Sridhar Ranganathan believes that B2B businesses thrive on human connection. His startup B2Brain enables exhibitors at Events and trade shows to generate a high-quality pipeline and better ROI by providing them a way to capture, analyse and engage leads. 

Having done stints in product leadership at InMobi, Yahoo and Zoho, Sridhar strives to understand user behaviour and incentives at a fundamental level and to architect the product experience based on these insights. 

B2Brain is used by companies in vertical markets, such as Zetwerk and Appify, to amplify their GTM efforts and derive more value from events and trade shows. 

• In this Episode, Sridhar discusses the current state of the Events Industry in the context of why businesses of various sizes involve themselves in exhibitions and events. Branding, pipeline building and connecting are primary motives. 
• In each instance, the measure of success is different, and except for direct pipeline building and lead generation, measuring ROI is often difficult. However, the most important factor is that events must be looked at as a process rather than a one-off. 
• Preparation for the event, with meticulous detailing, as well as follow-up after the show, are crucial for the success of this process. What often happens, though, is that the energy of face-to-face connections at the event drops drastically after the show as people get back to their daily routines. Hence, the grind of following up meticulously falls through the cracks, and the results are thus less than desirable.      

Run time – 01:07:47