AMA: Indeed Director of Product Marketing, Sherrie Nguyen on Customer Research
July 28 @ 9:00AM PT
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Indeed Director of Product Marketing • 3y
I first start with really solid positioning, which should clearly identify how your offering is differentiated from other competitors in the market and lean into that. Se...
757 Views
3 requests
Indeed Director of Product Marketing • 3y
At Indeed, we segment employers by small, mid-sized, and enterprise, and we also look at specific industries/verticals that make up a bulk of our users. We also do this f...
1195 Views
3 requests
Indeed Director of Product Marketing • 3y
I'd say, start asking questions, especially of the leaders and sales team. Depending on the answers, you may have a really good start to building some personas already. O...
427 Views
3 requests
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.
Indeed Director of Product Marketing • 3y
This is a great approach. It's best if you get as specific as possible to identify prospects (ie. country, company size, verticle/industry, job title) and get clear on wh...
2212 Views
3 requests
Indeed Director of Product Marketing • 3y
Such a wonderful question. I'm a big proponent of doing this. First, identify your target market and job titles of your target buyer. Then interview them to get a good un...
646 Views
3 requests
Indeed Director of Product Marketing • 3y
Always aim for as many personas as you encounter, but see above for my explanation on identifying a target segment and then choosing the personas you want to go after. It...
799 Views
3 requests
Indeed Director of Product Marketing • 3y
I work with market researchers to understand higher level problems, use cases, personas, customer journeys, brand consideration, preference, trust, etc. for my company an...
418 Views
3 requests
Indeed Director of Product Marketing • 3y
I love this question. I've done this in a really scrappy way at a start-up and then approached this with significant budgets at a larger company. The scrappy way was to i...
1386 Views
2 requests
How do you map and orchestrate a b2b buyer journey, from learning to buying?
We're currently revisiting our content strategy here at Resultados Digitais, and some help on the subject would be very valuable.
Our main challenges include:
- Finding which types of of subject/content/format/channel work better, and in which stage of the journey;
and
- Understand how far should we go on segmenting and personalizing our strategy, and under which axis (demographics, persona, etc);
Indeed Director of Product Marketing • 3y
Great question! You actually squeezed 3 topics in here, which are all inter-related and important to buyer journey maps. In my experience, I start with segmenting my audi...
8182 Views
4 requests
Indeed Director of Product Marketing • 3y
You can make the case on paper, but you can also spin up an MVP to affirm the value of a VOC program. 1. In my previous experience, I gained buy-in by outlining all the w...
3200 Views
2 requests
Indeed Director of Product Marketing • 3y
As a leader for Indeed's Parents and Caregivers Inclusion Resource Group, I have to talk about this topic! There are a couple ways to approach this. 1. Add self-identify...
1151 Views
2 requests