Marketing Tech: A Day in the Life Series with Obianuju Akinlolu
Ever wondered what makes a product marketing strategy truly successful? That’s exactly what we uncovered in our recent Instagram Live session with Uju Akinlolu, a seasoned Product marketing leader with a wealth of experience in the fintech space.
Hosted by the dynamic Yewande Odesanya, Co-Founder of Tech Creative, this insightful conversation delved into the fintech space, revealing the secrets behind Uju’s success in developing innovative payment solutions that are transforming the African market. If you missed our Instagram Live session with Uju Akinlolu, we’ve got the highlights here!
So, what did we learn from Uju’s experiences? Let’s dive in!
Product marketing isn’t just about pushing products; it’s about understanding the industry’s landscape, consumer behaviour, and local regulations. Uju emphasized the importance of balancing customer focus with product development, using soft launches to gather feedback and iterate on product improvements. She also highlighted the need to stay agile and adapt to changing market conditions, ensuring that your product remains relevant and competitive.
Uju also shared her favourite tools for tracking campaign success, like Hubspot and Meltwater, which provide valuable insights into customer engagement. She highlighted the importance of understanding regulations in the fintech space and working closely with compliance teams to mitigate risks. That’s why we should make data-driven decisions, and focus on the interest of the customer.
The best approach to developing go-to-market strategies involves considering the product phase, and market conditions, and prioritizing customer experience over new product features. If a product or feature doesn’t resonate with customers, she recommends re-examining the ideation stage and KPIs.
Most times, we find ourselves arguing whether the product marketer is product or customer-centric. Uju explained that a product marketer’s balance between customer and product focus depends on organizational goals, with a customer-focused approach often being the most effective.
What’s more, if you’re building a product that resonates more with the Gen-Z’s than the millennials? Don’t be scared if the adoption of your product is slagging on one side. Uju clearly said that an excellent marketer must tailor strategies for different age groups and target audiences, recognizing that each group has unique peculiarities. That’s why you must develop a deep understanding of the product and its value proposition before bringing it to your target market.
Most people think product managers are the same as product marketers but there’s a slight difference. Our speaker addressed their differences and explained that product managers focus on building products and identifying the channels of distribution, while product marketers focus on communicating product value and driving adoption.
There are more juicy tips to note! Want to learn more about product marketing? Catch up with our IG Live below!
What’s next for Product Marketers?
The African fintech space is rapidly evolving, and product marketing plays a critical role in driving success. As Uju emphasized, staying current with industry trends is crucial for product marketers and you can achieve this by engaging with tech communities, setting up Google alerts, and reading relevant blogs and articles to stay informed. The Tech Creatives are committed to keeping you informed and up-to-date on the latest trends, strategies, and best practices in product marketing.
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