Vertical Marketing Manager

As a Vertical Marketing Manager at Glean, you will primarily focus on understanding customer needs across targeted verticals, develop customized marketing messages, and create strategic outbound lead generation plans. You will serve as a crucial link between our vertical solutions and customer engagement, enabling go-to-market teams and driving Glean’s overall adoption in these sectors.

To succeed as a Vertical Marketing Manager at Glean, candidates should hold a BA/BS in engineering, business, or a related field, along with an MBA if possible. A minimum of 4 years in SaaS product marketing, particularly with vertical market experience, is crucial. Moreover, exceptional communication skills and a robust understanding of ROI-based selling will highlight your candidacy.

Success for the Vertical Marketing Manager at Glean is defined by the ability to effectively communicate the business value of our solutions to key vertical markets, drive Glean's adoption rates, and ensure that customer case studies are compelling and informative. Regular collaboration with sales and marketing teams to enhance outreach efforts is essential in measuring this success.

In the role of Vertical Marketing Manager, you will develop messaging and marketing strategies tailored to specific vertical markets. This includes crafting persona-specific content, fostering partnerships, and developing comprehensive go-to-market strategies that incorporate the voice of the customer while also emphasizing Glean's unique value proposition.

At Glean, the team dynamics are collaborative and innovation-driven. You will work closely with a diverse group of talented professionals, including marketing, sales, and technical teams. We value open communication and believe that every team member plays an essential role in driving our mission forward.

When answering this question, focus on specific examples of your past roles where you targeted vertical markets or worked within SaaS environments. Highlight successful campaigns, metrics, and how you tailored messaging to fit the unique needs of different industries.

Discuss your methods for collecting customer insights, such as surveys, interviews, or feedback loops. Explain how you utilize this information to refine messaging and better align with customer needs, showcasing your analytical skills and adaptability.

Explain your process of researching each vertical, understanding their specific challenges, and determining what messaging would resonate. Provide examples of how you've effectively segmented your audience and crafted tailored strategies in previous roles.

Choose a campaign that exemplifies your strategic thinking, creativity, and measurable results. Discuss the objectives, your specific role, the tactics used, and the campaign's overall impact on the company's goals.

Highlight your organizational skills and any tools or methodologies you employ, like Agile or Kanban, to prioritize tasks effectively. Describe how you balance multiple projects while meeting deadlines, ensuring you stay aligned with the overall marketing strategy.

Discuss the steps you take to collaborate with customers, identify success stories, and present data clearly and persuasively. Showcase your storytelling abilities and how you help potential customers see the value of Glean through case studies.

Speak about key performance indicators (KPIs) that align with business objectives, such as lead generation, customer acquisition costs, and conversion rates. Emphasize the importance of data analytics in assessing your campaigns' effectiveness and making necessary adjustments.

Provide a specific scenario where you navigated differing opinions or concerns from stakeholders. Explain the strategies you used to gather support, such as presenting data, aligning messaging with company goals, and demonstrating how the initiative could drive growth.

Discuss the channels you follow, like industry publications, webinars, and networking events. Highlight how you leverage this information to refine your own marketing strategies and remain competitive in the ever-evolving landscape.

Share your belief in the importance of teamwork in executing successful marketing strategies. Emphasize past experiences where collaboration led to innovative solutions or enhanced outcomes, showcasing your ability to work well with various teams.