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AMA: Narvar Head Of Product Marketing, Jeffrey Vocell on Competitive Market Research
December 14 @ 10:00AM PST
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Narvar Head Of Product Marketing, Jeffrey Vocell on Competitive Market Research
Top Questions
Jeffrey Vocell
Panorama Education Head of Product Marketing • December 13
A few tips to get to the right decision makers: 1. Look in your own database and reach out! Existing customers, as long as they're happy with you, are generally low-hanging fruit and fairly easy to reach. 2. Look on LinkedIn for people who fit your ideal persona/customer, and reach ......Read More
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3 requests
Jeffrey Vocell
Panorama Education Head of Product Marketing • December 14
I don't think it's a question of industry reports VS in-house research, It's "And" and looking at both to get the full picture. Oftentimes big publications, or analysts will run industry reports which can be great for broad market understanding and numbers but in-house research can help fill-in s......Read More
277 Views
1 request
Jeffrey Vocell
Panorama Education Head of Product Marketing • December 14
There are a lot of great ways to drive participation, some more scalable (but generally lower response rates) and some more high-touch. Here are a few ways you can think about driving participation: * Customer Advisory Board (CAB): This is one of the easiest ways, and channel that generally ......Read More
278 Views
1 request
Jeffrey Vocell
Panorama Education Head of Product Marketing • December 14
There are a lot of great research tools on the market - QuestionPro, Qualtrics, SurveyMonkey, and more that will all ultimately help get quantitative data you need. Whichever you select, make sure to align with other teams cross-functionally on the tools you are evaluating and what has been used ......Read More
570 Views
3 requests
Jeffrey Vocell
Panorama Education Head of Product Marketing • December 14
Great question! Voice of Customer programs are incredibly important to keeping a pulse on your customer base, and ensuring your product/service is meeting the needs of customers. Gaining buy-in can be a challenge, but I'd recommend a few things: * Set the vision for your VOC program. Ideally......Read More
506 Views
2 requests
What role do market trends play in your wider market research program/thought process?
Market trend research is an activity that crops up a lot in product marketing, but I've yet to truly understands its value and application, beyond being something that's quite interesting to include as part of a larger body of work. Thanks!
Jeffrey Vocell
Panorama Education Head of Product Marketing • December 14
I think being aware of and ideally staying ahead of trends that change the way you work, or impact your buyers is important. But some trends are short-term and don't change much at all. Seeing the difference and not chasing after every trend will be important to the outcome of your research effor......Read More
275 Views
1 request
Jeffrey Vocell
Panorama Education Head of Product Marketing • December 14
Prioritizing buyer vs user research I think ties into broader business goals. Do you need to power acquisition efforts and broader brand teams? Then I'd prioritize buyer research. On the other hand, if you have an acquisition machine that is generating plenty of sales but retention could be impro......Read More
432 Views
2 requests
Jeffrey Vocell
Panorama Education Head of Product Marketing • December 14
I've found a few of the top methods for conducting competitive research: * Competitive Content - Starting with your key competitors and understanding how they're positioning themselves, what content they are creating and releasing is a great starting point. Based on your product expertise......Read More
381 Views
2 requests
How do you organize/synethize data for creating personas?
I am in the process of developing personas, and the data will come from multiple sources such as reviews, interviews, and internal insight. Do you have a tool, template or best practices for organizing all these data points to make sense of it and then turn it into a persona?
Jeffrey Vocell
Panorama Education Head of Product Marketing • December 13
With a lot of inputs, organizing key attributes or commonalities of each persona is important. There are plenty of templates and tools available on the market (and many free) -- but I've always used a spreadsheet to consolidate and synthesize data, and then a slide for the persona. I'll breakdown......Read More
918 Views
3 requests
Jeffrey Vocell
Panorama Education Head of Product Marketing • December 14
First, I think you need to start at a broader level and look at the overall company and product priorities. If you have a yearly roadmap, marketing themes, then it should inform the types of research you are doing. After that, I think you can break down your research a bit more granularly... * ......Read More
734 Views
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