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Industry Product Marketing

How do you distill the 'WHY' of your brand down into your product value propositions? Any frameworks or exercises to support this process across different market segments?

4 Answers

April Rassa

Cohere Marketing Executive • September 28

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 does? This thing. And this thing. And this. And that’s great, but the bigger question is why? Savvy consumers/customers look pa......Read More

864 Views

How do you use market research to inform priority verticals to go after in your go to market efforts?

13 Answers

Agustina Sacerdote

Square Global Head of PMM and Content Marketing, TIDAL • March 24

I don't actually use market research for that, is the short answer. If we believe that our solution is well suited for a particular vertical, we have the budget to invest in GTM to capture business in this vertical, and the vertical is fragmented / doesn't have a real clear winner, we will go for......Read More

1704 Views

I'm curious about the experience of others, which group has been harder to work with––Product or Sales? And why and how y'all work through issues?

5 Answers

Kaitlin Yount

LinkedIn Senior Director of Product Marketing, Trust • August 25

I’ve been in consumer businesses during my career as a Product Marketing so I can only speak to working with Product. I’ve had a lot of great experiences with Product partners. First and foremost, when starting a new business relationship I find ways to add value before I start offering criticis......Read More

1676 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?

6 Answers

Diana Smith

Twilio Director of Brand and Product Marketing, Twilio.org • July 16

Messaging that speaks to everyone rarely speaks to anyone well. I’d prioritize your top segment to focus on, make sure your brand messaging resonates with them, and ensure your other customer segments can find messaging for them via pathing on your site or other targeted campaigns. I've seen m......Read More

2369 Views

What's a good strategy to always be talking to customers? It seems so hard to get account teams attention, then get a customers interest, then actually get a call scheduled to for persona, messaging, content, or user research.

5 Answers

Jeff Otto

Riskified CMO • July 14

I’ve often found that personally delivering customer-facing presentations is a great way to test messaging and positioning and learn first-hand about a buyer and their priorities. Approach: First specialize in a relevant topic and master a customer-facing presentation that you know you can delive......Read More

2072 Views

How do you figure out how to segment your market?

8 Answers

Abdul Rastagar

GTM Leader | Marketing Author | Career Coach • May 7

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 simply let the most senior person define the segmentation. Segmentation is relatively easy if you are focused on one specific vertic......Read More

1109 Views

What is vertical product marketing?

2 Answers

Matt Kaufman

Qualia VP of Marketing • September 15

Simply put, it's marketing to a niche audience centered around a specific set of needs. Examples include developing a deep focus in industries such as Real Estate, Education, Healthcare, or others. By comparison, a horizontally focused product marketing strategy aims to find how a given product c......Read More

1949 Views

What are some of the key certifications or courses one should have if they aspire to become a product marketer?

I'm a digital marketing specialist looking to transition to product marketing

5 Answers

Jason Perocho

Amperity Vice President, Product Marketing • March 10

I am not aware of any one key certification for product marketers. I work with PMMs that come from backgrounds in campaigns, sales, engineering, and product management. Each of those backgrounds lend themselves to a specific function in product marketing. In my experience, there are three typ......Read More

5506 Views

what skills and abilities are required to be head of industries marketing? how do candidates set themselves apart during an interview?

4 Answers

Jeff Otto

Riskified CMO • July 14

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 always look for is their ‘killer app’ - the leadership behaviors, and skills that they brought with them that were differentiat......Read More

1725 Views

How do I measure sales enablement success?

16 Answers

Sunny Manivannan

Braze Vice President & GM, Global SMB • June 16

My top 3 metrics to measure sales enablement success are : 1. Reduction in ramp time for new AEs coming into the company - defined as 'how many days does an AE spend at my company before they close their first New Business deal?' 2. Quarterly rep participation rate - defined as 'what % of my r......Read More

3931 Views