In practice, how does industry marketing and solutions marketing look different from product marketing? Doesn't product marketing have to message to industries and solutions already?

Answer

5 Answers

Industry Product Marketing Platform and Solutions Product Marketing

Sina Falaki

AlphaSense Senior Director, Solution Marketing | Formerly Procore, Motive • 4y

Most organizations do not properly understand solution and industry marketing - mainly because it is different from how the company currently operates. Industry marketing requires a different GTM approach than a product focused company. Some companies may benefit from having a product, solution, and industry team that is part of product marketing while in other companies, especially if you have multiple products and solutions encompassing different target customers, industry and solution marketi ...Read More

724 Views
Zachary Reiss-Davis

Dusty Robotics Head of Marketing • 5y

First off, I think of both industry and solution marketing as specializations within product marketing; and there are cetainly successful companies that don't divide out their product marketing organization this way. The key distinction is the focus, and what the marketer needs to be a true expert in. All product marketers, of course, need to "know" their products, solutions, buyers, and market and the key messages and value propositions of the union between each of those things. But in compani ...Read More

1,256 Views
Julie Vasquez

Motive Product Marketing Lead • 4y

When a company has a broad portfolio of products and serves multiple vertical markets, it is useful to have product marketers dedicated to reaching those audiences. This helps ensure resources are focused on under-represented audiences and that messaging is relevant to them so they clearly understand product benefits for their needs

792 Views
Jason Perocho

Amperity SVP, Head of Marketing • 2y

Product Marketing focuses primarily on product-centric benefits and outcomes. Product marketing tends to focus on one part of a wider solution. "The suspension provides the smoothest ride in off-road conditions"

Solution Marketing focuses on a specific audience and a job. "The best off-road pick-up truck"

Industry Marketing focuses in on a more specific audience and use case. "The best truck for hauling lumber".

603 Views
Elizabeth Grossenbacher

Fmr Product Marketing Leader, Cisco | Formerly Twilio, Cisco, Gartner • 1y

This varies by organization. Generally speaking, the VP PMM leader creates an organizational strategy that outlines all of this. Here’s how I have seen it work at various organizations: Industry marketing tailors messaging to a specific vertical, speaking directly to sector-specific pain points, regulations, and trends. Solutions marketing focuses on cross-product use cases, emphasizing how different products work together to solve a business problem. Product marketing still includes industry a ...Read More

1,350 Views