All related (8)
Jeff Otto
Vice President, Product Marketing, MarqetaJuly 12

Although there are so many great resources out there across every facet of technology marketing, I really haven’t found any in-depth resources that focus specifically on industry marketing strategy. [Honestly], one reason why I wanted to host this AMA was to give myself the space to reflect and write down some of the industry marketing strategies I’ve developed over the years, and provide this AMA as a resource to our community of marketers. I hope you find this AMA helpful, and if you do find something really good on industry marketing strategy that I missed, please do share it on this thread.

Sina Falaki
Director, Industry and Product Marketing, MotiveJune 15

Always remember - be a storyteller and understand your customer through and through. Highly recommend Aaron Sorkins masterclass on screenwriting, it gives a fantastic framework for storytelling.

I typically read and listen to thought leaders that are customer centric, almost to a fanatic sense. With that being said, its also important to be well rounded as an industry marketer, reading and listening to things outside of marketing helps understand the bigger picture. I see the role as revenue focused and highly strategic, and tend to surround myself with content that emodies it (sales/cro books, operation strategy, and so forth). 

In this list of books, I've omitted a few that I think are foundational books, which if you're reading this AMA, you've read (Crossing the Chasm, Blue Ocean strategy, etc):

1. Loved: How to rethink marketing for tech products 

2. Sales Acceleration Formula 

3. Behind the Cloud 

4. Ogilvy On Advertising 

5. Managing Oneself 

6. Ultimate Sales Machine 

7. Cashvertising 

8. The Boron Letters 

9. Hooked

10. Influence (all marketers should read this)

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...
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...
Sina Falaki
Director, Industry and Product Marketing, Motive
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 - Ownership from both teams is necessary. Product Marketers are customer and market facing, while PM is developer and product facing. PMM's must ensure product adoption is critical and their highest priority. Marketers must align product packaging and messaging with market demands and PMs must align ...