In this episode of The Last Word on Product Marketing, Liza Cichowski interviews Manisha Shah, co-founder and chief revenue officer at Tildei, a conversational marketing platform. They discuss the unique challenges faced by startup founders in marketing, the importance of agility and customer feedback, and how to effectively position products in a competitive landscape. Manisha shares insights on building a lean marketing team, leveraging outside expertise, and the significance of collaboration between marketing and product teams. The conversation also touches on leadership lessons learned throughout Manisha's career and her passion for animal welfare.

Takeaways

• Building a startup requires agility and quick iterations.
• Marketing must often happen before achieving product-market fit.
• Leveraging outside expertise can enhance a lean marketing team.
• Market validation comes from new competitors entering the space.
• Effective messaging requires constant testing and adaptation.
• Customer feedback is crucial for refining products and messaging.
• Education on new concepts like conversational marketing is still necessary.
• Collaboration between marketing and product teams is essential for success.
• Leadership involves nurturing teams and fostering a cohesive culture.
• Engaging in community service can provide personal fulfillment outside of work.

Key Moments

00:00 Introduction to Startup Marketing Challenges

03:07 Building Marketing Processes in a Startup

03:33 Leveraging External Expertise for Marketing

05:22 Navigating Market Changes and Competition

07:24 Crafting Effective Messaging and Materials

09:35 Agility in Marketing Strategy

12:32 Understanding Customer Needs Through Research

15:29 Educating the Market on Conversational Marketing

17:48 Collaboration Between Marketing and Product Teams

20:45 Leadership Insights from Career Experiences

24:29 Personal Passions and Community Involvement

Contact Manisha

Connect with Manisha on LinkedIn: https://www.linkedin.com/in/manishas/

Email: manisha@tildei.com

And to check out adoptable dogs in NYC, visit @boroughbredinbrooklyn on Instagram

Turn Your Messaging into Momentum

For more information, visit www.lastwordmktg.com.
Connect with Liza on Linkedin: https://www.linkedin.com/in/lizachick/