This episode features an interview with Kamal Thakarsey, CMO at Smartling, an AI Translation Platform that helps companies grow globally, faster. Kamal shares his strategy to stand out in a crowded market. He also dives into understanding trends, educating your customer, and testing even your smallest hypothesis.
Key Takeaways:
- Fight complacency in your messaging. Companies may be comfortable with what they are doing, and comfortable sticking with the status quo, so you need to demonstrate the value of changing their approach.
- Test everything, from button colors to CTAs and beyond. Testing often surprises you and proves your hypotheses wrong.
- If you’re in a crowded market, focus on truly understanding your market and customers. Investing in that research can support your efforts to differentiate.
Quote:
- Being an established market, there's lot of kind of noise that's happening and every company kind of raising your hand and saying, we do this, we do this.I think for us also a big part of our strategy is like standing out really like trying to show the market that like we are kind of being industry leaders and helping the space move forward. , I think it's also really about for us, also about how we really highlight kind of the value we bring to an organization and a team. Not just like, tactically, here's some solutions, we help you kind of of do better, but like, what do we actually bring the table and how are we going to help you be successful? I think to me, that's really just like foundational to them, like how we kind of run our programs and campaigns and how more effective they can be, rather than just kind of de facto doing things because we should be doing them. So, you know, one thing I really stress is just really continue to do like market research and understanding, you know, what are their priorities? What are the business initiatives? What are their executives and leaders asking them on an ongoing basis?How can we then understand those trends and that feedback and really put together, you know, smart, timely, relevant campaigns that are going to reach them? Because, like I said, we're in a crowded market with a lot of different vendors, both in the software and the services side, and we have to stand out.
Episode Timestamps:
*(03:35) The Trust Tree: Capturing the marketing and targeting accounts
*(12:24) The Playbook: Driving intent through search
*(36:59) The Dust Up: Advocating for self-service
*(41:50) Quick Hits: Kamal’s quick hits
Sponsor:
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