AMA: Snow Software Director of Product Marketing, Jennifer Kuvlesky on Customer Research
November 16 @ 9:00AM PT
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Snow Software Director of Product Marketing • 3y
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 alternati...
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Snow Software Director of Product Marketing • 3y
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 suc...
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Snow Software Director of Product Marketing • 3y
I've used VoC insights to improve marketing messages, campaign focus and customer experiences. Here are some examples. Customer onboarding: Analyzing support case trend...
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Snow Software Director of Product Marketing • 3y
The good news is sales people notice when materials are out of date, and will let you know it is time for a refresh.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 ...
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Snow Software Director of Product Marketing • 3y
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 no...
676 Views
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Snow Software Director of Product Marketing • 3y
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 genera...
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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.
Snow Software Director of Product Marketing • 3y
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 fo...
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Snow Software Director of Product Marketing • 3y
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 so...
717 Views
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Snow Software Director of Product Marketing • 3y
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 specif...
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How do you map and orchestrate a b2b buyer journey, from learning to buying?
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);
Snow Software Director of Product Marketing • 3y
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 mul...
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Snow Software Director of Product Marketing • 3y
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 wit...
562 Views
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Snow Software Director of Product Marketing • 3y
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 ...
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