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Podcast

Building a Cult Following in B2B and Revisiting Product Marketing as Your Industry Matures with Sandy Mangat

Building a Cult Following in B2B and Revisiting Product Marketing as Your Industry Matures with Sandy Mangat

In this episode, we interviewed Sandy Mangat, Head of Marketing at Pocus, a revenue data platform. We discussed Sandy’s background in product marketing, her journey into the role, and her transition to Pocus. 

The conversation then shifts to the concept of product-led sales and the limitations of product-led growth. Sandy emphasized the role of humans in maximizing the value of the product and discussed the creation of a community and AMA series by Pocus. 

Sandy shared her insights on transitioning from brand and category creation to pipeline generation and the importance of having mentors and advisors in her career. 

Topics

  • The Shift in Positioning to Meet the Market 
  • Learning Product Marketing through Guidance 
  • The Power of Naming and Branding 
  • Creating a Cult Following for Pocus 
  • Creating a Community for Go-to-Market Leaders 
  • Shifting Positioning to Revenue Data Platform
  • Transitioning to Revenue Focus 
  • Learning from Startup Experience
  • The Importance of Mentors and Advisors 

Listen to the Podcast:

Key Takeaways:

[00:01:01] The Shift in Positioning to Meet the Market 

Sandy discusses how their positioning had to adapt to meet the changing market and the iterative nature of product marketing.

[00:04:50] Learning Product Marketing through Guidance 

She talks about how her manager provided guidance on competitive analysis and encouraged her to dive deep into understanding competitors.

[00:14:06] The Power of Naming and Branding 

They talk about the importance of naming and branding in creating a category and building a community around product-led sales.

[00:18:35] Creating a Cult Following for Pocus 

They discuss how Pocus, a relatively small company, has created a cult following and a sense of pride among its customers.

[00:22:30] Creating a Community for Go-to-Market Leaders 

Discusses the motivation behind creating a community for go-to-market leaders to share ideas and best practices.

[00:31:09] Shifting Positioning to Revenue Data Platform

Customer feedback led to rethinking the product’s positioning, resulting in the shift to a revenue data platform.

[00:40:43] Transitioning to Revenue Pocus 

Shifting from brand and category creation to pipeline generation and revenue focus in marketing.

[00:47:59] Learning from Startup Experience 

The value of working for an early-stage startup is to learn how to build things and gain valuable experience.

[00:50:45] The Importance of Mentors and Advisors 

The speaker discusses the value of having mentors and advisors in their careers and how it has contributed to their growth.


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David Khim

David is co-founder and CEO of Omniscient Digital. He previously served as head of growth at People.ai and Fishtown Analytics, and before that was growth product manager at HubSpot where he worked on new user acquisition initiatives to scale the product-led go-to-market.