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AMA: Procore Head of Industry/Audience Marketing; Director of Product Marketing, Zachary Reiss-Davis on Industry Marketing
July 14 @ 10:00AM PST
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Procore Head of Industry/Audience Marketing; Director of Product Marketing, Zachary Reiss-Davis on Industry Marketing
Top Questions
Zachary Reiss-Davis
Dusty Robotics Head of Marketing • July 14
Research has to be an ongoing, continual process -- if you aren't continually talking to market experts, customers, and prospects, you lose credibility both with your sales organization and with your product organization. True standardization is less critical than repetition and at-bats, and ......Read More
351 Views
1 request
Zachary Reiss-Davis
Dusty Robotics Head of Marketing • July 15
I love this question -- and it's actually one I ask candidates during my interview process as well, because the way that Product Marketing is measured overall varies widely across organizations. Right now, I think of it across these five areas: 1. Stakeholder alignment. This sounds "soft", ......Read More
421 Views
1 request
Zachary Reiss-Davis
Dusty Robotics Head of Marketing • July 14
When industry marketing is working successfully, this question becames harder to answer because it is a core component of the product marketing organization, and so it's harder to tease apart. In general, pricing & packaging, win-loss analysis, competitive research, release marketing, product ......Read More
542 Views
1 request
Zachary Reiss-Davis
Dusty Robotics Head of Marketing • July 14
This is really tricky to do well, and requires strong executive leadership and business operations support to pull off. Right now, at Procore, I work in an environment where our sales teams -- and thus revenue targets -- are set by our three primary segments, so I don't have this issue, but our P......Read More
347 Views
1 request
Zachary Reiss-Davis
Dusty Robotics Head of Marketing • July 14
All product marketers, no matter their focus area, need to understand both their product and their buyer -- but industry marketers tend to overindex on understanding the industry market, ICP, and Personas and the key messages that will resonate with them. In contract, more product-focused product......Read More
579 Views
1 request
Zachary Reiss-Davis
Dusty Robotics Head of Marketing • July 14
Every single company, starting on the very first day that the founders have an idea on a napkin, should think, and resource, industry-first. Surprising? Well, that's because early stage startups need to have an extremely narrow focus on their ideal customer, which tends to be within a single indu......Read More
410 Views
1 request
How would you approach this product marketing interview assignment?
I interviewed earlier this year and did well except for this assignment. I'm hoping to better prepare for similar situations. Here's the quest:
As mentioned, the next part of this process is to complete a brief assignment. The purpose of this assignment is just to see your methodology get some insight into your approach to tasks.
For this assignment, I'd like for you to create a high-level go-to-market plan and strategy for our flagship product our event marketing platform. Our company traditionally has targeted enterprise b2b companies.
I'd like you to come up with high-level messaging, define who the target audience is, and then detail your strategy for informing the market about our event platform and getting more leads. Please identify which channels you would use, and what you would need for this go-to-market launch. Please keep your response under 2 pages
Zachary Reiss-Davis
Dusty Robotics Head of Marketing • July 14
I don't think I can help you on the full assignment within the scope of an AMA; especially since the sub-question reads like the company probably is going to be using this question for other candidates in the future. However, here are a few tips for any take-home interview round like this: * If......Read More
1876 Views
4 requests
Zachary Reiss-Davis
Dusty Robotics Head of Marketing • July 14
I've tackled this question a bit in other answers already, and I encourage you to check those out as well, but in essence -- industry marketing is one specialization in a mature product marketing organization, focused on key value propositions and message by industry. It's required when your idea......Read More
776 Views
2 requests
Zachary Reiss-Davis
Dusty Robotics Head of Marketing • July 14
First off, I think of both industry and solution marketing as specializations within product marketing; and there are cetainly successful companies that don't divide out their product marketing organization this way. The key distinction is the focus, and what the marketer needs to be a true exper......Read More
703 Views
2 requests
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