AMA: Yelp Product Marketing Leader, Jennifer Kay on Customer Research
September 7 @ 10:00AM PST
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Yelp Product Marketing Leader, Jennifer Kay on Customer Research
Top Questions
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 Kay Corridon
Yelp Product Marketing Expert & Mentor • September 8
Here's how I've done it, even when there weren't existing customers that perfectly matched the persona criteria: 1. Internal Teams and Stakeholders: I start by collaborating closely with internal teams, such as Sales, Customer Support, Product, other marketers. They often have valuable ......Read More
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2 requests
Jennifer Kay Corridon
Yelp Product Marketing Expert & Mentor • September 8
Start with goals and align your intel accordingly. Then map your materials to a narrative that is highly relevant and is focused on what your sales team really cares about (let me guess, closing more deals). Create resources in formats that are bite size, easy to use, simple to read and navigate......Read More
445 Views
3 requests
Jennifer Kay Corridon
Yelp Product Marketing Expert & Mentor • September 8
Qualitative research and UX (User Experience) research have overlapping elements, but they serve different purposes and focus on different aspects, even in the context of product marketing. Here's how I think they differ and how they intersect: Qualitative Research: 1. Purpose: Qualitative res......Read More
434 Views
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Jennifer Kay Corridon
Yelp Product Marketing Expert & Mentor • September 8
Simply put, it's a big commitment of time, effort, and energy to both build and maintain. My advice here is before diving in to build or if your assuming the responsibility for a program that has become outdated, that you get stakeholder and partner alignment on what the goals are, what the key p......Read More
526 Views
3 requests
Which research activities does your product marketing team do internally, and which research activities do you outsource?
I'm trying to figure out how to structure my team, and what to use external resources for.
Jennifer Kay Corridon
Yelp Product Marketing Expert & Mentor • September 8
Research is top priority for my team so we are responsible for driving it from start to finish. While we certainly get input from sales and help from teams like customer success or service to source candidates but I strongly push for as much ownership and tactical execution being done by my team.......Read More
509 Views
2 requests
What are your favorite platforms/vendors for facilitating customer research?
Quickly, accurately, reliably (particularly for smaller organizations and PMM teams)
Jennifer Kay Corridon
Yelp Product Marketing Expert & Mentor • September 8
I love this question. Customer research is one of the most commonly underfunded areas of a pmm/marketing team yet the one that can yield the biggest insights. A number of companies I've worked for have been willing to invest in pricing research (with expensive external vendors) as guidance on pri......Read More
456 Views
4 requests
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