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Robin Fontaine
Shopify Senior Product Marketing Lead • November 16
Even if accessing quantitative data is a challenge, you can almost always find a way to get great qualitative data by setting up interviews with customers or prospects. You can do these over video chat. Here's a process you can follow: * Write a research brief that includes goals, target aud......Read More
1071 Views
1 Answer
Sharon Markowitz
Zoom Product Marketing - App Marketplace • March 28
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
10 Views
1 Answer
Sharon Markowitz
Zoom Product Marketing - App Marketplace • March 28
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
19 Views
1 Answer
Sharon Markowitz
Zoom Product Marketing - App Marketplace • March 28
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
20 Views
1 Answer
Sharon Markowitz
Zoom Product Marketing - App Marketplace • March 28
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
44 Views
2 Answers
Bonnie Chiurazzi
Glassdoor Director of Market Insights • September 27
1. Persona frameworks are unique to the organizations and teams who use them. But there are a few core elements that will add some structural integrity to your personas. 1. Context and Market - How do you define the market that this persona is pulled from? Do you need to b......Read More
2188 Views
3 Answers
Agustina Sacerdote
Square Global Head of PMM and Content Marketing, TIDAL • March 25
Frankly, #1 is cost. Industry reports tend to be expensive and often times too generic. I find that they're only worth it when there's a large organizational (wider than Marketing) need for basic industry or segment knowledge, like when the company as a whole is assessing new markets. Start with ......Read More
1520 Views
1 Answer
Sharon Markowitz
Zoom Product Marketing - App Marketplace • March 28
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
25 Views
2 Answers
Vishal Naik
Google Product Marketing Lead • November 15
I see generative AI helping marketers understand what options they have for research so that they can ask agencies better questions around what methodologies to use. Generative AI can also help you with desk research as it can point you in the direction of the studies and analyst reports that cat......Read More
2894 Views
2 Answers
Brianne Shally
Marketing Consultant • November 15
* Get creative! Need insights quickly to inform product development, build a survey and put some dollars behind it on Facebook, or have the company share with friends and family that fit into the ICP. * Determine how the insights will impact decision making. Have a deep understanding......Read More
778 Views