AMA: Amperity Vice President, Product Marketing, Jason Perocho on Platform and Solutions Product Marketing
June 18 @ 10:00AM PT
View AMA Answers
How do you handle the tradeoff between addressing many needs for one vertical vs. addressing 1-2 needs for multiple verticals?
We are a B2B company with a horizontal platform considering vertical expansion, and trying to decide which new verticals to enter.
Amperity SVP, Head of Marketing • 1y
Verticalization is a strategy that horizontal platforms should postpone as long as possible to keep their TAM as large as possible for their next funding round or exit. I...
886 Views
3 requests
Amperity SVP, Head of Marketing • 1y
I think of messaging in terms of the marketing funnel. Top of Funnel - "The Brand Promise" is the highest level of your messaging. It is a concise, emotionally driven sta...
1081 Views
6 requests
Amperity SVP, Head of Marketing • 1y
Messaging should prioritize your product's greatest differentiated value. Start by identifying what parts of your platform customers use the most, then identify how that ...
501 Views
3 requests
Amperity SVP, Head of Marketing • 1y
Product Marketing: Product Marketing encapsulates your product's core positioning and messaging. It is the most concise definition of the pains, benefits, differentiation...
1492 Views
1 request
Amperity SVP, Head of Marketing • 1y
Product Marketing focuses primarily on product-centric benefits and outcomes. Product marketing tends to focus on one part of a wider solution. "The suspension provides t...
602 Views
4 requests
How does your platform and solutions PMMs collaborate with product-focused PMMs?
I'm the first product marketer focused on a specific industry across our entire platform while the majority of the team is focused on specific product(s) and/or sales segment.
Amperity SVP, Head of Marketing • 1y
Your messaging hierarchy should guide how product, platform, and solution messaging/PMMs fit together. Platform Messaging: Platform Messaging should serve as a framework ...
485 Views
2 requests
Amperity SVP, Head of Marketing • 1y
Great question! Here is where I would start and build up to: Platform Messaging: Platform should serve as a guide on how all of our products fit together. Messaging shoul...
627 Views
2 requests
Amperity SVP, Head of Marketing • 1y
You should have a full GTM funnel strategy for each of your ICPs. Top of Funnel: What's the industry trend that's forcing your ICP to adapt or change? These trends have t...
1552 Views
3 requests