AMA: Eventbrite Former Head of Product Marketing, Greg Hollander on Customer Research
December 20 @ 11:00AM PT
View AMA Answers
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.
Novi VP of GTM & Strategy • 8y
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 ...
2373 Views
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Novi VP of GTM & Strategy • 8y
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 b...
861 Views
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Novi VP of GTM & Strategy • 8y
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 pr...
2624 Views
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Novi VP of GTM & Strategy • 8y
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, survey...
1657 Views
2 requests
Novi VP of GTM & Strategy • 8y
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. ...
1735 Views
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Novi VP of GTM & Strategy • 8y
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 m...
1930 Views
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Novi VP of GTM & Strategy • 8y
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 ...
1297 Views
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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?
Novi VP of GTM & Strategy • 8y
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 prod...
3012 Views
4 requests
Novi VP of GTM & Strategy • 8y
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 eno...
1586 Views
2 requests
Novi VP of GTM & Strategy • 8y
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 t...
1555 Views
1 request
Novi VP of GTM & Strategy • 8y
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...
1788 Views
2 requests