All related (41)
Ellie Mirman
Chief Marketing Officer, CrayonAugust 2
I prefer to have a two-person team to do interviews - one person to conduct the interview, the other to take in-depth notes and identify follow up questions. This can be less critical if it's possible to record the interview, but I find that the written notes are fantastic for sharing the takeaways with others afterwards. I found this post pretty thorough in terms of a process, questions, etc: I referenced it when writing about a broader win / loss analysis process:
Sam Curcuruto
Director of Product Marketing, ExpanseJuly 18
I do win interviews alone, but often have a warm up call with them and our sales rep for introductions. I've found this helps ease some anxiety from the sales side (some are nervous you may derail future sales/up sells, etc), but also presents a nice, warm hand off.
James Winter
VP of Marketing, SpekitJuly 18
One other point to add on to Derek's excellent advice. When setting them up for a case study down the line, I'd also encourage the customer to start thinking about/tracking any relevant metrics. Many companies, especially smaller ones, likely won't be very good at tracking results. So by talking to them about business results from the beginning you increase the likelihood that they might start to pay attention to those earlier rather than later. giving you the advantage of more compelling case studies with statistics
Dave Daniels
Founder, BrainKraftMarch 21
Be inquisitive, dig for the 'story'. Use open-ended questions.  I agree with Derek. No salespeople. Keep them far away or you will get mixed results. Salespeople can be helpful with providing and intro and (maybe) giving some background. For clarity, interviewing a sales rep is not a W/L interview. 
Derek Frome
Vice President Marketing, OusterJuly 18
You're trying to figure out why they bought your product, what materials and conversations were most useful in their process, and setting them up for a case study down the line. Questions should go in line with those, and the interview should usually take under an hour unless they're talking your ear off. Dig deep for things that can be improved. Don't bring sales along for the ride!
Christine Tran
AVP, Product Marketing, Quantum Metric
This is the situation we're in right now. Our AR program is three years old and it's an ongoing initiative to identify and vet the right analysts, build relationships, and education/inform/influence their research roadmap. Here are a few tactics I'm using: 1. Identify the analysts who (will) write the vendor guides that are relevant to your category. These usually precede a Wave or MQ. 2. Write out your Wave or MQ criteria. Plot out your company and your competitors. Keeping those close to your chest :) Having this formulated and vetted internally can keep you and your e...
Kristen Ribero
Senior Director of Corporate Marketing, HandshakeJuly 18
I typically do them by myself without the sales person or product mgmt. I find the customer is more open about product and sales process that way pm and sales contribute to info we want to gather though
Mary (Shirley) Sheehan
Group Manager, Engagement & Retention Campaigns, Adobe
I answered this in a similar post - see it here:
Ryan Sorley
Founder, DoubleCheck ResearchJuly 14
Consider creating a pre-interview online survey and sharing with the interviewee prior to the interview. Done well, this will help you collect a ton of structured data over time so that you can conduct trends analysis. Their response to the survey will help you quickly identify where to probe during the interview. As an example, they may have selected you but scored the salesperson very low in a number of areas.  Build an interview guide so that you're consistenly asking the same general questions interview to interview. This will help you identify trends over time. It's just a guide so ...
Katie Levinson
Head of Product Marketing, Handshake
Sure do! I like to start with some qualitative research first to help get at any nuances in messaging, especially across different audience segments. Then, run a survey (max diff is a great technique) to understand what resonates most with your different segments. If you also have the budget and/or time, running your messaging by focus groups is another good option, so you can get a deeper understanding of their reactions and sentiment.