When does it make sense to lean into a dedicated vertical or industry marketing function? And once you decide, how do you get it off the ground?
3 Answers
Treasure Data Director of Product Marketing • 8mo
Ok so...this might be a hot take, but typically I feel like people lean into "verticalization" before they're ready (aka too small, or not mature enough). Like it feels l...
543 Views
There are multiple criteria to decide whether a dedicated industry marketing resource is needed. First, does this vertical need distinct, industry specific messaging and ...
1506 Views
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SurveyMonkey Senior Director, Head of Corporate Marketing | Formerly SurveyMonkey, Nielsen • 1y
I answered the "when to introduce industry marketing" question here: https://sharebird.com/h/product-marketing/q/product-marketing?answer=peBxUG2DnB&utm_source=questi...
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How do you use market research to inform priority verticals to go after in your go to market efforts?At what stage of a company should a product marketing team think about resourcing an industry-first approach?When or why should a product marketing function carve out an industry marketing role vs just have traditional product marketing run this?How do you handle the tradeoff between addressing many needs for one vertical vs. addressing 1-2 needs for multiple verticals?