Product Marketing First: Unconventional Advice from a Successful Tech Marketer
by Vahagn Sarksyan
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What you'll discover
when watching Vahagn's story
- Leverage AI in content creation to increase efficiency, but recognize its current limitations in producing technical or specialized content.
- Tailor marketing strategies to different business lines, such as product-led growth for consumers and sales-led approaches for enterprises.
- Transitioning between different roles or disciplines can lead to unexpected but rewarding career paths.
- Marketing is a blend of psychology and mathematics, combining human behavior insights with data analysis.
- When joining a company, consider factors like the team's vision, product innovation, and industry relevance.
- Implement a "land and expand" strategy, focusing on both acquiring new customers and growing existing accounts.
- Create valuable, targeted content and distribute it effectively through appropriate channels to reach decision-makers.
Meet Vahagn Sarksyan - Vice President of Marketing @ Krisp
Vahagn Sarksyan is the Vice President of Marketing at Krisp, an AI-powered noise cancellation technology company. His journey into marketing began unexpectedly in 2008 when he transitioned from a PHP developer role to marketing.
Vahagn’s technical background and fascination with psychology and mathematics led him to discover marketing as the perfect blend of these interests. He joined Krisp in 2018, attracted by the team’s vision and the innovative nature of the product.
At Krisp, Vahagn oversees marketing strategies for two business lines: a product-led growth model for prosumers and small teams, and a sales-led approach for enterprise clients. He emphasizes the importance of creating valuable content and distributing it effectively.
Vahagn advocates for leveraging AI in content marketing while recognizing its current limitations. He advises aspiring marketers to start with product marketing before branching into other areas.
Check out Vahagn Sarksyan's thoughts on product marketing
When it comes to what strategy Krisp uses for customer growth, Vahagn shares:
"We employ a 'land and expand' strategy. Instead of focusing solely on acquisition like the traditional funnel, our approach resembles a bow tie, emphasizing both initial engagement and long-term expansion."
He also shares how Krisp approach content marketing:
"Our aim is to generate high-quality content—what we call 'high quality fuel'—and distribute it through channels that effectively reach our target audience."
And unveils how Krisp is using AI in content marketing:
"We extensively leverage Generative AI in our content marketing. AI helps us rapidly produce high-quality content at scale, enabling our team to concentrate on strategy and creativity."
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