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Conversation
Highlights
Welcome to Marketing From the Front Lines, where we have unfiltered conversations with the B2B marketers who are bringing innovative technology to market. In today’s episode, we’re speaking with Avichai Tenenbaum, Head of Marketing at Qbiq, an embedded analytics platform that’s raised over $275 Million in funding.
Here are the most interesting points from our conversation:
- Marketing Path: Avichai’s journey into marketing began with a hands-on approach, solving problems across different departments before discovering his passion for marketing.
- Philosophy: Emphasizes the importance of deeply understanding the audience beyond surface-level data, creating a focused and effective marketing strategy.
- Brand Strategy: Building a brand strategy involves extensive interviews with stakeholders, target audiences, and industry players to define a clear vision and mission.
- Effective Rollout: Rebranding involves meticulous planning and execution across all channels, ensuring consistency and adoption throughout the organization.
- Human-Centric B2B: Treating B2B marketing with the same creativity and personalization as B2C, recognizing that businesses are made up of people who respond to engaging and fun content.
- Offline Campaigns: Highlights the effectiveness of offline marketing campaigns in a digital world, providing a tangible and memorable experience for the target audience.
Actionable
Takeaways
Deep Audience Understanding:
Move beyond generic audience data and develop a profound understanding of your target market's emotions, needs, and behaviors to create more effective marketing strategies.
Warm Outreach:
Transition from cold outreach to a warmer approach by leveraging social media and targeted advertising to build familiarity before direct contact.
Focused Branding:
Develop a clear and concise vision and mission statement that encapsulates your brand's essence and can guide the company for the next five to ten years.
Offline Campaigns:
Utilize offline marketing campaigns to stand out in a digital-heavy environment, creating a personal and engaging experience for potential clients.
Ask the Right Questions:
When conducting surveys or gathering feedback, focus on past experiences rather than hypothetical scenarios to obtain more authentic and actionable insights.
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