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AMA: Eventbrite Former Head of Product Marketing, Greg Hollander on Customer Research
December 20 @ 11:00AM PST
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Eventbrite Former Head of Product Marketing, Greg Hollander on Customer Research
Top Questions
Greg Hollander
Novi VP of GTM & Strategy • December 20
As they say, the proof’s in the pudding. If you work with folks who don’t see the value, it’s only once you get people using them and benefitting from them that they’ll be asking for more. In general I think Product Marketing is about using your customer expertise to place smart bets on the plac......Read More
771 Views
1 request
How have you historically sourced people to interview while developing personas?
Especially if you don't have any customers that fit the bill my current plan is to assemble a list of possible titles and have my virtual assistant company prospect for and find contact details for them then probably send out a survey to validate if they're the right people to talk to and reach out individually to the ones that fit the bill.
Greg Hollander
Novi VP of GTM & Strategy • December 20
If you’re looking for specific titles, I think the approach you laid out makes sense. The screener survey is super important for making sure you’re find representative folks to talk to (based on your customer base or intended customer base), and not wasting your time. For sourcing the initial ......Read More
1060 Views
6 requests
Greg Hollander
Novi VP of GTM & Strategy • December 20
This is a little meta, but the best advice I have is to treat your sellers as your customers. What would you do to try to understand how to get a customer to use your product? Do some research - via interviews, observations, surveys, etc, and learn their workflows, their gaps, their pain points......Read More
1907 Views
1 request
Greg Hollander
Novi VP of GTM & Strategy • December 20
I don’t have any direct experience in this sector, but I’d encourage you to start by better understanding the segments of your market. Whether through interviews, surveys, or product usage analysis (ideally some combination), you’ll need to identify the common threads between segments of your se......Read More
1049 Views
2 requests
Greg Hollander
Novi VP of GTM & Strategy • December 20
I have NOT found success testing messages out of context, like in surveys. It’s hard for respondents to truly put themselves in a buyer’s mindset. I’d recommend putting messaging into practice, in context, in ways that you can test and iterate. For example, look at lift in conversion on landing ......Read More
1184 Views
4 requests
Greg Hollander
Novi VP of GTM & Strategy • December 20
The best way I’ve learned to think about it is that as Product Marketers you should be focused on researching the buyer, whereas UX researchers are focused on the User. Sometimes this overlaps and results in different questions on the same content - for example, we might show the same landing pa......Read More
1184 Views
9 requests
Greg Hollander
Novi VP of GTM & Strategy • December 20
This one’s a sensitive one, since it’s tough (and not necessarily good for the business) to get in the middle of a sales process. I’ve found most success reaching out to folks cold who are not in a buying cycle, and currently use a competitor, with the offer of just trying to learn more about......Read More
831 Views
5 requests
Can you share your experience about segmentation and personas definition?
I'm so sure it is so important for good products being focus on an addecuate segmentation or undestand personas, but what do you consider are the steps or the best process for getting a good segmentation?
Greg Hollander
Novi VP of GTM & Strategy • December 20
I’ve typically seen segmentation and personas fall flat in one of two ways: either they were purely based on readily available internal data (usually, transaction or product-focused), or they were purely based on external interviews and didn’t come with a perspective on how representative they we......Read More
2219 Views
4 requests
Greg Hollander
Novi VP of GTM & Strategy • December 20
More than one persona can definitely make sense. It just depends on the business. Ideally you want to have one persona per “target audience”. The balance is having enough to create coverage across the segment(s) that are strategically valuable to the business, and not too many that they become......Read More
855 Views
2 requests
Greg Hollander
Novi VP of GTM & Strategy • December 20
For a full answer, check out my response to the question above about approaching segmentation and personas. Specifically as it relates to launches, I try to keep of our "business-at-large" target customers in mind (ideally, we've already built product with one of those target customers in min......Read More
1302 Views
2 requests
Greg Hollander
Novi VP of GTM & Strategy • December 20
This one’s all about sourcing. In a survey, I typically ask the “who are you?” question directly, and make sure I get over-sample of each crucial role. In interviews, I try to make sure I’m talking to a mix of “above the line” (only cares about ROI) and “below the line” (product user) buyers, as ......Read More
1074 Views
1 request
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