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!

KEY INSIGHTS:

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

Connect with Aditya - https://www.linkedin.com/in/adityavempaty/

Connect with Alan - https://www.linkedin.com/in/alan-j-zhao/

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