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Industry Product Marketing

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?

8 Answers

Jeff Otto

Riskified CMO • July 15

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

1346 Views

Do you have any tips for developing a Product Marketing function in an org where the Product Management team hasn't been long established?

2 Answers

Sina Falaki

Motive Head of Global Product Marketing • June 17

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

498 Views

What are the key metrics you use to measure the success of your industry marketing program?

6 Answers

Jeff Otto

Riskified CMO • July 15

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

3658 Views

What does an industry product marketing manager need to be exceptional at compared to product marketing manager?

7 Answers

Jeff Otto

Riskified CMO • July 15

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

2702 Views

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

2 Answers

Jon Rooney

Unity Vice President Product Marketing • April 13

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

534 Views

How does your team establish and standardize researching audience/segment needs and how do you then leverage your findings systematically to influence the product roadmap?

9 Answers

Laura Jones

Instacart Chief Marketing Officer • December 9

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

1679 Views

What’s a successful GTM look like for you? Who do you involve & how do you influence to get the best ROI?

1 Answer

Grant Shirk

Cisco Head of Product Marketing, Cisco Campus Network Experiences • August 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

745 Views

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

1 Answer

Grant Shirk

Cisco Head of Product Marketing, Cisco Campus Network Experiences • August 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

673 Views

How open would your company be to hire someone with category management experience for a PMM role? Lets say the person has worked on product development, GTM, sales enablement and campaigns for their category?

4 Answers

Henrique Saboia

Hinge Health Vice President of Growth • July 24

I hope I understand your question correctly, but some of the most successful PMMs I've hired include some that came from more traditional, non-tech companies before. There are many transferable skills, like the ones you outlined above. That said, it can be difficult to find a Product Marketing le......Read More

857 Views

At what stage of a company should a product marketing team think about resourcing an industry-first approach?

5 Answers

Jeff Otto

Riskified CMO • July 15

There are a couple dimensions to this that I find helpful to double-click into depending on your company's situation. First is creating a clear delineation between Industry Marketing and Industry Product Marketing. To me, the initial need for Industry Marketing is driving awareness and brand ......Read More

1683 Views