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Brianne Shally

AMA: Nextdoor Head of Product Marketing, Brianne Shally on Market Research

November 14 @ 11:00AM PST
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Nextdoor Head of Product Marketing, Brianne Shally on Market Research
Top Questions
What would be the one piece of advice for user research if you are given tight budget and time constraints?
Brianne Shally
Brianne Shally
Marketing Consultant • November 14
* Get creative! Need insights quickly to inform product development, build a survey and put some dollars behind it on Facebook, or have the company share with friends and family that fit into the ICP.  * Determine how the insights will impact decision making. Have a deep understanding......Read More
892 Views
2 requests
What are recommended methods to stay updated on competitors' products and marketing approaches?
Brianne Shally
Brianne Shally
Marketing Consultant • November 14
* Day to day: If you can, use their products and dive in to understand value creation, segments, where they are investing, what their messaging is communicating, etc. Sign up for competitors' emails, blog posts, YouTube channels, and earnings calls, follow their leadership on LinkedIn f......Read More
839 Views
1 request
One challenge we have is actually getting dedicated research time scheduled in with our clients - account managers own the relationship and have other priorities when getting clients on a call. How do you overcome this barrier to make sure product marketers are able to ask the questions they need to learn from clients?
Brianne Shally
Brianne Shally
Marketing Consultant • November 14
* Position it as a VIP sneak preview to talk to clients. Share that you want clients’ input to help inform / influence the roadmap. * Create a Beta and / or Customer Advisory Board (CAB): Formally establish a beta or CAB, a group of customers that opt into providing input. Again you c......Read More
782 Views
1 request
How do you define roles and responsibilities around product research between product management and product marketing?
Brianne Shally
Brianne Shally
Marketing Consultant • November 14
* Understand the strengths of each org and what skills and resources they uniquely bring to the table and understand where the skills and resources overlap. Have a healthy discussion of RACI / RAPID to understand who owns what. If there’s resistance, encourage to explore a pilot for a q......Read More
881 Views
1 request
How do you best collate, store and sort research and turn in them into insights on an ongoing basis?
Brianne Shally
Brianne Shally
Marketing Consultant • November 14
* Create an Internal research website / landing page for others to access research by segment, product, geo, theme, etc. If you can create a go/link or have the website have a memorable url for folks to remember it and continue to point to it, so folks have it as a go-to.  * Develop Q......Read More
798 Views
1 request