Analyst Relationships

How do you drive culture change with market research?
I'm hoping to influence Product and Design to talk to users more and build a clear picture of our user. The team will often refer to themselves as "the consumer" when they're not in our target demographic?
10 Answers
Mary Sheehan
Mary Sheehan
Adobe Head of Lightroom Product MarketingSeptember 14
Quick answer: Data. Bring them snippets of real customer conversations or data points that they haven't seen from customer interviews, surveys, CSAT, NPS, customer service feedback - you name it. This will show the value of talking to customers, and will leave them wanting more.  To be even mo...Read More
2025 Views
Can you share your tips on making a great analyst briefing deck?
I'm about to make my companies first analyst briefing deck. I've made them in the past but want to make a really kick ass one this time around.
7 Answers
Steve Feyer
Steve Feyer
Eightfold Product Marketing DirectorJanuary 11
Afraid that this is a confidential item I can't share---sorry! A few thoughts though about how we do this well (and I have to credit a colleague, Michael Dunne, who does this work and is an exceptional AR expert). 1) Sales slides: If they're good enough to sell with, they should be good enoug...Read More
1262 Views
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.
10 Answers
Greg Hollander
Greg Hollander
Novi VP of GTM & StrategyDecember 21
  If you’re looking for specific titles, I think the approach you laid out makes sense. The screener survey is super important for making sure you’re find representative folks to talk to (based on your customer base or intended customer base), and not wasting your time. For sourcing the initial ...Read More
1159 Views
4 Answers
Nikhil Balaraman
Nikhil Balaraman
Roofstock Senior Director Product MarketingMarch 22
Well first of all, it’s always tough to be a team of one. You are definitely going to have to ruthlessly prioritize and as a team of one, it can be easy to get stuck as the sales content/collateral & product launch factory. So with the spare time that you have, I think a few things that can help ...Read More
918 Views
6 Answers
Ajit Ghuman
Ajit Ghuman
Twilio Director of Product Management - Pricing & Packaging, CXPMay 6
I have been a Product Marketer since 2013 and have built numerous VoC programs back when I worked at Medallia.  For one, generally speaking, PMMs don't always own the VoC program.  That being said, there are some common mistakes some companies make with VoC programs: 1. Score Watching: Th...Read More
560 Views
What role should a customer advisory board have in influencing your product roadmap, and why?
Product marketing owns the customer advisory board but product management owns the roadmap.
7 Answers
April Rassa
April Rassa
Aventi Group Product Marketing ConsultantApril 3
CABs are great. Customer advisory boards have several common objectives in mind, including: - To create champions for the brand - To validate product ideas and guide the product roadmap - To help shape marketing messaging - To gather market intelligence - Understand the buying triggers of the c...Read More
1326 Views
4 Answers
Clara Lee
Clara Lee
Hootsuite VP, ProductOctober 7
Ideally, your product roadmap reflects long-term strategy, narrative, and investment. If you are confident in your roadmap, you shouldn't need a rule that automatically places more weight on negative reviews than positive or neutral reviews. Feedback is very important - but it's equally important...Read More
1166 Views