Four Things I Want To Clear Up About YO! Marketing®

Four Things I Want To Clear Up About YO! Marketing®

Why We Are Here


Five years ago, I couldn’t imagine YO! Marketing ®. I had a few clues about how I might make a difference to the market performance of engineering ideas. I was surrounded by great ideas that needed a little something more to translate to sustainable revenue streams.

One clue was my ability to translate complex ideas into simpler terms, drawing out deeper insights. I was an engineer with a desire to go out and meet customers. I research what the market needs and successfully position market solutions. The translation of ideas into marketable terms is my passion. I am not your typical engineer. Neither am I your typical marketer. Hence, YO! Marketing ®.

Where We Add Value


At YO! Marketing ®, I’m particularly interested in business-to-business marketing of complex solutions (products and services) in a global market heavily influenced by technology drivers. Within these markets, it is crucial to:

(1) Monitor and keep ahead of industry peers
(2) Understand (and anticipate) the needs of customers
(3) Involve customers in product development
(4) Ensure that you have the technological capabilities to provide future products. Such capabilities are not built in a day or even a year.

For instance, the ability to provide a subsea pipeline that can operate in 3,000m of water, under high pressure and high temperature could take several years. You’d need to build, test, get qualified and bring to market. If your customers will need this in three years, you need to have already started the R&D work! Similarly, gaining insight into your competitors’ commercial situation and factory loading outlook could mean a competitive advantage for you when bidding time comes. Hence, YO! Marketing ® strives to operate at the intersection of marketing, product management and commercial strategy, our sweet spot.

What We Do

There are a number of tools for analysing the market. But at the forefront, you will find product or market positioning. What problem does your solution solve for your customers? And then there is market intelligence, which should be a constant stream of monitoring and updating. Ideally, delivered to your management team on a regular basis. This is a great way to keep abreast with movements in the market. And also how your solution (product or service) captures the market. The lack of such intelligence, and more importantly, not taking action on vital market movements could be tragic for business.

Think Nokia. Great product (I still have 2 Nokia phones, solid). But the company ignored market movements and customer behaviours, thus losing market share that was once 40% globally.

Once you have a product position and market intelligence, other activities follow such as a commercial strategy, branding and tactics for spreading your relevant messages e.g on social media. I’m a fan of employee social media advocacy. It’s not easy to relinquish power to employees to share content online. But with the right training, content and trust, a company can amplify brand reach a hundred fold. Furthermore, recent research shows that 78% of companies achieve increased brand visibility through employee advocacy. Another survey of 875 engineers reveals that 42% of engineers get information from social media, second only to a company’s website where 57% get information.

Who We Collaborate With

I often hear marketing criticised for being vague and wishy-washy. Sometimes, it can appear so. Marketing can be a parallel universe, failing to impact on the real business issues on the ground. At YO! Marketing®, we are all about collaboration for smarter marketing management. Product positioning needs to be aligned with R&D, Commercial, Business Development and Sales.

Employee Advocacy has to involve Communications, Social Media and even HR functions in order to ensure an effective onboarding process, ongoing content production and employee engagement.

© All illustrations are the creation of Yekemi Otaru of YO! Marketing ® and must not be copied or distributed without prior permission from the creator

Yekemi Otaru is Managing Director of YO! Marketing Limited, a B2B marketing agency with combined experience in engineering and marketing roles. Recently named as one of 40 Under 40 by Scottish Business News, she is a published author and has contributed to business innovation in Scotland in roles at Schlumberger, GE Oil & Gas and Lloyd’s Register. She particularly adds value when there’s a blank sheet of paper so she’s the one to call when you’re not sure where to start.

This post was initially published on LinkedIn on 17th September 2016

Scotland’s 40 Under 40: Yekemi Otaru Makes the List

Scotland’s 40 Under 40: Yekemi Otaru Makes the List

Scotland’s 40 Under 40

Yekemi Otaru joins 39 other business innovators included in the Scotland’s 40 Under 40 list for 2016. She is Managing Director at YO! Marketing Limited. She is also a second year part-time DBA student with the Department of Marketing at Strathclyde Business School.

On hearing the news, Yekemi noted, “I’m totally honoured to have made the Scotland’s 40 Under 40 list with a host of awesome achievers.”

Before YO! Marketing

Yekemi worked in software-related engineering roles for five years. She then moved into senior marketing roles because she saw an opportunity to translate complex engineering ideas into ideas that senior managers can buy into.

She won several internal awards for her leadership, creativity and passion for sharing knowledge with her peers. Yekemi led strategic marketing for the flexible pipes business at GE, providing customer, competitor and market intelligence which was vital for developing business’ product line strategy.

Published Author

Yekemi recently became a published author with her first book, ‘The Smart Sceptic’s Guide to Social Media in Organisations’ (Rethink Press 2016). She based the book on research she conducted between 2012 and 2015. She interviewed marketing experts from companies like IBM, Dell, GE, SAS and EMC as part of her research. The result was a three-step framework for implementing social media programmes with employee participation. The book entered Top 100 in five categories on Amazon UK during its launch in February 2016. The book continues to rank well in the Social Networks (Kindle) and Web Marketing (Paperback) category.

Most recently, Yekemi drew on her research into social media to led the implementation of the company’s first employee social media advocacy programme. Starting with 30 employees, the initial pilot was successful. Website traffic increasing by 15% and several sales leads generated just a few weeks into the programme. Plans are in place to roll out the programme to up to 100 employees across all Lloyd’s Register.

Now and The Future

Yekemi is now a B2B marketing consultant, working with mostly with engineering and advanced manufacturing firms.

Along with her Bachelors & Masters degrees in Chemical and Petroleum Engineering, Yekemi has an MBA (Distinction) from Henley Business School, Reading. At the business school, she is researching the conditions for positive market outcomes in digital innovation. She plans to develop an offering to support digital innovation in various industry sector.

Pin It on Pinterest