In this episode of "Scrappy ABM," host Mason Cosby welcomes Dr. Jim Kanichirayil, VP of Growth at EngageRocket, to discuss his content-led outbound approach to market expansion in the US.=====================================Best Moments:(02:08) Dr. Jim shares his pioneering mindset for tackling new markets and breaking from the standard playbook(03:11) Expanding into the US market was a business necessity for EngageRocket's continued growth beyond Asia Pacific(07:05) Their approach involved content-led outbound sprints focused on specific industries to understand the US market(09:47) Spotlighting practitioners' expertise helped create conversations and build relationships(12:32) Operating with genuine curiosity and making the buyer the "hero" led to high meeting booking and show rates(15:22) Avoiding arbitrary territory sizes and targeting a small roster of named accounts allowed for deep focus(21:03) Unexpected roadblocks: initial theories about target segments didn't pan out, leading to a pivot(22:10) The importance of quickly executing and listening to buyers, rather than relying on unfounded theories=====================================Guest Bio:Dr. Jim Kanichirayil is the VP of Growth at EngageRocket, a people analytics platform. With a pioneering mindset, he led the company's expansion into the US market using an innovative content-led outbound approach.