How can content marketing and product marketing teams have different goals and responsibilities, but still work together to achieve incredible results and help their companies grow?
Today’s guest is Yaag Ganesh from Avoma, a leading management, collaboration, and AI assistant platform. Yaag talks about how content and product marketing teams can best collaborate and work together toward shared objectives to drive top performance.
Some of the highlights of the show include:
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Quotes from Yaag Ganesh:
“As the companies grow bigger and you start scaling each of those functions, I think product marketing tends to take ownership of how you execute the positioning side of things.”
“It is still collective responsibility of both these teams to ensure that the communication - anything that goes on the website - is aligned to what the company stands for.”
“With every of these touchpoints, people are either coming towards your brand or they’re getting deflected away.”
“Your products can change. The problems that you’re solving can change, but the fundamental belief system needs to be aligned.”
Great content marketing can come from great storytelling. Who better to tell great stories than journalists? Marketers can learn from journalists how to create content that resonates with people through the power of storytelling.
Today’s guest is Ben Worthen, CEO of Message Lab, which combines journalism, data, and design to help organizations create content that resonates with real people. Ben discusses valuable insights for anyone interested in creating content that matters by combining journalistic storytelling techniques with data and design.
Some of the highlights of the show include:
Links:
Quotes from Ben Worthen:
“As there's so much choice about what you choose to pay attention to, what you don't want to pay attention to, when you want to pay attention to one thing, and when you get to pay attention to another, it's more important to be able to reach people with things that they care about.”
“People are biologically programmed to want to pay attention to a good story. It's something that goes back to when we all lived in caves and sat around the fire.”
“If you want to broaden your reach, if you want to have more influence, if you want to break out of a sales-only moment in time where you can have a meaningful interaction with someone, stories are the way to do it.”
“When we think about the coolest experiences that we've had, they tend to be experiences that someone has created for us. Those are things that we tend to share with people.”
Great work starts with great workflows. How do the best product marketing teams structure their workflows?
Today’s guest is Sergey Sundukovskiy, Co-Founder, CTO, and Chief Product Officer (CPO) at Salesmsg. Sergey talks about how to develop successful product marketing workflows and processes.
Some of the highlights of the show include:
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Quotes from Sergey Sundukovskiy:
“We look at product management in four stages. It’s the ideation, collaboration, construction, and transition.”
“The improvement in repeatability as well as the work orchestration between multiple parties is always the same.”
“At SalesMsg, product marketing is focused on existing customers, and marketing all together is focused on prospects and leads.”
“Execution on the product marketing side becomes a competitive advantage.”
For SaaS companies, onboarding emails help establish long-term relationships with customers to understand and effectively use software tools. Yet, onboarding processes and email copy are often overlooked. The best way to learn what customers need is to talk to them.
Today’s guest is Samar Owais, SaaS and eCommerce email expert. She talks about everything you need to know to make onboarding emails an effective part of your customer acquisition and retention strategy. Samar’s advice on how to talk to customers and identify their pain points can apply to any marketer.
Some of the highlights of the show include:
Links:
Quotes from Samar Owais:
“Until and unless your users are not using your app, it doesn't matter whether they're paying for it or not. You are failing at the one thing that you were set out to do, which is solve the problem.”
“We need to onboard with retention in mind.”
“Email is often used as a marketing tool, but it is a communication tool.”
“Email journey is an entire ecosystem. For SaaS companies, you need to map out every customer touch point and then just focus on them.”