Bridging the Gap Between Creators and Monetization | Shubham Khoker from Topmate

Welcome to Pathmonk Presents, the place where business owners and marketers share their insights on digital growth. In every episode, we discuss real strategies—why they worked and also why they didn’t—get insights from real experience and save yourself a whole lot of time and money. Let’s get to it right now.

Before we get started with today’s episode, let’s have a quick look at what Pathmonk is all about.

If you are winning leads, demos, or sales through your website, then Pathmonk might be interesting for you. Pathmonk is an extension to your website. It watches each visitor as they move through your page and builds up their interest in your product or service in real-time to deliver a great uplift in conversions from your website.

Usually, the buying journey can be divided into three stages: awareness, consideration, and decision-making. Pathmonk figures out in which stage a given visitor is by watching every action they do on the website and provides them with micro-experiences such as notifications, case studies, or introduction videos, helping them move to the next stage in the buying journey toward a conversion.

Welcome to today’s episode. Let’s talk about today’s guest.

Ernesto Quezada: We have Shubham, Head of Growth for Top Mate. How are you doing today, Shubham?

Shubham Khoker: Thank you so much. Thank you so much for having me. I’m actually having a great day and looking forward to the podcast.

Ernesto: Awesome! It’s great to have you on. I was checking out the website and am intrigued to learn a little bit more, and I’m sure our listeners are too. So in your own words, can you tell us a little bit more about what Top Mate is all about?

Shubham: Sure! Top Mate is catering to the creator economy. We enable anyone with expertise or aspirations to become a creator, helping them leave their 9-to-5 routine and work on their own terms. Top Mate lets you monetize your expertise through virtual consultations, webinars, or digital resources like PDFs or recorded videos. You can also share your knowledge through courses, cohorts, or live webinars.

Ernesto: Definitely important. Awesome to hear that. Is there a specific vertical or segment you focus on, or is it open to anyone wanting to be a creator?

Shubham: Honestly, anyone with expertise can benefit. We have users from various backgrounds—OnlyFans creators, professionals from Microsoft and Google, and even a hospital that signed up to handle online consultations. While our audience is broad, we position ourselves as a platform for creators to appeal to investors and VCs.

Ernesto: Awesome. And how do people usually find out about Top Mate? Is there a top client acquisition channel for you?

Shubham: We use both inbound and outbound channels. For inbound, we encourage users to share their Top Mate experiences on social media, rewarding them for the visibility it brings. For outbound, we target users of similar platforms like Teachable or Gumroad and highlight the edge we offer. Most of the time, outbound works better, but inbound is equally rewarding when people hear about us through their network.

Ernesto: Great to hear! For our listeners who want to visit, check them out at topmate.io. What role does your website play in client acquisition, Shubham?

Shubham: The website is critical for onboarding. We’ve streamlined the process to take less than a minute. Our UI/UX is simple and inviting, which users consistently praise. It also showcases campaigns and features like our income generator widget, which provides an aspirational earning estimate based on your social media profile.

Ernesto: Perfect! Any recommendations for website lead generation?

Shubham: I’d say include something quirky and interactive. For example, our income generator widget gives users an estimate of what they could earn, sparking curiosity and engagement. Features like these create a memorable experience, even if someone doesn’t immediately convert.

Ernesto: Great advice. Let’s switch gears a bit, Shubham, and talk about you as a leader. What does your day-to-day work look like?

Shubham: My day focuses on growth, primarily user acquisition. I analyze signups, correlate data with ongoing campaigns, and meet with teams to optimize strategies. I dedicate time to learning through case studies and end the day with user calls to understand their feedback and ensure our content aligns with our brand guidelines.

Ernesto: Sounds like you have a full plate! Let’s jump into the rapid-fire round. Are you ready?

Shubham: Go ahead.

Ernesto: First, what’s the last book you read?

Shubham: Flying By the Gods.

Ernesto: What’s one thing your company is focused on the most right now?

Shubham: Giving users the delight they want.

Ernesto: If there were no boundaries in technology, what’s one thing you’d fix for your role as a marketer?

Shubham: Automating my entire day as efficiently as possible.

Ernesto: If you could automate one repetitive task, what would it be?

Shubham: Emails.

Ernesto: Lastly, what advice would you give your younger self?

Shubham: Read as much as you can and learn from what others have done.

Ernesto: Great advice! Shubham, we’re coming to the end of the show. If someone forgets everything from today, what’s the one thing they should remember about your company?

Shubham: If you’re looking to earn a side income, Top Mate is the place for you.

Ernesto: There you have it! Thank you so much for being on, Shubham. Listeners, don’t forget to visit them at topmate.io and monetize your expertise. Looking forward to the next episode of Pathmonk Presents.

Shubham: Thank you so much. Have a great day!