))
Mastering B2B Positioning with Aditya Vempaty, VP of Marketing at MoEngage
Manage episode 419222374 series 3554012
Content provided by Alan Zhao and Warmly - The B2B Signal-Based Go-To-Market SaaS Platform. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Alan Zhao and Warmly - The B2B Signal-Based Go-To-Market SaaS Platform or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://player.fm/legal.
Today’s episode welcomes Aditya Vempaty, VP of Marketing at MoEngage - an insights-led customer engagement platform that can analyze customer behavior and engage them with personalized communication across the web, mobile, and email. MoEngage is a full-stack solution consisting of powerful customer analytics, AI-powered customer journey orchestration, and personalization - in one dashboard.
Positioning is an evergreen B2B marketing topic. Technical founders often go down the route of marketing their product based on the features and benefits without taking into account what matters most - the customer's voice.
The best way to hear the customer's voice is surveying. In the most recent surveys at MoEngage, Aditya has been focusing on figuring out what channels they use most in cross-channel marketing and which channels are truly effective for his clients. He recommends always to ask about effectiveness, as that will typically be the north star that you can use to cater your messaging around.
An omnichannel approach is great in theory, but with the maturity of online platforms people expect to consume content that is catered to them. Before creating, you need to put in some serious time into understanding where your customers natively reside, what formats they prefer and what a truly native experience feels like. Aditya recommends that you figure out a few platforms and formats that are your best bets and then focus on how to drive customer engagement.
Tune into the full episode to learn how to master positioning!
Connect with Aditya - https://www.linkedin.com/in/adityavempaty/
Connect with Alan - https://www.linkedin.com/in/alan-j-zhao/
Want to convert your website visitors instantly? Try Warmly for free - https://warmly.ai/
- (01:47) - Aditya Vempaty’s Background
- (05:34) - How to approach product positioning
- (08:24) - Building B2B marketing surveys
- (12:35) - Identifying the true level of pain
- (15:28) - How to develop converting B2B content
- (18:48) - Building your B2B content funnel
- (22:07) - B2B Content distribution
- (23:49) - The value of B2B influencers
28 episodes
Share
