AMA: Canva Ecosystem Marketing Leader, Indy Sen on Platform Product Marketing
December 21 @ 10:00AM PT
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What a great question, and having seen this shift happen at a few companies, I don't think it was necessarily just a messaging effort that caused the mindset to shift. To...
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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.
Great question, and always exciting to be at a juncture where you're considering expanding your GTM to address specific verticals and opportunities. Getting a vertical ri...
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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.
Think of your PMM team as an interface to the organizations they serve. Your org structure can vary from company to company, but I've often said that messaging, if done r...
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Two things need to happen when you make that shift from a sales enablement perspective. You need to change your narrative from a product to platform narrativeYou may need...
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My recommendation in those instances is to start by developing a messaging hierarchy across your overarching offering story and expand it from there. As tempting as it is...
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