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Julie Vasquez

AMA: Procore Technologies Product Marketing Leader, Julie Vasquez on Industry Product Marketing

June 23 @ 10:00AM PST
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Procore Technologies Product Marketing Leader, Julie Vasquez on Industry Product Marketing
Top Questions
Which product marketing responsibilities should be centralized, and what should industry product marketers own?
Julie Vasquez
Julie Vasquez
Motive Product Marketing Lead • June 23
The most critical intersection of Industry Product Marketers and their Solution Marketing counterparts happens with product launches, re-launches, and major feature releases. This helps ensure that relevant use cases, positioning statements, and sales collateral are in place and that the teams co......Read More
606 Views
3 requests
How do you set revenue targets for your industry that you're focused on when the sales team's quota isn't tied to your industry?
Julie Vasquez
Julie Vasquez
Motive Product Marketing Lead • June 23
The strategic marketing team could provide direction on where the business has the greatest growth potential: where there is a strong product-market fit and room to capture a greater share of demand. They may already have target growth numbers in place. Next, you’ll need to determine whether you ......Read More
309 Views
2 requests
What does an industry product marketing manager need to be exceptional at compared to product marketing manager?
Julie Vasquez
Julie Vasquez
Motive Product Marketing Lead • June 23
Industry product marketers need to have a solid knowledge of the pain points and needs for the audience they serve and be able to translate product benefits into customer outcomes. They partner with product-focused solution marketers and campaign teams on go-to-market plans. However, their quarte......Read More
464 Views
2 requests
When or why should a product marketing function carve out an industry marketing role vs just have traditional product marketing run this?
Julie Vasquez
Julie Vasquez
Motive Product Marketing Lead • June 23
Industry Marketing is useful when a company has a wide portfolio of products or solutions that create value for a number of industry segments. The Industry (or Audience) Marketing team tells an integrated story about the outcomes that a set of solutions can deliver for that set of customers. When......Read More
498 Views
3 requests
In practice, how does industry marketing and solutions marketing look different from product marketing? Doesn't product marketing have to message to industries and solutions already?
Julie Vasquez
Julie Vasquez
Motive Product Marketing Lead • June 23
When a company has a broad portfolio of products and serves multiple vertical markets, it is useful to have product marketers dedicated to reaching those audiences. This helps ensure resources are focused on under-represented audiences and that messaging is relevant to them so they clearly unders......Read More
500 Views
2 requests