Domain Marketing

Sub-domain of

Marketing & Sales

Accountable

Sol Team

Coordinator

Annie Talvasto

Purpose

Understand the market, customer segments, and buyer personas enough to define the offerings of VSHN. We aim to develop dynamic and responsive marketing strategies for VSHN as a brand and for our offerings. By closely collaborating with Product Management and the teams that produce the actual value, we continuously adapt to market changes, ensuring that we address customer pain points and create significant value for them. Our goal is to generate leads for Sales, thereby attracting the right customers, and also supporting business growth with existing customers in Account Management.

Key Responsibilities

  • Define go-to-market strategy, execute, and evaluate the effectiveness of initiatives to generate high-quality sales leads.

  • Define and run marketing campaigns to boost brand and product/offering visibility.

  • Enable Sales and Partners to promote and sell our offerings.

  • Maintain a robust brand identity and develop effective brand positioning strategies.

  • Generate diverse and engaging content, such as blog articles, white papers, and social media posts.

  • Manage and optimize the company’s website and overall online presence.

  • Conduct in-depth market research and analysis to inform marketing and product decisions.

  • Evaluate the success of marketing activities and adjust strategies accordingly.

  • Develop and implement strategies to enhance existing customer engagement and improve retention rates with Sales & Account Management.

  • Manage strategic marketing partners.

Key Deliverables

  • Go-to-market strategy.

  • Documented offerings of VSHN.

  • Documented buyer/customer segments.

  • Enabling sales material/content for Sales & Account Management.

  • Company website.

  • Social media presence.

  • Leads for the sales team.

  • Reporting (metrics) of product and offering profitability.

Key Metrics

  • Per product profitability.

  • Number of incoming/generated leads.

Dependencies

  • Working together with the Value Stream Teams to define our offerings.

  • Product Management: For aligning offerings and marketing strategies with product roadmaps.

  • Sales & Account Management: For a feedback loop on lead quality and sales conversion rates.