How do you leverage qualitative insights and data to build out a product messaging?
Market ResearchLaunch MessagingLaunch ChannelsPlatform and Solutions Product MarketingMessaging Strategy
6 Answers
Figma Vice President, Product Marketing • 6y
For me, the most helpful thing is to talk to customers. Here's an example of something I recently did to help inform messaging that hopefully sparks some ideas for you. ...
13867 Views
SpherePay VP of Marketing • 6y
1/ always start with what you have. This can include product usage data, user data, customer support calls, sales calls, etc. literally anyone that is customer-facing can...
2886 Views
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Chewy Senior Director, Head of Global Marketing • 6y
Data insights is a critical component of what I like to call “Evidence-based Marketing”. I like to use 3 types of data insights: User Research, Market Research, and Custo...
2220 Views
Panorama Education Head of Product Marketing | Formerly Narvar, Iterable, HubSpot, IBM • 6y
I love this question because I’ve seen many product marketers create positioning and messaging solely based on gut instinct. To truly answer this question though, I think...
1569 Views
Altruist VP of Marketing • 5y
I usually use qualitative insights in two ways: 1) uncover the “so-what” behind good messaging 2) test target response to messaging.Qualitative studies are a great quick ...
706 Views
Mentor | Product Marketing Leader | Formerly Lenovo | Dell Boomi | Celigo | GoodData • 6y
As product marketing is part of the product organization, we look at data analysis and north star metrics to help in our decision-making process. Customer research and ma...
1353 Views
Related Questions
How do you leverage insights and prioritize qualitative vs quantitative as you build-out product messaging recommendations? How do you approach creating messaging that effectively differentiates your product from competitors?What first step do you take when crafting compelling messaging?Who do you build messaging for - product or sales?How do you incorporate voice of the customer into positioning and messaging?How do you test messaging before launching a new product? What are different approaches that would help us be confident about the message that would result in better conversion?