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AMA: Snow Software Director of Product Marketing, Jennifer Kuvlesky on Customer Research
November 16 @ 9:00AM PST
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Snow Software Director of Product Marketing, Jennifer Kuvlesky on Customer Research
Top Questions
Jennifer Kuvlesky
Snow Software Director of Product Marketing • November 17
Understanding your buyer persona, and their priorities will help you better understand your ideal customer profile. Your marketing team does not want to waste $ on generating leads that go no where, and your sales team wants leads they can easily convert. Are these complaints that exist at your o......Read More
331 Views
1 request
How have you historically sourced people to interview while developing personas?
Especially if you don't have any customers that fit the bill my current plan is to assemble a list of possible titles and have my virtual assistant company prospect for and find contact details for them then probably send out a survey to validate if they're the right people to talk to and reach out individually to the ones that fit the bill.
Jennifer Kuvlesky
Snow Software Director of Product Marketing • November 16
I think your plan is a good way of moving forward. If money is no object, you could obtain a panel, and do a survey, and then contact those who seem to fit the profile for a deeper interview. I've used LinkedIn for reaching out to target personas and asking them for 30 minutes of their time t......Read More
595 Views
1 request
Jennifer Kuvlesky
Snow Software Director of Product Marketing • November 17
In my experience, the best way to communicate with sales people is to speak with them. They are so busy, and I find they don't read emails from PMMs, especially emails not directed to them personally. In my opinion, the best way to share competitive materials is in a short team meeting, throu......Read More
475 Views
1 request
Jennifer Kuvlesky
Snow Software Director of Product Marketing • November 17
In my experience, the main difference between UX and product marketing qualatative research is that UX teams are generally trying to understand user behavior for a specific product or feature where product marketers are trying to understand frustrations, motivations, problems, buying dynamics, et......Read More
323 Views
1 request
Jennifer Kuvlesky
Snow Software Director of Product Marketing • November 17
There are situations where multiple personas might make sense. If you are just getting started, I'd focus on your primary persona and get that right. Does your product solve problems that multiple personas have? If so, you could extend your messaging to that persona. But don't assume the same mes......Read More
521 Views
1 request
Jennifer Kuvlesky
Snow Software Director of Product Marketing • November 17
Start first by understanding what problems your product or service solves and the personas who are willing to pay for the problem to be solved. Then look at the alternatives in the market for solving those problems (products, services and DIY/free offerings) and how your product or service differ......Read More
326 Views
1 request
Jennifer Kuvlesky
Snow Software Director of Product Marketing • November 17
The good news is sales people notice when materials are out of date, and will let you know it is time for a refresh. :) Joking aside, here are some proactive tips on how to keep materials up to date. Market research: With Google alerts, you can capture trends, survey results and news for the t......Read More
1772 Views
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I'm looking for tips and advice on building an effective buyer journey:
Do you have any insights on how to effectively map and orchestrate a learning->buying cycle, considering a B2B Saas Product?
We're currently revisiting our content strategy here at Resultados Digitais, and some help on the subject would be very valuable.
Our main challenges include:
- Finding which types of of subject/content/format/channel work better, and in which stage of the journey;
and
- Understand how far should we go on segmenting and personalizing our strategy, and under which axis (demographics, persona, etc);
Jennifer Kuvlesky
Snow Software Director of Product Marketing • November 17
I'd first understand the personas you are targeting-what problems do they have, how do they like to consume materials and find answers to their problems. You can have multiple personas, but for your home page, I'd stick to just one clear message that describes what problem you solve for your targ......Read More
423 Views
1 request
Jennifer Kuvlesky
Snow Software Director of Product Marketing • November 17
I've used VoC insights to improve marketing messages, campaign focus and customer experiences. Here are some examples. * Customer onboarding: Analyzing support case trends and feedback from product reviews helped reveal where customers were getting stuck on thier journey. Using this info......Read More
445 Views
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Jennifer Kuvlesky
Snow Software Director of Product Marketing • November 17
The most common mistake I've seen in developing VoC programs is thinking too narrowly about the customers' voice. Often, VoC programs start with marketing or customer success with the goal of obtaining advocates for case studies, reviews and references. Advocates can be leveraged for so much more......Read More
783 Views
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Jennifer Kuvlesky
Snow Software Director of Product Marketing • November 17
In my response, I'm assuming your company will be selling to professional services firms. I'd start with these questions: * Where are the dollars spent for professional services? What are the segments/industries/geographies/largest firms? * Who is serving those segments? How are they solv......Read More
935 Views
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Jennifer Kuvlesky
Snow Software Director of Product Marketing • November 17
This one is tough because it is a lot easier to speak to people you have a relationship with than total strangers! We speak to our customers a lot but they are biased with how we solve their problems. We can also rely on speaking with 'friendly' customers and avoid speaking to customers who are n......Read More
515 Views
1 request
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