AMA: Snowflake Product Marketing Lead-Retail & Consumer Goods, Kelly Xu on Industry Product Marketing

August 14 @ 10:00AM PT

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How to fine tune an industry pitch to a prospect within that specific industry?

For e.g. I have a pitch of retail but want to personalize it for Walmart. How should I go about doing that ...

Kelly Xu•

Glean Head of Industry Marketing | Formerly Docusign • 1y

I would start with learning more about the account. What are their company priorities and key initiatives? What personas are you meeting with and what are the pain points...

1642 Views

3 requests

When does it make sense to lean into a dedicated vertical or industry marketing function? And once you decide, how do you get it off the ground?

Kelly Xu•

Glean Head of Industry Marketing | Formerly Docusign • 1y

There are multiple criteria to decide whether a dedicated industry marketing resource is needed. First, does this vertical need distinct, industry specific messaging and ...

1496 Views

3 requests

Who are the critical partners/stakeholders in the organization for industry PMM?

Kelly Xu•

Glean Head of Industry Marketing | Formerly Docusign • 1y

First and foremost is the industry sales team. Usually industry PMMs have sales teams that are also mapped to a particular industry. Sometimes there’s also verticalized ...

864 Views

1 request

Have you come across good resources for thought leadership content related to industry product marketing? If so which would you recommend?

Kelly Xu•

Glean Head of Industry Marketing | Formerly Docusign • 1y

I think Sharebird has a lot of great content on product marketing overall. Industry product marketing also has a lot of similarities to solutions marketing, audience mark...

880 Views

2 requests

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

Kelly Xu•

Glean Head of Industry Marketing | Formerly Docusign • 1y

In principle, new product launches and horizontal use cases should be centralized. Industry PMMs should decide which features are the most relevant to their vertical, and...

922 Views

1 request

What's a good strategy to always be talking to customers? It seems so hard to get account teams attention, then get a customers interest, then actually get a call scheduled to for persona, messaging, content, or user research.

Kelly Xu•

Glean Head of Industry Marketing | Formerly Docusign • 1y

"Talking to customers" doesn't always need to happen via a customer call. I have personally found the following ways to be very helpful:1) Industry reports published by a...

1745 Views

1 request