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Indy Sen

AMA: Canva Ecosystem Marketing Leader, Indy Sen on Platform Product Marketing

December 21 @ 10:00AM PST
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Canva Ecosystem Marketing Leader, Indy Sen on Platform Product Marketing
Top Questions
If you're a B2B company with a horizontal platform considering vertical expansion, how would you structure your approach for deciding what new vertical(s) to enter into? More specifically, how do you handle the tradeoff of addressing many/most of the needs for a specific vertical vs. only addressing 1-2 needs for multiple verticals?
Indy Sen
Indy Sen
Canva Ecosystem Marketing Leader • December 21
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 right is not always easy, but when you have the right structure and offerings, the work across other opportunities is very repeat......Read More
1212 Views
1 request
When your platform does many things, how do you prioritize your messaging hierarchy?
Indy Sen
Indy Sen
Canva Ecosystem Marketing Leader • December 21
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 to rattle off features and benefits across your platform offerings and cater to every use case, having those all ladder up to......Read More
910 Views
2 requests
How does Sales Enablement change when you go from selling a product to selling a platform?
Indy Sen
Indy Sen
Canva Ecosystem Marketing Leader • December 21
Two things need to happen when you make that shift from a sales enablement perspective. 1. You need to change your narrative from a product to platform narrative 2. You may need to up-level your sales team and heuristics by bringing on people who are comfortable making the jump to solut......Read More
947 Views
1 request
What internal messaging efforts have helped you shift your company's mindset from a product company to a solutions or platform company? What worked the best? What mistakes did you make?
Indy Sen
Indy Sen
Canva Ecosystem Marketing Leader • December 21
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 be sure, there was a combination of go-to-marketing strategy and storytelling we needed to bring to the table, but it was abov......Read More
847 Views
2 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.
Indy Sen
Indy Sen
Canva Ecosystem Marketing Leader • December 21
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 right, should be like an API across your organization. Same goes with your PMM organization. The more you can optimize for info......Read More
1202 Views
2 requests