DDMB Event Recap: Mastering Your Brand, Pricing & Negotiation
No FOMO! Catch Up on all conversations at the event.
Yesterday’s first-ever DDMB Virtual Event was an incredible experience! According to our analytics, 106 people attended, and I’m excited to bring the experience back to you.
If you missed it, don’t worry, this is your ultimate guide to everything that was discussed. I’ve put together a detailed, in-depth recap, ensuring you don’t miss any of the invaluable insights shared by our expert speakers.
This event was carefully designed to empower marketers at all levels, with a special focus on helping newcomers build a strong foundation for success. Dive in and catch up on everything you need to know!
You can skip this and rewatch the live event if you'd rather experience it firsthand.
The Event's Core Principles:
The DDMB Virtual Event was structured around three core topics, each delivered by a distinguished expert in their respective field. These topics represent the essential building blocks for mastering digital marketing:
Mastering the Art of the Marketing Interview: Understanding the nuances of interviews and how to excel in them.
Deeply Understanding Your Target Audience: Discovering who your ideal customer is and how to communicate with them.
Confidently Negotiating Your Worth: Learning to recognize your value and secure appropriate compensation.
Let's delve into each sessions.
Mastering the Marketing Interview with Elizabeth Monier-Williams:
Elizabeth, a seasoned fractional marketing leader and career strategist, demystified the intricacies of marketing interviews. She explained that interviews are more than just answering questions; they are about forging genuine connections, demonstrating coherence in your professional story, building trust, and establishing rapport with the interviewer.
Key Takeaways from Elizabeth's Session
Conduct Strategic Pre-Interview Research: Explore the company’s website, recent news, industry trends, and strategic initiatives. This shows genuine interest and helps you ask insightful questions.
Use Evidence-Based Storytelling: Support your claims with concrete proof; quantifiable data, specific examples, and measurable results. Instead of saying, "I improved social media engagement," say, "I increased engagement by 30% in 90 days through targeted campaigns."
Craft a Compelling Narrative: Structure your responses using the STAR method (Situation, Task, Action, Result) to ensure clarity and conciseness, making your contributions easy to understand.
Build a Strong Portfolio: Showcase your best work through a well-curated portfolio. Platforms like Canva, Google Slides, or personal websites serve as a visual “trophy case” of your achievements.
Rehearse for Interviews: Practice your responses to common questions to boost confidence, refine articulation, and manage emotions. Rehearsing helps you control your "interview faucet" to prevent unintended emotions from surfacing.
Strategic Name-Dropping: If confidentiality allows, reference well-known brands you’ve worked with. If not, describe the industry and project scale (e.g., "Led a campaign for a major North American transportation company"). This adds credibility while maintaining discretion.
Leverage AI for Research (with Caution): Use tools like Perplexity AI for research but always verify the accuracy of AI-generated information.
Set Google Alerts for the Company: Stay updated on recent news and developments to be well-prepared for interview discussions.
Check Online Reviews: Platforms like Glassdoor and Yelp offer insights into company reputation and employee experiences, helping you assess company culture and potential challenges.
Network for Insider Insights: Reach out to LinkedIn connections who are familiar with your interviewers or the company for valuable insider perspectives.
Understand Cultural Contexts: If interviewing in a different cultural environment, research popular cultural references (TV shows, books, traditions) to improve communication and avoid misunderstandings.
Understanding and Speaking to Your Target Audience with
Falobi:
Lade, the creator of the ‘’ newsletter and Head of Marketing at Social Kit, provided a comprehensive guide to target audience mastery. She explained that your target audience is the foundation of all marketing decisions.Key Takeaways from Lade's Session
Defining Your Ideal Customer Profile (ICP): Identify the customer who derives the most value from your offering and, in turn, provides the most value to your business. Not every customer is your ideal customer.
Conducting Comprehensive User Research: Combine qualitative research (in-depth interviews for deep insights) with quantitative research (surveys to validate findings at scale) to understand your audience thoroughly.
Segmenting and Prioritizing Your Audience: Categorize potential customers and rank them based on:
Urgency: Their immediate need for a solution.
Willingness: Their readiness to pay for a solution.
Ability: Their capacity to solve the problem independently.
Creating Detailed Buyer Personas: Build fictional yet detailed representations of your ideal customers, focusing on psychographics (motivations, challenges, and aspirations) alongside demographics for deeper audience insights.
Crafting a Strong Value Proposition & Market Positioning: Clearly define the unique benefits you offer and strategically position yourself in the market to stand out from competitors.
Adapting Your Messaging to Your Audience: Customize your communication to align with your target audience’s personality, aspirations, and preferences. Lade introduced brand archetypes as a framework for refining messaging.
Establishing a Consistent Brand Voice & Tone: Develop a brand voice (your brand’s personality) and adapt its tone (how it varies across different contexts) to connect effectively with your audience.
Negotiating Your Worth as a Marketing Professional with Ladi Ogunseye:
, a highly experienced marketing professional, tackled the crucial subject of negotiation. He shared his personal journey and addressed the widespread issue of marketers, especially newcomers, underpricing themselves due to imposter syndrome and fear of rejection.Key Takeaways from Ladi's Session
Proactively Build and Showcase Your Value: Continuously develop new skills, gain diverse experiences, and document your achievements. This not only boosts confidence but also serves as tangible proof of your worth.
Understand Pricing Strategies: Learn different pricing models, including:
Loss Leading: Taking a strategic pay cut for long-term gain.
Long-Term Profit: Investing in experience for future financial rewards.
Instant Gratification: Prioritizing immediate salary increases.
Delayed Gratification: Laying the groundwork for higher earnings over time.
Master Negotiation: Treat negotiation as a given. The first offer is rarely the best, confidently advocate for the compensation you deserve.
Overcome Imposter Syndrome: Identify and challenge self-doubt. Recognize your value and trust in your abilities.
Gather Strategic Information: Research salary benchmarks, company budgets, and competitor compensation to strengthen your negotiation approach.
Apply Cost Markup in Freelancing: Implement pricing strategies to ensure profitability in freelance work.
Challenge the Initial Offer: Be ready to negotiate, employers expect it.
Recurring Themes and Essential Advice :
Throughout the event, several crucial themes recurred, underscoring their significance:
The Power of Documented Achievements ("Receipts"): Keep a detailed record of your accomplishments and quantify your impact whenever possible. Concrete evidence strengthens your credibility and reinforces your value.
Emotional Intelligence in Interviews – Stay mindful of your emotions during interviews. Practice emotional control to ensure you project confidence and professionalism without allowing negativity to seep through.
Commitment to Continuous Learning – The digital marketing landscape is constantly evolving. Maintain a growth mindset and invest in ongoing professional development to stay competitive and relevant.
The Importance of Networking – Build and nurture professional relationships. A strong network can provide valuable insights, opportunities, and career support over time.
Tailoring Your Approach – Adapt your strategies to fit the unique needs and expectations of each situation. Demonstrating flexibility and professionalism makes a lasting impression.
If you were at the event, I would love you to share your experience:
Top Read:
My Love Note To You!
You may have been caught up with work, Valentine’s Day campaigns, and everything in between, but I just wanted to take a moment to remind you; you are truly valued 💖!
Book Excerpt
Purple Cow by Seth Godin
Targeting the Right Audience: Lessons from Purple Cow
One of the biggest mistakes marketers make is trying to appeal to everyone. Seth Godin’s Purple Cow challenges this by showing why brands should focus on the right audience, not the biggest one.
The excerpt highlights a bank that found only 10% of its customers used online banking daily, while the rest used it once a month. At first, this seemed like a niche group. But further analysis revealed that these 10% accounted for 70% of the bank’s total deposits, meaning they weren’t just a small group; they were the most valuable customers.
This aligns perfectly with Lade’s insights on targeting the right audience instead of casting a wide net. Here’s what we can take away from it:
Key Takeaways for Marketers
Not All Customers Are Equal → A small but engaged audience can drive the most value. Focus on them.
Prioritize High-Value Customers → Don’t market to everyone—market to those who matter.
Leverage Early Adopters → These people try new things first and spread the word. They drive growth.
Ignore the Mass Market → Your brand isn’t for everyone. Be clear on who you’re targeting.
Targeting Right Creates Competitive Advantage → While others chase the masses, you attract loyal and profitable customers.
Bottom Line
Effective marketing isn’t about being everything to everyone, it’s about being essential to the right people.
Want to refine your audience strategy? Start by identifying your most engaged, high-value customers and go all in on them.
Meme of The Week
Planning Your Marketing Career
Planning Your Marketing Career is a practical guide for aspiring and early-career marketers. It covers key topics like choosing a marketing path, essential skills, job search strategies, networking, and personal branding.
Why You Need This Book:
Clear Career Direction – Helps you navigate different marketing fields.
Practical & Actionable – Step-by-step advice, no fluff.
Expert Insights – Written by Success Lawal, a seasoned marketing professional.
Perfect for Beginners & Career Changers – Gives you the tools to break into marketing and grow.
If you're serious about building a marketing career, this book is your roadmap!
See You Next Thursday at 13:00 WAT
Best,
Success Lawal
Your Marketing Buddy.
Hi nice to meet you.