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2 Answers
Jacki Brown
Fractional CMO | Product Marketing Leader • March 20
First - remember that customers are people! In B2B world we tend to overcomplicate. Instead, we need to simplify our messaging. What are you selling? Who is it for? What problem does it solve? Be as concise as possible. Of course, every industry does have its own lingo and it does help to......Read More
208 Views
2 Answers
Brianne Shally
Marketing Consultant • November 14
* Understand the strengths of each org and what skills and resources they uniquely bring to the table and understand where the skills and resources overlap. Have a healthy discussion of RACI / RAPID to understand who owns what. If there’s resistance, encourage to explore a pilot for a q......Read More
773 Views
2 Answers
Vineet Antil
Product Marketing Leader • March 17
Both qualitative and quantitative research methods have their advantages and are often used in combination to provide a comprehensive understanding of the problem being solved. Qualitative research focuses on exploring attitudes, behaviors, and motivations through methods such as interviews, foc......Read More
192 Views
How do i use multiple customer quotes and case study stats to create a 2 pager sales enablement asset?
Im not sure how i can structure this document, but i have (numbers) on how our product benefited the customer and why they chose us over a competitor and multiple quotes from different customers. What is the best way to tell a story?
2 Answers
Jeff Rezabek
IRONSCALES Director of Product Marketing • February 27
If you're creating a two-pager sales enablement asset, always assume it will be shared externally at some point, so make it so that if it gets in the hands of a prospect, the branding is the same, and the information isn't confidential. Without knowing much about your product or audience, I woul......Read More
455 Views
7 Answers
Christy Roach
AssemblyAI VP of Marketing • November 17
This probably won’t come as a huge surprise, but our most used tool for surveys at Airtable is...Airtable. A lot of our customer surveys are done using Airtable Forms, which help us store that feedback directly in Airtable to report on and sync to other important bases, so everyone in the org has......Read More
2054 Views
7 Answers
Natalie Louie
ICONIQ Capital Product & Content Marketing • May 5
I mentioned this in a prior question - treat each stakeholder like one of your “personas”. Understand their role, what their pain points are, what their goals are, what words they use and what’s important to them. Do a 1:1 with them, get to know them, their OKRs, interview them and find out how y......Read More
1447 Views
What are some of your favorite interview questions to ask when conducting market research?
I'm responsible for healthcare staffing in North America, and different kinds of healthcare staffing have differing pain points, requirements, and use cases.
1 Answer
Christine Shannon
January 24
One of my all-time favorite questions to ask is, "If you could wave a magic wand and have something magically change about this [pain point, situation], what would it be?" This open-ended question gets interviewees to think creatively about their ideal state and offers solutions you may not have ......Read More
293 Views
Given the scarcity of data in B2B markets, how can companies rely on research to inform their product marketing activities?
Due to fewer customer transactions and engagements, the scarcity of data in B2B markets comes with challenges for relying solely on statistical methods. This can also be said for smaller companies.
1 Answer
Scott Swigart
Shapiro+Raj SVP, Technology Group • December 1
Foundational research is critical (segmentation / ICP, personas, journeys) and individuals can be found for primary research on just about any topic. With AI and secondary research, this kind of research can now be done at about 1/2 the cost and time of traditional approaches. Once the foundat......Read More
222 Views
9 Answers
Vanessa Thompson
Twilio Vice President Marketing • December 2
The outcome you are targeting with your competitive research plays a role in the efficacy of your research method. So have the outcome in mind before you start, that way you will already be on the path to success! Competitive positioning - There are plenty of tools around like Klue, that scrape ......Read More
1301 Views
5 Answers
Alex Chahin
Titan VP of Marketing • August 18
Starting a new project can certainly feel daunting, especially when you don't feel you have the right tools or budget. But there's good news: When you have to be scrappy, there's data all around you. Step 1: Wrap your head around the problem as best as you can Whether it's bringing a new pr......Read More
1933 Views