Market Research
3 Answers
Bonnie Chiurazzi
Glassdoor Director of Market Insights • September 27
1. Persona frameworks are unique to the organizations and teams who use them. But there are a few core elements that will add some structural integrity to your personas. 1. Context and Market - How do you define the market that this persona is pulled from? Do you need to b......Read More
2670 Views
2 Answers
Vishal Naik
Google Product Marketing Lead • November 14
Whether to do user research in-house or hire a vendor is a decision that depends on three key factors: budget, time, and quality. Engaging a research vendor is the more expensive option. It's kind of a you get what you pay for scenario. If you engage a vendor and brief them well, you'll probabl......Read More
3064 Views
20 Answers
Ajit Ghuman
Twilio Director of Product Management - Pricing & Packaging, CXP • September 9
It's hard. Real hard. Many PMMs make the mistake of starting with messaging. This is a no-no. Messaging comes last and just puts words behind what was already decided. You have to nail this in sequential order. 1. First comes strategy 2. Then comes positioning 3. And finally comes me......Read More
1773 Views
How do i use multiple customer quotes and case study stats to create a 2 pager sales enablement asset?
Im not sure how i can structure this document, but i have (numbers) on how our product benefited the customer and why they chose us over a competitor and multiple quotes from different customers. What is the best way to tell a story?
8 Answers
Jeff Rezabek
IRONSCALES Director of Product Marketing • February 27
If you're creating a two-pager sales enablement asset, always assume it will be shared externally at some point, so make it so that if it gets in the hands of a prospect, the branding is the same, and the information isn't confidential. Without knowing much about your product or audience, I woul......Read More
1400 Views
3 Answers
Nikhil Balaraman
Roofstock Senior Director Product Marketing • March 21
Depending on your target marketing and how active they are on these type of review sites, you may end up finding that G2 and TrustRadius are actually more effective than analysts. This is more likely to be the case if your economic buyer and your user personas line up more often than not, as it i......Read More
856 Views
7 Answers
Karina Cerón Vergara
Playvox Product manager • November 3
You can identify other documents produced by Gartner in the segment in which you work and contact the analyst who produces them. MQs do not exist when there is no variation between vendors in each quadrant, it becomes meaningless to continue issuing them. However, there are other documents, such ......Read More
551 Views
3 Answers
Nikhil Balaraman
Roofstock Senior Director Product Marketing • March 21
These things are bound to happen, but the good news in today’s world is that customers are likely getting their information from multiple sources. If I were in rapid response mode, I’d probably start by lining up some blog posts and customer testimonials that address the perceived weakness. Perha......Read More
795 Views
1 Answer
Jackie Palmer
Pendo VP Product Marketing • April 4
The first thing to do when trying to get your company into a Wave or MQ is to study the category and find out what the inclusion criteria are. If you don't meet the inclusion criteria right away, work with your product team on building out a roadmap path that allows you to qualify. Or if you have......Read More
636 Views
5 Answers
Christine Tran
Quantum Metric VP, Product Marketing • July 28
This is a great question and top of mind for me right now. For your executives, their primary goal may be to get into a Forrester Wave or Magic Quadrant. Yes, that would be the ultimate win, but it can be a long game AND there are many other ways to measure success over the life of a program.......Read More
1829 Views
5 Answers
Christine Tran
Quantum Metric VP, Product Marketing • July 28
In general, a good flow for an introductory briefing deck is: 1. Introductions, and why you're here: I always like to start the conversation with a little context on why you've requested a briefing with the analyst. So I'll have a slide or just a few talking points on their specific re......Read More
3160 Views