How do you use market research to inform priority verticals to go after in your go to market efforts?
Go-To-Market StrategyLaunch ChannelsLaunch StrategyMarket ResearchPlatform and Solutions Product MarketingIndustry Product Marketing
13 Answers
Notion Head of Product Marketing • 5y
Ensure verticalization aligns well with core competencies, market perception, ability to deliver and differentiation. If you do not clearly understand the definition of t...
2462 Views
SpherePay VP of Marketing • 6y
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 inves...
3020 Views
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Pinterest Director of Product Marketing | Formerly Meta (Facebook), Spotify, Google, Monzo • 4y
Instead of a "vertical focus" go forward with a New Audience focus so you can leverage the 5A GTM framework , and ensure you're thinking through a consumers' need. Also,...
2824 Views
Treasure Data Director of Product Marketing • 3y
When we first started to verticalize our solution, we looked at: TAM (total addressable market) and SAM (sellable addressable market--what is realistic that YOUR company...
1727 Views
Webflow Chief Marketing Officer • 3y
I believe that market insights are the #1 core product marketing capability. Literally everything – from positioning and messaging to the products and capabilities you de...
1724 Views
Twilio Vice President Marketing • 4y
When looking to identify target verticals, I always prefer a data driven approach. I'd work up a detailed analysis exercise and build a vertical based TAM. I have a go-to...
990 Views
Okta SVP Product Marketing • 4y
Making the assumption here that vertical = industry. Industry definition - which taxonomy are you using. NAICS, SIC, propietary, DUNS, Clearbit? This is important beca...
1743 Views
Box Head of Product Marketing, AI & Platform | Formerly Google Gemini • 4y
Market research is a pretty valuable data point in terms of prioritizing verticals (or any other segmentation slice), but so too is your product ownership point of view a...
1388 Views
Virta Health Director of Product Marketing • 3y
Market research is near and dear to my heart and at the core of any strong product and go-to-market plan. I have many examples of how you can use research to inform verti...
1891 Views
I'm biased. I'm a former consultant and market researcher— market research always follows priority verticals and market efforts. Depending on the stage of your organiz...
1624 Views
Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 3y
We aim to diversify our revenue strategy with dynamic and compelling GTM campaigns. We use market research from internal and external sources to fuel decisions. Internal ...
487 Views
Matterport Senior Product Marketing Manager, Solutions • 5y
There are a few questions you need to answer to determine if it's worth targeting this new vertical: - Do you have product-market fit? Are you solving a real problem for ...
7502 Views
Product Marketing Consultant | Ex-PMM, PM and PMO | Formerly Bloomfire, Rev Worlwide (Netspend), HP • 2y
Call it however you want but it all begins with a good ol’ SWOT (or TOWS) analysis. If you have any customers already perform a thorough win/loss analysis (quant, not jus...
221 Views
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