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Industry Product Marketing

How do you approach multi-channel marketing when it comes to rolling out a product launch? and any advice on positioning globally?

1 Answer

Yvonne Chow

Zennify Director of Product Marketing • October 16

Successful multi-channel marketing strategies require careful planning and coordination - here are some thoughts from my experience: During my time at Hootsuite and LinkedIn, I had incredibly talented global marketing colleagues and we often coordinated product, brand messaging, and event laun......Read More

353 Views

How do you distill the 'WHY' of your brand down into your product value propositions? Any frameworks or exercises to support this process across different market segments?

4 Answers

April Rassa

Aventi Group Product Marketing Consultant • September 28

The biggest thing I see when companies develop a product, service or build a brand, is they get stuck on the “what” of the thing. What the product does? What the company does? This thing. And this thing. And this. And that’s great, but the bigger question is why? Savvy consumers/customers look pa......Read More

917 Views

How do you use market research to inform priority verticals to go after in your go to market efforts?

13 Answers

Agustina Sacerdote

Square Global Head of PMM and Content Marketing, TIDAL • March 24

I don't actually use market research for that, is the short answer. If we believe that our solution is well suited for a particular vertical, we have the budget to invest in GTM to capture business in this vertical, and the vertical is fragmented / doesn't have a real clear winner, we will go for......Read More

1794 Views

I'm curious about the experience of others, which group has been harder to work with––Product or Sales? And why and how y'all work through issues?

5 Answers

Kaitlin Yount

LinkedIn Senior Director of Product Marketing, Trust • August 25

I’ve been in consumer businesses during my career as a Product Marketing so I can only speak to working with Product. I’ve had a lot of great experiences with Product partners. First and foremost, when starting a new business relationship I find ways to add value before I start offering criticis......Read More

1743 Views

How do you as a product marketer create brand messaging that appeals to three highly distinct segments?

My company’s product (we’re a marketplace) serves three distinct segments with very different motivations. I’m struggling to create brand messaging that speaks to all three. Any advice on how to approach? Or is this a matter of needing to choose one segment to focus on?

6 Answers

Diana Smith

Hashi Senior Director of Product Marketing • July 16

Messaging that speaks to everyone rarely speaks to anyone well. I’d prioritize your top segment to focus on, make sure your brand messaging resonates with them, and ensure your other customer segments can find messaging for them via pathing on your site or other targeted campaigns. I've seen m......Read More

2446 Views

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.

5 Answers

Nina Seth

Blue Yonder Product Marketing Director • July 13

It takes a great relationship between sales and marketing to systematically contact customers. In my experience at small companies, you can much more easily contact customers without sales being the gate-keeper. With easier access to customer lists, you can set goals for customer calls (feedback ......Read More

511 Views

How do you figure out how to segment your market?

8 Answers

Abdul Rastagar

GTM Leader | Marketing Author | Career Coach • May 7

Data should always inform decisions, though it’s OK to supplement it with some qualitative insights driven by observations of market trends. It’s not good enough to simply let the most senior person define the segmentation. Segmentation is relatively easy if you are focused on one specific vertic......Read More

1167 Views

What is vertical product marketing?

2 Answers

Matt Kaufman

Qualia VP of Marketing • September 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

2050 Views

What are key certifications or courses to become a product marketing manager?

I'm a digital marketing specialist looking to transition to product marketing

4 Answers

Shuchi Mehta

Growth Propeller Sr. Product Marketing Manager and Consultant • February 19

I am aware of just a few 1. Pragmatic institute - I took it. However, I found that to be specific to B2B enterprise sales. 2. 280 Group: I recently found out about this institute, I am looking to connect with someone who has been to this program. 3. AIPMM: Seems to offer courses similar to Pra......Read More

941 Views

what skills and abilities are required to be head of industries marketing? how do candidates set themselves apart during an interview?

4 Answers

Jeff Otto

Riskified CMO • July 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

1779 Views

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