
Justin Graci
Principal Marketing Manager - Product GTM & Enablement, HubSpot
Content

Justin Graci
HubSpot Principal Marketing Manager - Product GTM & Enablement • November 23
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
1623 Views

Justin Graci
HubSpot Principal Marketing Manager - Product GTM & Enablement • November 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
1578 Views

Justin Graci
HubSpot Principal Marketing Manager - Product GTM & Enablement • November 23
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
1535 Views

Justin Graci
HubSpot Principal Marketing Manager - Product GTM & Enablement • November 23
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
1507 Views

Justin Graci
HubSpot Principal Marketing Manager - Product GTM & Enablement • November 23
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
1407 Views

Justin Graci
HubSpot Principal Marketing Manager - Product GTM & Enablement • November 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
532 Views

Justin Graci
HubSpot Principal Marketing Manager - Product GTM & Enablement • November 23
I've learned that the best way to solve this sort of problem is to stop spoon feeding them every time. Yes, once at first is fine, but if this is one particular sales person every single time, then don't give them the direct link to what they needed and instead tell them where to find it and let ......Read More
450 Views

Justin Graci
HubSpot Principal Marketing Manager - Product GTM & Enablement • November 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
446 Views

Justin Graci
HubSpot Principal Marketing Manager - Product GTM & Enablement • November 23
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
424 Views

Justin Graci
HubSpot Principal Marketing Manager - Product GTM & Enablement • November 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
411 Views
Credentials & Highlights
Principal Marketing Manager - Product GTM & Enablement at HubSpot
Product Marketing AMA Contributor
Knows About Competitive Positioning, Category Creation, Product Marketing Soft Skills, Messaging,......more