Market Research
Robin Fontaine
Shopify Senior Product Marketing Lead • November 16
Even if accessing quantitative data is a challenge, you can almost always find a way to get great qualitative data by setting up interviews with customers or prospects. You can do these over video chat. Here's a process you can follow: * Write a research brief that includes goals, target aud......Read More
1811 Views
2 Answers
Lauren Craigie
Cortex Head of Product Marketing • August 31
Some ideas: * Free: Use polls on LinkedIn. You can see who responds (their title, positions held in the past etc) * Free: Unincentivized user surveys * Cheap: Incentivized user surveys * Cheap: SurveyMonkey or Wynter for market surveys * Cheap: Wynter for buyer interviews (compared t......Read More
730 Views
1 Answer
Alissa Lydon
Dovetail Head of Product Marketing • May 10
I think a two-step approach is best here. First, you need to make sure that people know these insights exist. That means meeting them where they are and creating rituals to share and consume insights. It might be during quarterly planning with the product team, or monthly enablements with the GTM......Read More
248 Views
1 Answer
Alissa Lydon
Dovetail Head of Product Marketing • May 10
I've already shared some ways that you can be scrappy with research, but one more thing I will add here is that even without some of these low-cost programs product marketing still has access to a mountain data that they can mine for insights. Sales and success are talking to customers every day,......Read More
233 Views
How do you establish research as a product marketing function when there is a UX research team already owning most research initiatives?
And how to you create ownership of that function when UX research believes they should be the sole owner of all research?
3 Answers
Jon Rooney
Unity Vice President Product Marketing • June 9
The rise of UX research as a practice over the past 10+ years has unfortunately created it's share of organizational overlap, friction and feudal rivalries (leading to wasteful, demoralizing outcomes like different teams at the same company having completely different persona profiles that don't ......Read More
874 Views
How do you collect, analyze and share your customer feedback?
I feel like my customer feedback is scattered throughout surveys, Google docs, Google sheets, Salesforce, and Slack...
It's pretty tough to get an over-arching view of my customer feedback on an on-going basis. Do you use any tools or have advice on how to collect, analyze and share your customer feedback?
1 Answer
Alissa Lydon
Dovetail Head of Product Marketing • May 10
As someone immersed in this problem space for the past six months, the struggle of collecting and synthesizing large and disparate data sets is very real, but there are some promising developments. When trained correctly, generative AI can help uncover key themes in different data types. From sum......Read More
256 Views
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
2593 Views
2 Answers
Vishal Naik
Google Product Marketing Lead • November 15
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
3063 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
1395 Views
5 Answers
Christine Tran
Quantum Metric VP, Product Marketing • July 29
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
1791 Views