All related (11)
Jon Rooney
Group Vice President, Industry Marketing, OracleApril 10
In my experience - product marketers should continue to own all core PMM elements like product/solution-level messaging & positioning, enablement, AR, launch management and competitive intelligence. Industry marketing needs to deliver a great customer-focused message that sits above product/solution-level messaging (like a "<Company> for <Industry>" first call deck any account team can use) anchored in the language and dynamics of a given industry. Talk about what matters to your customer as a commercial bank or online retailer or wireless provider and how, with your company's help, they wi...
Julie Vasquez
Product Marketing Leader, Procore TechnologiesJune 22
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, MotiveJune 16
Product Marketing and Industry Marketing should both own: * Deep category knowledge: ICPs, personas, and competitive * Pitch deck, demo script, demo video, customer stories/heros, campaign messaging * Voice of the market * Competitive insights * Win/loss * Inputs on Pricing & Packaging Where it differentiates with Product Marketing is: * Category & Product Positioning & Messaging * Value story, strategy, training on message, pitch decks * Launches * Demos * Category advocacy Industry Marketing should then own: * Segment & Solution Positioning & Messaging * Pitc...
Zachary Reiss-Davis
Head of Industry/Audience Marketing; Director of Product Marketing, Procore TechnologiesJuly 14
When industry marketing is working successfully, this question becames harder to answer because it is a core component of the product marketing organization, and so it's harder to tease apart. In general, pricing & packaging, win-loss analysis, competitive research, release marketing, product launches, and core assets such as pitch decks or demo videos tend to be the most industry (or audience) agnostic, while positioning and messaging needs to be divided out by industry, as does much of the partnership with demand generation organizations.  The best industry marketers could change de...
Jeff Otto
Vice President, Product Marketing, MarqetaJuly 12
Every company is a bit different, so the structure of roles and responsibilities are specific to the situation (size of the marketing org, product portfolio mix, selling team structure, target markets), but here are a few areas of responsibility that I feel should be in on the charter of every industry marketing team.   First, an industry marketing team should know their target industry buyers better than anyone. They should lead the development and evolution of the internal buyer personas, the internal positioning documents informed by those buyers’ urgent and pervasive needs, and the m...
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...