Despite having a client-first service culture, many companies don’t use an “outside-in” approach for their external communications. They concentrate on descriptions of workflows and product features rather than articulating a value proposition, benefits of their product or services, and how these benefits address clients’ pain points. Consequently, their marketing collateral, content, and even their offering misses the mark. This session explores typical challenges faced by companies creating content and looks at the impact on sales, which – lacking an understanding of value to the client – are often driven solely by price. Recommendations will be built around best practices of the Product Marketing and Management (PMM) model developed by Sirius Decisions. Adopting the PMM model will help improve user experience, allow for more efficient lead generation, and shorten time-to-market for product and service launches.
Sabina Jasinska is the Global Marketing Director for Donnelley Language Solutions and a Member of the Gala Board of Directors for 2017-2018. Her focus is on building a strong brand and investing in innovative marketing solutions in the rapidly evolving translations market. Educated in Poland, France, the United Kingdom and the United States, Sabina holds an MBA and master’s degrees in French and Polish law, romance philology and history.