full

full
Published on:

7th Jul 2020

58. How to Grow Your Startup, even in a Recession with Kristin Zhivago

The travel industry is one of those most affected by the current pandemic we’re on. We anticipate that the recession we’ve entered will likely kill many businesses in this industry.

Surprisingly, there is one travel company that’s growing in the midst of all stalemate in travel. But we find that their ability to thrive is based on their use of mindset-driven marketing.

Which is why we continue on the theme of buyer enablement in today’s episode. Revenue coach Kristin Zhivago is here with us as we talk about leveraging your customer’s mindset to grow your business, looking at the customer’s perspective on why they’re buying from you, why sales and marketing cannot be isolated, and much more.

If you’re a B2B company interested in approaching growth this way, then this is just the right episode for you!

 

Resource Links:

 

We’ll be talking about:

 

The journey from traditional advertising to digital marketing [01:45]

We’ve been incorrectly assuming what customers want [05:55]

Why you shouldn’t focus on features and benefits [11:36]

Don’t forget about the post-sale journey [17:14]

Reaching customers outside your network [19:40

Marketing and sales should not be separate [26:43]

Customers just want their questions answered [29:33]

Her excitement over mindset marketing [33:47]

One thing she recommends [35:00]

 

About Our Guest:

Kristin Zhivago is the President at Zhivago Partners. Zhivago helps partners increase their revenue by providing digital marketing management services. Kristin’s book, “Roadmap to Revenue: How to Sell the Way Your Customers Want to Buy”, has been named the Top 6 Marketing & Sales Books by Forbes.

You can get access to her guide on mindset-driven marketing, her book, and more resources on her website.

If you liked this episode, please don’t forget to subscribe, tune in, and share this podcast. 

 

Connect with B2B Founder: 

Subscribe on Youtube: https://www.youtube.com/channel/UCySoKsETeKxu-Fnf2VfE7Gg/

Show artwork for The Corporate Escapee

About the Podcast

The Corporate Escapee
Helping GenXers Escape the 9-5 and Find Freedom. Real stories. Real advice. Your new playbook for life after corporate.
You followed the rules. You climbed the ladder. But now you’re wondering… what if there’s more?

Welcome to The Corporate Escapee Podcast—a show for GenX professionals who are done living a life around work and ready to start living life on their terms. Whether you’ve just started questioning your 9-5, got caught in a layoff, or are already out and building your own thing—this podcast is your roadmap to freedom.

Hosted by Brett Trainor, a former corporate exec who escaped and never looked back, each episode features real conversations with real escapees, subject matter experts, and authors. You’ll hear the highs, the lows, and the practical strategies that help GenXers leave corporate—and stay out.

🎯 Inside each episode:
• How to turn your corporate experience into income
• Ways to land your first customer (without a website)
• What’s working with consulting, fractional roles, and coaching
• Mindset shifts to break free from fear and perfectionism
• How to optimize for freedom, fulfillment, and flexibility

If you’re feeling stuck, burned out, or just ready for something more—you’re not alone. Join thousands of others who are building the next chapter their way.

✨ It’s not just about leaving corporate.
It’s about taking back control of your time, your money, and your future.

It’s time to Get Busy Living.

About your host

Profile picture for Brett Trainor

Brett Trainor