AMA: Vanta Head of PLG Product Marketing, Madison Leonard on Customer Research
January 18 @ 9:00AM PT
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Marketing & GTM Consultant | Formerly ClickUp, Vanta, DreamWorks Animation • 3y
3 words - length, ROI, searchability. Length: Sales reps and customers alike want things to be short and to the point. I like to keep it to a punchy header with 2-3 sup...
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Marketing & GTM Consultant | Formerly ClickUp, Vanta, DreamWorks Animation • 3y
This really depends on the leadership team and company culture. Some organizations have a culture of "execute and iterate" first, whereas others will like to be more thro...
365 Views
4 requests
Marketing & GTM Consultant | Formerly ClickUp, Vanta, DreamWorks Animation • 3y
Buyer research comes in two forms - existing customers and prospects. Tap into your existing customers to learn what really sticked during the sales cycle and what thei...
278 Views
1 request
Marketing & GTM Consultant | Formerly ClickUp, Vanta, DreamWorks Animation • 3y
Yes I see them as completely different! UX research is more around the product usage. You're likely guiding the user through a prototype, MVP, or new feature and watching...
377 Views
2 requests
Marketing & GTM Consultant | Formerly ClickUp, Vanta, DreamWorks Animation • 3y
Compensation will depend based on the size of the organization and their role. For example, a Director of Product at a 25 person company will be a lot easier to get a hol...
272 Views
1 request
Marketing & GTM Consultant | Formerly ClickUp, Vanta, DreamWorks Animation • 3y
The best use of VoC is usually with informing the product roadmap with PLG companies. I find that customer advocacy programs are better for more Enterprise-level roadmapp...
349 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.
Marketing & GTM Consultant | Formerly ClickUp, Vanta, DreamWorks Animation • 3y
This all depends on your company stage and customer size. In the early stages (less than 50 customers), I would honestly try to talk with all of them. Offer free coffee...
346 Views
3 requests
Marketing & GTM Consultant | Formerly ClickUp, Vanta, DreamWorks Animation • 3y
Most companies will have multiple personas. There are two distinctions here - user personas and buyer personas. If you're selling mostly to SMBs, you may only have 1-2 ...
372 Views
1 request
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);
Marketing & GTM Consultant | Formerly ClickUp, Vanta, DreamWorks Animation • 3y
In order to understand your ideal distribution strategy, you have to know your ICP extremely well. Your company growth strategy will also play a role... product-led (PLG)...
414 Views
1 request
Marketing & GTM Consultant | Formerly ClickUp, Vanta, DreamWorks Animation • 3y
This all depends on the stage of your company and whether you're a PLG or SLG company. Product-Led Growth companies: You won't be able to truly segment effectively until...
322 Views
2 requests
Marketing & GTM Consultant | Formerly ClickUp, Vanta, DreamWorks Animation • 3y
Not getting enough feedback from stakeholders on missing value. VoC programs are amazing when implemented well, but if they are created in a silo or without solving a p...
360 Views
2 requests
Marketing & GTM Consultant | Formerly ClickUp, Vanta, DreamWorks Animation • 3y
Talk with at least 1 customer a week and you'll never be surprised by any changes! I like to follow Gartner and Forrester for changes in the market, as well as keeping a ...
441 Views
1 request
How do you set up a customer advisory board?
What are the pains and best practices to set up a customer advisory board? Are there good examples to look at? Our goal with the customer advisory board is to help us retain customers.
Marketing & GTM Consultant | Formerly ClickUp, Vanta, DreamWorks Animation • 3y
Customer advisory boards are best when you keep the customers under 10 people and ask them to stay on for 1-2 years. Strategically hand-pick your advisors from the market...
1241 Views
1 request