Question Page

How does industry solutions look different that product marketing? How does this role work with product marketing?

Christiana Rattazzi
Okta VP, Industries & Platform Product MarketingNovember 3

I love this question, as I've spent time across these related organizations in my career (Product Marketing, Solutions Marketing and Industry Marketing). 

Typically, Industry and Solutions Marketing consider the audience and business outcomes related to the combination of multiple products (and sometimes multiple products + tech partners). 

Industry will be considering the specific audience (often a vertical like Fin Serv or Healthcare) whereas Solutions will be thinking about it horizontally. 

For example - a company might have a PMM for raspberries, one for strawberries and one for blueberries - but a Solutions marketer will market the Mixed Berry Fruit Salad. And Industry marketer will market the Kids Berry Bowl (see what I did there? specific audience!). Industry and Solutions marketers will need to partner closely with the PMMs to ensure the fruits are compatible, that they will deliver on the outcomes expected, and that we're pricing it accordingly.

An overly simplistic view (of course) - but hope this helps! 

1281 Views
Messaging Group Event
Thursday, January 23 • 8:30AM PT
Messaging Group Event
Virtual Event
Top Product Marketing Mentors
Mary Sheehan
Mary Sheehan
Adobe Head of Lightroom Product Marketing
Axel Kirstetter
Axel Kirstetter
Guidewire Software VP Product Marketing
Leah Brite
Leah Brite
Gusto Head of Product Marketing, Employers
Jon Rooney
Jon Rooney
Unity Vice President Product Marketing
Katie Gerard
Katie Gerard
Workhuman Head of Product Marketing
Sahil Sethi
Sahil Sethi
Freshworks Vice President - Global Product Marketing
Madeline Ng
Madeline Ng
Google Global Head of Marketing, Google Maps Platform
Julien Sauvage
Julien Sauvage
Clari VP, Brand, Content and Product Marketing
Kevin Garcia
Kevin Garcia
Anthropic Product Marketing Leader
Amanda Groves
Amanda Groves
Enable VP of Product Marketing