Communities
Sign Up / Sign In
AMA: Intercom Product Marketing Lead, Platform, Sonia Moaiery on Market Research
May 5 @ 10:00AM PST
View AMA Answers
Intercom Product Marketing Lead, Platform, Sonia Moaiery on Market Research
Top Questions
Sonia Moaiery
Skilljar Director of Product Marketing • May 6
I believe the best way to segment your market is to do initial high-level qualitative interviews to get a broad understanding of the market, followed by a robust quantitative segmentation, and then follow up with in-depth qual with what you believe are your priority segments. A quantitative segm......Read More
438 Views
2 requests
Sonia Moaiery
Skilljar Director of Product Marketing • May 6
I think it’s helpful to have a customer advisory board - this is a select group of 5-10 customers who you meet with every 3-6 months to talk about big strategy topics like - company strategy, product roadmap and problems you can solve for them. This high-touch tactic generally requires a lot of p......Read More
955 Views
3 requests
Sonia Moaiery
Skilljar Director of Product Marketing • May 6
It depends on the company and if you have a formal research function or not! I've done everything from recruit participants, write discussion guides, field surveys, moderate research, synthesize insights. Or, I've given a researcher objectives and key questions and then sat in on a few interviews......Read More
1027 Views
2 requests
Sonia Moaiery
Skilljar Director of Product Marketing • May 6
I always start with positioning ideas as hypotheses (a fancy term for your hunches). This approach is helpful to show stakeholders that you’re open to their input/feedback, and potentially being wrong. When you have hypotheses, you come to the conversation saying “here’s something I have a hunch ......Read More
696 Views
4 requests
Sonia Moaiery
Skilljar Director of Product Marketing • May 6
It’s no surprise since at Intercom we offer an in-product surveys tool, so I’m naturally a big fan of in-product surveys. Even before Intercom, I had always seen a 3-4x response rate to in-product surveys than email or any other channel. I think surveys in-product are generally more valuable for ......Read More
527 Views
2 requests
Sonia Moaiery
Skilljar Director of Product Marketing • May 6
It really depends on the stage/GTM motion your company is in. You might want to focus on the user if you are really focused on product-led-growth (PLG) and reaching that point of 'activation' - aka the aha moment when a new user gets the value of your product and why they need it. If you have no ......Read More
916 Views
3 requests
Sonia Moaiery
Skilljar Director of Product Marketing • May 6
Interesting! I think it's always best to acknwoledge your stakeholder groups concerns. They're probably mostly worried about the following 1) overwhelming a client with too many asks and requests/wasting their time 2) jeopardizing a clients renewal or upsell that's in process and 3) signing up fo......Read More
371 Views
3 requests
Sonia Moaiery
Skilljar Director of Product Marketing • May 6
It really depends on a few factors: time, resources and who the competitive research helps. I would answer these questions to help you gauge how deep you go. There are entire PMMs dedicated to competitive research and you may not have that type of time/resource so you need to determine the level ......Read More
1396 Views
5 requests
Sonia Moaiery
Skilljar Director of Product Marketing • May 6
Understanding the market landscape and how it breaks down is a good first step. For example, within the broader category of "customer engagement" there are sub categories like marketing and advertising tech, support/enagement channels, call analytics and contact centers and CRM. And then there ar......Read More
883 Views
3 requests
Upcoming AMA's
Tremendous Head of Product and Corporate Marketing, Ambika Aggarwal on Market Research
October 8 @ 10:00AM PST
Register
Cisco Product Marketing Leader, Elizabeth Grossenbacher on Competitive Positioning
September 17 @ 10:00AM PST
Register
Show All