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What can you learn from decision makers before they've become customers?

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4 Answers
Market Research Category Creation
  1. Amanda Groves
    Amanda Groves

    Zywave VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • Jul 2

    You can learn if they are the type of customer you want repeat behavior from. Like they fit your ICP, buying criteria, PMF, and drive the business forward. You can also learn firmographics like how they learned about the business, their goals/motivations so you can build and mirror their attributes in personas. You can also learn their technographics so you can shape eligibility criteria, adoption, and advocacy programs across key integrations. If they are a happy buyer and become a happy custom ...Read More

    337 Views
  2. Greg Hollander
    Greg Hollander

    Novi VP of GTM & Strategy • 8y

    This one’s a sensitive one, since it’s tough (and not necessarily good for the business) to get in the middle of a sales process. I’ve found most success reaching out to folks cold who are not in a buying cycle, and currently use a competitor, with the offer of just trying to learn more about their needs.  Even better if you have direct collaboration with Product and can tell the interviewees that what you learn from them will influence the solution you’re building, which would be available to t ...Read More

    1,304 Views
  3. Sherrie Nguyen (she/her)
    Sherrie Nguyen (she/her)

    Indeed Director of Product Marketing • 4y

    Such a wonderful question. I'm a big proponent of doing this. First, identify your target market and job titles of your target buyer. Then interview them to get a good understanding of the problems they face, uses cases they may have, and how they search for solutions. Your goal is to get a robust perspective of the market problems, potential competition in the space, and what your buyer cares about in order to create a differentiated, value-driven experience.

    666 Views
  4. Madison Leonard
    Madison Leonard

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

    Buyer research comes in two forms - existing customers and prospects.  Tap into your existing customers to learn what really sticked during the sales cycle and what their 'aha' moment was in the product. The key is to find the PAIN they were in before this product.  Then, do some networking on LinkedIn. I usually will offer free coffee or some kind of incentive and ask for feedback on messaging for a product. These folks really have nothing to lose, so they'll be upfront with any hesitations the ...Read More

    281 Views

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