AMA: Adobe Head of Lightroom Product Marketing, Mary Sheehan on Market Research
September 13 @ 10:00AM PT
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Adobe Head of Lightroom Product Marketing | Formerly Google, AdRoll • 8y
Firstly, know that there are ranges of budgets to create buyer personas depedning on if you go with an agency or do them in-house. I’ve worked for a company where we paid...
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Adobe Head of Lightroom Product Marketing | Formerly Google, AdRoll • 8y
Great question. When creating buyer personas, you’re ideally using data from current, prospective, and churned customers to create archetypes of your buyers. The goal is ...
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Adobe Head of Lightroom Product Marketing | Formerly Google, AdRoll • 8y
I’ve had the best success with easy to digest “competitive battlecards” for sales. The simpler, the better. They should give basic company info, pricing, and how to handl...
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Adobe Head of Lightroom Product Marketing | Formerly Google, AdRoll • 8y
I answered this in a similar post - see it here: https://sharebird.com/can-you-outline-the-best-structure-and-format-for-user-personas-that-are-useful-across-the-org
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Adobe Head of Lightroom Product Marketing | Formerly Google, AdRoll • 8y
Once you’ve interviewed and/ or surveyed your customers, prospects, and churned customers - it’s time to put the personas into a digestible format. I recommend Google sli...
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Adobe Head of Lightroom Product Marketing | Formerly Google, AdRoll • 8y
Market research on a tight budget, or what I like to call "Scrappy research" - my favorite! First, let me start with a quote - “Don’t let perfect be the enemy of good.” M...
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How do you drive culture change with market research?
I'm hoping to influence Product and Design to talk to users more and build a clear picture of our user. The team will often refer to themselves as "the consumer" when they're not in our target demographic?
Adobe Head of Lightroom Product Marketing | Formerly Google, AdRoll • 8y
Quick answer: Data. Bring them snippets of real customer conversations or data points that they haven't seen from customer interviews, surveys, CSAT, NPS, customer servic...
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