AMA: Cortex Head of Product Marketing, Lauren Craigie on Market Research
August 30 @ 10:00AM PT
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Inngest Head of Marketing • 2y
If your buyers are reading their reports, I treat it with the same weight as competitor positioning. In that—even if it doesn’t align exactly with your view of the world ...
1152 Views
2 requests
What are your favorite platforms/vendors for facilitating customer research?
Quickly, accurately, reliably (particularly for smaller organizations and PMM teams)
Inngest Head of Marketing • 2y
Customer (as in they’re paying you for your product) research: Google forms Typeform (there’s a free edition as well as a super cheap team plan) SurveyMonkey
402 Views
2 requests
Which research activities does your product marketing team do internally, and which research activities do you outsource?
I'm trying to figure out how to structure my team, and what to use external resources for.
Inngest Head of Marketing • 2y
For gut checks on messaging, or for unguided surveys like pains and gains I do it myself via SurveyMonkey or Wynter. $600-$1200 will get you 50-100 answers from folks th...
472 Views
3 requests
Inngest Head of Marketing • 2y
Product usage data NPS (I always prefer the standard calculation here as a bench mark but there’s other questions you should ask to determine how much value your custome...
1037 Views
2 requests
Inngest Head of Marketing • 2y
I love mixing a short term win with long term gain. For example, maybe I’m writing a blog or prepping a presentation—I’ll ask for budget to do a quick industry or custome...
449 Views
1 request
Inngest Head of Marketing • 2y
One way to do this is to lean into surveys—where you won’t have direct contact with your audience. But even then you’ll need to strip questions down to very specific str...
403 Views
1 request
Inngest Head of Marketing • 2y
I have an answer to this, but also a caution! Caution:Everyone likes to have a slide in their analyst briefing decks that shows all the adjacent markets you’ll eventually...
399 Views
1 request
Inngest Head of Marketing • 2y
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...
1138 Views
1 request
How do you organize/synethize data for creating personas?
I am in the process of developing personas, and the data will come from multiple sources such as reviews, interviews, and internal insight. Do you have a tool, template or best practices for organizing all these data points to make sense of it and then turn it into a persona?
Inngest Head of Marketing • 2y
Re: templates. Feel free to reach out on LinkedIn and I’ll share what templates I’ve used in the past for ICP and personas. Re: Synthesizing approach: I try to keep the...
947 Views
1 request
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?
Inngest Head of Marketing • 2y
Oh I love that you have a UX team that does a lot of this work! TLDR your UX team is building for what your ICP expects to see in product. You (the PMM) are building the ...
396 Views
1 request
What are some methods or tools, apart from interviews & surveys, you use to research and understand customer needs in-depth?
I'm helping PMs with customer and product discovery and looking for tips to increase the sources of information for my research.
Inngest Head of Marketing • 2y
If you’re collecting product usage data I would look for the sticky parts and the untouched parts of the platform that your data shows should be valuable. Where do people...
1172 Views
1 request
Inngest Head of Marketing • 2y
Not segmenting insights appropriately. If you’re leaning too heavily on what your biggest customers want, or what an industry report of c-suites says, but haven’t organiz...
1237 Views
1 request