AMA: Yelp Product Marketing Leader, Jennifer Kay on Customer Research
September 7 @ 10:00AM PT
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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.
Midi Health Go To Market & Principal PMM | Formerly Homebase, Angi, The Knot • 2y
Here's how I've done it, even when there weren't existing customers that perfectly matched the persona criteria:Internal Teams and Stakeholders: I start by collaborating ...
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What are your favorite platforms/vendors for facilitating customer research?
Quickly, accurately, reliably (particularly for smaller organizations and PMM teams)
Midi Health Go To Market & Principal PMM | Formerly Homebase, Angi, The Knot • 2y
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...
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Midi Health Go To Market & Principal PMM | Formerly Homebase, Angi, The Knot • 2y
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 abou...
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Midi Health Go To Market & Principal PMM | Formerly Homebase, Angi, The Knot • 2y
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...
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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.
Midi Health Go To Market & Principal PMM | Formerly Homebase, Angi, The Knot • 2y
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 ...
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Midi Health Go To Market & Principal PMM | Formerly Homebase, Angi, The Knot • 2y
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 responsibili...
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