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The Importance of Being an Educated Marketer and Three Ways to Become One

DialogTech

An important part of being a great marketer is being an educated marketer. But one area that is often overlooked is being educated about the products and services you sell. It is one thing to have top-level knowledge about what your products do, the benefits they offer, and the problems they solve, but it is quite another to have a deep and nuanced understanding about how the product works, all the features they provide, and how your customers are using them. Having this deep understanding will give you an additional perspective that allows you to be a smarter marketer, and create campaigns that truly resonate with your audience. Below are three key ways you can make sure your marketing organization stays educated on how your product works and how your customer are using it.

Training, Training, Training

When DialogTech rolled out an online product training platform aimed at new sales staff, we decided that everyone on the marketing team needed to take this training too. How better to understand how we can create the great material that helps sales sell than to know at a very detailed level what it is they are selling? On the surface it may not seem important to know the little in’s and out’s of our full Voice360™ platform in order to create some high-level marketing collateral, but when thinking about the problems our products solve and the potential benefits they offer, those little nuances make a big difference. It can often be the difference between someone clicking on the link in that prospecting email or hitting the delete button.

Work the Booth

Working a trade show booth is another great way for a marketer to learn more about their products and how to talk about them. Simply listening to the questions potential customers are asking, and hearing how someone with expert knowledge answers those questions, gives you a wealth of insights. The key piece of this interaction are the questions being asked. Being trained on what a product does and how it can be used is much different than hearing from potential customers how they want to use it and what their specific use cases are.

Talk to Them

A final way to ensure you are staying educated as a marketer about the product and services your company offers is to take the time to talk to real, live customers. Many times companies forget that the best way to find out about their products is to talk to the people who are using them everyday. At DialogTech we are constantly working with our sales and account management organizations to learn about customers who have been able to show positive impact on their business by using our products and services, and then talk to them. Whether it is just to learn their story, create a case study, or co-present on a webinar, there is no substitute for picking up the phone and being educated by the people who use your products every day.
So whether it is through training, working at a trade show, or actually talking to your customer, take the time to become a more educated marketer. It will show in the work you create and hopefully in the revenue your company generates.