an expert in helping brands and media execute their digital strategies and accelerate their growth, and they can do so because all of their decisions are based on data. Datasocial offers “full flywheel” services: marketing, sales, and services. They differentiate themselves from competitors because they have a powerful team of in-house technical professionals, which allows them to help companies integrate and connect with other relevant platforms in the age of digital ecosystems. Their values are also different; they are a very transparent company that even follows an open books policy, which was an anomaly in the sector until recently.

Contents

08 SQUARE 2

A holistic and futuristic company in the eld of Revenue Generation (Marketing and Sales)

16 MANUFACTURING Lean manufacturing and its principles

18 UDEN DIGITAL Digital Pioneers Empowering Marketing through Data Analytics

24 THEY MADE IT POSSIBLE Joseph Antoine Ferdinand Plateau

38 32 DATASOCIAL

28 PERRY NALEVK The man innovating and leading the B2B industry

Your Growth Partner

LEADG2

Innovating Inbound Marketing and Sales Enablement Solutions

36 42

DAT PROTECTION

Key to a ourishing business is data protection

TECHNO-POWER Harnessing AI Power

Cover Story

SQUARE 2 A h o l is tic and f u tu r is tic co m pany in th e f iel d o f Revenu e G eneratio n ( Marketing and Sal es )

Mike Lieberman

CEO

08 Feb 2021

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Cover Story

R

evenue growth has always been one of the toughest jobs and part of any organization or company. It is simple to understand but the applications in marketing and sales have many implications and intricate details that require a lot of focus and attention. Marketing and sales have a very pivotal role in the functioning and efficiency of any company or institution. Marketing generates leads, sales turns those leads into revenue, but revenue growth also demands building a customer base, generating awareness for the products and services and creating the overall strategies that create a disruptive, compelling and emotional story that positions the company in the market.

Square 2 has led a revolution in the industry with its latest advancements in techniques and methodologies. They have advanced revenue generation from an art to a science with the use of AI and other advanced software. Square 2 has undoubtedly become a leading competitor and a reputed name in the domain of marketing, sales execution, and revenue growth by helping companies and businesses to grow and achieve their goals with the use of their expertise and experience in this field. They provide highly efficient and complete solutions to every problem and that a company may require.

The Company, the Story

Square 2 has always stood behind a set of core values that helped them position themself with their clients. No Fluff – they always tell their clients what they should do, they strongly feel that giving them the right advice, even if it’s an unpopular opinion is their job.

Every Client Is A Raving Fan – they work hard to make their clients more than happy but fans and advocates. If we do right by them, they’ll do right by us. Remarkable or Nothing – they want their clients to be remarkable in their space and they want their agency to be remarkable. This is the secret sauce in marketing, if your business isn’t remarkable, its invisible. They work hard to help their clients build remarkable businesses. Always Teaching and Always Learning – generating revenue requires learning new skills and trying new tools, they’re constantly learning how to do more for their clients, and they spend just as much time educating clients on the why’s and how’s behind their work, so they get smarter from working with them. Practice What You Preach – they don’t want to charge their clients to learn new tricks. They use Square 2 as a lab and test, experiment, and trial 10 Feb 2021

almost everything they offer before offering it to clients. If they can get it to generate leads for the agency, it will likely work even better for clients.

Square 2 is a full-service revenue growth agency designed to help clients build revenue generation machines to grow their companies.

They help businesses understand the changing buyer journey and how revenue is directly related to marketing, sales and customer service execution. More specifically, they help clients with strategy, tactics, analytics and technology to produce month-overmonth revenue growth in a scalable, predictable and repeatable way, so their business grows. They use their Cyclonic Buyer Journey model to help clients map their prospects’ buyer journeys to the right marketing, sales, and customer service tactics. They use their AI-powered recommendation engine software called MAXG to drive a more scientific set of recommendations for our clients.

They are the only agency to provide Accelerated Engagements, where clients are assigned a dedicated team working only with one client at any time. This allows them to deliver six months of work in just 30 days and allows them to accelerate results for their clients from months to weeks or even days. They only work with a limited number of clients at a time allowing them to deploy their senior team of highly experienced experts to work with their clients uniquely, no junior account people here, and they continually work with clients to optimize program performance so business outcomes define the success of our engagements.

Products/Services Square 2 has always had a lab. In the lab, they regularly run experiments on the agency in the hopes of uncovering new and innovative ways to improve performance for clients. They test new technology and software. They test new tactics. They run experiments to help them learn how to optimize existing tactics and all these learnings end up in their operational guidance for clients.

For example, they tested accountbased marketing on their agency before they started offering this service to clients. They are currently testing intent data (algorithms that provide signaling data offsite for prospects that might be interested based on a profile but who have not yet visited their website). They’re running experiments with chat and ungated content.

They are also in the process of testing campaign-oriented content offers and podcasting as part of an ABM campaign approach. They regularly have several tests running and clients gain the benefit of live testing instead of an agency learning at the cost of their clients.

They help clients in four distinct areas and their services fit into each of those areas. They help them with strategy, who they want to target, what stories they need to tell, how those stories differentiate them from the competition, what business outcomes to expect and how to align their investment with those expectations. If any of those are missing, you have an incomplete strategy.

They help them with tactics. These

are common among many agencies.

Website, email, video, content marketing, account-based marketing, search, paid search, social, paid social ads, and almost any other digital marketing tactic you could think of. They also help their clients close the leads they help them generate. They call this closed-loop, click to close. This means they help them with sales process design, sales tools, sales analytics, sales operations, and other sales execution-related support.

Finally, they help them make sure that they’re turning customers into advocates and create referral programs, review tracking programs, reference reels and more to leverage happy customers in both marketing and sales execution programs.

They set up the company’s analytics. Revenue generation today is a science, so they need to collect data, analyze data, but most importantly use data to uncover insights and then turn those insights into action plans that drive additional performance. This is one of the most important aspects of their work with clients. They do this as part of their engagement and they do this as a standalone service, where they help clients uncover these data-driven insights and then guide their internal teams on execution.

Finally, they also help with technology. They’ll review and audit existing systems. Recommend new technology, help with the purchase, implementation, training and ongoing optimization ensuring that any investment in technology is producing solid results, month over month.

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Cover Story

A word from the CEO Square 2 has been in the able and expert hands of CEO, Mike Lieberman who is also the Chief Revenue Scientist at the company. He believes that an entrepreneur is responsible for growing their company, giving the people who work there a career trajectory that aligns with their growth expectations. This means continuing to add new and ongoing value to clients, also innovating and helping to move your industry forward.

In the simplest terms, it means helping people achieve their goals. But doing it in a way that is exciting, engaging, differentiating and more successful than your peers. If you don’t have that competitive approach in your character, you might be more of a business owner, than an actual entrepreneur. He thinks stamina is an under-recognized and important element to being a successful entrepreneur. You can never give up, no matter what is thrown at you. They can knock you down, but they can’t keep you down. You have to keep getting up and getting up until you get what you want and get to where you’re trying to go.

His career started in corporate America with stints at Dun & Bradstreet, Rosenbluth International, Xerox, Enbridge and Synygy. All these roles taught him the importance of connecting marketing to sales and not allowing marketing to live in a silo disconnected from the revenue generation effort all companies need to excel at. After 12 years in traditional marketing roles at bigger companies, Eric Keiles and he started Square 2 with one single mission in mind. Help people who didn’t understand marketing to execute it more effectively so their businesses would grow faster. Eighteen years into Square 2 (founded in 2003) they’re still doing the same thing today. They want to introduce CEOs to a better way to grow their companies and they’re happy to do it for them, coach them to do it, or train their teams to do it on their own.

Mike has always been a lifelong learner as he feels one can learn a lot from others which can be applied to personal as well as professional life. A few people that Mike follows who have impacted the business dramatically are Seth Godin and his ideas in The Purple Cow, specifically the idea of being remarkable. Jeff Sutherland and his ideas from the book ‘The Art of Doing Twice the Work in Half the Time’, impacted our approach to delivering agency services. Barry Deutch and his book, ‘You’re Not The Person I Hired’, helped him transform their hiring process and they’ve been using these hiring practices for the past 10 years.

Everyone has set standards in life and people that they look up to and admire, be it in their professional life or personal, they always motivate and inspire us to achieve our goals and aim higher. Mike has always admired Jeff Bezos, Bill Gates, and Tony Hsieh.

These people all innovated their industries and did it with a conscious capitalism approach. He likes that they’re using their successes and platform to do good for others too.

12 Feb 2021

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Cover Story Achievements as a company, as a CEO There have been a lot of key achievements. Becoming HubSpot’s largest partner was exciting. Starting a few spinoff companies, one that coaches agency owners, one that is a software company to analyze marketing data and provide recommendations to marketers and just watching Square 2 grow over time. This journey has always been fun and it never felt like a job.

Mike thinks that’s a sign you’re doing something right.

What makes them unique as a team is that they’re a senior team of people that have been together for a long time. The average tenure from the team is 8 years. This allows them to work efficiently together, be honest with each other and shows that they share the same 14 Feb 2021

passion and the same values for their client’s businesses and their own business as well. They think of each other as partners, not employees.

“

Unity is strength... when there is teamwork and collaboration, wonderful things can be achieved.

- Mattie Stepanek

“

Looking after team members is a big part of his job. He regularly checks in on them and holds regular sessions to see how they are doing both professionally and personally. This is something he’s been doing more frequently during the recent pandemic. He wants them to know he cares about them as people and as Square 2 team members. As a company they invest and focus time on the company’s culture and Core Values.

They recognize people based on those core values and they talk about them every week at a company-wide all-hands session on Fridays. This session, more like a Kelly and Ryan talk show, allows them to recognize performance, share client successes, keep their culture fresh and share information with everyone in a fun way, every single week.

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Manufacturing

Lean Manufacturing and its Principles

01.

05.

LEAN PRINCIPLES

DEFINE VALUE

SEEK PERFECTION

02.

04.

MAP VALUE STREAM

ESTABLISH PULL

03.

CREATE FLOW

16 Feb 2021

T

he principles and methodologies for the process of manufacturing have always been a hot topic as it not only enhances the process of manufacturing but also increases the production, efficiency, reducing the cost of inputs in the process of production and most importantly increasing the profits, leading to the overall development and growth of a company, business, industries, etc. Lean manufacturing is one such methodology that helps seeks the manufacturers the above-stated goals but also gives other possibilities which are very useful in the process of manufacturing, such as reducing waste, enhancing the product quality, etc. Lean manufacturing, also known as lean thinking was formed in Japan by Eiji Toyoda to improve the sales and profits and in turn enhancing the manufacturing process of Toyota. Inspired by his visit to Ford, he collaborated with Taiichi Ōno, they created a series of lean manufacturing tools, which are collectively called the Toyota Production System. Lean manufacturing has five principles to attain the goals of an unmatched production unit with optimum to high-efficiency figures in all areas.

Efficiency is the key to success The first principle of Lean manufacturing is to Identify Value.

This means that the manufacturer should seek the value of the product to serve and provide the customers what they want. For this, the product design should be such that meets the expectations and needs of the customers which will also save the resources on

unwanted or undesired features.

The second thing to identifying value is to remove any unnecessary feature that does not meet the customer’s basic requirements and whose omission will not have a major impact on the customer’s preference and reason for buying the product. Design for Six Sigma (DFSS) is one method to achieve the same. The second principle of Lean manufacturing is to Map the Value Steam, i.e., the complete life cycle of a product, right from design to customer’s use and finally its disposal. As the value steam is mapped, the manufacturers can easily understand the processes that do not add value and are unnecessary, etc. thus, making the production process more streamlined and efficient.

The third principle is to Create Flow, i.e., to improve and maintain efficiency, every process right from scratch to the shipping should be without any interruption and for this every factor, from people to equipment should be taken into account as this will not only regulate the system but will also help in creating different manufacturing strategies, finding slow processes which can be enhanced, better material handling, inventory size, etc. The fourth principle is to Establish Pull. As traditional production systems use the push system, which creates large inventories and works in progress, as it creates the products first and then supplies. The pull system works oppositely, pulls a customer’s order from the shipping department, and then produces the product, saving time, resources, eliminate errors, reduce

inventories, increase output, etc.

This can be achieved by using tools like Kanban, etc. The fifth principle is to Seek Perfection. It sounds easy but is most difficult, one way to achieve this is Kaizen, a philosophy which states minor, incremental changes from every worker, corner, right from business to production floor, will eventually help achieve increased efficiency, lower costs, increased productivity, etc.

Simple is slow, and slow is efficient The principles of Lean Manufacturing do not require huge changes in the structure and functioning of manufacture but it invokes a change in the thinking and management of the process which is much better than adopting expensive and other approaches which require huge changes and consume valuable time. Lean Manufacturing can be easily implemented and that is the reason behind Toyota’s success and is now being adopted by many manufacturers due to its prominent results and functionality. Whether Lean manufacturing is not the best method, it is unique in its way and the process for different companies is different, in the end, it comes down to the choice and requirements of manufacturers to choose. It’s about selection between going lean or going home.

“Do not compromise on the quality and your customers will not negotiate on the price.” Warren Buffett

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Business Story

Auden Digital DIGITAL PIONEERS EMPOWERING MARKETING THROUGH DATA ANALYTICS

T

he year of 2020 witnessed a spike in the growth of many companies and startups, despite the problems and hurdles that the pandemic threw at them. These innovative companies not only coped but thrived, adapting to the many changes in the global business landscape and implementing strategies that not only drove overall growth, but also impressed the market and people’s perception towards them. One of the most impressive areas is the evolution of the digital form of marketing and promotion strategies. While this form of marketing and promotional strategy has been a staple of the marketing industry, the year 2020 created a major change and revolution as this service was combined with UI/UX and author automation techniques to provide maximum target audience reach. It also brought forth a large scale of awareness and promotion regarding the products/services that digital automation offers. Thus, digital marketing has truly brought new and unique possibilities to the marketing industry as a whole and has drastically changed the way we look to and perceive marketing strategies and techniques.

18 Feb 2021

Auden Digital is one such innovative company, landing as a one of the top five most innovative agencies in 2021. A leading name when it comes to providing digital marketing solutions, their level and standards of service are truly unique when it comes to providing an unparalleled and exceptional experience to their clients. Auden Digital’s services are tailor-made to their client’s needs and demands, and have one of the best-in-class solutions in their industry. Their clients speak highly of their highly skilled and expert team that has extensive knowledge in the field of marketing, and are always up to date with the latest changes in trends and techniques. All this not only makes them a leading name in the field of Digital Marketing, but also differentiates them from the competition in the market- making them one of the best service providers in the Digital Marketing industry.

The journey of Auden Digital to success Auden Digital is an industryleading inbound digital marketing agency that helps companies grow their businesses by leveraging

modern technology and data. They not only excel in using innovative techniques and technology in the areas of user experience, marketing automation, analytics, and more, but have helped increase ROI and engagement for companies in the US and abroad while freeing up their internal resources to keep companies at the top of their industry.

The journey of a successful company is full of hurdles and opportunities related to decisions and functions. Auden Digital entered the enterprise world with challenges ahead of them as a start up. It took several years for them to have the volume of case studies and validation of their services to secure the strategic partnerships necessary to grow into larger organizations. Knowing that you can deliver value to a company and being able to demonstrate it with past success is very different, and having created this same technology for other companies did not initially have the same weight as having created it for themselves.

It took time for them to prove their worth, but that time enabled them to hone their processes and offerings that now enable them to

Alex Leybovich | CEO www.theenterpriseworld.com 19

Business Story

scale efficiently for the needs of their clients at any stage. All this not only strengthened their hold in their field but also gave them the long-standing respect and loyalty of their clients.

When COVID-19 began affecting economies and shutting down businesses, they faced a decision: sell and be safe, or go head-first into the storm and scale. With strategic guidance and help from their mentors and partners, they decided to take this challenge headon. As a company, putting all their efforts into helping businesses adapt and overcome the challenges faced by the global economy and helping streamline business operations for their clients. As a result, they witnessed an exceptional growth of the company and the world of marketing automation, and are thrilled to have taken innovative approaches to new challenges in the marketing world.

Auden Digital is a rapidly growing 20 Feb 2021

company. In March of 2020, the agency had 6 in-house personnel.

Leveraging their offerings and strategic hires that have brought in world-class service, the agency has grown over 400% by January of 2021. Through their partnership with Databox, they have developed custom data dashboards for our clients to give them a 360-degree view of their marketing and sales efforts.

Services offered and factors differentiating them from the competition Auden Digital transforms the Digital Marketing space by providing truly unique and impeccable solutions, which combine ground-breaking data analytics with UX/UI services, Auden Digital provides premier, customized inbound marketing services that remove the friction between audiences and companies.

Utilizing premier technology and cutting-edge marketing strategies,

Auden Digital leverages innovative automation with a human touch to free company capacity that allows businesses to streamline their interaction with customers for a better ROI. From web design and development, search engine optimization, marketing automation, data dashboards and analytics, content marketing and customized engagement strategy, Auden Digital provides a comprehensive suite of services for enterprise companies that are scalable for the needs of each individual client.

Seeing a need in the market or an unsolved problem is the inspiration the Auden Digital’s team builds upon to develop new products and services based around inbound marketing. As a data-driven marketing agency that is passionate about reducing friction between man and machine, they are always looking for ways to improve experiences for clients and even the

world at large. This innovative approach leads to creating cuttingedge technologies and solutions that make for a better, more efficient experience for all of everyone while freeing up time for human interaction that matters the most.

As Auden Digital continues to add incredible innovators to their world-renowned digital marketing team, they are consistently pushing their services and capabilities to new heights. They are expanding and adding to the breadth of their solutions which in many ways can help companies engage with their customers on a more intuitive level.

Auden Digital now offers a premier level of customized website analytics and data dashboards at your fingertips, allowing you to adjust tactics and strategy at a moment’s notice- all based on measurable KPIs. In addition to personalized engagement strategy and content marketing services, they now also offer social media strategy and management that correlates with your inbound marketing strategy, resulting in a comprehensive roadmap for indepth engagement with your audience. They have also introduced cutting-edge software and UI/UX that is truly integrating technology with psychology to provide the ultimate experience with brands.

Lastly, they are also developing some truly trailblazing offerings that give roadmaps for other agencies and companies to scale their business utilizing technology and data. As a company deeply invested in their peers and human interaction, this is their way of helping others reach new stages of success.

Auden Digital’s work culture As digital pioneers, they have been leveraging remote work long before it became a cultural necessity. As a result, their company culture focuses on creating connections across technology (it’s what they do as a profession after all). Their employees are encouraged to spend time with their families, to take vacations, and pursue their passions. They believe in knowing each other, and their clients, on an interpersonal level. They love seeing updates on their team’s kids, applauding their personal successes, and sharing in the unique gifts that make Auden Digital’s team truly world-class creatives. As a company, and as individuals, they are passionate about pouring into the people and the landscape around them to leave the world a better place. Whether it’s mentorship, veteran support, animal rescue, or ecological impact, their company and employees are giving of their time and treasure to create a better tomorrow, today.

Factors that make Auden Digital unique Team - They consistently seek out the best in the industry, and specifically focus on culture fit. As an inbound digital marketing agency, team members have to be nimble, adaptive, curious, and passionate about what they do.

They find that while raw skills are certainly important, the desire to challenge the status quo, step in to lead or help others when needed, and ultimately deliver a phenomenal experience to both their clients and peers, ultimately driving their success.

Innovation – Technology is constantly evolving, and so are they. As an agency, they are always on the cutting edge of advancements in both the digital realm and intangible marketing.

Auden Digital is committed to consistently pushing the boundaries to create better experiences, smarter and more intuitive automation and AI, and gamechanging marketing strategies that resonate with audiences of all industries.

The leader behind Auden Digital Auden Digital is truly unique when it comes to their services and team, as is the man leading them.

Fuelling the overall growth of the company and overseeing client satisfaction, is the CEO at Auden Digital, Alex Leybovich. Alex spent 16 years in digital marketing, developing solutions for Keller Williams, the Department of Labour, Accruent, and others.

Throughout his career, he dedicated his time to reducing the friction between man and machine focusing on the problems that modern technology created in interpersonal communications, and removing them for a better user experience on all fronts.

Coming from an enterprise tech background, he knew that what he was building and what he had to offer was not only effective but revolutionary for the companies he was assisting. The pinnacle of that came in 2020 when 9- and 10figure companies started looking to Auden Digital for solutions to problems they had yet to solve.

www.theenterpriseworld.com 21

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They Made It Possible

Joseph Antoine Ferdinand Plateau

The Magician of Physics

24 Feb 2021

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They Made It Possible

T

he field of education is not celebrated much as it has its contribution and impact on the world in so many ways. The field of education is always considered important as its development and growth directly affect the growth of the world and its advancement. Education not only packs the individuals with skills and the required knowledge to provide them expertise but also makes them aware of other things around the world and their field. Talking about Physics, it has a great impact and role to play in almost every engineering, computing, etc. field as it not only affects the way we see machines but how they function, and the best part about physics is that it has its role in many fields and industries ranging from simple engineering to rockets, etc. and much more. Thus, from the busy schedule, we take some time to celebrate some of the finest men who devoted their life to Physics and whose contribution led to the development of many great innovations and breakthrough technologies. Today, we celebrate the 'Father of Film', the great physicist. Joseph Antoine Ferdinand Plateau.

The prodigy, the Reality At those times in 1801, he had been deemed as a wunderkind as he could read at the age of six. During one of his classes in primary school, he got particularly ticked by a lesson on Physics which intrigued him to such an extent which became his ardent muse to unravel the secrecy behind the subject of Physics. Despite studying law, he continued his physics experiments at home, which of course damaged his furniture, the house but did not bring his spirit down. He shifted his focus to academics and his doctoral thesis provided the basis for a landmark in science and arts altogether. His dissertation was on how images are formed on the retina with him

26 Feb 2021

“

Any intelligent fool can make things bigger and more complex. It takes a touch of genius – and a lot of courage to move in the opposite direction.

- Ernst. F. Schumacher

“

detailing the colour, intensity, and duration with perfect accuracy and in-depth detail.

When we dwell into the works of Plateau, we often stumble upon his theories of Capillary action which defied the external force and factor of gravity and explained the potentiality of a liquid to flow in narrow spaces without any assistance or opposition. Surface tension is the property of liquids which gives it the liberty to resist and external force because of the presence and cohesive characteristic of liquids which even makes molecular interaction possible. The mathematical problem of the existence of a minimal surface with a given boundary has been termed after him. Among his most celebrated

and intricate works come the investigative research of soap films as well which also led to the development of Plateaus’ laws, which shed a light on the structures formed by soap films in foams. The studies conducted by him paved a basis for other theorists and theories to bloom and discover and hence with some breaths of creativity, the theories invented by him have been much alive and have been aiding humanity ever since.

In the end, it’s all about the journey As we look at the works and contribution of Joseph Plateau, we cannot help but feel thankful and inspired as he not only teaches that one can achieve whatever he/she set their minds to but can also

become the best version of themselves, all they have to do is keep looking and keep working.

One needs to find what they like, what they want but most of all what they belong to or where they belong, the time taken does not matter, what matters most is the satisfaction one aims to achieve, one wishes to look forward to and wants in their lives. Joseph is one such example defying the norms and conventions of the society that one should pursue what brings money or fame but what they forget to see is that name and fame follows as long as an individual is an expert in what they do, and if one is satisfied with their professional life, the name, fame, etc. does not matter.

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PERRY NALEVKA | CEO | PENGUIN STRATEGIES

28 Feb 2021

Perry Nalevka The man innovating and leading the B2B industry

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lot is going on in the market globally and a company has to make sure that they have their product/service ready for the market. This involves a lot of work right from the ground up as it requires proper planning, a right mix of strategies, a perfectly timed execution, equipped with the latest technology and all this makes sure that a product/service gets the attention and market it truly deserves. All of this sounds easy on the paper but it takes a lot of time, effort and skills, as one step wrong in the entire process could lead to the bigger problem making the whole effort go in vain. The problem arises mostly in the B2B tech companies as there are so many competitors in the market, also to find their niche in the industry and then coming up with the above-stated processes becomes a lot to handle for a particular company.

Penguin Strategies provides unique, efficient and impeccable solutions when it comes to B2B tech companies. They not only cater to the problems but the long-standing

success and a very delighted customer base speak for the expertise and the respect this company has generated in this industry. Penguin Strategies has created a niche in the market with its unique and differentiated product. They not only provide effective, talented and skilled marketers but also help in planning out the marketing strategies, campaigns and other required solutions to slingshot their client’s products/services in the right market segment, making sure that they adhere to and break all of their client’s expectations, delivering the best in industry standards.

In conversation with the CEO of Penguin Strategies, Perry Nalevka. Let’s find more about his company, its products/services and much more.

Please tell us about your company, the challenges you faced and the reasons that led to its growth.

Penguin Strategies builds growth machines for B2B Tech companies.

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Interview with The Enterprise World

We do this by providing the right mix of strategy, execution and technology. Our customers build complex technologies that are being sold into medium and large organizations. They have a unique challenge in scaling marketing since both their products and buyer personas are highly technical. We help them solve for this by providing a team of marketers with relevant experience.

The initial challenges were almost the same as any young company faces but as Penguin Strategies is a unique niche in the market providing specialised and expert products/services, the major challenges faced by us were1. Figuring out what type of people 2. Convincing them to join 3. Creating an environment for them to stay Once we figured out the right employee and customer profiles we started to scale beyond my imagination.

Please tell us about your company’s products/services, how do you plan on taking them forward and if there are any new additions to the arsenal of products/services to your company.

The products/services we offer are not necessarily different but the process and the way we deliver them is 100% customized towards our very unique niche market.

Typically, new services are created from our employees working with customers and seeing new requirements. They then innovate to deliver and then share with the rest of our customer teams to allow them to help their customers.

30 Feb 2021

We have developed an upgrade to ABM something we call microsegmentation. Over the past year during COVID-19 it has been harder for our customers to reach their target customers due to there being no physical events. Standard ABM programs were not bringing the results they were hoping for so we developed a new program.

What we do is map out their markets or accounts into smaller segments by defining all the players in influencing and deciding on purchasing their project. We then create specific messaging and campaigns for each micro-segment.

Please tell us about your professional experience and key achievements as an entrepreneur.

After 3 years in the Army where I was a medic in the paratroopers, I have spent the last 25 years working at and with start-ups. In my first 10 years, I was on the more technical side starting with programming then product management. Over the past 15 years, I have been in senior management working in sales and marketing. I co-founded Penguin Strategies 7 years ago.

In my opinion, the biggest achievement is to take the first step towards entrepreneurship which requires big sacrifices. This usually means leaving a comfortable job and a steady income. It usually also requires facing all the doubters who will be there to tell you how big of a mistake you are making.

I feel that once we got the business off the ground and profitable this was an incredible achievement.

Every time we make progress towards our vision

Please tell us about your work culture and your take on employee relations.

One of my core drivers or visions to starting Penguin was to create a place that people were happy to come to work to. That being said this is a continuous work in progress. Here are some of the things we do: 1. State that our goal is to create a great place to work so that employees can help hold us accountable 2. HR (or CPO) is a strategic function in the company that reports to the CEO and gets the highest priority always 3. Continuously look for better ways to onboard and help employees grow within the company 4. Have a defined Culture Code that we use to make hiring and firing decisions Your take on the competition in the market and its impact on you and your company.

Competitors are a fact of life. As investors like to point out if you don’t have competitors it probably means there is no market. We cope with competition by only selling to prospects that are a good fit for us and then talking about customers’ pain points and our approach.

As Simon Sinek says competitors are “worthy rivals” and I never talk ill of them.

Yes. Good competition keeps you fresh and on your toes. I don't think it is the most important motivating factor to bring out our best I believe too many companies obsess about their competition rather than approaching them as worthy rivals.

Business Story

Datasocial YOUR GROWTH PARTNER

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e live in a world that is changing rapidly, a world where global reach and connections double almost every minute. In a situation like such, being active on social media becomes the most important thing. That takes care of a company’s reach and the social engagement, and ultimately helps to grow business.

Led by Ana Aldea, Founder and Agency Leader, Datasocial is a digital marketing firm that has specialized in inbound marketing and which is now a HubSpot partner.

The Company “We don’t believe in intuition but in data. From them we develop the viability of a project or make adjustments so that it can be started.”

Datasocial are experts in helping brands and media execute their digital strategies and accelerate their growth, and they can do so because all of their decisions are based on data.

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“If we went with the rest, we would tell you that we do grow hacking data driven. But we are not.”

Cutting Through the Complexities Starting a business is not easy, even less when you are caring for a newborn baby at home.

You have o give it all to see it grow, and above it all, you never can predict anything! When she started Datasocial, Ana spent many work hours of work and personal effort.

However, it is still a young company that has not reached the age of five, but they have grown so much because their offer is very much in line with what the client needs.

Since she founded Datasocial, Ana has always oriented it towards growth with a very pure entrepreneurial vision of knowing how far we can go; however, two milestones have allowed them to reach a different level.

One is the addition of company entry-level middle managers, an incredibly talented team that she is

very proud to have on board.

The next milestone has been the company’s growth in the partner ecosystem, which has given them a definite push to continue growing even in the pandemic’s middle.

“I think there is no reason for the success of the company, but a sum of several.”

The most important ones are two: effort and talent acquisition. Ana founded Datasocial with her resources. They had no external investment, and the titanic struggle to start it was a personal effort based on many hours of work a day, a lot of personal and family effort, and she even had to ask her father for money.

The second is that she quickly understood what her mission was within the company: to surround herself with better people. And that’s something that not all founders are drawn to doing, for ego reasons.

The last reason is that Datasocial has always been customer-oriented, by putting their employees at the center of everything. If a company

Ana Aldea | Founder & Agency Leader

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Business Story

Fran Sanchez | Data Scientist & IT Leader

takes care of its employees, they take care of customers.

The Products and Services Datasocial offers “full flywheel” services: marketing, sales, and services. They differentiate themselves from competitors because they have a powerful team of in-house technical professionals, which allows them to help companies integrate and connect with other relevant platforms in the age of digital ecosystems.

Their values are also different; they are a very transparent company that even follows an open books policy, which was an anomaly in the sector until recently.

The company is excited to launch their educational platform to complement the Hubspot academy.

Hubspot is making an incredible effort to provide the academy with content in Spanish and also with an astonishing teacher like Juanita 34 Feb 2021

Idoia Doncel | Smarketing Consultant & CX Leader

Irune Martinez | Strategy Consultant & Ops Leader

Moreno, but they wanted to do something more oriented to on-boarding clients, and that is why Datasocial has launched this platform.

Ana’s Views on the Competition

The Work Culture Datasocial has a very clear and defined culture from the beginning, based on honesty, transparency, and diversity promotion, and respect.

They are a company committed to values that they should no longer have to defend in 2020, such as feminism or non-discrimination based on race, sexual orientation, etc. It seems incredible that we still have to be explicit about this.

Having such a clear north star helps everyone being aligned and knowing why they do this regarding employee motivation. As it is an issue that worries them a lot, and they are also full remote, they do weekly motivation surveys to detect any deviation.

‘Luckily, we are in a market where there is room for everyone. I very much admire the companies of my competition and have great friends in companies with which we compete daily and with which we collaborate whenever we can. I believe much more in collaboration than competition.

I respect and admire my competitors, but I don’t need them to motivate me. I am motivated “by default.”

I am doing this to know how far we can go and not to prove anything to anyone. My commitment to being the best is with clients, not with the competitors.’

www.atempo.com

preserving data ecosystems

Data Protection

Key to a Flourishing Business is

Data Protection A

business is a platform for execution and practical utilization of creativity and interest-driven, solution-oriented, problem-solving ideas which is a means of revenue generation, social welfare, forms a tramp of societal advancement and its improvement more or less forms the gist of an entrepreneur and his team’s core and agenda. Data or information is the soul of any business, with technological advancements, complexities, post-pandemic scenarios, digitalization, almost every procedure of any business is conducted or saved online. Hence, data protection is gaining more importance day by day. The idea behind data protection is to safeguard, manage and make data or even sensitive information available in one place under any circumstance. With the advent of digitalization and upgrade of a technology data breach, cyberattacks, unauthorized tampering, or harnessing sensitive information or data of one's business is growing and coming to surface in the recent years.

Data Protection or exploitation?

Stolen data can be misused, copied, or used for monetary gains by data breachers, cyber-attackers, or hackers which will not only pose a

36 Feb 2021

great threat to the level of security and privacy of a business but can also lead to major loss of essential information, compromise of work ethics, revenue generation and clientele of any business as customers and even probable partnerships or investments would refrain from contacting, buying, selling or joining hands with such businesses which isn’t a safe space.

Few aspects can be kept in mind to tackle the issue of data breaches, data corruption, storage system failures, and the favorable prospects of data protection: Amp up the security: The privacy, data, and sensitive information of any business can be safeguarded by maintaining better information or data guards in the form of firewalls, anti-virus programs, etc. This will minimize security breaches and will aid a business to protect its content from cyber-attackers and hackers.

Backup Storage: A backup of relevant and impactful information or data helps professionals assist in stacking and reserving data that can be used in case any important data is lost.

Data Management: A business should be aware of its data and

categorize it accordingly, to not only increase efficiency but also control data management which will only make things easier to run a business and can make the businesses more self-analytical.

Awareness among the employees: Manpower or employees is one of the biggest assets any business can have and hence, making the employees aware of the prevailing issues and their counter plans is unquestionably one of the major steps towards success.

Data privacy laws: Businesses should be aware and make full use of privacy laws implemented by the government to conduct the business more efficiently by having the law's benefits in one’s court.

How is your data holding up?

Data Protection is invariably a growing concern and can turn into a devil’s foot for any business if not acknowledged and checked well in time. If harnessed and managed aptly, it can prove to be a contributing factor in profit maximization, better regulation of business procedures, better customer-relationship, and would lead any business towards the path of success.

“Getting information from the Internet is like taking a drink from a hydrant.”

– Personal Computing Pioneer and Investor Mitchell Kapor

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Business Story

LeadG2

INNOVATING INBOUND MARKETING AND SALES ENABLEMENT SOLUTIONS

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he past year had its fair share of ups and downs, as businesses and start-ups adopted and modified their strategies and approach to overcome the hurdles, it created a whole lot of opportunities for new things and new possibilities. As work and promotion of products/services shifted to online, this not only created hurdles but also opened up possibilities for new methodologies and strategies to be used for the promotion and marketing of products/services but also spreading awareness about them to the targeted audience and market as a whole. As customers shifted to the online mode of buying, and most of the time spent by people shifted to the internet, online promotion and marketing strategies like content marketing, blogging, etc. became highlyeffective and the new normal.

Sales-Enablement and CRM are very important aspects that affects a company’s capability to launch their product into the hearts of customers with the available resources. Thus, Sales-Enablement and CRM are highly-important as they directly affect the sales, revenue and overall development of a company.

38 Feb 2021

LeadG2 is one of the pioneers in providing solutions for inbound marketing and sales enablementrelated objectives that a company aims for in their journey. LeadG2 provides highly-efficient, standardized, and scalable solutions to make sure the client’s needs are fulfilled, exceeding their expectations and delivered with quality and assurance. Their services and high levels of customer satisfaction not only make them a leading pioneer in the Business Consulting space but also highly sought after as their name and reputation stand amongst one of the best in the achieving sales performance results and revenue growth for their clients.

The Agency LeadG2 is a sales performance agency. They have been helping businesses drive revenue with the use of inbound marketing and sales enablement tactics since 2012.

They are a proud HubSpot Diamond Partner and pride themselves on using the best tools to help their clients succeed. Their team is highly-skilled and expert, comprised of smart and talented people that are passionate about

creating sales results for their partners.

Their journey began as a start-up within an established company, focused on providing B2B professional services. Thus, giving LeadG2’s team, decades of experience and hold in the market, making them one of the best teams with thorough industry knowledge and impeccable service standards.

LeadG2 and its management team feel getting the right people in the right roles at their company has greatly accelerated the company’s growth. They are ready to scale up and deliver the highest quality of services and drive results, and to have the best people who feel utilized, challenged and passionate about what they do.

LeadG2’s success and reputation in the industry and the market are credited to its people and their culture. Despite of being a remote company with less in-person meetings, their core values – Quality, Integrity, and Responsiveness – are a part of everything they do and the decisions they make. LeadG2 is incomplete without its people, and

Dani Buckley | VP/General Manager

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Business Story

thus, they ensure focusing on creating a culture that ensures the whole team knows and feels that.

For the first couple of years, LeadG2 saw fantastic growth, but then they hit a natural plateau as they became more consistent yearover-year for about 3 years. They did not stand down, and the team took this opportunity to perfect their systems, organizational structure, and the services they offer. For the last few years, they have been hitting growth benchmarks and are pacing for 2021 to be another record year.

40 Feb 2021

They are especially proud of their retention rate which has been consistently around or above the 80% mark. In 2020 alone, it was 86% - and this reflects LeadG2 and its team’s commitment to driving results and superior customer service.

Services offered and how they differentiate from the competition in the market.

They provide inbound and outbound sales results for the organizations they work with. They do this with two specific – but

usually very integrated – strategies: • Inbound Marketing - LeadG2 creates and promotes educational, helpful, and relevant content and ongoing thought leadership to drive the attention of prospects to a brand. They use a variety of tactics including content marketing and blogging, SEO, social media, email marketing, video, marketing automation and more to help drive traffic and sales qualified leads.

• Sales Enablement - This is all about helping sellers sell smarter and sell faster. Sales-enablement is

talent into performance for almost 40 years. They are obsessed with ROI and have the experience to deliver sales results because they have done it over a long span of years with countless satisfied clients.

The leadership at LeadG2

LeadG2 has been where others are.

More than a decade ago, when CSS needed to grow and diversify, how it generated new business, the team turned to inbound marketing and found huge success after launching their sales strategy blog. Once the team mastered the art of using thought leadership content for successful lead generation, they launched LeadG2 so they could help businesses do the same thing.

made up of having the right strategy, content, technology, and training so they can set their clients up to compete and succeed.

Services around this include building custom Sales Playbooks, CRM set-up and training, and sales enablement tools and training.

Their services are a class apart from the competition in the market due to the following: LeadG2 and its roots in sales.

Their parent company, The Center for Sales Strategy (CSS), has been helping sales organizations turn

LeadG2 understands the changing needs and demands of their customers and integrates what they learn and discover into their services, dominating the Consulting Business space by always being one step ahead, with the latest trends, technology, and best practices. Things change so quickly in the digital marketing world, and LeadG2’s team is regularly learning and having these conversations to be on top of the best ways to drive sales results and revenue growth for their partners.

Beyond their core inbound marketing services, they are also proud of their sales enablement services, especially the Sales Playbook. This is a very strategic and customized deliverable that they believe every organization needs – no matter the size of their sales force.

A company is not complete without its team, and a team is incomplete without a sound and apt leader, and thus at LeadG2, the leadership plays a crucial role as the company’s overall performance and growth is dependent on it. We got the opportunity to interview VP/General Manager of LeadG2, Dani Buckley.

She comes from a background in radio where her career started while she was still in college. After graduation, she moved from the marketing department to sales, spending a handful of years selling radio and digital advertising (where she was a client of The Center for Sales Strategy (CSS), and she honed her skills as a salesperson. In an effort to transition more to the consulting side and work in a more holistic environment where marketing and sales is aligned, she focused her learnings and development on everything related to content marketing, lead generation, website development, SEO, social media marketing, and sales enablement.

Shortly after Matt Sunshine, Managing Partner at CSS, launched the LeadG2 brand, she was brought on board as a Consultant. Beyond serving their clients, she played a major role in helping develop the focus of the agency and the services LeadG2 offered. In 2016, she was promoted to General Manager and most recently to Vice President in 2020. LeadG2’s team has been able to grow their performance agency to be one of the top inbound marketing agencies and HubSpot partners in the world!

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Techno-Power

Harnessing AI Power

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rtificial Intelligence is a multi-discipline of Computer Science that highlights the capability, possibility, and potential usage of machines to think and act like the human brain which has massively impacted and improved our standards of living as a society and on a whole has aided the world through its multidimensional aspect and boundless scope in healthcare, engineering, education, modernization, automobiles, construction, enterprises, online banking platforms, computing devices, marketing, cinematography, network technology, etc. Artificial Intelligence has marked the boundary of being progressive, in a way that its intensity of utility, potential innovations, and creativity is boundless. It hasn't only enlarged our span of convenience, by being time-efficient, providing hassle-free quality work within practical reach but has also been the cornerstone of many businesses and enterprises.

AI, the force of the future?

The power over such an extensive technology will not only prove to be one of the greatest assets for revenue generation but can also pose to be an experience of exceedingly great opportunities, progress, and colossal. The ability to harness Artificial Intelligence can be a vital prospect of paving the way to one’s success and 42 Feb 2021

expansion of the quality of life of society. The sooner we realize the proficiency and capacity of Artificial Intelligence the better and more efficient transformation can be implemented for the betterment of humanity and can cater to the needs of the coming generations through the untapped abundance of its benefits which can be utilized for the stride of coming-of-age development plans and overall growth of businesses too.

To help harness the aforementioned attributes of Artificial Intelligence and its power, here are a few points to harness it in such a way that it provides maximum benefits are: Inclusiveness for shared benefits: The first and foremost thing of equality is that the benefits should be reaped by the society as a whole and for that the problem of nonavailability of internet services and connections in areas and locations which are still not developed or are in the developing stage is necessary. The inconvenience and impact of Covid times too have indirectly stressed and persuaded all towards digitalization which makes it far more than essential to not only equip with the ongoing changes but also to make a difference in people’s lives by providing, acquainting, and refurnishing their lives for the better.

Stable network connection: Even with the availability of network and

internet services, a stable network connection with good strength and speed is a prerequisite to amp up social-security, welfare, and interest to provide better services and experience of work, streaming, etc.

Hence, standard network systems and internet services are expected to dispense as a substantial element for the proper and finer functioning of Artificial Intelligence.

Government Intervention: The government of any country plays an integral part in the regulatory process of any social strata, by combating inequalities, nondevelopmental features of the society by investing in probable future successes, like Artificial Intelligence which isn't only a sureshort way to evolution but also to differ from past inconvenience and depravity.

AI, boon, or bane?

Artificial intelligence is humankind's one of the most accomplished and flexible inventions to date. It encompasses a ton of characteristics of modern life which will only open on to the trail of astonishing imagination, improvement, and progression of human life by presenting better opportunities and surpassing the current expectations and experience of excellence.

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