Carlota Pico recently sat down to speak with Kayleigh Thomas, EMEA regional marketing manager at KORE Wireless, an IoT enablement company. Kayleigh discussed her experience with marketing in the technology industry, what makes product launches fail and how we can learn from those failures. She also spoke about substitutes for physical networking events in the age of social distancing, and where to find inspiration within your own company.

You can watch the full conversation in the video above or on YouTube, listen to the podcast on Apple and Spotify, and read our recap below.

Key takeaways

  • There are three key aspects of successful product launches: know your product, know your audience and find the right kind of content to attract them. 
  • It’s important to create different types of content for people at different stages of the purchase cycle. Providing leads with too much information right away can be counterproductive and result in losing the sale.
  • There are a lot of different reasons why a product launch might fail, but one of the most common causes is that the content doesn’t clearly demonstrate the product’s benefit to the consumer.
  • Now that in-person events aren’t happening in the same way, professionals are much more receptive to targeted outreach on LinkedIn. It’s one of the few ways they’re able to connect with people from their industry. 
  • Your company likely has resources that you can utilize to find inspiration for content creation. It may be as simple as speaking to people from other departments and asking what kind of content they’d like to see.

Allowing people to collaborate and be part of a solution is a better way to deal with failure than shutting yourself off completely.

Rapid-fire recs

A professional role model who you admire?

I’ve worked with several superb leaders over the years, especially in tech, but there are some strong female leaders in this male-dominated industry that really stand out. I learned a lot from Sarah Tookey about business strategy, beyond just the marketing aspect. And Jessica Garrett really understands the power of demand generation and programmatic marketing.

A valuable resource or publication?

I read a lot of industry-specific publications like IoT Now and IoT Evolution World, but I also really like Marketing Week. It has a lot of interesting articles spanning the business and consumer world.

Your favorite app at the moment?

My personal favorite right now is Amazon Prime Video. While I’m walking the dog I like to listen to TV and films that I can’t always watch at home. But also Teams, of course—apps like this have really become the lifeblood of business communication this year.

Connect with Kayleigh and Carlota on LinkedIn.

This post was edited by Rishabh Agrawal, a freelance content creator based in Madrid.

For more insights into EMEA regional marketing:

Marketing in the world of water – Jérôme Logie, EMEA marketing manager at Pall Water

Maximize growth through ABM – Andreas Mosegaard Villumsen, EMEA marketing manager

The year of online events – Tiffany Mayne, EMEA head of marketing at GB Intelligence

To see the full transcript, click on page number 2 below.