In this episode of The Tech Leader’s Playbook, Hamlet Azarian, CEO and Founder of Azarian Growth Agency, dives into the intricacies of growth marketing with Avetis Antaplyan.
With a career rooted in data-driven strategies, Hamlet discusses why many marketing strategies fail and how organizations can adapt their approaches for measurable success.
The conversation highlights the critical role of experimentation, data, and scalable processes in achieving sustainable growth.
Hamlet highlighted the common mistakes businesses make in their marketing efforts. Many companies rely on outdated, one-size-fits-all approaches that fail to resonate with their target audiences.
He explained how traditional strategies often focus too heavily on vanity metrics like website traffic or social media followers instead of measurable outcomes like conversions, customer retention, and revenue growth.
Another significant pitfall is the lack of alignment between marketing efforts and business goals.
Hamlet emphasized that without a clear understanding of the customer journey and market conditions, businesses risk wasting time and resources.
Hamlet discussed how data is no longer optional for businesses looking to stay competitive.
He shared examples of how tools like SEMrush, Ahrefs, and IbisWorld can provide actionable insights into market trends, competitor analysis, and keyword opportunities.
These tools empower marketers to create targeted campaigns that are more likely to yield results.
Data also helps businesses measure the effectiveness of their strategies. By tracking key performance indicators (KPIs) like cost-per-acquisition (CPA), lifetime customer value (LTV), and return on ad spend (ROAS), companies can allocate their budgets more efficiently.
Hamlet emphasized the importance of building a data-driven culture within organizations, encouraging teams to make decisions rooted in evidence rather than assumptions.
The rise of artificial intelligence (AI) and machine learning is transforming marketing strategies in profound ways. Hamlet explained how AI-powered tools enable businesses to automate repetitive tasks, analyze vast amounts of data, and deliver hyper-personalized experiences at scale.
For example, AI can optimize email marketing campaigns by predicting the best times to send messages and tailoring content to individual preferences. It can also enhance ad targeting through predictive analytics, ensuring that businesses reach the right audience at the right time.
Hamlet discussed how AI is revolutionizing customer support with chatbots and voice assistants, providing immediate, personalized responses to customer inquiries. He encouraged businesses to adopt AI technologies early to gain a competitive advantage, while also addressing the challenges of implementation, such as training teams and integrating new tools into existing workflows.
Hamlet delved into the nuances of B2B marketing, highlighting the distinct challenges and opportunities faced by service-based businesses. He explained that marketing for services requires a tailored approach because it focuses on selling intangible value rather than physical products. Below are some key strategies Hamlet discussed:
Service businesses often rely on establishing authority in their industries to attract clients. Hamlet emphasized the importance of demonstrating expertise through thought leadership. This can include publishing insightful blog posts, hosting webinars, and sharing case studies that showcase real-world results. Prospective clients need to see that the business understands their challenges and has the expertise to solve them.
For service businesses targeting larger clients, Hamlet advocated for account-based marketing. ABM focuses on personalizing marketing efforts to specific high-value accounts rather than casting a wide net. This approach often involves conducting deep research into the target company’s needs and creating tailored proposals or campaigns to address their specific pain points.
Content marketing plays a critical role in B2B service sales, as the buying cycle is often longer and more research-driven. Hamlet suggested using a combination of educational resources, such as whitepapers, eBooks, and in-depth guides, to nurture leads through every stage of the sales funnel. Service businesses should also create content that addresses frequently asked questions and common objections to build credibility and trust.
LinkedIn remains a powerful platform for B2B marketing, especially for service providers. Hamlet shared strategies for optimizing LinkedIn profiles, participating in industry-specific groups, and using LinkedIn’s advanced search and ads to target decision-makers. He also emphasized the importance of engaging with prospects through meaningful interactions rather than generic sales pitches.
When marketing services, businesses must communicate the tangible benefits their clients will receive. Hamlet discussed the need to focus on delivering measurable outcomes, such as cost savings, efficiency improvements, or increased revenue. Clear, data-backed results help build credibility and differentiate the service from competitors.
In the B2B service space, referrals and testimonials are powerful tools for growth. Hamlet highlighted the value of creating a referral program that rewards satisfied clients for recommending the business. Additionally, showcasing client testimonials and success stories on websites and marketing materials can significantly boost trust and conversion rates.
While digital marketing is essential, Hamlet reminded businesses not to overlook offline opportunities, such as attending industry events, participating in trade shows, and joining professional networks. These activities help service businesses establish personal connections that are often critical for B2B success.
Finally, Hamlet emphasized the importance of delivering a seamless customer experience, from the first interaction to the ongoing relationship. Clear communication, regular check-ins, and proactive support can turn clients into long-term advocates, fueling organic growth through word-of-mouth marketing.
By implementing these strategies, Hamlet underscored how service businesses can build stronger client relationships, stand out in competitive markets, and drive
Hamlet closed with reflections on the importance of adaptability and innovation in today’s fast-paced business environment.
He reiterated the value of mentorship, data-driven decision-making, and building strong, scalable growth engines.
Encouraging entrepreneurs to embrace experimentation and technology, he left the audience inspired to take bold but calculated steps toward growth.
03:04 – Hamlet Azarian’s Journey to Growth Marketing
05:50 – The Importance of Data-Driven Marketing
09:04 – Understanding ROI and Marketing Budgets
11:51- B2B Marketing Strategies for Service Businesses
17:58 – MQL vs SQL: Understanding Lead Qualification
21:11 – The Challenges of Hiring and Recruitment
23:05 – Scaling Startups: Building a Growth Engine
24:04 – Building the First Growth Engine
25:28 – Navigating Pivots and Product-Market Fit
27:52 – Marketing vs. Product-Led Growth
31:08 – The Role of AI in Growth Marketing
34:13 – Experimentation in Marketing Strategies
37:30 – The Future of SEO and Thought Leadership
40:50 – The Importance of Delegation and Team Building
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