Jason Lord for Product Marketing Summit Chicago 2023

September 01, 2023

Video Transcript

Speaker: Jason Lord

Jason Lord: Hello everyone. My name is Jason Lord. I am the Vice president of product marketing at Transunion.

Can you give us a teaser of a key takeaway from your session at Product Marketing Summit Chicago?

Jason Lord: I'm very excited to talk with you all about how to combat the natural conservatism of corporate culture that stifles creativity and human ingenuity. And frankly makes what should be an expression of passion into an act of drudgery.

What is your best piece of product marketing advice?

Jason Lord: One of the best pieces of product marketing advice I've received. And one that I try to remind myself of every day is that in most cases, deals are not lost to the competition, they're lost to incumbency. In other words, they're lost to inaction. So our responsibility as product marketers is not just to tout the virtues of our products. It's to make clear to our clients and prospects why inertia is truly dangerous to them as an organization and that the cost of an action outweighs the risk of change. And this requires us to elevate ourselves beyond simple evangelists and instead become trusted advisors to our clients, helping them to gain an understanding of the root causes of issues that they may not fully understand or appreciate. And of course, those root causes just so happen to correspond to the differentiation of our solutions. But hey, I'm sure that's just a coincidence.

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