Momentive

Momentive

Insights from the Momentive Product Marketing Team

Morgan Molnar
Director of Product Marketing
I wrote a comprehensive guide to doing market research here: https://www.surveymonkey.com/mp/market-research-ultimate-guide/ It walks you through planning & scoping, study design, data collection, analysis, and taking action. Note that it is mostly focused on survey research, but the guide doe...more
Morgan Molnar
Director of Product Marketing
Here is where market research can and should fit into the GTM life cycle: Exploration / business case justification: * Market sizing; TAM analysis * Market trends analysis * Usage & Attitudes study (incl identifying use cases) * Competitive intelligence Product development: * Shopper i...more
Morgan Molnar
Director of Product Marketing
There are many ways you could segment your market for your marketing and sales motions: from industries to personas to company size to geographies (and for B2C companies, major demographics like age, gender, etc come into play). The questions you need to ask are "Do these groups of customers have...more
Morgan Molnar
Director of Product Marketing
All the time! Again, I'm lucky to be a product marketing leader working on a market research product, so I have unlimited access to our own message testing solutions. We approach quatitative message testing a couple different ways: - Our live marketing assets provide a great testing ground fo...more
Morgan Molnar
Director of Product Marketing
I agree with you - tracking market trends is not something I'm doing on a continuous basis. Mostly because in our category, the trends don't change that often. We will look into big shifts and market trends about annually as part of our company's annual strategic & operational planning process. A...more
Morgan Molnar
Director of Product Marketing
When you have no budget: If you already have a survey platform in place, conducting interviews and surveys of your own lists (customer & prospect databases) is free! You just need a way to recruit them. For interviews or smaller sample sizes, you may want to go directly through your customer suc...more
Morgan Molnar
Director of Product Marketing
Hah! You kinda answered your own question here. Create competitive intel that is easy to read and applicable to how Sales will use it! Sales doesn't want a novel about each competitor. They want high-level bullets that help them understand how to put their own company in context of that compet...more
Morgan Molnar
Director of Product Marketing
Organizations will typically have the most behavioral data on their own customers and visitors. They know what customers are doing (and not doing) on their platform... where they drop off in a conversion funnel, what they click on, how frequently they log in, the product/feature mix they have use...more
Morgan Molnar
Director of Product Marketing
Qualitative research is purely a category of research methods, and can be used for a variety of business needs / research goals. Qualitative "qual" research methods are can include observation, ethnography, 1:1 interviews, focus groups, and more. Qual research typically deals with unstructured da...more
Morgan Molnar
Director of Product Marketing
There are several departments who currently share "ownership" of competitive intelligence at Momentive, but we have plans to hire someone dedicated to this in the PMM org. Some of the top sources, tools, and vendors we use for competitive intelligence are: - Crayon.co for our comprehensive compe...more
Momentive Product Marketing Leaders
Priya Gill
Priya Gill
Vice President, Product Marketing
Morgan Molnar
Morgan Molnar
Director of Product Marketing