A concise workshop designed to up-skill you within a hour and a half. There will group exercises, feedback sessions and case studies carefully curated for the experience.
This session will cover a framework to help you think through, build and refine your startup or company's positioning, plus tactics on building your Ideal Customer Profile and Buyer Personas to help align your organisation's efforts. This workshop will also cover the fundamental principles behind product marketing, including how you should across product and marketing teams and how to really speak to your target audience.
1. Leave the session with a tangible method of working out your business's positioning.
2. Find out who the real buyers are of your product/service.
3. Learn how to conduct effective customer development research and interviews.
Katrina is a seasoned marketing expert. She is currently Head of Marketing at ScanTrust, a Swiss-Sino smart packaging company enabling product authentication, supply chain traceability and customer engagement. Prior to ScanTrust, she led marketing at Saleswhale (Y Combinator alum), was a regional Marketing Manager at HubSpot's Singapore office managing bottom-of-the-funnel campaigns and sales enablement across Singapore, Malaysia, Philippines, Hong Kong and India. She was also a Product Marketing Manager at TradeGecko, an inventory management SaaS company in Singapore, where I spearheaded Customer Development and Industry Go-to-Market strategy.
Katrina is passionate about entrepreneurship and startups. She was a founding member of Mardi, a non-for-profit aimed to connect alumni mentors with students globally, and 6W2X, a university accelerator. She also co-ran the Startup Grind Singapore Chapter and was the interviewer for the series. Katrina is a frequent speaker/interviewer at conferences such as Tech in Asia, and accelerator events/workshops.
Knowing that our cultures don’t always translate, what can we do to truly reap the benefits of working in diverse teams?