AMA: SurveyMonkey Senior Director, Head of Product & Solutions Marketing, Morgan (Molnar) Lehmann on Industry Product Marketing

In short, however you're measuring success of your marketing programs today, cut by industry and trended over time. A couple things are critical to setting yourself up for success in measuring the impact of industry marketing: Alignment on how you track industries & getting the data coverage you need so you can segment your user & sales data. You're likely not explicitly asking for "industry" in lead or signup forms, so you probably need to enrich your dataset with sources like Hoovers, ...Read More

Typically, when you get to the point of hiring Industry PMMs, I think of their role as sitting on top of the work your core PMMs are doing. In most cases, they're adapting and adding to the work already in motion. Here's how I'd split out the responsibility across product & industry marketers across various disciplines that PMM teams drive: Product Marketers: Messaging focused on product functionality and benefits, covering horizontal industry-agnostic use cases Lead all product & featur ...Read More

When I read the first part of your question, my first thought was to tie it to sales team quotas ;) In more mature industry GTM motions, having sales teams segmented by industry is best practice. For example, we had sales teams at SurveyMonkey fully dedicated to B2C, B2B, Financial Services and the public sector - they have different lingo, regulatory/compliance needs, use cases, product needs, etc. Ok, but what if you can't tie it to sales quotas? In my opinion, revenue may not be the right goa ...Read More

I answered the "when to introduce industry marketing" question here: https://sharebird.com/h/product-marketing/q/product-marketing?answer=peBxUG2DnB&utm_source=questionanswer&utm_medium=share Let's talk about how to get it off the ground. Here are a few things to consider: Get executive alignement. After a couple starts and stops trying to get industry marketing off the ground myself, make sure there is executive alignment on the industry strategy. Do your homework, create a presentation ...Read More

Knowing when to introduce an industry product marketing motion depends on several factors: Do you have product-industry fit? Or put another way, are you free of any product-industry fit barriers like compliance or regulatory needs? E.g.: HIPAA compliance for Healthcare Are there early signs of success in that industry? E.g.: consistent stream of pipeline, significant contributor to revenue, decent win rates or deal sizes. Is there buy-in from other dependent functions to support an industry GTM ...Read More

I answered the "when to introduce industry marketing" question here: https://sharebird.com/h/product-marketing/q/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?answer=EVjqUpy0nk&utm_source=questionanswer&utm_medium=share But let's focus on when it should be its own full-time role vs embedded in existing PMM responsibilities. Early on, it is probably fine to have product marketing do a little in ...Read More