August 14, 2024 @ 10:00AM PT
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 own the end to end GTM strategy for their vertical. Of course the specifics can differ based on team resources and where there’s synergies and overlap.
"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 analysts, consulting firms and relevant market research firms in your domain. These reports usually highlight customer priorities, challenges, pain points and top use cases at an aggregated level, and can be a very effective way to understand the broader market trend. 2) Online communities, be that X, Reddit, G2, Medium, LinkedI ...Read More
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 marketing and outbound product marketing in general, so any content that touches those topics would be a good resource. Another great source of inspiration would be to see how other companies are marketing to a particular industry. What are the key pain points and use cases other vendors are highlighting, where do they show up and ...Read More
For e.g. I have a pitch of retail but want to personalize it for Walmart. How should I go about doing that ...
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 they’ve shared? What technology are they using today and what are their key areas of technology investments? I would go from there to put together the personalized pitch, highlighting the use cases and value prop that will resonate the most with the challenges they are facing.
There are multiple criteria to decide whether a dedicated industry marketing resource is needed. First, does this vertical need distinct, industry specific messaging and GTM motion? Are the use cases very different from other industries? So different that an industry agnostic story wouldn’t be effective? If an industry needs some industry specific features, or faces industry specific regulations and maturity curve, it might warrant dedicated marketing resources too. Second, does it have alignm ...Read More
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 pre-sales or post sales teams that the PMMs work closely with. Second is the industry specialists team. This team usually has deep industry or functional expertise and are great thought partners with PMMs on a variety of GTM motions. It can be collaborating on messaging, pitch decks, speaking sessions and developing the key use ...Read More
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