AMA: Quizlet Director of Product Marketing and Lifecycle Marketing, Caroline Walthall on Market Research

April 1 @ 10:00AM PT

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👋 Caroline Silverkorn

Hi all, my name is Caroline (Walthall) Silverkorn. 👋

💼 Job: Director of Product Marketing at Freed. Formerly Quizlet, Udemy, San Francisco Ballet.

📍 Location: SF East Bay (Moraga, CA)

🍦 Favorite ice cream flavor: Matcha Doodle (Humphrey Slocombe)

What is the best way to research whether you have product-market fit ahead of losing/winning deals?

Win/loss is a trailing metric, so I'm wondering how you can proactively decide what MVP has enough product-market fit.

Caroline Silverkorn•

Freed Director of Product Marketing | Formerly Quizlet, Udemy, San Francisco Ballet • 1y

It’s worth doing some user testing of your prototypes or MVPs before putting a new product forward in your sales pitch. That said, to set expectations, you can’t truly ga...

643 Views

2 requests

What's the most effective way to use a behavioral segmentation (based on user product engagement) with a more psychographic segmentation (that looks at user needs, attitudes) and a more demographic segmentation to drive product growth and user engagement?

Also can you share examples?

Caroline Silverkorn•

Freed Director of Product Marketing | Formerly Quizlet, Udemy, San Francisco Ballet • 1y

I love this question because it’s a challenge I’ve certainly faced in conducting segmentation and persona work. The reality is that different stakeholders need different ...

3232 Views

2 requests

How do you influence/convince your team to implement your research?

Caroline Silverkorn•

Freed Director of Product Marketing | Formerly Quizlet, Udemy, San Francisco Ballet • 1y

I’m going to assume this question is referring to getting partner teams like product and marketing to implement or act on findings from your research. Research actionabil...

418 Views

1 request

How do you 'divide and conquer' (or really, collab) on market research between PMM, PM, competitive team and any other stakeholders like audience or industry marketing?

Caroline Silverkorn•

Freed Director of Product Marketing | Formerly Quizlet, Udemy, San Francisco Ballet • 1y

At Quizlet, we think user research and market research really can, and should, be part of everyone’s job, but the exact drivers and consultants in the mix for any given p...

455 Views

1 request

How do you build a research repository to house all your customer insights, market research, etc.?

Have any of you created a centralized research repository (or something similar) to summarize key customer research and insights, personas, customer interviews, positioning and messaging for different industries or segments, etc.? My team is looking to create something that is easily accessible by many people in our company but also easily editable to add or update information as we continue gathering more insights as time goes along. I really want it to be easily searchable as well, so our product teams and content marketing team can find things for specific insights, features, industries, etc. We use Microsoft so bonus points if you use any Microsoft tools for this, but open to any and all ideas!

Caroline Silverkorn•

Freed Director of Product Marketing | Formerly Quizlet, Udemy, San Francisco Ballet • 1y

Great question! I think this is always a great aspiration, because when you do it right, you can empower your whole company to be much more self-service in how they tap i...

2766 Views

1 request