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Justin Graci

Justin Graci

Marketing Fellow - Partner GTM & Product Readiness, HubSpot

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Justin Graci
Justin Graci
HubSpot Marketing Fellow - Partner GTM & Product ReadinessNovember 23
My answer would change depending on what we're talking about (B2b Marketing program vs Sales enablement program). For a sales enablement program: 1. Pitch Deck 2. Product use case glossary 3. Case study 4. Discovery question list or Demo video 5. (this isn't necessarily an asset) Prospecti...Read More
3137 Views
Justin Graci
Justin Graci
HubSpot Marketing Fellow - Partner GTM & Product ReadinessNovember 23
Here are some of the top sections I'd include: 1. Positioning / value prop 2. ICP (with good-fit indicators) 3. Buyer personas 4. Use cases 5. Competitive landscape (with supporting comparison assets) 6. Proof (case studies, research, data, customer wins, 3rd party reviews) 7. Feature ove...Read More
2657 Views
Justin Graci
Justin Graci
HubSpot Marketing Fellow - Partner GTM & Product ReadinessNovember 24
This is probably pretty standard for most companies, but these sales materials have been the most used: * One pagers / data sheets (product overviews, use cases, etc.) * Pitch decks that reps can customize and/or leverage 'templated slides' for easy 'drag and drop' presentation building whe...Read More
2405 Views
Justin Graci
Justin Graci
HubSpot Marketing Fellow - Partner GTM & Product ReadinessNovember 24
Here are a few tips for ensuring your sales team leverages the content you create: *  Make sure the content can easily be found. Have a central, go-to place that reps can find all your content. This can be a 3rd party platform such as Highspot, Seismic, or Allbound. Or it can be a more si...Read More
2141 Views
Justin Graci
Justin Graci
HubSpot Marketing Fellow - Partner GTM & Product ReadinessNovember 24
Great question. I suggest all marketers to collaborate with their sales team. At my previous company, marketers were required to shadow a certain number of sales calls per month. This was a great way for us to understand their process, hear what prospects are saying, and align what we're doing. ...Read More
1939 Views
Justin Graci
Justin Graci
HubSpot Marketing Fellow - Partner GTM & Product ReadinessNovember 24
Great question. When it comes to measuring objection handling: * Leverage a conversation intelligence tool such as Gong, where you can report on keywords within sales calls and attribute those conversations to deal pipelines. For training: * The best way to measure impact of a train...Read More
1556 Views
Justin Graci
Justin Graci
HubSpot Marketing Fellow - Partner GTM & Product ReadinessNovember 23
This depends on how your organization is structured and what responsibities you define for Product Marketing. Sometimes product marketing plays a big role in enablement, while at other companies they just provide the messaging/value props/etc that enablement then uses as a framework for their ena...Read More
637 Views
Justin Graci
Justin Graci
HubSpot Marketing Fellow - Partner GTM & Product ReadinessNovember 24
Our product marketing team meets with the sales team fairly regularly. We have a few formats: 1. Monthly 'sales feedback panel' meeting 2. Monthly marketing/sales showcase townhall (where marketing walks through the latest/greatest assets and how to use them) 3. 1:1 or 1:few meetings when...Read More
611 Views
Justin Graci
Justin Graci
HubSpot Marketing Fellow - Partner GTM & Product ReadinessNovember 23
This is always a difficult one. Sometimes it can be easier to solve with technology, while other times it's a bit more difficult to track/measure. With technology: * You can track which content is being sent out/used * You can track how many reps are 'customizing' a deck in their workspace ...Read More
609 Views
Justin Graci
Justin Graci
HubSpot Marketing Fellow - Partner GTM & Product ReadinessNovember 23
This question would likely require more details/specifics for me to answer fully, but I'll do my best!  If you organize your sales team by market segment, then you could focus the enterprise product details on your enterprise segment reps, while the broader set of reps focus on the existing pr...Read More
595 Views
Credentials & Highlights
Marketing Fellow - Partner GTM & Product Readiness at HubSpot
Product Marketing AMA Contributor
Knows About Product Marketing Soft Skills, SMB Product Marketing, B2B Product Marketing KPI's, Co...more
Work At HubSpot
Senior Product Marketing Manager, Smart CRM
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