MEDIA 7: Congratulations on being counted as one of the 'Top 100 Product Marketing Promoters 2020'! What inspired you to get involved in marketing?
COLLETTE JOHNSON: For me, it was all about the customer. Early in my career, I realized that getting organizations to adopt new technologies to drive their success was exciting, and that is what motivated me to do the marketing work. I really enjoy understanding people’s touch, learning what messages and accounts help them in decision making, and how to enable marketing success through the products we create. I really enjoy the learning you get in marketing and that everything you do is different as you are trying and iterating to the best customer results.
Volunteering is the key to helping people embrace jobs in product marketing and to understand the meaning of this service.

M7: What factors drew you to join Redgate Software? Please take us with you on your journey.
CJ: The main thing for me to join Redgate software was the value they place on marketing and how much it contributes to the success of the organization. I have partnered with an organization at an exciting stage of growth, which in product marketing poses many interesting challenges in terms of perspective, messaging, understanding the value of a new person and the complex interactions between stakeholders, and understanding the changing needs of our customers.

In the meantime, I have worked on data protection and confidentiality and I feel the mistakes we have made to our customers by setting up sites have been translated into people in their services and by a larger organization. This year, I will be working with our watch team and that brings a new challenge with what I am hoping to embrace. The important thing about Redgate every day is different and we are talking to our customers every day which gives a lot of power in marketing and I believe it makes it the best and most powerful marketing product.

M7: What is your marketing strategy, both customers and competitor looking?
CJ: The biggest market research is the key and something I believe is what makes good marketers. For me in both the consumer and the competitor, it is sure to be a mixture of organized and unplanned advice from across the market who may be consumers, valuable opinion managers, analysts. I also have effective research established when competitors are mentioned in PR etc. to make sure I have less intelligence I would like to do to strengthen our talents).

On top of that, for this, I talk to our customers every week to make sure we keep up with the upgrades. Recently, I have put Digital Mural sales, marketing and product to their knowledge when they find it, which we review weekly and decide which one to research - the best tool for subtle changes in the market or visual patterns so that we can quickly respond to the best in business.

Never give up. Marketing is a competitive environment and can be difficult to break. Get yourself a consultant to help you explore different areas of marketing and support you in gaining experience.
M7: What marketing strategies do you expect to use in 2021 and why?
CJ: The one I really look forward to is looking at the tough steps to make a decision in business and understanding how to bring success to these organizations. I enjoy understanding the needs of organizations but make sure that the key words of the stakeholders are heard and reflected in the marketing I create to ensure that as much success as possible is achieved by the portfolio of products I work on. This, then, needs to be translated into the whole organization to see the understanding and to be able to see progress with these groups and this is something I enjoy and the first response to this understanding is important to ensure long-term success.

M7: You also have a number of promises such as mentoring, teaching in the business section and taking podcasts as a Product Marketing Life. How do you keep a balance between work and other such bonds?
CJ: For me, those promises are the key to helping people accept jobs in product marketing and to understand what work involves and I am.