AMA: Zoom Product Marketing - App Marketplace, Sharon Markowitz on Market Research
March 27 @ 9:00AM PST
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Zoom Product Marketing - App Marketplace, Sharon Markowitz on Market Research
Top Questions
Sharon Markowitz
Zoom Head of Product Marketing, App Marketplace • March 27
I am a huge advocate of Pragmatic Institute’s work on professional training and certifications for product marketers and product managers, oftentimes embraced at the organizational level across divisions at enterprise companies. Also, as a former employee and customer, perhaps I have an understa......Read More
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Sharon Markowitz
Zoom Head of Product Marketing, App Marketplace • March 27
Effective market research begins with a comprehensive understanding of two key elements: (1) the objective and (2) the target audience. It's essential to align on these foundational components, before selecting any specific methodology, such as in-house research or industry specific reports. ......Read More
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Sharon Markowitz
Zoom Head of Product Marketing, App Marketplace • March 27
This is a great question, and those I’ve worked with, know that I will get on my soapbox any day as ultimately we are in business because of our customers. When I worked at Intuit, I loved that if you encountered founder Scott Cook at the office, he would stop and ask if you had any customer i......Read More
570 Views
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Sharon Markowitz
Zoom Head of Product Marketing, App Marketplace • March 27
The initial focus is to conduct a market assessment. I’d recommend you leverage third-party research and SMEs (subject matter experts) inside the company. When appropriate, you can embark on qualitative research, but there should be significant industry documentation that would be of reference. T......Read More
482 Views
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Sharon Markowitz
Zoom Head of Product Marketing, App Marketplace • March 27
An ICP or Ideal Customer Profile is meant to serve as a guide for who to target, attract, and retain as the most valuable customers. In other words, an ICP is about advising your sales team on accounts that they should be targeting based on specific qualities, but can be more broadly considered ......Read More
488 Views
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Sharon Markowitz
Zoom Head of Product Marketing, App Marketplace • March 27
In product marketing, it's important to have a clear objective before collecting insights from your target audience so you can translate insights into action. If you already conducted market research, here are the suggested next steps for messaging: 1. Identify the Key Message & Benefits: Id......Read More
565 Views
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Sharon Markowitz
Zoom Head of Product Marketing, App Marketplace • March 27
Generative AI is reshaping how both in-house market research teams and agencies conduct their work, offering opportunities for enhanced efficiency and deeper insights. However, the ways in which they utilize generative AI may differ. In-house market research teams may benefit from automated da......Read More
440 Views
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Sharon Markowitz
Zoom Head of Product Marketing, App Marketplace • March 27
There are trade-offs when shipping a product or project that relate to balancing speed, cost, and quality. Ultimately, you can have two, but not all three. In this scenario, it is important to limit the risk of low quality, given you have a limited budget and time to conduct user research. To......Read More
460 Views
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Sharon Markowitz
Zoom Head of Product Marketing, App Marketplace • March 27
In my experience across consumer goods and retail industries before transitioning to SaaS, market research played a pivotal role in crafting successful go-to-market (GTM) strategies. The nature of consumer goods and retail, where margins are often lower, requires marketers to function as general ......Read More
595 Views
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Sharon Markowitz
Zoom Head of Product Marketing, App Marketplace • March 27
It is important to align with the product team before connecting with customers for input, as they own the product roadmap. This alignment also ensures that stakeholders are brought along the journey of gathering customer feedback effectively. Here are the top 5 ways I’ve found most efficient f......Read More
549 Views
2 requests
Sharon Markowitz
Zoom Head of Product Marketing, App Marketplace • March 27
I have recently published an article discussing Duolingo's expansion from Software as a Service (SaaS) to Consumer Goods. This offers a good example of how a company, Duolingo, can extend its brand to a new vertical. This exploration could be particularly relevant from a general management viewp......Read More
544 Views
1 request
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