My day-to-day entails marketing products for media companies in the B2B space.
When I worked at AudienceXpress, we tried to keep our numbers graphical and easy to digest. The majority of our client base were agency and brand marketers who are often bombarded with content from vendors. By showing our success via easy-to-understand metrics, we were able to educate and impress in kind.
Untangling a complicated technology landscape isn't always easy and it's not just about training and educating the landscape itself - it's important to ensure that internal stakeholders are your greatest advocates. By creating documentation for new products and offerings, product marketers stay ahead of the curve. This programmatic attribution manual cleared up some internal confusion at AudienceXpress and gave our team the wherewithal to spread their knowledge to clients and prospects for increased revenue.
Working with the Visible World SaaS model was always a fun challenge. The technology was sometimes hard to reconcile, so my team and I worked to create a graphical representation of the product algorithm that could be used across materials. Presentations, One Sheets, even T-Shirts, were all a target for this little image that represented the product in a simple manner.
Marketing products in a complex technology space is a fun challenge. Marketing complex technology to media stakeholders adds an extra element of difficulty. People that work in media are fast-paced, research-focused content creators so the expectation is that vendors and technology providors mirror those sensibilities. Every piece of content that I create always keeps all those things in mind.
As the partner marketing manager at MediaMath, I was lucky enough to work with a large majority of the players in the digital DSP space. I worked with data, publisher, and tech partners to create new products, improve upon existing products, and offer clients a more proliferated 3rd party data offering. The Partner Marketplace was able to offer our customer base just about everything they needed to improve their campaign performance and aid in revenue generation for all involved.
Netmining was my first official foray into the media technology space. Being part of a small team gave me the opportunity to sharpen my skill set across virtually every marketing specialty. One of the things that offered me the most exciting challenge was building case studies. Working with sales, client services, and clients themselves improved my inter-departmental communication skills. Creating case studies is a vital tool in a product marketers arsenal, both for internal and external purposes.
At Netmining, we tried a year-long sales enablement challenge for our clients - we created a bespoke leaderboard website to engage customers with their fitness goals, centered all of our swag and events around a health theme, set up fro-yo stations at agencies, and gave away gym memberships and class passes weekly via social media channels- essentially we wanted our customers to know that we cared and challenged them to something entirely different as an ad tech vendor. It was an involved marketing activation, and risky, but it really took us outside of the box and customers loved it.