1:many email templates - custom field placeholders

I have come up against two scenarios where I can't leverage email templates as effectively because I don't have a list of our custom fields. Here are the two examples, in both cases I wanted to leverage our custom field that logs the customer's industry

1. a basic customer value email template where I'm asking the customer to hop on a call to discuss what is new at {{company}} and in the {{industry}} industry
2. Cross sell strategy targeting any customers who don't use a certain product when most of their industry peers do