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AMA: Indeed Director of Product Marketing, Sherrie Nguyen on Customer Research
July 28 @ 9:00AM PST
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Indeed Director of Product Marketing, Sherrie Nguyen on Customer Research
Top Questions
Sherrie Nguyen (she/her)
Indeed.com Director of Product Marketing • July 28
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. Or you may validate that you don't really know your target audience, and in this case, it would be worthwhile to arm teams with ......Read More
337 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.
Sherrie Nguyen (she/her)
Indeed.com Director of Product Marketing • July 28
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 where you want to focus. I shared in another answer that we partnered with a leading thought leader for a specific vertical (re......Read More
625 Views
3 requests
Sherrie Nguyen (she/her)
Indeed.com Director of Product Marketing • July 28
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. Second, I listen and shadow sales to see how often/why competitors come up in conversation. Then I can create appropriate messagi......Read More
482 Views
3 requests
Sherrie Nguyen (she/her)
Indeed.com Director of Product Marketing • July 28
I work with market researchers to understand higher level problems, use cases, personas, customer journeys, brand consideration, preference, trust, etc. for my company and product as a whole. Buyers/users don't need to have actually used our product but should be a target persona or have a use ca......Read More
326 Views
3 requests
Sherrie Nguyen (she/her)
Indeed.com Director of Product Marketing • July 28
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 understanding of the problems they face, uses cases they may have, and how they search for solutions. Your goal is to get a robus......Read More
556 Views
3 requests
Sherrie Nguyen (she/her)
Indeed.com Director of Product Marketing • July 28
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's important to stay focused on key decision makers, budget holders, and influencers. Part of this may be trial and error with ......Read More
370 Views
3 requests
Sherrie Nguyen (she/her)
Indeed.com Director of Product Marketing • July 28
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 identify a couple leads, reach out with a request to learn from them to influence your product roadmap, and bring them swag. Thi......Read More
861 Views
2 requests
I'm looking for tips and advice on building an effective buyer journey:
Do you have any insights on how to effectively map and orchestrate a learning->buying cycle, considering a B2B Saas Product?
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);
Sherrie Nguyen (she/her)
Indeed.com Director of Product Marketing • July 28
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 audience (total addressable market by country, company, vertical/industry, etc), identifying personas within my target audience (bu......Read More
1538 Views
4 requests
Sherrie Nguyen (she/her)
Indeed.com Director of Product Marketing • July 28
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 ways programs like this can drive product feedback, referral of new customers, retention of current customers, and upsell/cross-......Read More
1225 Views
2 requests
Sherrie Nguyen (she/her)
Indeed.com Director of Product Marketing • July 28
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 for job seekers, so it's a very B2B2C approach. For launch, we should identify which persona we're targeting before we even buil......Read More
871 Views
3 requests
Sherrie Nguyen (she/her)
Indeed.com Director of Product Marketing • July 28
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-identifying optional fields so you get a better picture of your audience's demographics. This can be useful for a survey and can be an......Read More
659 Views
2 requests
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