When you know that your products can help your potential customers, it is tempting to make your marketing lean into all the product benefits. But what if instead, you focused on your business customers' challenges and leaned into their industry specific needs? What if instead of product marketers, you had industry leads who knew their customers just as well as they knew the products? 

When we pivoted at Duke Energy, our leads exploded from 500 in one year to 1,900 in 5 months! How might strategic best practices from that pivot help you?

After this session, you’ll be able to:
- Understand the benefits of segment/industry marketing over product marketing and make changes to your internal marketing structure. 
- Gain insights into what an industry marketing campaign looks like and which channels are most effective, and implement a strategy based on this. 
- Know what the important things are to learn about these customers before you go to market.