Tracy
Evans
Partner at Open Strategy Partners GmbH
"Getting to fact-based product marketing in B2B tech"
"Getting to fact-based product marketing in B2B tech"
Wed May 21 - 6:10 AM EDT/New York (See in local time)
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05/21/2025 6:10 AM
05/21/2025 06:50 AM
America/New_York
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"Getting to fact-based product marketing in B2B tech"
#WTGC2025
"Getting to fact-based product marketing in B2B tech"
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"Getting to fact-based product marketing in B2B tech"
"Getting to fact-based product marketing in B2B tech"
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Session: Getting to fact-based product marketing in B2B tech
Communicating the value of complex technology can be as challenging as building it. In this session, we will show you a practical application of the "DIKW Pyramid" — Data, Information, Knowledge, Wisdom — to capture the technical truth of your product or service offering and turn it into compelling content and effective communication strategy.We'll go into actionable detail about applying DIKW to content:
1. DATA: Observe and collect an accurate library of product features.
2. INFORMATION: Connect the features, for example, in logical-functional groups, and describe their value to your target audience.
3. KNOWLEDGE: Add experience and expertise to the mix to distill the information into product positioning, messaging, and a base for content marketing planning.
4. WISDOM: Apply what you have learned to make decisions, answer questions about your product, or refine your roadmap. Prioritize topics, personas, and campaigns. Generate content ideas.
Join us for this informative session to learn how to create clear, compelling product communications that will resonate with your audience and lead to successful product adoption.
If you have a product or service offering or want one, come along! We can save you time and false starts, giving you a process to capture your offering's essence and turn it into great content and communication strategy.
Key Takeaways
- See a practical application of the "DIKW Pyramid" -- Data, Information, Knowledge, Wisdom applied to product marketing.
- Take away a process to capture your technical product's value proposition.
- Learn how to create clear, compelling product communications that will resonate with your audience and lead to successful product adoption.
Bio
Tracy Evans is a Partner at Open Strategy Partners, where she uses her deep background in marketing and business to map and define the problems, challenges, and needs of a given organization, person, target audience, or persona. Tracy has a talent for asking interesting questions and understanding other people’s perspectives and needs. Through this lens of genuine empathy and curiosity, she shapes organizations’ strategies, value propositions, and narratives into compelling digital marketing, which in turn creates the kind of authentic connections among stakeholders that drive further value creation. Tracy has an MBA from the Mannheim Business School and more than two decades years of strategic marketing, technology, and management experience, spanning classic enterprise environments and the digital startup scene, helping organizations connect their value propositions to their target audiences. She’s based in Cologne, Germany.