BC Startup Sales Podcast – Industry Marketing Programs and How to Build Them at Every Stage with Morgane Palomares (GitHub)

This week, the Bowery Capital team hosted Morgane Palomares, East Coast Marketing Manager at Github, to discuss “Industry Marketing Programs and How to Build Them at Every Stage.” GitHub is how people build software. With a community of more than 24 million people, developers can discover, use, and contribute to over 67+ million projects using a powerful collaborative development workflow. Whether using GitHub.com or your own instance of GitHub Enterprise, you can integrate GitHub with third party tools, from project management to continuous deployment, to build software in the way that works best for you.

Morgane Palomares is the East Coast Marketing Manager for Github. She is currently responsible for Github’s demand generation marketing initiatives with tight alignment to Enterprise Sales for the East Coast territory. Before Github, Morgane worked at Zendesk as the Global Industry Marketing Specialist where she lead global industry function. At Zendesk, she developed global go-to-market strategies and integrated marketing campaigns that acquire new customers and generate demand. Prior to that, she spent 4 years with Change.org as their Global Marketing Program Manager where she was responsible for strategy development and execution for B2B marketing programs that drove demand for Change.org’s advertising offerings to nonprofits, brands, and political organizations.

Morgane begins the show by defining industry marketing programs as taking your horizontal audience and slicing it vertically so that everything you’re doing from a marketing perspective is vertically specific to a certain buyer. Next, she dives into when companies should begin to think about building industry marketing programs. Morgane explains that every company where she has built these programs out, has been at a very different stage of their growth, and that it ultimately depends on the capabilities of the sales team and needs of current and future customers. To that end, she discusses how earlier stage companies should focus on prioritizing their top industries while larger companies can deploy multiple resources and robust teams to focus on various sectors.

Next, we chat about the time and resources that a company should plan to deploy when creating industry marketing programs and the steps necessary to making sure that the program is set up properly. One of the key things that she recommends is making sure that sales is completely aligned with the idea of segmenting by industry and notes that this is typically most successful when companies are already on a territory based system. We end with a few tactical takeaways for our listeners where she mentions her top 3 tips and tricks for making sure that your industry marketing program is set up for success.

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