Mayur Kairamkonda

Today most B2B buying decisions start long before a conversation with sales. Buyers research independently. They read articles, ask AI tools questions, review vendor websites, and compare options internally with their colleagues. By the time they speak with a vendor, much of the evaluation has already happened. This shift has changed how companies should think about prospecting and marketing. If buyers are learning and comparing vendors before contacting anyone, the question becomes: How do...

Canva doesn’t push upgrades first. They teach outcomes first. Their Design School shows people how to: Build brand kits Create marketing funnels Design presentations Improve social engagement Here’s the practical part: the product is embedded in the education. While learning “How to create high-converting social posts,” the user is already using Canva templates. The learning experience reduces friction because: The tool feels intuitive The outcome is clear The user gains confidence Confidence...

Most companies wait for a demo request before trying to influence the buyer. Atlassian does the opposite. Instead of starting with “Book a demo,” Atlassian publishes structured workshop formats inside its Team Playbook. These include: How to run a project pre-mortem How to prioritise initiatives How to conduct a retrospective How to align on goals These are not promotional PDFs. They are ready-to-run facilitation guides. Here’s what this does practically: When a team runs an Atlassian play...