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November 14th, 2023

Stand out from the marketing noise

  1. Stand out from the marketing noise Carl J. Cox 36:38

It’s no secret that we live in a noisier (internet) world than ever. Customers could potentially need to see something about your organization a dozen times or more before even realizing that you exist — much less buy from you. The marketing world is saturated with endless messages, offers, and content. So how do you stand out from the crowd? 


Our latest guest is someone who guides business owners on exactly that. Riaz Kanani is a serial entrepreneur returning to the B2B world to build a go-to-market platform for the new buyer. 


Listen to the full conversation for more on the evolution of marketing over the last several years, how to make sure people actually pay attention to your emails and content pieces, what the impact of generative AI could look like in this industry, and a lot more.


Here’s a Glimpse of What You’ll Learn:


  • More about the genesis of Riaz’s company, Radiate B2B, how it’s evolved, and what the organization does now

  • How to stand out from the noise when it comes to email and content marketing

  • The importance of understanding who you’re marketing to (not just *what* you’re marketing)

  • Why so many of Riaz’s clients end up saying, “Oh, it’s *that* easy.”

  • Why Riaz didn’t take a break from entrepreneurship and working after he successfully built and sold his first company

  • The impact that generative AI has had on Riaz’s company, the industry as a whole, and how he expects the technology to evolve in the future

  • Why Riaz doesn’t typically do any of the self-improvement advice he sees every day on the internet — and the two concepts that he relies on instead 

  • The power of understanding yourself *and* your “why”

  • How Riaz measures success in both his professional and personal life — and why he plans his personal life up to 10 years out 

  • Why Riaz says that most people behave illogically — and how that relates back to several of his recommended books


Resources Mentioned in This Episode: 


Carl Cox CEO, Measure Success Podcast Host, Author Lost at CEO

Carl J. Cox is the CEO and founder of 40 Strategy Inc. Through his career, Carl has been an executive leader and board member with seven different organizations who have grown 2x to 7x with operations in four continents. Early in his career, he started at PricewaterhouseCoopers. He is a certified Gallup Coach for Clifton Strengths.

Carl J. Cox is author of Lost at CEO, An Entrepreneur’s Guide to Strategy, which reached #1 Amazon bestseller in 12 separate categories at launch in May 2023. He is the host of the Measure Success Podcast, where he talks with CEOs, authors, and extraordinary achievers about effective strategies that inspire success in business as well as their personal life. His company donates 10% of their client net revenues towards charitable organizations.

Carl has been married for over 25 years and they have four children. He coached over 20 winning seasons in youth football, basketball, and baseball. Today, Carl enjoys spending time with family and friends, traveling, reading books, and playing golf. He resides in North Plains, Oregon.

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