AMA: Narvar Head Of Product Marketing, Jeffrey Vocell on Competitive Market Research
December 14 @ 10:00AM PT
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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?
Panorama Education Head of Product Marketing | Formerly Narvar, Iterable, HubSpot, IBM • 3y
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 f...
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Panorama Education Head of Product Marketing | Formerly Narvar, Iterable, HubSpot, IBM • 3y
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...
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Panorama Education Head of Product Marketing | Formerly Narvar, Iterable, HubSpot, IBM • 3y
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 ...
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Panorama Education Head of Product Marketing | Formerly Narvar, Iterable, HubSpot, IBM • 3y
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 w...
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Panorama Education Head of Product Marketing | Formerly Narvar, Iterable, HubSpot, IBM • 3y
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. Which...
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Panorama Education Head of Product Marketing | Formerly Narvar, Iterable, HubSpot, IBM • 3y
A few tips to get to the right decision makers: Look in your own database and reach out! Existing customers, as long as they're happy with you, are generally low-hanging...
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Panorama Education Head of Product Marketing | Formerly Narvar, Iterable, HubSpot, IBM • 3y
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 cu...
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Panorama Education Head of Product Marketing | Formerly Narvar, Iterable, HubSpot, IBM • 3y
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 ...
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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!
Panorama Education Head of Product Marketing | Formerly Narvar, Iterable, HubSpot, IBM • 3y
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 chan...
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Panorama Education Head of Product Marketing | Formerly Narvar, Iterable, HubSpot, IBM • 3y
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 positioni...
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