Intercom

Intercom Overview
Website: intercom.com
Employees: 950
Headquarters: San Francisco, CA
Founded: 2011
About
Our mission is to make business personal again…
🏆
Top Team Awards 2022
Insights from the Intercom Product Marketing Team
Sonia Moaiery
Sonia Moaiery
Product Marketing, IntercomMay 3
It depends on the company and if you have a formal research function or not! I've done everything from recruit participants, write discussion guides, field surveys, moderate research, synthesize insights. Or, I've given a researcher objectives and key questions and then sat in on a few interviews here and there. I think every PMM should have the experience of running their own research at some point - it keeps you close to the customer, helps you empathize with them and develop relationships with strategic customers (like if you run a CAB).  But, as an org grows, you won't always have th...
Sonia Moaiery
Sonia Moaiery
Product Marketing, IntercomMay 3
Understanding the market landscape and how it breaks down is a good first step. For example, within the broader category of "customer engagement" there are sub categories like marketing and advertising tech, support/enagement channels, call analytics and contact centers and CRM. And then there are even more categories or sub jobs under each (read about the jobs to be done framework if you havent). To help create this 'market map' you can look to industry analysts or the Forrester / Gartner Magic Quadrants but I encourage you to not take these as boilerplate as it's really individual to your...
Sonia Moaiery
Sonia Moaiery
Product Marketing, IntercomMay 3
It really depends on the stage/GTM motion your company is in. You might want to focus on the user if you are really focused on product-led-growth (PLG) and reaching that point of 'activation' - aka the aha moment when a new user gets the value of your product and why they need it. If you have no idea what I'm talking about I'd suggest exploring this article/site from the product-led collective- https://www.productled.org/foundations/product-led-growth-metrics. Other scenarios where you may want to focus on the user is if you're seeing typical product usage metrics declining (DAU, WAU, MAU, ...
Sonia Moaiery
Sonia Moaiery
Product Marketing, IntercomMay 3
Interesting! I think it's always best to acknwoledge your stakeholder groups concerns. They're probably mostly worried about the following 1) overwhelming a client with too many asks and requests/wasting their time 2) jeopardizing a clients renewal or upsell that's in process and 3) signing up for more work themselves to coordinate your research. These are really fair concerns but you also need to do your research! Here's an example of a note that I would send that stakeholder to address all of the concerns above and ask them to help you identify customers so you're respecting their concern...
Sonia Moaiery
Sonia Moaiery
Product Marketing, IntercomMay 3
I think it’s helpful to have a customer advisory board - this is a select group of 5-10 customers who you meet with every 3-6 months to talk about big strategy topics like - company strategy, product roadmap and problems you can solve for them. This high-touch tactic generally requires a lot of prep / work but the relationships you build will pay off as these are likely the customers that will participate in future betas and other studies. A few other tactics outside of leveraging your CAB: * Incentives can help - they don’t necessarily have to be a cash incentive or gift card. In the...
Sonia Moaiery
Sonia Moaiery
Product Marketing, IntercomMay 3
I believe the best way to segment your market is to do initial high-level qualitative interviews to get a broad understanding of the market, followed by a robust quantitative segmentation, and then follow up with in-depth qual with what you believe are your priority segments. A quantitative segmentation leverages a cluster analysis that considers: * company/customer demographics and technographics (size/industry/revenue/region etc.) * Attitudes - how they think/feel/pain points and perceptions of you and your competitor set * Behaviors - what they do, how they buy, purchase journ...
Sonia Moaiery
Sonia Moaiery
Product Marketing, IntercomMay 3
It’s no surprise since at Intercom we offer an in-product surveys tool, so I’m naturally a big fan of in-product surveys. Even before Intercom, I had always seen a 3-4x response rate to in-product surveys than email or any other channel. I think surveys in-product are generally more valuable for quantitative insight and tactics like interviews, a customer advisory board and focus groups are more helpful for those rich emotional or granular feedback. How does your customer feel about your product and which problems are most urgent to them are best revealed in a live conversation. The way to...
Sonia Moaiery
Sonia Moaiery
Product Marketing, IntercomMay 3
It really depends on a few factors: time, resources and who the competitive research helps. I would answer these questions to help you gauge how deep you go. There are entire PMMs dedicated to competitive research and you may not have that type of time/resource so you need to determine the level of effort you put into this. * Time - is this an extremely urgent question that needs to be answered in the next week, three weeks, 6 weeks, 12 weeks? * Resource- do you have a budget, if so, how much is it? Can I do this myself or do I need an agency because it has to be run across several...
Sonia Moaiery
Sonia Moaiery
Product Marketing, IntercomMay 3
I always start with positioning ideas as hypotheses (a fancy term for your hunches). This approach is helpful to show stakeholders that you’re open to their input/feedback, and potentially being wrong. When you have hypotheses, you come to the conversation saying “here’s something I have a hunch about, but I don’t have enough data yet to tell me this is a good idea or the right thing, I’d love to hear your thoughts or help me poke holes in this” I think about building consensus in three stages to bring stakeholders along the journey with you so none of your ideas feel like a surprise by th...
Christine Sotelo-Dag
Group Product Marketing Manager, IntercomMarch 16
Some of the low hanging fruit here would be setting up team rituals - team meetings, slack channels, team hubs, etc.  Some of the more logistical processes would include setting up a shared launch calendar to have a shared source of truth. Defining a tiering framework for launching products. Establishing areas of ownership and alignment to product and/or audience and/or sales.  Find ways to templatize work that you'll be dividing amongst yourselves - messaging guides, pricing frameworks, naming conventions, launch activities, etc. 
Intercom Product Marketing Leaders
Jonathan Brandon
Jonathan Brandon
Head of Monetization & Pricing Strategy
Jasmine Jaume
Jasmine Jaume
Director, PMM - Support & Platform
Christine Sotelo-Dag
Christine Sotelo-Dag
Group Product Marketing Manager
Sonia Moaiery
Sonia Moaiery
Product Marketing