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7 Answers
Grant Shirk
Grant Shirk
Cisco Head of Product Marketing, Cisco Campus Network ExperiencesAugust 15
Internal evangelism and industry expertise.  Yes, you need all the core PMM skills. You might even need to be a stronger writer and positioner than the core PMM. But if your sole goal is to help grow your share in a specific industry or set of industries, you're going to have to: * Sell hard......Read More
353 Views
Priya Gill
Priya Gill
Momentive (SurveyMonkey) Vice President, Product MarketingMarch 8
PMMs and Industry PMMs are very similar in terms of the core skill sets needed to be successful in their roles. The biggest difference is that they need to intimately understand the industry or set of industries that they are responsible for and the unique needs of the personas that they’re targe......Read More
764 Views
Sina Falaki
Sina Falaki
Motive Head of Industry, Segment, and Solutions MarketingJune 15
Storytelling, bringing the customer vision to life, and having a wide variety of skillsets (I always love ex-entrepreneurs) is vital for an industry marketer to be exceptional.  The industry marketers job is to bring the buyers vision front and center. A key difference here is that product mar......Read More
396 Views
Jon Rooney
Jon Rooney
Unity Vice President Product MarketingApril 12
Generally, I'd say two things: 1) having enough familiarity and understanding of an industry to know how to craft a message that lands with a given audience and avoid missing the mark by either being vaguely horizontal or not speaking an industry's language. Every industry has their own tone, lex......Read More
493 Views
Zachary Reiss-Davis
Zachary Reiss-Davis
Procore Technologies Head of Industry/Audience Marketing; Director of Product MarketingJuly 13
All product marketers, no matter their focus area, need to understand both their product and their buyer -- but industry marketers tend to overindex on understanding the industry market, ICP, and Personas and the key messages that will resonate with them. In contract, more product-focused product......Read More
393 Views
Julie Vasquez
Julie Vasquez
Procore Technologies Product Marketing LeaderJune 23
Industry product marketers need to have a solid knowledge of the pain points and needs for the audience they serve and be able to translate product benefits into customer outcomes. They partner with product-focused solution marketers and campaign teams on go-to-market plans. However, their quarte......Read More
342 Views
Jeff Otto
Jeff Otto
Riskified CMOJuly 14
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 th......Read More
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Priya Gill
Priya Gill
Momentive (SurveyMonkey) Vice President, Product MarketingMarch 8
There are multiple key metrics I look at to see how our industry programs are performing and positively influencing the right outcomes, sliced by industry: * Company-level metrics: growth, profitability and retention * Marketing metrics: pipeline, campaign/content performance, brand perception......Read More
623 Views
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Grant Shirk
Grant Shirk
Cisco Head of Product Marketing, Cisco Campus Network ExperiencesAugust 16

Thank you! I appreciate the feedback. How would you answer this yourself? 

2198 Views
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Matt Kaufman
Matt Kaufman
Qualia VP of MarketingSeptember 15
When constructing your brand and messaging hierarchy it's valuable to have a 50 thousand foot view of the position for what your company represents, that helps anchor all of your audiences to what you do and what you represent. It also helps align the unique value prop for each audience to a cent......Read More
1489 Views