Industry Product Marketing
Treasure Data Director of Product Marketing • 7mo
The core principals of good messaging and positioning still apply here! But in the positioning narrative, you're basically just swapping "Our method + experts + accelerat...
575 Views
How do your industry PMMs collaborate with product- or sales segment-focused PMMs?
I'm the first product marketer focused on GTM strategy for our platform to a specific industry when the rest of the team owns specific product(s) and/or sales segment.
Cisco Head of Product Marketing, Cisco Campus Network Experiences | Formerly Tellme Networks, Microsoft, Box, Vera, Scout RFP, and Sisu Data, to name a few. • 3y
There are two questions here, and I'll address both. One answer is much shorter than the other.
How do we collaborate across industry and core PMM? Constantly. At Meraki...
1584 Views
Treasure Data Director of Product Marketing • 7mo
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
Cisco Head of Product Marketing, Cisco Campus Network Experiences | Formerly Tellme Networks, Microsoft, Box, Vera, Scout RFP, and Sisu Data, to name a few. • 3y
The pressure's on for this one. Feels like this is the kind of topic first chapters in business books are devoted to.
A successful GTM is hard to describe in detail. Ev...
1689 Views
Inscribe VP, Marketing • 5y
I think this one all comes down to your framework. If you have a good framework that you've used in the past and a task management tool (like Asana, Jira, etc.), you're o...
359 Views
Riskified CMO • 5y
At Salesforce I’ve worked for 7 different executives in just over 6 years. Each of these leaders had a different mixture of leadership characteristics, and what I try to ...
2694 Views
What are key certifications or courses to become a product marketing manager?
I'm a digital marketing specialist looking to transition to product marketing
Treasure Data Director of Product Marketing • 7mo
I always recommend the Product Marketing Alliance courses! I would start with Product Marketing Certified: Core.Sharebird of course is great to learn from peers, and Refo...
1153 Views
Celigo Vice President Product Marketing | Formerly HackerOne, Cohere, Box, Google, Adobe • 5y
The biggest thing I see when companies develop a product, service or build a brand, is they get stuck on the “what” of the thing. What the product does? What the company...
1803 Views
Former SVP of Product Marketing at Quickbase • 6y
You want your ICP to give you a good sense for all of the above. Its hard to give you specifics, because this will vary by org.
We defined our ICP per product (we have ...
2436 Views
Dusty Robotics Head of Marketing • 4y
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 ...
772 Views
How to enable sales team who are not organized by verticals on vertical content?
Vertical agnostic sales teams are stretched too thin when it comes to focusing on multiple verticals. Delivering multiple industry positioning sessions has a low ROI. How to improve this?
Pressable Chief Marketing Officer • 1y
It can be challenging to enable a sales team that covers multiple verticals or multiple products. A few things that help here:Limit the P0 priorities for the sales team t...
3419 Views
How do you build a research repository to house all your customer insights, market research, etc.?
Have any of you created a centralized research repository (or something similar) to summarize key customer research and insights, personas, customer interviews, positioning and messaging for different industries or segments, etc.?
My team is looking to create something that is easily accessible by many people in our company but also easily editable to add or update information as we continue gathering more insights as time goes along. I really want it to be easily searchable as well, so our product teams and content marketing team can find things for specific insights, features, industries, etc.
We use Microsoft so bonus points if you use any Microsoft tools for this, but open to any and all ideas!
Freed Director of Product Marketing | Formerly Quizlet, Udemy, San Francisco Ballet • 1y
Great question! I think this is always a great aspiration, because when you do it right, you can empower your whole company to be much more self-service in how they tap i...
2776 Views
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...
1350 Views
Guidewire Software VP Product Marketing | Formerly EIS Group, Datasite, Software AG, Microstrategy • 1y
This is a big question and the answer depends on many factors, including company culture, investment scale, distribution model and decision speed. That said, here are a f...
859 Views
SurveyMonkey Senior Director, Head of Corporate Marketing | Formerly SurveyMonkey, Nielsen • 1y
When I read the first part of your question, my first thought was to tie it to sales team quotas ;) In more mature industry GTM motions, having sales teams segmented by i...
923 Views
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/when-does-it-make-sense-to-lean-into-a-dedicated-vertical...
872 Views
Motive Product Marketing Lead • 3y
The most critical intersection of Industry Product Marketers and their Solution Marketing counterparts happens with product launches, re-launches, and major feature relea...
987 Views
SurveyMonkey Senior Director, Head of Corporate Marketing | Formerly SurveyMonkey, Nielsen • 1y
In short, however you're measuring success of your marketing programs today, cut by industry and trended over time. A couple things are critical to setting yourself up fo...
823 Views
SurveyMonkey Senior Director, Head of Corporate Marketing | Formerly SurveyMonkey, Nielsen • 1y
Knowing when to introduce an industry product marketing motion depends on several factors:Do you have product-industry fit? Or put another way, are you free of any produc...
1386 Views
Adyen Vice President of Product Marketing | Formerly TomTom ,Backbase • 3y
It's often difficult to get access to customers, especially in a B2B/Enterprise environment. Quite often, the account team will act as a gatekeeper and be wary of other p...
280 Views
Cisco Head of Product Marketing, Cisco Campus Network Experiences | Formerly Tellme Networks, Microsoft, Box, Vera, Scout RFP, and Sisu Data, to name a few. • 3y
Unfortunately, I really haven't. Find people who've worked places where you see great industry expertise. Talk to them. Talk to customers.
Read Crossing the Chasm. Agai...
522 Views
Glean Head of Solutions Marketing | Formerly Snowflake, DocuSign • 1y
First and foremost is the industry sales team. Usually industry PMMs have sales teams that are also mapped to a particular industry. Sometimes there’s also verticalized ...
867 Views
How to fine tune an industry pitch to a prospect within that specific industry?
For e.g. I have a pitch of retail but want to personalize it for Walmart. How should I go about doing that ...
Glean Head of Solutions Marketing | Formerly Snowflake, DocuSign • 1y
I would start with learning more about the account. What are their company priorities and key initiatives? What personas are you meeting with and what are the pain points...
1650 Views
How do you handle the tradeoff between addressing many needs for one vertical vs. addressing 1-2 needs for multiple verticals?
We are a B2B company with a horizontal platform considering vertical expansion, and trying to decide which new verticals to enter.
Hedra Head of Marketing | Formerly Docusign, Responsys, Invoca • 1y
To move to verticals, you need verticals large enough to support a dedicated GTM strategy and distinct enough to justify dedicated resources. Essentially, is the vertical...
3353 Views
fmr VP of Marketing, Qualia | Formerly Worldpay, Coupa Software, EMC/VMware, McKinsey • 5y
Sales enablement success should ultimately drive sales success, including the size & number of deals closed won and win rates. Leading sales enablement indicators of ...
1387 Views
Zennify Director of Product Marketing | Formerly Maxis Telecommunications, Singtel (Singapore Telecommunications), LinkedIn, Hootsuite, Certn, BenchSci, Zennify • 2y
Successful multi-channel marketing strategies require careful planning and coordination - here are some thoughts from my experience:During my time at Hootsuite and Linked...
1118 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...
991 Views
Cube Chief Marketing Officer • 5y
In short, neither. I wouldn't look at this as "harder to work with" as much as I'd suggest investigating how you set up your goals and expectations.
Both product and sal...
1654 Views
How do you as a product marketer create brand messaging that appeals to three highly distinct segments?
My company’s product (we’re a marketplace) serves three distinct segments with very different motivations. I’m struggling to create brand messaging that speaks to all three. Any advice on how to approach? Or is this a matter of needing to choose one segment to focus on?
Fourth CMO • 2y
Great messaging always follows a hierarchy and in this instance, you want to be at the highest level possible.
For example at Dun & Bradstreet, we sold to sales team...
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7 Views
Sirona Marketing CEO of Sirona Marketing: GTM for healthcare and life sciences • 6y
Data should always inform decisions, though it’s OK to supplement it with some qualitative insights driven by observations of market trends. It’s not good enough to simpl...
1460 Views
Lemon.io Head of Growth Product Marketing | Formerly LottieFiles, WeLoveNoCode (made $3.6M ARR), Abstract, Flawless App (sold) • 3y
Vertical product marketing is a type of product marketing that focuses on a specific industry or market segment, rather than the broader market. In vertical product marke...
604 Views
AlphaSense Senior Director, Solution Marketing | Formerly Procore, Motive • 3y
In the early stages, as teams are starting to get built - trust and dividing responsibilites is the biggest factor in ensuring alignment, especially between PMM's and PM'...
1309 Views
Cisco Head of Product Marketing, Cisco Campus Network Experiences | Formerly Tellme Networks, Microsoft, Box, Vera, Scout RFP, and Sisu Data, to name a few. • 3y
This one depends on company stage and maturity of the market.
At Cisco, we're incredibly mature, and I'm very fortunate to work alongside Sophia Danvers and her amazing...
496 Views
Box Vice President Product Marketing | Formerly Splunk, New Relic, Microsoft, Unity, Oracle • 4y
I imagine any company would be open to hiring people for PMM roles with this range of experiences. There are multiple paths to product marketing and all of these function...
842 Views
Riskified CMO • 5y
There are a couple dimensions to this that I find helpful to double-click into depending on your company's situation. First is creating a clear delineation between Indus...
2519 Views
AlphaSense Senior Director, Solution Marketing | Formerly Procore, Motive • 3y
Product based differentiton is gone. Get rid of the problem - solution approach. Brand differentiation is now key. A company story should align to the buyer:
Show the in...
2115 Views
How can I get into product marketing from my current technical sales/enablement role?
I'm a product specialist at Meltwater and I'm looking to move into product marketing but would prefer to look externally. I currently support the sales team by setting up and demoing customized environments to prospects, sparring use cases, and doing some enablement work.
I've been doing some small projects with both the product marketing team and the broader marketing team - most recently a competitive VS style landing page and vertical-specific landing page copy.
For a side project, I'm in the midst of starting a podcast for aspiring marketers where I interview people from different disciplines so students and others looking to get into the field can see what best aligns with their interests.
Is there anything else I should be doing? Am I looking two steps ahead and I need to get more experience first? Feel like I wouldn't even get an interview if I applied to a PMM job in the tech space.
Honeycomb.io VP Product Marketing | Formerly Mparticle • 5y
Thank you for your question. It's true that sometimes hiring managers look for the steretoypical background markers such as years of experience when evaluating candidates...
1188 Views