(63) Isabella Richard - Marketing Strategy for Emerging AI Products

The strategy and executive of marketing is not commonly considered in the early part of the product development and lifecycle. The most common reasons include, but not limited to: 1. to ensure the product and service works before taking it commercial (internally or external) and 2. the product or service can evolve during the product development cycle. Our guest, Isabella has an expertise is working with new and emerging products after the fact. Often 1-4 years after the product or service has been created. "...a lot of times we (the marketer) miss the actual problem the product or services was created to solve, " Isabella mentions, "it is common to have a disconnect between engineering and marketing but also sales and marketing," During this episode we discuss a marketing methodology: 1. Business Challenge - What was this product created for? 2. Refining the buyer persona - who are we targeting ? Who is going to use this product? 3. Validate with Customers - Schedule time with potential buyers for feedback. 4. Translate into what will resonate - Breaking through the noise. 5. Educating value - What is the value proposition? It is more than features & capabilities 6. Establish the story, but stay consistent. Other topics discussed were: - Educating new emerging technologies - Working around disadvantages: - What about good and negative publicity. Is it all good? - Startups. Are they spending their money wisely with lack of resources in marketing? - What do we mean when we talk about 'the story' - What approaches do we want to avoid? - Customer attention spans - Prioritize marketing efforts - Supplementing expertise with external content - Generation Z perspectives - Women on board of advisors at the university level, supporting the next generation - Lessons learned - women having a voice. You are there for a reason. You are where you are supposed to be. It is out Feel free to DM Isabella: https://www.linkedin.com/in/isabellarichard/