MarTech360 Interview With Inbar Yagur, Director of Content and Product Marketing at Lusha

“If you focus your strategy, and concentrate on doing a few specific things really really well, that’s the best driver of growth.”

Inbar, can you tell us about your professional background and your current role at Lusha.

I was formally trained in film directing at the American Film Institute Conservatory in Los Angeles, but quickly realized that I’d rather go for a more typical 9-to-5 and therefore moved into content marketing and product marketing. For the last 5 years I’ve been in marketing leadership, bringing 2 early-stage startups from Series A to Series B. I joined Lusha last year with the mission of building up the content marketing and product marketing organizations, to help support Lusha’s transition into a more sales-led motion to support the existing robust product-led business.

What sets Lusha apart from other sales intelligence platform?

Lusha excels in several areas. First – our data is accurate and reliable, as we use proprietary technology to build out our platform. This includes not only contact data but also a host of intelligent signals that allow teams to reach out and prioritize only the most relevant prospects.. Second – we are incredibly easy to use and onboard. This includes our integrations, that are way more seamless and easier to implement compared to other platforms. Third – we are the most compliant solution on the market, achieving the highest level of certification in GDPR, as well as CCPA and other security and compliance standards.

Storytelling is one of the oldest, yet most powerful communication tools we have as humans How can brands use storytelling to build brand awareness and increase its visibility, particularly in a crowded and competitive marketplace?

I think brands need to understand that they can’t talk about themselves. Instead, they need to address their prospects’ real pains, and make them the hero of the story. A lot of brands fall into the trap of “how it works” rather than the real issue – what’s in it for them. People need to understand how their day-to-day will transform because of your product. Not what specific piece of code or functionality is. To tell the right story you need to start by giving people real value. Help them tackle their day-to-day better. Become a trusted advisor. If you speak in value, if you aim to give it, that is what will help you stand out from everyone else.

Also Read: MarTech360 Interview With Kelly Patterson, EMEA Marketing Director at Integrate

How can businesses leverage online channels and platforms to effectively market and promote their products to a wider audience in today’s digital landscape?

Today’s landscape is so fragmented tha it’s easy to get lost. Do a lot of little stuff everywhere. I don’t think this is the right approach. If you focus your strategy, and concentrate on doing a few specific things really really well, that’s the best driver of growth. Pick 3 things, get them to a point where they’re working well and reliably and only need maintenance. Then move on to a new thing to drive growth.

What are some of the essential variables for marketers to consider when choosing and using AI-powered marketing tools and platforms?

I think AI is already transforming the way we do business. However, it’s important for marketers to understand that for now, AI cannot replace, it can only enhance marketing efforts.

Using tools like ChatGPT can be a huge boon for marketers and can help accelerate workflows. But it cannot replace original, unique thoughts and ideas. If you ask a tool like ChatGPT to generate an article, say, “The top 5 tips for writing a great resume”, what it will do is regurgitate the most common knowledge out there. It won’t innovate, it won’t enlighten.

At the end of the day there are still humans on the other end of that screen, and they can spot mediocrity from a mile away. It’s easy to get complacent and lazy, but you risk becoming another blip in a crowd full of them.

What advice would you give to other marketing leaders which helped you personally?

If you’re afraid of it, you should probably do it. I’ve often felt intimidated by new efforts or dealing with new tools or unfamiliar challenges. When I feel that way I take a step back and examine why this is. Most of the time it’s just because it’s something new I’ve never tried. If it has the potential to bring value to the organization, it’s my responsibility to learn it and get over that fear. 9 times out of 10, I become a better marketer because of it and bring better results. And 10 times out of 10 I learn something new.

What is the biggest problem you or your team is solving this year?

Our biggest challenge this year was adding a new layer of decision-making personas to our marketing strategy. This has resulted in a huge pivot in our strategy, from what keywords to target to how to design our homepage. It’s still a work in progress, especially during this economic downturn, but I think we’re making good progress and getting great results. We’re 3 months into the process and we’re already seeing growth on almost every metric.

Is there anything that you’re currently reading, or any favorite books, that you’d Recommend?

I try to keep my reading light, so I don’t do much in terms of non-fiction. In fiction, “Project Hail Mary” by Andy Weir is absolutely fantastic.

Thanks Inbar!