Procore Technologies

Procore Technologies Overview
Website: procore.com
Employees: 3000
Headquarters: Carpinteria, CA
Founded: 2003
About
The all-in-one construction management software built to help you finish quality projects—safely, on time, and within budget.
Insights from the Procore Technologies Product Marketing Team
Julie Vasquez
Julie Vasquez
Product Marketing Leader, Procore TechnologiesJune 22
When a company has a broad portfolio of products and serves multiple vertical markets, it is useful to have product marketers dedicated to reaching those audiences. This helps ensure resources are focused on under-represented audiences and that messaging is relevant to them so they clearly understand product benefits for their needs
Julie Vasquez
Julie Vasquez
Product Marketing Leader, Procore TechnologiesJune 22
The strategic marketing team could provide direction on where the business has the greatest growth potential: where there is a strong product-market fit and room to capture a greater share of demand. They may already have target growth numbers in place. Next, you’ll need to determine whether you can identify the industry for each customer segment in the customer relationship management (CRM) system (e.g. Salesforce) and track their progress through the pipeline. With this information, your marketing operations or analytics team can build dashboards to track progress over time.
Julie Vasquez
Julie Vasquez
Product Marketing Leader, Procore TechnologiesJune 22
Industry product marketers need to have a solid knowledge of the pain points and needs for the audience they serve and be able to translate product benefits into customer outcomes. They partner with product-focused solution marketers and campaign teams on go-to-market plans. However, their quarterly and annual plans are not as tightly coupled with product release cycles, but rather with industry events and outreaches targeting user personas and buying segments.
Julie Vasquez
Julie Vasquez
Product Marketing Leader, Procore TechnologiesJune 22
Industry Marketing is useful when a company has a wide portfolio of products or solutions that create value for a number of industry segments. The Industry (or Audience) Marketing team tells an integrated story about the outcomes that a set of solutions can deliver for that set of customers. When the sales organization is organized around customer segments, having Industry Marketing counterparts can be an effective way to make sure they get the right messaging for their prospective customers throughout the sales funnel.  
Julie Vasquez
Julie Vasquez
Product Marketing Leader, Procore TechnologiesJune 22
The most critical intersection of Industry Product Marketers and their Solution Marketing counterparts happens with product launches, re-launches, and major feature releases. This helps ensure that relevant use cases, positioning statements, and sales collateral are in place and that the teams coordinate sales enablement and campaign activities to get messaging to the right people. Solution Marketing teams own the messaging frameworks for each product and work closely with product teams as early as product discovery. Industry Product Marketers draw from a portfolio of products to build mess...
Zachary Reiss-Davis
Zachary Reiss-Davis
Head of Industry/Audience Marketing; Director of Product Marketing, Procore TechnologiesJuly 14
I've tackled this question a bit in other answers already, and I encourage you to check those out as well, but in essence -- industry marketing is one specialization in a mature product marketing organization, focused on key value propositions and message by industry. It's required when your ideal customer profile's needs, challenges, and the value that you can bring to their problems varies enough by industry that it's difficult to have "universal" positioning apply to each of your target industries.
Zachary Reiss-Davis
Zachary Reiss-Davis
Head of Industry/Audience Marketing; Director of Product Marketing, Procore TechnologiesJuly 14
First off, I think of both industry and solution marketing as specializations within product marketing; and there are cetainly successful companies that don't divide out their product marketing organization this way. The key distinction is the focus, and what the marketer needs to be a true expert in.  All product marketers, of course, need to "know" their products, solutions, buyers, and market and the key messages and value propositions of the union between each of those things. But in companies with mature industry marketing functions, part of the product marketing organization focuse...
Zachary Reiss-Davis
Zachary Reiss-Davis
Head of Industry/Audience Marketing; Director of Product Marketing, Procore TechnologiesJuly 14
Research has to be an ongoing, continual process -- if you aren't continually talking to market experts, customers, and prospects, you lose credibility both with your sales organization and with your product organization.  True standardization is less critical than repetition and at-bats, and building the muscles to produce high quality results quickly. If you can do that well, you'll have earned a seat that the product leadership table to influence roadmap because it won't be "so-and-so the product marketer said so", but "this specific market research said so, and here's five quotes ...
Zachary Reiss-Davis
Zachary Reiss-Davis
Head of Industry/Audience Marketing; Director of Product Marketing, Procore TechnologiesJuly 14
I don't think I can help you on the full assignment within the scope of an AMA; especially since the sub-question reads like the company probably is going to be using this question for other candidates in the future. However, here are a few tips for any take-home interview round like this: * If you're given the opportunity to ask follow-up questions, make sure you do so; one key part of the exercise is seeing how you learn and research. * Make sure you do your homework; know what the current messaging, positioning, audience, and content available is. * Spend the time to proofread ...
Zachary Reiss-Davis
Zachary Reiss-Davis
Head of Industry/Audience Marketing; Director of Product Marketing, Procore TechnologiesJuly 14
When industry marketing is working successfully, this question becames harder to answer because it is a core component of the product marketing organization, and so it's harder to tease apart. In general, pricing & packaging, win-loss analysis, competitive research, release marketing, product launches, and core assets such as pitch decks or demo videos tend to be the most industry (or audience) agnostic, while positioning and messaging needs to be divided out by industry, as does much of the partnership with demand generation organizations.  The best industry marketers could change de...
Procore Technologies Product Marketing Leaders
Zachary Reiss-Davis
Zachary Reiss-Davis
Head of Industry/Audience Marketing; Director of Product Marketing
Julie Vasquez
Julie Vasquez
Product Marketing Leader