Industry Marketing
Go-to-market strategies tailored for specific industries and verticals. How PMM approaches differ across SaaS, fintech, construction tech, healthcare, and other specialized markets.
40 articles
HR Tech Differentiation in a Saturated Market
HR tech has 10,000+ vendors competing for the same buyers. Here's how we built differentiation when everyone claims to...
Supply Chain Software: Positioning During Disruption
Supply chain disruption created massive demand for optimization software. But urgency didn't mean buyers made fast...
PropTech for Commercial Real Estate: Long Sales Cycles, Big Deals
Commercial real estate moves slowly, values relationships over technology, and makes decisions in years not months....
InsurTech GTM: Navigating Regulatory Complexity
Insurance is one of the most regulated industries. Here's how we built a GTM strategy when every state has different...
Vertical SaaS Trends: Why Industry-Specific Beats Horizontal
I watched horizontal CRM lose to industry-specific software in 15 consecutive deals. That's when I understood vertical...
Government & Public Sector SaaS: Procurement Hell and Compliance
The government procurement officer said: 'Your software looks great. Fill out this 247-page RFP, get on our approved...
EdTech B2B Sales: Selling to Schools vs. Districts
Schools and districts buy differently, evaluate differently, and implement differently. Here's how to navigate EdTech...
Nonprofit Tech PMM: Mission-Driven Buyers, Budget Constraints
The nonprofit director loved our donor management platform. Then she said: 'This costs more than we pay our program...
Veterinary Tech: Small Market, High ACV Strategy
The veterinary software market has only 30,000 practices in the US. Here's how we built a profitable business in a tiny...
Energy & Utilities Tech: Regulated Markets, Long Contracts
The utility CIO said: 'Your software looks interesting. But we're regulated. Any technology change requires PUC...
Dental Practice Software: Navigating a Consolidated Market
The dental software market is dominated by legacy vendors with deep dentist relationships. Here's how we competed...
Manufacturing Tech Product Marketing: OT Meets IT
The plant manager looked at our manufacturing software and said: 'This is IT stuff. We're Operations Technology. They're...
Hospitality Tech Go-to-Market: Hotels, Restaurants, Event Venues
The restaurant owner looked at our reservation management system and said: 'This looks complicated. Will my 19-year-old...
Legal Practice Management Software: Selling to Law Firms That Hate Change
Law firms are among the most change-resistant buyers in B2B software. After failing with standard SaaS tactics, here's...
Insurance Tech PMM: Navigating Legacy Systems and Regulation
The insurance CIO said: 'Your modern API-based system sounds great. But our core policy admin system is from 1987. How...
Creator Economy Tools: Influencer Marketing as GTM
Traditional B2B marketing doesn't work for creator tools. Here's how we built a GTM strategy where creators themselves...
Legal Tech SaaS: Selling to Risk-Averse Law Firms
The managing partner looked at our legal practice management software and said: 'What happens if your system goes down...
Climate Tech Positioning: Impact vs. ROI Messaging
Climate tech buyers say they care about sustainability. But they buy based on ROI. Here's how to position climate...
Real Estate Tech PMM: Traditional Industry Meets Modern Software
The real estate broker looked at our property management software and said: 'I've been selling real estate for 35 years...
AI Infrastructure GTM: Selling to ML Engineers vs. IT Buyers
AI infrastructure has two completely different buyer personas with opposing priorities. Here's how we built separate GTM...
EdTech Product Marketing: K-12 vs. Higher Ed vs. Corporate Learning
The K-12 administrator loved our learning platform demo. Then the corporate training buyer saw the same demo and said:...
Logistics & Supply Chain Tech: Selling to Operations Leaders
The VP of Operations said: 'Your software looks great. But if it fails during peak shipping season, we lose millions....
Marketing Web3 Products: What Traditional PMM Gets Wrong
Web3 buyers don't respond to traditional enterprise software marketing. After failing with standard B2B tactics, here's...
E-commerce Platforms PMM: Demonstrating ROI in Competitive Markets
The e-commerce director said: 'Your platform costs $5K/month. I can hire a developer for that. Why should I buy software...
LATAM Expansion: Currency, Payment, and Partnership Challenges
Latin America has massive potential for B2B SaaS. It also has currency volatility, payment complexity, and partnership...
DevTools Marketing: Reaching the Technical Buyer
The engineer looked at my beautifully designed developer tool landing page and said: 'Where's the documentation? I'm not...
Entering Asian B2B Markets: Our Singapore-First Strategy
Asia-Pacific isn't one market—it's dozens of markets with different languages, business cultures, and buying behaviors....
Cybersecurity Product Marketing: Fear, Uncertainty, and Proof
The CISO listened to my security product demo, then asked: 'What happens when your platform gets breached and our data...
Martech & Adtech PMM: Cutting Through Massive Competition
I launched a martech product into a category with 8,000 competitors. The customer said: 'Why should I replace the five...
Expanding to Europe: GDPR, Localization, and Why Our US Pitch Failed
European B2B buyers don't respond to American sales tactics. After failing spectacularly in our first European expansion...
HR Tech Product Marketing: Reaching the People Ops Buyer
The CHRO loved our HR platform demo. Then she said: 'This is great, but I need to know what my employees will actually...
Travel Tech GTM Post-COVID: What Changed (and Stayed the Same)
COVID nearly killed our travel tech company. The recovery taught us which assumptions about travel buying behavior were...
Healthcare SaaS Marketing: HIPAA, Long Sales Cycles, Committee Buying
My healthcare software demo went perfectly. The physician loved it. Then I learned I needed to convince seven more...
Marketing to Farmers: Everything I Got Wrong About Agtech
I spent a year selling agtech with Silicon Valley marketing playbooks. I closed zero deals. Then I learned how farmers...
Construction Tech Go-to-Market: Selling to Conservative Buyers
I pitched construction project management software to a site supervisor who'd been using paper blueprints for 30 years....
Fintech PMM Challenges: Regulatory Complexity Meets Fast GTM
I was three months into my first fintech PMM role when legal killed my product launch 48 hours before go-live. Welcome...
Industrial IoT Sales Cycles: Why Our 6-Month Forecast Was Off by 18 Months
Industrial IoT has the longest, most unpredictable sales cycles in B2B tech. Here's what breaks standard forecasting and...
Product Marketing for SaaS: What Makes It Different
I thought product marketing was product marketing. Then I moved from consumer tech to SaaS and learned that everything I...
Breaking into Automotive Tech: Our Market Entry Strategy
Automotive is a closed ecosystem with deep relationships and long sales cycles. Here's how we built credibility and won...
Selling Retail Tech Software: What I Learned from 50 Deals
Retail buyers evaluate software differently than any other vertical. After closing 50 retail tech deals, here's what...