Industry Product Marketing

2 Answers
Matt Kaufman
Matt Kaufman
Qualia VP of MarketingSeptember 15
Simply put, it's marketing to a niche audience centered around a specific set of needs. Examples include developing a deep focus in industries such as Real Estate, Education, Healthcare, or others. By comparison, a horizontally focused product marketing strategy aims to find how a given product c......Read More
2339 Views
4 Answers
Jeff Otto
Jeff Otto
Riskified CMOJuly 14
At Salesforce I’ve worked for 7 different executives in just over 6 years. Each of these leaders had a different mixture of leadership characteristics, and what I try to always look for is their ‘killer app’ - the leadership behaviors, and skills that they brought with them that were differentiat......Read More
2040 Views
8 Answers
Jeff Otto
Jeff Otto
Riskified CMOJuly 14
There is an in-depth science to this that many sales or product strategy teams leverage, so with that caveat, I'm sharing a high-level approach. My recommendation is to break down the problem piece by piece and find each variable needed to set a revenue target (and a sales pipeline target and cov......Read More
1636 Views
2 Answers
Sina Falaki
Sina Falaki
Motive Head of Global Product MarketingJune 16
In the early stages, as teams are starting to get built - trust and dividing responsibilites is the biggest factor in ensuring alignment, especially between PMM's and PM's.  How do you build trust and clearly divide responsibilities? Communicate and clarify your end goals.  Align on goals -......Read More
787 Views
6 Answers
Jeff Otto
Jeff Otto
Riskified CMOJuly 14
As industry marketers, our hope is to get a message that we author deeply embedded into the minds of as many target buyers across as many accounts as possible. Some measurements of this ‘influence’ are quantifiable (measurable) and some are not.   When we are trying to reach a new audience of ......Read More
4011 Views
7 Answers
Jeff Otto
Jeff Otto
Riskified CMOJuly 14
With my industry product marketers, I nurture the development of a set of skills that I feel differentiate them. These are the skills I feel an industry product marketer should be exceptional at: 1.) Know your industry buyer personas. 2.) An industry product marketer should be able to speak in th......Read More
3155 Views
2 Answers
Jon Rooney
Jon Rooney
Unity Vice President Product MarketingApril 12
Certainly Sharebird, which is always good for a wander around Q&A's and other content. There are a few podcasts I really like, like Product Marketing Insider, the Product Marketing Experts and Product Marketing Life. There's some good stuff in Forrester's Sirius Decisions about Industry Marketing......Read More
818 Views
9 Answers
Laura Jones
Laura Jones
Instacart Chief Marketing OfficerDecember 8
In establishing segments, it is critical to get cross-org alignment so that all functions are working off of the same definitions. Methodologies for defining segments can vary depending on how you plan to use them, so I would recommend investing heavily in the upfront phase of gathering requireme......Read More
2007 Views
1 Answer
Grant Shirk
Grant Shirk
Cisco Head of Product Marketing, Cisco Campus Network ExperiencesAugust 16
The pressure's on for this one. Feels like this is the kind of topic first chapters in business books are devoted to.  A successful GTM is hard to describe in detail. Every business, customer, product, team, and marketplace are different and the right path through can vary widely. And the deta......Read More
1075 Views
1 Answer
Grant Shirk
Grant Shirk
Cisco Head of Product Marketing, Cisco Campus Network ExperiencesAugust 16
Other than everyone?  Product and UX - To highlight industry-specific opportunities for roadmap or positoning Sales - To help them drive better discovery, solution positioning, and credibility with a customer PMM - To pressure test messaging and inherit the best, most compelling value props ......Read More
976 Views