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AMA: Motive Head Of Industry Marketing, Sina Falaki on Industry Product Marketing
June 16 @ 10:00AM PST
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Motive Head Of Industry Marketing, Sina Falaki on Industry Product Marketing
Top Questions
Sina Falaki
Motive Head of Global Product Marketing • June 17
You must first: * Identify overall approach for alignment with brand and company priorities * Identify primary target segments for programs * Determine program-specific messaging * Communicate plans to stakeholders From there an Industry marketer must then define: * New market opportunit......Read More
422 Views
3 requests
Sina Falaki
Motive Head of Global Product Marketing • June 17
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 build pipeline and win NARR. I say this as a preface because Industry and Campaign leadership should work together to: * Establish......Read More
420 Views
2 requests
Sina Falaki
Motive Head of Global Product Marketing • June 17
A firm grasp on the market, understanding sales, empathy, great copywriting, amazing storytelling, understanding of campaign operations, an entreprenurial spirit, and leading with solution marketing is key to being a succesful industry marketer. In my opinion, a great marketer is an ex-salesm......Read More
530 Views
2 requests
Sina Falaki
Motive Head of Global Product Marketing • June 17
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, should shorten sales cycles and drive how things are leveraged ie case studies, whitepapers, solution briefs, and blogs. Of......Read More
520 Views
2 requests
Sina Falaki
Motive Head of Global Product Marketing • June 17
Always remember - be a storyteller and understand your customer through and through. Highly recommend Aaron Sorkins masterclass on screenwriting, it gives a fantastic framework for storytelling. I typically read and listen to thought leaders that are customer centric, almost to a fanatic sense......Read More
538 Views
2 requests
Sina Falaki
Motive Head of Global Product Marketing • June 16
Product Marketing and Industry Marketing should both own: * Deep category knowledge: ICPs, personas, and competitive * Pitch deck, demo script, demo video, customer stories/heros, campaign messaging * Voice of the market * Competitive insights * Win/loss * Inputs on Pricing & P......Read More
604 Views
2 requests
Sina Falaki
Motive Head of Global Product Marketing • June 17
Industry KPIs should encompass sales and marketing performance. Sales and marketing teams need alignment on pipeline, revenue goals, and rep productivity. In many instances, when a proper solution marketing team is created, KPIs should encompass market penetration and sales performance. Even......Read More
364 Views
3 requests
Sina Falaki
Motive Head of Global Product Marketing • June 16
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 exceptional. The industry marketers job is to bring the buyers vision front and center. A key difference here is that product mar......Read More
530 Views
2 requests
Sina Falaki
Motive Head of Global Product Marketing • June 17
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 should align to the solution. Industry based marketing should be a priority once product market fit has been established ac......Read More
406 Views
2 requests
Sina Falaki
Motive Head of Global Product Marketing • June 16
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. In this case, industry marketing is a priority to build. When you speak to value and pain of the buyer vs product centricity ......Read More
438 Views
2 requests
Sina Falaki
Motive Head of Global Product Marketing • June 17
Most organizations do not properly understand solution and industry marketing - mainly because it is different from how the company currently operates. Industry marketing requires a different GTM approach than a product focused company. Some companies may benefit from having a product, solution, ......Read More
467 Views
2 requests
Sina Falaki
Motive Head of Global Product Marketing • June 17
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's. How do you build trust and clearly divide responsibilities? Communicate and clarify your end goals. Align on goals -......Read More
785 Views
2 requests
Sina Falaki
Motive Head of Global Product Marketing • June 17
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 industry trend and market shift * Talk about the threat * Story the dream The journey is constantly evolving and changing, ......Read More
1318 Views
3 requests
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