AMA: Bloomreach Senior Director Product Marketing, Divya Mulanjur on Competitive Positioning
July 8 @ 10:00AM PT
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How do you fight a price war with positioning/messaging? Can you even?
Often my sales team goes up against competition that undercuts our pricing and heavily so. The buying decision quickly comes down to "who's proffering the cheapest price" -- platform value communication is rarely successful. How does one navigate this situation/How have you?
Bloomreach VP, Product Marketing • 10mo
You can. But if you're consistently getting out priced - I would really ask the question, 'are you priced and packaged well for your ICP?' A willingness to buy study, Wyn...
2010 Views
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Bloomreach VP, Product Marketing • 10mo
By (and I use a quote not credited to me) selling the problem you solve, not the product you have. Start with the voice of the customer. Listen and understand what the ma...
671 Views
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Bloomreach VP, Product Marketing • 10mo
It's a mix of things.We run a consistent win/loss and call analysis loop to track real-time competitor mentions, objections, and positioning that works (or don't).We've r...
936 Views
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Bloomreach VP, Product Marketing • 10mo
A good win/loss program is table stakes. You can tell how strategic and influential a product marketing team is by looking at how robust their win/loss program is. I’d sa...
16727 Views
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Bloomreach VP, Product Marketing • 10mo
I use a combination of providing data and insights and finding ways to work in into the day to day. People absorb intel differently, and competitive insights only stick w...
4102 Views
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How are you using AI for competitive research and battlecard updates?
I’m curious how others are using AI to support competitive research. Keeping battlecards up to date is especially time-consuming — would love to hear what tools or workflows have worked well for your team.
Bloomreach VP, Product Marketing • 10mo
Great question! We're constantly testing out AI tools now. I apply a “consequential AI” lens: any tool must make Product Marketing faster, better, or more holistic. When ...
22513 Views
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Bloomreach VP, Product Marketing • 10mo
If it's an enhanced/update product feature - great! It's a great way to build trust by telling your customer you listened, you leaned in, and here's how you've improved. ...
964 Views
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Bloomreach VP, Product Marketing • 10mo
Closely related but different in scope and what it means for product marketing. Market intelligence looks at the broader market dynamics. Buyer trends, economic shifts, e...
609 Views
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Bloomreach VP, Product Marketing • 10mo
Interesting question... SO many ways.Win/loss interviewsSales call analyses and sales feedbackJust plainly asking your customers (trust me, they're constantly getting bom...
479 Views
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Bloomreach VP, Product Marketing • 10mo
It's pretty easy to get sucked into requests for an external-facing 'feature comparison' slide. And it is required in some instances. But for the most part, we focus on r...
694 Views
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