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Product Marketing Life
Vision selling in an AI-driven world, with Erica Dingman, Senior Product Marketing Manager at Movable Ink
Jan 19, 2024
Erica Dingman, Senior Product Marketing Manager at Movable Ink, discusses vision selling and its transformational approach. She talks about convincing customers to adopt new ways of working and building an incremental pathway for each customer. The value of face-to-face marketing and human connections is emphasized in an AI-driven world.
45:36
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Quick takeaways
- Vision selling focuses on the long-term strategic value of software, aligning with customer success and future aspirations.
- Explaining AI nuances, addressing customer concerns, and guiding clients towards sophistication and success are crucial in selling AI-powered solutions.
Deep dives
Product Selling vs. Vision Selling
Product selling in B2B SaaS focuses on addressing direct pain points and current needs, emphasizing the features and functionality of the software. Vision selling, on the other hand, is about the long-term strategic value and transformative impact of the software, aligning with a customer's overall success and future aspirations. It goes beyond addressing specific problems to solving problems the customer didn't even know they had.
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