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Julie Vasquez

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

June 23, 2022 @ 10:00AM PT

View AMA Answers

  1. Which product marketing responsibilities should be centralized, and what should industry product marketers own?

    Julie Vasquez
    Julie Vasquez

    Motive Product Marketing Lead • 4y

    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 coordinate sales enablement and campaign activities to get messaging to the right people. Solution Marketing teams own the messaging frameworks for each product and work closely with product teams as early ...Read More

    1,009 Views
    3 requests

  2. 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 • 4y

    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 quarterly and annual plans are not as tightly coupled with product release cycles, but rather with industry events and outreaches targeting user personas and buying segments.

    780 Views
    2 requests

  3. 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 • 4y

    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 can identify the industry for each customer segment in the customer relationship management (CRM) system (e.g. Salesforce) and track their progress through the pipeline. With this information, your marke ...Read More

    454 Views
    2 requests

  4. 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 • 4y

    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 understand product benefits for their needs

    792 Views
    2 requests

  5. 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 • 4y

    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 the sales organization is organized around customer segments, having Industry Marketing counterparts can be an effective way to make sure they get the right messaging for their prospective customers thr ...Read More

    701 Views
    3 requests