All related (11)
Jon Rooney
Group Vice President, Industry Marketing, OracleApril 10
Once there's not only product market fit (which almost all companies prematurely declare victory around - sorry but it's totally true) but also determination and commitment that a given industry or industies are the decided way to GTM. If products are horizontal and sales teams are horizontal then having just the marketers aligned vertically spells trouble. An industry-first approach has to be resourced beyond marketing, dabbling's not going to get anyone anywhere.  
Jeff Otto
Vice President, Product Marketing, MarqetaJuly 12
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 relevance within a specific industry. This is done through speaking the native language of that industry with relevant content marketing, primary research into an industry’s end consumers, internal research into industry buyer personas, building up internal and external influencer marketing programs...
Zachary Reiss-Davis
Head of Industry/Audience Marketing; Director of Product Marketing, Procore TechnologiesJuly 14
Every single company, starting on the very first day that the founders have an idea on a napkin, should think, and resource, industry-first. Surprising? Well, that's because early stage startups need to have an extremely narrow focus on their ideal customer, which tends to be within a single industry at first. After that, and at scale, it can really depend on the type of product you're marketing, and how different the value propositions are by industry. At Procore, we've found that our core solutions are an amazing fit for anyone in the broader construction industry, but the way we the s...
Sina Falaki
Director, Industry and Product Marketing, MotiveJune 15
The focus should always be on the needs and wants of the customer. Storytelling needs to be at the center and strategy should be based on customer problems and marketing should align to the solution.  Industry based marketing should be a priority once product market fit has been established across an intiial target market. Targeting subsets of customers by vertical and segment is key in order to align value based messaging with customer pain. Creating seperate marketing strategies allows for accelerated growth instead of a one message approach across industries that falls flat. Once you ...
Priya Gill
Vice President, Product Marketing, Momentive
First off, I'll say that I'm never a fan of making someone create messaging/positioning and defining a GTM plan about the interviewing company's product because you're never going to get to the level of knowledge as someone in the company...and it takes way longer to do it right. OK, rant over. :) Typically when I ask candidates to give a presentation, it's less about the specific products they're presenting, but rather HOW they present it. Can the candidate articulate how they effectively approached their GTM strategy, from ideation to execution and beyond. Can they clearly understand t...
Matt Kaufman
VP of Marketing, Qualia
This is largely industry specific. Definitely research your market and listen to the data. An extremely important data point that should come your way is from your sales motions and how your plays work with each audience. It's important though to resist the tempation to over segment - that's a rabbit hole that is hard to get out of. In a vertical marketing strategy the most basic of segmentation comes from which audience in the ecosystem you're speaking to. The most basic example would be if you're marketing a Marketplace you'd segment based on Buyers and Sellers. However, segmentatio...
Jon Rooney
Group Vice President, Industry Marketing, Oracle
I imagine any company would be open to hiring people for PMM roles with this range of experiences. There are multiple paths to product marketing and all of these functions cover part of the responsibility of the role. PMMs are, at least in my experience in enterprise software, a true hub role - with connections and visibility into seemingly every part of the business from strategy to product to customer success. Category Management, or Brand Management, at a CPG company might not always immediately translate to an enterprise PMM role, particularly if it's a senior role and requires experien...
Jeff Otto
Vice President, Product Marketing, Marqeta
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 the native language of that industry. They should know the industry jargon, abbreviations, and the way their business functions. 3.) They should hold themselves accountable to ensuring their messaging is relevant to the industry’s specific situation and challenges, and they should always strive to pos...
Zachary Reiss-Davis
Head of Industry/Audience Marketing; Director of Product Marketing, Procore Technologies
I've tackled this question a bit in other answers already, and I encourage you to check those out as well, but in essence -- industry marketing is one specialization in a mature product marketing organization, focused on key value propositions and message by industry. It's required when your ideal customer profile's needs, challenges, and the value that you can bring to their problems varies enough by industry that it's difficult to have "universal" positioning apply to each of your target industries.
Julie Vasquez
Product Marketing Leader, Procore Technologies
The most critical intersection of Industry Product Marketers and their Solution Marketing counterparts happens with product launches, re-launches, and major feature releases. This helps ensure that relevant use cases, positioning statements, and sales collateral are in place and that the teams coordinate sales enablement and campaign activities to get messaging to the right people. Solution Marketing teams own the messaging frameworks for each product and work closely with product teams as early as product discovery. Industry Product Marketers draw from a portfolio of products to build mess...