In this episode of Product Marketing Life, host Mark Assini speaks with Erica Dingman, Senior Product Marketing Manager at Movable Ink, about the difference between vision selling and product selling.
Erica walks us through the differences between vision selling and product selling, explaining that product selling solves known problems like customers’ direct pain points, while vision selling takes a more transformative approach focused on long-term strategic value, and aligning with a customer's future aspirations.
The aim of this kind of selling is to open customers' eyes to problems they didn't even know they had.
Erica details Movable Ink's "crawl, walk, run" pathway, the method used to gently get clients comfortable with the more sophisticated use of their AI products over time, and dives into the importance of the human touch.
Don’t miss this episode and get to grips with Erica’s unique enablement techniques, and how they’ve helped her set up sales teams for success when selling custom AI solutions.
About our guest
Erica Dingman, Senior Product Marketing Manager at Movable Ink
Erica is a skilled product marketer with experience in B2B SaaS. She’s worked across advertising, publishing, and marketing, and focuses on enabling marketers to deliver personalized omnichannel campaigns.
Her core talents lie in go-to-market strategy, market research, storytelling, sales enablement, and brand building.
- Why vision selling takes a more transformative approach
- How to convince customers to adopt a new way of working
- Building an incremental pathway to refinement for each customer
- Maintaining a core narrative while customizing for each client
- The increasing value of face-to-face marketing and human connections
And more insights throughout the episode!
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