DIGITAL MARKETING | UX STRATEGIST
How do you create a cohesive marketing message for a product with vastly different end users?
Role: Product Marketing
Skills Utilized:
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Market Analysis
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UX Research
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Product Marketing
Overview
Imitate is a video based coaching application that allows its users to prepare, practice and assess skills via live or recorded video evaluation. My role on the team is to conduct market anaylsis, end user task flows and competitor anaylsis via customer interviews, surveys and product testing to create a comprehensive product marketing strategy.
Research & Challenges
I spent time collaborating with the Product Owner and researchers to understand the end user, their needs and training pain points. One of the challenges of the product was it multiple uses in the market place. My role as the product marketer was to help the team define a target market that was in alignment with the products capabilities
Solution
Instead of shying away from the various applications of the product in the market space, I proposed marketing the product core functionalities as assets to any end user looking to evaluate performance metrics.