We were lucky to catch up with Anuroop Kumar Kumar recently and have shared our conversation below.

Anuroop Kumar , thanks for taking the time to share your stories with us today Can you share a customer success story with us?

Yes – we are approached by an amazing tech company which empowered nonprofits. Now, they needed effectively a B2B strategy to onboard these clients and introduce them to their resources but the challenge was that when we started working with them the total number of users they had on their platform was: 0.

We had to not only run the acquisition model – we had to also help them define the product-market fit as well as tactics which were delivering results. We started and for the first 6 weeks, it was brutal.

You have to understand that trust and proof of results are two major criteria when trying to sell B2B. However, at Inflect Digital we are relentless!

Through our process we rebuilt the marketing funnel and completely changed the lead acquisition tactic – by simply refocusing our approach and messaging, all of a sudden we began hitting a stride and started to gain considerable traction.

We started working with this B2B SaaS company when they had 0 customers. We scaled them to 8300+ B2B customers and this proved a major catalyst for them raising a monumental $35 million Series B funding round. (Often time, understanding the business dynamic outside of your particular focus area leads to holistic success)

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

Out of responsibility towards my family, I had dropped out of college to work full time. My first job turned out to be for a luxury women’s fashion label (An industry I was heavily under-qualified to work in lol) but I was able to secure a job as a part time marketing assistant. I spent a lot of hours here and was driven by my desire to learn and produce results – steadily working my way to leading Business Development and Growth efforts.

This is where we had used social media quite successfully and driven a bunch of results via Instagram and Facebook ads (at a time when not too many knew how to use it successfully).

This then led to a job working for Meta (then Facebook) in the ads department – where we worked with some incredible businesses and on several specialty teams. Being entrepreneurial, I had begun consulting and marketing for clients outside after which I joined forces with another coworker doing the same. This led to the birth of Inflect Digital.

Inflect Digital is a growth marketing agency hyper-focused on growth & profitability founded by a team of ex-Meta workers. We are the country’s fastest-rising culture-focused marketing agency with a specialty focus on startups, e-commerce, consumer apps, B2B SaaS, and ed-tech (specifically for BIPOC founders.)

We excel at Meta ads (Instagram and Facebook), Google Ads, Email, Tiktok Ads, LinkedIn Ads, etc. However, it is not so much the use of these platforms but how we use them which have produced the tremendous results for our clients.

What sets us apart – in all honesty – is the focus on the results and end-goal vs. getting buried under the process. That being said, we are also highly adaptable to an organization’s specific needs. Our analysis background from our time at Facebook (now Meta) allows us to compile detailed analyses when required. However, we still like to always prioritize results before all else – the actual meat vs. the sizzle.

We have a very strong focus on our values and go above and beyond for our clients in service of this. We have many times left money on the table by choosing to partner with great founders who may not have been able to afford our services but we could see the potential in them,

Personally, I’m highly committed to the Future of Work as I see “work” as both the lifeblood of our society and also the keys to prosperity. The equitable access to economic opportunities, improving the relationship people have with their work, and producing community-focused prosperity are part of my personal mission.

Let’s talk about resilience next – do you have a story you can share with us?

This is fun (now atleast). We had left our jobs at Meta to focus on our business full-time. We had some recent wins under our belt and felt like we had cracked the code and now had a great system on which to build our signature approach on. (To give context, one of our clients had broken their all-time online sales records after working with us).

So I gathered a nest egg of savings which would secure me for a few months and we spent the first month in the “lab” really defining what made us different and how we would position ourselves in the market.

This was in October-November of 2019 – which if your memory serves you well, was just two months before the pandemic. We had actually beaten out numerous other agencies for an RFP! We had just secured a handful of clients which would be our core group. Once the pandemic hit, everything came to a halt. Contracts were put on hold indefinitely, and the “nest egg” I was using to sustain myself over the past few months had dried up.

So how about trying to find a job temporarily? Nope, this was before PPP and there was a blanket hiring freeze for our industry. It would definitely make you think whether or whether not you made the right decision.

However, we took the time to refocus our business, up-skill ourselves, and re-approach the market. Within a few months we were back better than ever!

What else should we know about how you took your side hustle and scaled it up into what it is today?

Yes I guess you can say that. As, it went from myself doing freelance consulting on the side for fixed contracts. My first deal I had closed on Whatsapp lol after I was approached on LinkedIn by a potential client. We just went back and forth and settled on a deal.

Then when I met my co-founder things changed because our mentality went from doing freelance to building an organization. How does that start for a service-based business? Exactly how you would freelance lol.

However, you need to build a process, a standard, and a brand name for your organization. Understand that it will be more expensive initially this route – but you will be building something of lasting value. (If you play your cards right).

One became three, three became five, and then it kept growing from there where we now have a full roster of clients. Part of it are results – good work will attract more clients. However, it is also the mentality of approaching it as an organization as opposed to being an individual.

Once we had enough momentum to pay our bills solely off client work, we left our jobs, but of course I discussed above how the pandemic hindered this. Still the leap had been made and luckily we stuck the landing.

The milestones are closing your first deal, getting to where you can go full time on your business, getting to where you are meeting your financial goals, and then getting to where know you can acquire the talent you need.

Contact Info:

• Website: https://inflectdigital.com/
• Instagram: https://www.instagram.com/anuroop_kumar/?hl=en
• Linkedin: https://www.linkedin.com/in/anuroop-kumar-b581a87a/?locale=fr_FR
• Twitter: @anuroopk4u