Mission’s Product Marketing Team Verticalizes Content

“I wasn’t going to become a healthcare expert in a week. But the combination of strategist interviews and GetWhys let me stand in for one.”

Casey Samulski

Director of Product Marketing, Mission

INTRODUCTION

Meet Mission

Creating targeted, persona-driven content is a time-consuming challenge—Casey Samulski, Mission’s Director of Product Marketing, knows this better than anyone.

Casey and his product marketing team at Mission had a daunting task ahead of them. Mission, as one of AWS's partners, has to produce content that is appealing for AWS's hundreds of services across dozens of different verticals. Perhaps obvious, but for a small team keeping up with the pace of AWS, this is quite the undertaking.

Tasked with “verticalizing” content for the healthcare industry, Casey discovered a new way to validate, adapt, and accelerate industry-specific messaging with GetWhys—sparing weeks of work and unlocking high-impact use cases for AWS in healthcare.

CHALLENGE

A Collaborative Verticalization Workflow

Rather than creating generic, underwhelming content “specialization”, how could Mission quickly and credibly create a healthcare-specific story for its AWS offerings, when navigating complex buyer needs?

“If you want to verticalize for a field like healthcare, you run smack into all these knowledge gaps. There’s terminology, workflows and what actually resonates with buyers.”

The traditional process of persona research, product strategy meetings, and building internal alignment could drag on for months—and end with best guesses rather than validated priorities.

Casey was able to tap a dedicated healthcare strategist team—a resource he combined with GetWhys’ expansive proprietary dataset full of relevant buyer interviews. Rather than just rewrite content, Casey established a workflow centered around healthcare customer insights:

GetWhys for Rapid Validation

GetWhys’ curated library of research interviews enabled Casey to validate which AWS use cases were most meaningful in healthcare, pinpoint adoption barriers, and source relevant success stories backed by real buyer input, without needing to spin up research projects.

Seamless Content Adaptation

Casey used GetWhys to blend research with strategist interviews and Mission’s core product messaging—crafting materials tailored for healthcare without needing to “speak healthcare fluently” himself.

“I wasn’t going to become a healthcare expert in a week. But the combination of strategist interviews and GetWhys let me stand in for one—suddenly I knew exactly which AWS stories mattered, what roadblocks buyers cared about, and could map our messaging directly to those validated needs. That’s what makes GetWhys as a tool so fascinating. It completely changed what’s possible for us. I now have seven well-identified use cases we can show to the strategist team. This project is going to be ten times better than it would’ve been without it.”

SOLUTION

From Months to Days, Seven Clear Use Cases Surfaced

The integrated GetWhys workflow slashed the timeline for credible, specialized content from several months down to just two weeks. Instead of generic messaging or internally biased assumptions, Mission’s PMM team delivered healthcare-specific messaging that resonated with target personas and aligned cross-functional input.

Mission transformed its content workflow:

Cut the research-to-content cycle from months to one week.
Replaced internal assumptions with buyer-validated insights.
Built personas backed by real interview data.
Identified seven clear AWS healthcare use cases—all supported with authentic customer proof points.

“GetWhys put those real market voices in front of us, so I could have stakeholder meetings with hard evidence. When I bring it to my sellers, I’ll be able to talk about them in a way that every buyer in this category will immediately resonate with. That’s the dream of product marketing.”

Proof-Backed Use Cases

Mission identified seven validated AWS use cases for healthcare, each supported with authentic customer challenges and proof points.

Faster, Credible Insights

PMMs could present content and persona insights “with credibility and speed, without the internal back-and-forth.”

Buyer-Aligned Narratives

Success stories surfaced that spoke directly to buyers’ regulatory pain points and digital adoption challenges—elevating Mission’s differentiation.

RESULTS & IMPACT

Why This Matters for Mid-to-Large B2B SaaS PMMs

Product marketers in complex B2B SaaS environments juggle tight deadlines, multiple personas, and the need for highly credible content. Traditional research methods are too slow, ad hoc, and often biased by limited internal viewpoints.

Casey’s experience shows that:

Credible buyer insights can be on-demand

GetWhys combined with existing resources (In Casey’s case - strategist interviews and product content), you don’t need to become an overnight subject matter expert to produce industry-grade content.

Speed is a first order priority

Fast access to validated insights and field expertise turns months into days, so PMMs can focus on go-to-market execution.

Integrating insights into your workflow builds alignment

Embedding research and expert input into existing messaging processes ensures better team buy-in and consistent market alignment.

INTERVIEW

Interview with Casey Samulski About Customer Insights

Interviewed by Lotti Brinks from GetWhys

Lotti: Hi Casey! Let’s start by introducing your latest project. What have you been working on?

Casey: Perfect. The big project I’ve been working on is creating industry-specific versions of our story—starting with healthcare.

I used GetWhys to validate key use cases: why they matter, why adoption is hard, and where there are success stories. Then I combined that research with strategist interviews and our product content. GetWhys helps adapt all of it for a healthcare audience.

Now I have a solid deck that would’ve taken me months to build manually. With GetWhys, I did it in about a week.

Without it, I’d need to become a healthcare expert—which isn’t realistic. GetWhys made it possible to build credible personas and content quickly. I now have seven clear use cases we can sell AWS against. This will be 10x better than if I’d done it alone.

Lotti: How often do you submit research requests?

Casey: Case by case. For healthcare, there was already a lot of data. For private equity buyers, I submitted a request because less existed.

Lotti: Are others on your team using GetWhys?

Casey: Yes. Other product marketers, plus a marketing/communications manager and partner marketing manager. They use it to specialize product content for AWS-only channels and rewrite it for AWS seller personas.

Lotti: So it makes the whole team more efficient with customer insights and verticals.

Casey: Exactly. Next, we’ll roll it out to demand gen to help tailor email sequences by persona.

Lotti: Let’s back up. What pain points led you to GetWhys?

Casey: Before GetWhys, research meant internal interviews, sales feedback, or Google searches. Rarely primary sources, since we didn’t want to overuse customers for research. Personas were shallow—mostly just job titles. We couldn’t justify six-month research projects.

With GetWhys, we now have real insights at speed.

Lotti: At PMA Summit, people agreed customer voices should influence everything—but admitted they don’t have time.

Casey: Exactly. Product marketing often wants to be strategic but ends up order-taking. With GetWhys, we can actually back strategy with research.

It lets us speak closer to the ground truth. It democratizes the ability to do high-quality product marketing.

Hiring third-party research firms is expensive and quickly outdated. Even then, integrating results into content is a huge lift. GetWhys makes research accessible, affordable, and directly usable.

Lotti: And it layers your data with external research.

Casey: Exactly. My boss even said "we should try GetWhys first for every piece of content."

Lotti: Looking ahead, how else will you use it?

Casey: We’ve started feeding win/loss interview transcripts into it. These are highly qualified prospects we lost. Embedding that feedback will make our messaging and content stronger. Now the whole company can leverage that research via the model.

Lotti: It keeps everyone aligned and makes the work usable.

Casey: Exactly. Instead of remembering everything manually, the model adapts content based on what customers are saying. That’s a massive change for product marketing. AWS already calls us their most modern marketing partner—tools like this keep us on the cutting edge.