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Any tips for recruiting good enterprise decision maker interviewees for persona interviews? Where do you hunt? Do you compensate them?

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5 Answers
Market Research
  1. Aliza Edelstein
    Aliza Edelstein

    Scribe VP of Product Marketing • 1y

    For interviews:

    • UserInterviews (compensation is built into the price)

    • Respondent.io (compensation is built into the price)

    • AlphaSights (compensation is built into the price)

    • Churned customers - You can compensate them with gift cards (Visa, Amazon, etc.). If we’re being super scrappy, I’ll purchase them online myself and email them afterward.

    For high quality panel responses:

    2,208 Views
  2. Sherrie Nguyen (she/her)
    Sherrie Nguyen (she/her)

    Indeed Director of Product Marketing • 3y

    I love this question. I've done this in a really scrappy way at a start-up and then approached this with significant budgets at a larger company. The scrappy way was to identify a couple leads, reach out with a request to learn from them to influence your product roadmap, and bring them swag. This worked well for store managers, and I literally walked the mall and bought people coffee at the starbucks for my interviews. For a much higher level executive who can be harder to reach and medium budg ...Read More

    1,391 Views
  3. Jon Rooney
    Jon Rooney

    Box Vice President Product Marketing | Formerly Splunk, New Relic, Microsoft, Unity, Oracle • 3y

    If you have budget, definitely go with a specialty firm whose expertise is paneling the right mix of enterprise decision makers who may or may not be current customers and offer representation across geographies, firm size and other key designations. In most cases, interviewees associated with these firms are compensated and the specialty firm will manage everything from payments to anonymity (if required) to ensuring employees of public companies don't disclose insider information. If budgets a ...Read More

    535 Views
  4. Jeffrey Vocell
    Jeffrey Vocell

    BFC Software Head of Product Marketing | Formerly Narvar, Iterable, HubSpot, IBM • 3y

    A few tips to get to the right decision makers: Look in your own database and reach out! Existing customers, as long as they're happy with you, are generally low-hanging fruit and fairly easy to reach. Look on LinkedIn for people who fit your ideal persona/customer, and reach out. Response rates are generally low, but the better your copy and CTA the more likelihood you get a good response. Use a research audience tool like SurveyMonkey, QuestionPro or others to target a specific audience beyond ...Read More

    486 Views
  5. Madison Leonard
    Madison Leonard

    Marketing & GTM Consultant | Formerly ClickUp, Vanta, DreamWorks Animation • 3y

    Compensation will depend based on the size of the organization and their role. For example, a Director of Product at a 25 person company will be a lot easier to get a hold of and compensate than a Director of Product at Meta. There are some agencies you can use, but I recommend doing LinkedIn prospecting if you can. 

    272 Views

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