From Researcher to VP: One Marketer's Journey Fighting Global Corruption
by Miriam Konradsen Ayed
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What you'll discover
when watching Miriam's story
- Continuously engage with customers through interviews and feedback to stay aligned with their needs and challenges.
- Understanding your target customer is crucial for developing an effective go-to-market strategy and product offering.
- Create content for different stages of the buyer's journey and ensure it converts leads through the funnel.
- Align product marketing efforts closely with sales and other teams to provide a cohesive customer experience.
- Leverage AI as a tool to increase efficiency, but don't lose the human element in marketing communications.
- Choose an industry you're passionate about to fuel creativity and motivation in your marketing career.
- Set clear targets and metrics to measure the effectiveness of product marketing initiatives.
Meet Miriam Konradsen Ayed - VP of Product Marketing @ GAN Integrity
Miriam Konradsen Ayed is the Vice President of Product Marketing at GAN Integrity, a software company that helps compliance teams at complex organizations manage risk.
Miriam has been with GAN for 13 years, starting as a researcher and growing with the company as it evolved from a consultancy to a software provider.
She discovered her passion for marketing at GAN, taking on various roles from content marketing to campaign management.
Miriam’s background growing up in Tunisia, where corruption was prevalent, fueled her interest in GAN’s mission of helping companies conduct business ethically.
In her current role, Miriam focuses on product marketing, working to understand customer needs and align GAN’s solutions with market demands.
Check out Miriam Konradsen Ayed's thoughts on customer-centric marketing
When it comes to capturing and validating buyer personas’ pain points, Miriam shares:
"It's really important to be out there, always talking to customers and understanding their challenges. Sometimes, your buyer might be operating at a completely different level."
She also shares some advice for companies looking to improve synergy between product marketing and sales:
"Aligning commercial teams is crucial. When customers interact with different teams, it still feels like one company to them, even though internally they are separate units."
And how to figure out a go-to-market strategy:
"Understanding the customer is really the first step in your go-to-market strategy. Having a clear understanding of who you are targeting is crucial."
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