Today, we are joined by Oluwatoyin Mohammed, a versatile Tech Product Marketing professional whose journey spans journalism, media partnerships, and brand strategy. From driving viral campaigns to launching groundbreaking tech products, Oluwatoyin is an innovator shaping the future of marketing. Let’s delve into his inspiring journey and insights.
Interviewer (IV): Can you share your journey from journalism to tech product marketing?
Oluwatoyin: I started my career as a journalist, which was mainly how I honed my storytelling and communication skills. I worked in that capacity for a few years, first with Daily Trust Newspapers in Abuja, Nigeria as well as with Business Insider Africa. The eventual transition to marketing was quite accidental, but it was always bound to happen. Transitioning to marketing allowed me to combine my creative skills with strategic thinking, which has then led to me driving impactful campaigns for various innovative tech products.
IV: What has been your most rewarding marketing campaign, and why?
Oluwatoyin: The launch of Immigration Question, a platform that connects Immigration Attorneys with undocumented immigrants in the United States was particularly rewarding. The marketing efforts employed have seen me drive well over 100,000 leads to the platform while addressing a pressing need in immigration law.
IV: What unique challenges do tech products face in emerging markets?
Oluwatoyin: Tech products often face challenges like limited digital literacy as well as infrastructure gaps. Overcoming these requires tailoring campaigns to local realities while successfully educating the audience.
IV: How do you create a go-to-market strategy for a new product?
Oluwatoyin: My process is a pretty extensive one but to make it as concise as possible, I start by understanding the audience’s needs, ensuring the product-market fit, and building a narrative highlighting the product’s value. Data and creativity guide each step of the process.
IV: Can you share an example of a media partnership that made a significant impact?
Oluwatoyin: Partnering with Business Insider Africa enabled us to position tech products, especially B2B products in front of an influential audience, creating credibility and amplifying brand reach.
IV: What role does storytelling play in tech marketing?
Oluwatoyin: Technology is a complex concept. Storytelling humanizes and simplifies the concept of technology. By connecting a product to everyday experiences, we create an emotional resonance that drives adoption and loyalty.
IV: How do you balance traditional and digital media in your campaigns?
Oluwatoyin: Each medium has its strengths. Traditional media builds broad awareness, while digital offers precision targeting. Combining them ensures maximum impact, which is what I do most of the time.
IV: What advice would you give to someone transitioning to tech marketing?
Oluwatoyin: I’d say leverage your existing skills while staying open to learning and exploring. Tech marketing demands adaptability, curiosity, and a deep understanding of both your product and the audience.
IV: What tools and technologies do you rely on for successful campaigns?
Oluwatoyin: Google Analytics for data insights, Canva and Figma for my visual designs, and Figma yet again for UX. These tools streamline processes and enhance collaboration. I have had to dip my hands into Power BI to visualize and report marketing data in recent times too.
IV: How has your journalism background influenced your marketing approach?
Oluwatoyin: Journalism mainly taught me to distill complex information into relatable stories. This skill has helped me a lot in creating campaigns that resonate across diverse audiences.
IV: What trends do you see shaping the future of product marketing?
Oluwatoyin: Artificial Intelligence (AI) and predictive analytics have already started playing key roles, and I see this being a thing well into the future. Personalization and immersive experiences, like Alternate Reality (AR) and Virtual Reality (VR), are also set to redefine consumer engagement.
IV: What keeps you motivated in such a dynamic field?
Oluwatoyin: I am big on creating! I even have my tech product on the way, but it’s still in its developmental stage. The opportunity to create and innovate is what keeps me motivated. Each marketing campaign is a chance to connect people to solutions and make a meaningful impact.
