Japniwaz Kaur: Welcome to the very first episode of “Built for Impact”, FPSPL's all-new expert series, where we unpack the real-world service models that have helped businesses grow smarter and faster. Every episode will break down one core function, not in the theory, but how we actually do it for our clients across industries. And we are starting where the confusion is the loudest. Yes, you guessed it right, the digital marketing. Have you heard that ads don't get converted or content get ignored or the strategies just feel like guesswork? Let's have a clarity with the guests of today. Today, we are getting joined by none other than Neeti Bhatt, the manager of sales and marketing at FPSPL. Let's dive in. It's a pleasure to have you here, ma'am.
Neeti Bhatt: Thank you.
Japniwaz Kaur: Let's kick things off with our first question. Why does digital marketing often feel like shouting in the void, especially for the businesses in today's competitive landscape?
Neeti Bhatt: Because most businesses, whether they are in insurance, tech, healthcare, or even professional services today, they often begin with a great product or service and a lot of passion. But they do not always have a clear marketing strategy.
They launch a few posts, run an ad or two, and expect results. But when you talk about markets like the US, UK, or Canada, audiences are being bombarded with content every second. And that's not just enough.
If you do not exactly know who you're speaking with, what value are you going to offer, and how to communicate in a way that cuts through the noise around the world, marketing starts to feel like an echo, and strategy isn't an option anymore, my dear. You have to take it as a survival.
Japniwaz Kaur: I do agree to that. Moving on to the next one. What is the most common marketing mistake that you see businesses across these industries making today, especially in the tech-heavy sectors like the SaaS or healthcare, fintech, or maybe beyond?
Neeti Bhatt: So I think most businesses, specifically in the sectors that you've mentioned, they make the same mistake. They make the product very complex, and they make the message too vague. I mean, SaaS tools sound too technical, and healthcare brands have great services, but very poor websites. So if you talk about fintechs, they talk about features, but no value. When you talk about edtech or logistics, no one explains them the real benefit of that.
The customer doesn't get that. In five seconds, you have lost them. In my opinion, simplicity wins, and clarity will convert.
Japniwaz Kaur: Okay. So what's that one marketing trend that sounds smart, but usually backfires?
Neeti Bhatt: I think it would be boosting posts. Founders often think, hey, let's spend a little more on this post and go viral. But it doesn't lead to actual prospects or leads, right? Without targeting a funnel and having a clear next step, you're basically donating money to Google or Meta, and it doesn't make sense. Strategy should always come before spending.
Japniwaz Kaur: FBSPL has been around for years in operations. Why step into the digital marketing now?
Neeti Bhatt: For all these years, we kept seeing a gap. And, you know, frankly, we helped businesses build solid operations. But what about the marketing? All the great teams, great services, but it was all over the place.
Their online visibility has been very poor. So we brought in experts, set up a creative and a data-driven digital vertical in the team and bridge that gap. That's how we know that we are building something rare, which is a marketing team that knows how to scale the business. That's it.
Japniwaz Kaur: There are hundreds of agencies out there. What makes FBSPL the right partner for the startups?
Neeti Bhatt: Ah, tricky one. Most agencies nowadays are just selling campaigns. But we are building growth engines. At FBSPL, we just don't show up with ideas. We would rather bring you a structure, systems and processes to scale. We do think like marketers, but we will act like partners. We would be creative enough to stand out.
However, process-driven enough to keep you moving. Because startups just don't need noise, but they do need momentum.
Japniwaz Kaur: What kind of marketing services does FBSPL actually provide?
Neeti Bhatt: We are a fully-stacked marketing team, which can be tailored to where your business is right now. So let's say from strategy and positioning to websites, we can also do SEOs and paid ads. We can take care of your content, social media, email flows and automation. In a nutshell, we will handle it all.
We can also set up your analytics, track what actually matters and help turn the visitors into real leads. But this isn't the best part. You know what? The best thing is that we do not force you to fit into a package. But rather we would shape our services to help you reach the goals. Because it shouldn't be the other way around, right?
Japniwaz Kaur: What kind of businesses or founders do you usually work with?
Neeti Bhatt: Currently, we've partnered with ambitious startups. There are SaaS brands, healthcare innovators in the markets of the US, UK and Canada. Most of the businesses that we are currently working with, they have already cracked the product market fit. They have been launched, they have seen traction and they know where their real potential is. But the hard part actually comes after that.
You have to keep turning the early momentum into real, repeatable growth. So that is where FBS Bill comes in. Whether you are in a post-launch or even if you stop between funding rounds, we will help you cross what's the next stage with a clear positioning, structured marketing systems and campaigns that actually move the needle.
We are not here to confuse you with vanity metrics or cookie cutter strategies, you know. We are here to be the partner that truly gets it and gets it done.
Japniwaz Kaur: Everyone's talking about AI. How are you actually using it at FBSL?
Neeti Bhatt: We use AI to work smarter and not lazier. From automating SEO audits to generating ad creatives, tracking user behavior and building predictive lead scoring, AI is deeply baked into how we work. But here's the difference. We combine it with the human context that actually balances us to move fast and stay sharp.
Japniwaz Kaur: Oh, I must say that's a smart choice. Okay. So what tools or platforms does FBSPL rely upon to get the results?
Neeti Bhatt: We are tool agnostic. We pick what fits your goals. So let's say for performance marketing, we do use Google Ads, Meta, LinkedIn, HubSpot. For analytics, it's GA4, there's Hotjar, Looker Studio. For SEO, we are using SEMrush, Screaming Frog. The idea isn't to start too many tools. It is to make them talk to each other and deliver actionable insights.
Japniwaz Kaur: How does the process actually works when a startup signs up with FBSL?
Neeti Bhatt: Okay. So we have a very clear process, however, very simple. It is structured and designed to give you real results. The first is a discovery call. This is basically we kick things off with a chat and we do get to know your business, your audience, and what growth actually looks like for you, because it could be different for any business and each business.
The second step is followed by an audit and a strategy where we dig into your current setup and build a very clear game plan. There's no fluff, just a straight roadmap to scale. It is followed by a setup where we actually roll on our sleeves and start with creatives, there is tracking, there are landing pages, campaign, everything is structured on the ground to get the work done.
It is, of course, followed by execution. So we launch smart, test fast, and double down on what works. It is all about getting real-time learning and fast wins.
And you would now ask, I'm talking about all this, but how to review it? So we do follow it by reporting and reviewing. You do get clear updates, real insights, and zero jargon. We'll show you what is working, what is going to be next, and how to keep growing.
In a nutshell, it's fast, it would be founder-friendly, and it's built to deliver results from day one.
Japniwaz Kaur: Wow, now that's exactly like a plan and I don't know how you guys have made it and nailed it. Let me just say that.
Neeti Bhatt: Thank you.
Japniwaz Kaur: Oh, you're most welcome. Who's actually working behind the scenes at FBSPL?
Neeti Bhatt: So we are not just a group of marketers, we are a cross-functional growth team. The team which is built to think holistically. A crew full of strategists, there are writers, there are designers, there are media buyers, automation specialists, data analysts, all are working together under one roof. But the real difference is we do not operate in silos.
Everyone on the team is trained to think cross-functions. So your SEO expert doesn't just chase keywords, but they understand what the bigger funnel is like and what actually drives qualified traffic. Your designer is just not going to make things look pretty, but they know how to design for clicks, for conversions, and customer experience. Your strategist won't just throw buzzwords around, they speak the language of business outcomes, which is a growth in retention revenue. Your copywriter knows how to write for brand, for ads, for landing pages, and the most important, people. This level of integration means every move we make is aligned, efficient, and focused on what actually matters the most, which is growing your business. No handcuffs, no misalignment, just one tight team solving the same goal.
Japniwaz Kaur: Wow, I must say that does make your team a unique team. How about you sharing an example of how our work or your work has made a difference?
Neeti Bhatt: So one of our clients, this is a SaaS company based out of US, they had been running ads but did not get a lot of traction, literally zero. And so we began by overhauling their funnel, we rewrote their landing pages, added retargeting, and built a 90-day content plan. The results? A 3x jump in the qualified leads and a 40% drop in cost per acquisition. And this is all under a 60-day plan.
Japniwaz Kaur: I must compliment upon that. And with the extensive experience that you hold, what's that one underrated tip you wish more founders knew when it comes to the digital marketing?
Neeti Bhatt: You should treat your website like your best salesperson and not just a brochure. I mean, most founders just focus on how it looks. Instead, you should focus on how it sells. Build pages that speak directly to the pain points of your audience. Guide visitors step-by-step. Answer objections even before they're asked. And that shift alone is going to double your conversion rate.
Japniwaz Kaur: Wow. Now let's lighten it up and quick answers only, how about that?
Neeti Bhatt: Okay.
Japniwaz Kaur: The biggest red flag in brief?
Neeti Bhatt: No target audience defined.
Japniwaz Kaur: Your go-to digital tool?
Neeti Bhatt: GFO. Numbers never lie.
Japniwaz Kaur: One word to describe the marketing today?
Neeti Bhatt: Noisy.
Japniwaz Kaur: One word that describes how FBSPL does it?
Neeti Bhatt: Intentional.
Japniwaz Kaur: What's one thing founders overthink way too much?
Neeti Bhatt: Logos.
Japniwaz Kaur: What's one thing they don't think about enough?
Neeti Bhatt: Sadly, but messaging.
Japniwaz Kaur: If marketing had a love language, what would it be?
Neeti Bhatt: Clear communication.
Japniwaz Kaur: Your biggest marketing pet peeve?
Neeti Bhatt: Boosted posts with no strategy.
Japniwaz Kaur: What's more important, content or design?
Neeti Bhatt: My answer is clarity, but between the two that you gave, I have to choose content.
Japniwaz Kaur: One metric you never ignored?
Neeti Bhatt: Conversion rate.
Japniwaz Kaur: A marketing myth you wish would die already?
Neeti Bhatt: Oh please, more followers, more sales.
Japniwaz Kaur: Your favourite campaign ever? Not by you.
Neeti Bhatt: Apple’s. Think different.
Japniwaz Kaur: A tool you would build if it did not exist already?
Neeti Bhatt: A mood board generator that would pull live brand tone on your site.
Japniwaz Kaur: The most underrated channel right now?
Neeti Bhatt: Email.
Japniwaz Kaur: Your guilty pleasure in marketing?
Neeti Bhatt: Checking ad comments at 2am.
Japniwaz Kaur: Your power phrase when stuck in a brainstorm?
Neeti Bhatt: It would be absolutely this. What's the one thing that customer actually wants?
Japniwaz Kaur: What's more important, brand voice or the brand look?
Neeti Bhatt: Voice. People feel the tone more than colors.
Japniwaz Kaur: Biggest shift you've seen in marketing over the last 5 years?
Neeti Bhatt: From broadcasting, now we have come to building communities. And it's a good one.
Japniwaz Kaur: What's that first thing you check when auditing a new brand?
Neeti Bhatt: The homepage's headline.
Japniwaz Kaur: The best advice you've received in this field?
Neeti Bhatt: When I started, it was very early on, and I did not get the meaning until quite later. And it is, never sell the product or service, but solve the problem.
Japniwaz Kaur: What would you rename marketing if you had a chance to?
Neeti Bhatt: I'm an engineer, so I would make it to relevance engineering.
Japniwaz Kaur: Oh, that's a smart one, I must say.
Neeti Bhatt: Thank you.
Japniwaz Kaur: If FPSPL were a person, what would their personality look like?
Neeti Bhatt: Sharp, definitely. Reliable. And, or I can say a little more obsessed with York Road.
Japniwaz Kaur: Oh, this little more does sound interesting, I must say.
Neeti Bhatt: Yes, it is.
Japniwaz Kaur: Most overused marketing word today?
Neeti Bhatt: Authentic.
Japniwaz Kaur: One sentence every founder needs to hear?
Neeti Bhatt: It would be, consistency would beat creativity when it comes to results.
Japniwaz Kaur: Any final thoughts you want to leave the startup founders with?
Neeti Bhatt: Okay, to all the founders out there, we understand that you have built something brave. And see, it has already put your head among the most. But, you can never grow alone, and please don't try to grow alone. It is not about doing more. It's about doing the right thing.
And if you're tired of the chaos and you really want clarity, we are here for you. We have done it before, and we'll do it again.
Japniwaz Kaur: Now we exactly know why FPSPL. So what's the next step if someone wants to explore working with FPSPL?
Neeti Bhatt: Oh, so you start with a free marketing model. And there isn't any commitments or any fine print to it. We will just look at your funnel, identify the gaps, and give you real suggestions.
Now it's all up to you whether you would like to sign up or not. If it clicks with you, we'll move forward. And if not, you still get to walk away with value. Right, so let's talk.
Japniwaz Kaur: And that's the wrap up of episode one of Built for Impact. Hope this gave you not just insight, but the real clarity on what marketing truly is, and how it can be used as a powerful engine for your business growth.
A big thank you to Neeti Bhatt for breaking it down with honesty, clarity, and zero fluff. If you are a founder looking to scale smarter, remember, your next big leap might just start with one simple and strategic move. See you in the next episode.
Until then, Build with Impact. Thank you.
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