Highlights from the conversation
Utkarsh, product marketer from Airmeet, joins us for this episode of GrowthFit.
- Problem-solving framework is the best marketing mantra
- Know your customers in and out and also their lingo
- Position yourself as the subject matter expert
- Creatively challenging times ahead for marketers
The conversation begins with Utkarsh taking us through his transformative journey and how he finally found his footing in marketing.
What kind of marketing philosophy do you follow to keep the spirit up?
Utkarsh: We, at Airmeet, believe in having a young yet mature persona in our brand communication as well as a problem solver for our customers. We maintain a light yet mature and empathetic approach in customer communication while we also imbibe storytelling elements. We want our users to perceive us as companions in achieving their goals.
What is a tool from your tech stack that you highly rely on?
Utkarsh: We do not rely excessively on any marketing tool, we emphasize more on adapting a thinking process or framework that helps us connect with customers. It’s important to strike a common chord with whom you are talking to. Research about who you are talking to, enrich leads, and understand their pain points. I believe marketing is not about knowing tools but knowing how you think about solving a problem.
How do you study user path?
Utkarsh: We research and understand usage, building awareness, and adoption. As I am a product marketer, it’s crucial for me to know usage metrics, pain points in the industry, what their peers/competitors are doing. We try to convince them that if you do these, you will also achieve your goals. Personalization has a great impact. An understanding buyer persona is a key to success in marketing communication.
How do you set up a feedback loop with customers?
Utkarsh: We consider few factors while taking feedback from users
- What is the amount of effort and time spent by the user in adopting that feature?
- How is their overall experience in interacting with the platform?
- What is their probability to recommend Airmeet?
We try to find out what it will take for customers to rate us 11 on a scale of 10?
We discover more pain points and user problems
Now comes the detractors. These are the customers who had a bad experience and will definitely speak badly about your product. We talk to them and try to understand what went wrong and try to fix it, apologize that you would like to prevent it from happening again. Be honest if you don't have the feature, it’s important that we don't hold them with false hopes.