AMA: Motive Head Of Industry Marketing, Sina Falaki on Industry Product Marketing
June 16 @ 10:00AM PT
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AlphaSense Senior Director, Solution Marketing | Formerly Procore, Motive • 4y
Product based differentiton is gone. Get rid of the problem - solution approach. Brand differentiation is now key. A company story should align to the buyer: Show the in...
2116 Views
3 requests
AlphaSense Senior Director, Solution Marketing | Formerly Procore, Motive • 4y
In the early stages, as teams are starting to get built - trust and dividing responsibilites is the biggest factor in ensuring alignment, especially between PMM's and PM'...
1311 Views
2 requests
AlphaSense Senior Director, Solution Marketing | Formerly Procore, Motive • 4y
Product Marketing and Industry Marketing should both own: Deep category knowledge: ICPs, personas, and competitive Pitch deck, demo script, demo video, customer stories...
790 Views
2 requests
AlphaSense Senior Director, Solution Marketing | Formerly Procore, Motive • 4y
A company that has multiple products, different buyers, and leans towards vertical SaaS needs solution oriented messaging in order to speak to the aspiration of the buyer...
623 Views
2 requests
AlphaSense Senior Director, Solution Marketing | Formerly Procore, Motive • 4y
Storytelling, bringing the customer vision to life, and having a wide variety of skillsets (I always love ex-entrepreneurs) is vital for an industry marketer to be except...
771 Views
2 requests
AlphaSense Senior Director, Solution Marketing | Formerly Procore, Motive • 4y
In a proper program, Industry Marketing & Campaigns have joint ownership of communicating the right messages, in the right channels, at the right time, in order to bu...
525 Views
2 requests
AlphaSense Senior Director, Solution Marketing | Formerly Procore, Motive • 4y
As an industry marketer I am mostly concerned around the sales cycle, ASP, win rate, content performance, and rep productivity. Good enablement, marketing, and content, s...
1255 Views
2 requests
AlphaSense Senior Director, Solution Marketing | Formerly Procore, Motive • 4y
You must first: Identify overall approach for alignment with brand and company priorities Identify primary target segments for programs Determine program-specific messa...
584 Views
3 requests
AlphaSense Senior Director, Solution Marketing | Formerly Procore, Motive • 4y
Industry KPIs should encompass sales and marketing performance. Sales and marketing teams need alignment on pipeline, revenue goals, and rep productivity. In many inst...
412 Views
3 requests
AlphaSense Senior Director, Solution Marketing | Formerly Procore, Motive • 4y
Most organizations do not properly understand solution and industry marketing - mainly because it is different from how the company currently operates. Industry marketing...
722 Views
2 requests
AlphaSense Senior Director, Solution Marketing | Formerly Procore, Motive • 4y
A firm grasp on the market, understanding sales, empathy, great copywriting, amazing storytelling, understanding of campaign operations, an entreprenurial spirit, and lea...
663 Views
2 requests
AlphaSense Senior Director, Solution Marketing | Formerly Procore, Motive • 4y
The focus should always be on the needs and wants of the customer. Storytelling needs to be at the center and strategy should be based on customer problems and marketing ...
447 Views
2 requests
AlphaSense Senior Director, Solution Marketing | Formerly Procore, Motive • 4y
Always remember - be a storyteller and understand your customer through and through. Highly recommend Aaron Sorkins masterclass on screenwriting, it gives a fantastic fra...
679 Views
3 requests