Building creativity into product marketing: Shobhana Viswanathan

How can the application of creativity enhance product marketing?
If there’s one thread that’s been running consistently through the 29 previous episodes of The Changemakers, it’s that product marketing is the unsung hero of B2B tech business growth.

All of our guests who have spent time in PMM roles have said that time was invaluable to their success. Many product marketers go on to have successful leadership careers. So when the time finally came for a discussion on creativity in product marketing, we knew exactly who to call on.

Shobhana Viswanathan is a Silicon Valley-based chief marketing officer who has held numerous product marketing and B2B marketing executive roles at companies including IBM, Oracle/Sun, VMware and Automation Anywhere and startups.

Shobhana started her career as a developer but found her true calling post-MBA at advertising giant Ogilvy & Mather. That stint in advertising and persuasive copywriting paid future dividends by allowing her to translate complex technical concepts into business benefits to help companies scale.

Listen as Dave and Shobhana dive into:

• Why creativity is vital to product marketing, from campaign design to human-centric copywriting and messaging
• Why nailing product marketing is especially crucial for category creators
• Why product marketers’ skillsets make them perfect candidates for CMO positions
• How to use data to enhance your stakeholder management

…and much more besides.

Shobhana is the host of a great podcast on the future of work called The Change Alchemist, which is wonderful listening.

Check it out here, and go connect with/follow her on LinkedIn and Twitter.

Send us a message if you enjoyed this episode

If you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech.

👉 Watch episodes on YouTube
👉 Follow us on LinkedIn for regular snippets in your feed
👉 Visit our website for more in-depth thinking on topics
👉 Subscribe to Beyond our monthly collection of insight, opinion and inspiration

And finally please rate our podcast on Apple if you enjoyed it!

✌️