AMA: ActiveCampaign VP Product Marketing, Jackie Palmer on Market Research
May 20 @ 11:00AM PT
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👋 Jackie Palmer
I am an accomplished product marketing leader with 20+ years of experience in product strategy, product marketing, and product management for fast-growing software companies. As a hands-on leader, I love to build and mentor teams and am an expert at cross-functional team building, bridging the technical and non-technical divide.
In my current role as VP of Product Marketing at ActiveCampaign, I lead a team of rockstar product and customer marketers that help small teams power big businesses via our autonomous marketing platform and AI agents that imagine, activate, and validate your marketing.
In my current role as VP of Product Marketing at ActiveCampaign, I lead a team of rockstar product and customer marketers that help small teams power big businesses via our autonomous marketing platform and AI agents that imagine, activate, and validate your marketing.
ActiveCampaign VP Product Marketing | Formerly Pendo, Demandbase, Conga, SAP • 11mo
I've measured product marketing in a number of ways but my preference is a monthly team dashboard, ideally broken down by product if there are multiple products. I ideall...
4796 Views
2 requests
Sources for data to define use cases
I have a platform-type product, that can be used in a myriad of ways, there are some use cases defined, but they are compiled intuitively or from the company perspective rather than the customer (i.e. in terms of the implementation difficulty or product selection). Seems like there can be loads of ways to collect the use cases, based on different prospect/customer sales cycle stages (i.e. prospect gong call analysis vs classifying case study client use cases). What are the best ways to collect use cases, and how would you balance out the quant vs qual research as well as breadth of the audience (all prospects vs best-fit customers)?
ActiveCampaign VP Product Marketing | Formerly Pendo, Demandbase, Conga, SAP • 11mo
I've always found use cases extremely helpful for product marketing both for our own use and for us to use both internally during sales and customer team enablement but a...
671 Views
2 requests
ActiveCampaign VP Product Marketing | Formerly Pendo, Demandbase, Conga, SAP • 11mo
As I mentioned in other responses in this AMA, the vast majority of tools these days have now implemented AI so you don't have to sort through insights or feedback manual...
629 Views
2 requests
ActiveCampaign VP Product Marketing | Formerly Pendo, Demandbase, Conga, SAP • 11mo
This is a timely question as I recently did a presentation at the 2025 OMR conference in Germany on top use cases for AI and AI agents for marketers! I would say that mos...
1031 Views
2 requests
ActiveCampaign VP Product Marketing | Formerly Pendo, Demandbase, Conga, SAP • 11mo
There are a lot of ways to gather customer feedback and a lot of types of customer feedback you should gather! Feedback can take the form of enhancement requests, product...
950 Views
2 requests
ActiveCampaign VP Product Marketing | Formerly Pendo, Demandbase, Conga, SAP • 11mo
As I have been primarily in B2B software in my career I would have to say LinkedIn here. I use it to monitor what competitors, influencers, reporters, and industry analys...
737 Views
2 requests
ActiveCampaign VP Product Marketing | Formerly Pendo, Demandbase, Conga, SAP • 11mo
Market research can take on multiple forms from customer feedback, to industry insights from analysts, to competitive insights from prospects. Good product marketing team...
878 Views
2 requests
ActiveCampaign VP Product Marketing | Formerly Pendo, Demandbase, Conga, SAP • 11mo
The easiest and cheapest way to start monitoring market and competitive insights is to just set up alerts like Google alerts etc and follow people and companies on the we...
750 Views
2 requests
ActiveCampaign VP Product Marketing | Formerly Pendo, Demandbase, Conga, SAP • 11mo
To increase win rate, I would focus first on understanding where you are winning and where you are not. Do a deep dive into your competitive win/loss, segmenting it by wh...
688 Views
2 requests