In Episode 10 of 'If I Knew That,' I discuss the type of content to produce for different members within a decision committee when selling a product to large enterprises. 00:00 Enterprise content and how it changes based on the persona. 00:13 Understanding Decision Committees 00:50 Website Content for Different Roles within the decision committee 04:56 Event content for Different Audiences 05:47 Email and Presentation content 07:10 Webinars and User Guides 08:17 Conclusion and Final Thoughts

Navigating Enterprise Decision Committees in Sales and Marketing

In this episode, I delve into the structure of decision committees in enterprise sales.

We explore the critical roles within a decision committee, including decision makers, functional leaders, champions, and end users.

And the importance of tailoring marketing content and plans to address the needs and thought processes of each role within the committee.

Effective marketing should consider the unique challenges and expectations of these roles, from the C-suite to managers, to ensure that all decision-influencers are engaged and informed.

00:00 Introduction to Enterprise Decision Committees

00:31 Understanding the Decision Committee Structure

00:39 Roles within the Decision Committee

02:27 Common Mistakes in Marketing to Enterprises

03:03 Targeting the Right Audience in Marketing

04:39 Tailoring Content for Different Roles

06:06 Creating Effective Marketing Assets

07:16 Conclusion and Final Thoughts

In the 8th episode of " If I knew that", I spoke to Faraaz Peerbhai, Product marketing at MoEngage.

This conversation with Faraaz was one of the most interesting ones I've had recently.

We go into details on ,

1. What PMM role looks like in Mid-market vs Enterprises.

2. What works and what doesn't work?

3. How do you figure out positioning and messaging?

4. How messaging evolves with your product?

5. How do you identify you need product marketing?

6. When do you or should you change messaging when market changes?

and much more..

In the 6th episode of "If I knew that", I had a super interesting conversation with Priyadharshini Seevaratnam.

Priya has spent years marketing for first B2C companies like Uber then product marketing for B2B SAAS companies in Singapore and SEA regions.

In this episode we try to understand,

1. Why B2C marketers tend to innovate faster?

2. How do we start marketing?

3. How do we communicate product value to customers?

4. How do you choose the core problem that you solve for marketing?

5. How to build out messaging.

6. Value vs benefit vs Feature in messaging.

7. How do you sell positioning exercise to founders?

among other things.

If you are interested in connecting with Priya about product marketing and marketing in general you can check out her profile on LinkedIn https://www.linkedin.com/in/priyadharshini-seevaratnam/

In the 5th episode of If I knew that, I speak to Parth, head of marketing for Plena and one of the first marketers at Bureau and Kommunicate.

Parth's experience in running marketing and product marketing for startups with limited resources and then scaling them to multi-million dollar companies is fascinating to say the least.

In this conversation, we try to answer

1. Where to start in terms of marketing in a startup?

2. How to show value as a product marketer in the first 90 days of your job?

3. Which channel to prioritise when starting out?

4. When you should or should not hire a marketer?

All marketing starts with a "conversation with customers"
Having said that, this can get difficult.
Especially getting a potential customer on a call for a feedback or interview.
Cold emails and inmail reach outs has worked for me in the past but recently I see fewer and fewer response rates, especially in the case of a short campaign.
Here are a few interesting ways to reach potential customers without relying on emails,
𝟭. 𝗗𝗼 𝗮 𝗹𝗶𝗺𝗶𝘁𝗲𝗱 𝗽𝗼𝗱𝗰𝗮𝘀𝘁/𝗶𝗻𝘁𝗲𝗿𝘃𝗶𝗲𝘄 𝘀𝗲𝗿𝗶𝗲𝘀 𝗮𝗯𝗼𝘂𝘁 𝘁𝗵𝗲 𝗽𝗿𝗼𝗯𝗹𝗲𝗺
It's easier to get folks to talk about themselves, especially in a podcast format than get them on a interview, sales or feedback call.
The idea is, that you choose one of the problems that your product or service solves, which also makes sense to your target customers and ask them how would they solve it.
You do this by inviting them to be guest on a podcast you are creating.
𝟮. 𝗚𝗲𝘁 𝗽𝗮𝘀𝘀𝗲𝘀 𝘁𝗼 𝗹𝗮𝗿𝗴𝗲 𝗲𝘃𝗲𝗻𝘁𝘀
Another good way I've realized is to go into industry events and visit the booths of your target customers.
You will not be able to sell since these customers are there to sell themselves but you will get a chance to have a short candid conversation.
For example if you solve something for sales teams of SaaS companies, you might want to go to Sasstr.
𝟯. 𝗦𝗹𝗮𝗰𝗸 𝗴𝗿𝗼𝘂𝗽𝘀 𝘄𝗵𝗲𝗿𝗲 𝘆𝗼𝘂𝗿 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿𝘀 𝗮𝗿𝗲
Target specific slack groups are a goldmine and most of them are free to join.
For example, If you want to target marketers, join groups like PLG, online geniuses or Growth marketing pros on Slack.
Engage with some posts and then start a conversation with the person who posts or comments over slack.
People in these groups are trying to help each other and most would be delighted to give you 15 minutes to have a conversation.
𝟰. 𝗥𝗲𝗱𝗱𝗶𝘁, 𝗟𝗶𝗻𝗸𝗲𝗱𝗶𝗻, 𝗮𝗻𝗱 𝗙𝗮𝗰𝗲𝗯𝗼𝗼𝗸 𝗰𝗼𝗺𝗺𝘂𝗻𝗶𝘁𝗶𝗲𝘀 𝘄𝗵𝗲𝗿𝗲 𝘆𝗼𝘂𝗿 𝗽𝗼𝘁𝗲𝗻𝘁𝗶𝗮𝗹 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿𝘀 𝗵𝗮𝗻𝗴𝗼𝘂𝘁
Very similar to how Slack groups work but with one major fault that most people in these groups rarely respond to direct DMs unless they explicitly asked for a DM in the group post first.
The best way to start a conversation would be to directly post in the group and ask how would they solve a particular problem and then reach out to responders.
𝟱. 𝗔𝘀𝗸 𝗮𝗻 𝗶𝗻𝗳𝗹𝘂𝗲𝗻𝗰𝗲𝗿 𝗶𝗻 𝗽𝘂𝗯𝗹𝗶𝗰
Inlfuencers, people with large following on social media tend to post, ask and discuss problems on their pages.
There are 2 ways to use this,
- Engage with a post that the influencer did and if the problem you are solving is connected to the post ask the question in the comment. But first try to give your perspective.
- Write a post and tag the influencer for an answer.
This works best with new and growing influencers or subject matter experts.
That's the post
#marketing #marketingfam #productmarketing #customerinterviews

Content writing is one of the most discussed freelancing careers out there. With people talking about making 6 figure revenues with their writing gigs to working out of Bali and Bahamas while creating content for clients.   

In the 3rd episode of "If I knew that" I speak to Papia Sen, content writer, freelancer, and now marketer trying to learn how she grew from less than $5 per content piece to earning 100,000+ INR per month from working 5 hours a day 5 days a week.

Check out the video version here
https://youtu.be/uxR3-t5kbaM

For full transcript visit 

https://www.vizbli.com/if-i-knew-that/a-content-writer's-guide-to-freelancing-with-papia-sen

In the second episode of "If I knew that", I talk to Priyank Johri, Growth marketer and agency owner on how could we know if we are ready to be freelancing and what to expect as we build our business.

Check out the full transcript and video of this conversation in the link below,
https://www.vizbli.com/post/do-you-really-want-to-be-a-freelancer

Checkout some real good tips from Priyank on building a marketing career on his channel here
https://www.youtube.com/c/PriyankJohari