Market Research
Robin Fontaine
Shopify Senior Product Marketing Lead • November 15
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
1813 Views
6 Answers
Daniel Kuperman
Atlassian Head of Core Product Marketing & GTM, ITSM Solutions • June 1
The biggest mistake is to focus on what the competitor does versus what the customer cares about. Don't start with what the competition is doing or not doing, start with what specific customer needs are not being met by the current players, and find better ways to serve them. Another common issu......Read More
2286 Views
7 Answers
Christine Tran
Quantum Metric VP, Product Marketing • July 28
This is the situation we're in right now. Our AR program is three years old and it's an ongoing initiative to identify and vet the right analysts, build relationships, and education/inform/influence their research roadmap. Here are a few tactics I'm using: 1. Identify the analysts who (will) wr......Read More
1994 Views
13 Answers
Vikas Bhagat
Webflow Senior Director, Brand & Product Marketing • July 13
It really depends on the current understanding of that competitive positioning within my sales team. I usually work with Sales Enablement or frontline Sales Managers to create a bill of materials that would help inform the team on competitive positioning. Usually this includes but it varies o......Read More
2102 Views
How does one create a "positioning document?"
Our organization is focusing on a new customer segment and channel. My CMO has asked me to create a "positioning document" that we can share with senior leadership that articulates how we're going to market to this segment. Does anyone have a template or (and NDA-compliant) example document I could use as a model? Just trying to understand what type of information to include and how best to organize it. Thanks!
10 Answers
Leonardo Vergani
McKinsey & Company Engagement Manager • July 29
Hey, Intercom published a blogpost with their templates for everything related to Product Marketing, including a Positioning template. You can read the blogpost here: https://www.intercom.com/blog/how-product-marketing-helps-build-product/ Specifically, the positioning template is availab......Read More
1700 Views
2 Answers
Lauren Craigie
Cortex Head of Product Marketing • August 30
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
731 Views
1 Answer
Alissa Lydon
Dovetail Head of Product Marketing • May 9
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
386 Views
1 Answer
Alissa Lydon
Dovetail Head of Product Marketing • May 9
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
383 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 8
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
875 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 9
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
420 Views