How do you leverage qualitative insights and data to build out a product messaging?

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.  When I first started at Figma, I wanted to better wrap my head around what "collaboration" meant. The word "collaboration" is so generic. Everything is "collaborative" and works "better together". So I wanted to get to the bottom of what parts of Figma's collaboration capabilities do customers really care about.  Caveat: I'm not ...Read More

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 provide something of value. 2/ i use research to really undestand that primary motivators and constraints for my audience. the feature or product should fit in that specific context --> your product should solve for the motivation + constraint. qualitative feedback is particularly helpful here.  Many people thinking about st ...Read More

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 Customer Proof-Points. I use User Research data to help guide the user/customer journey map. This data is critical to help you map out all possible touch points that your message will hit. I then use market data (industry stats, market reports or surveys) to quantify and magnify the problem that your users or customers are experienci ...Read More

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 you need to back-up before positioning and messaging is even written. Before writing anything you should ask yourself what data you have to inform your unique POV — such as analyst reports, research your company has created, or third-party studies. This data should inform how you create positioning and messaging. Once you have ...Read More

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 way to understand customer or prospect behavior, needs, and pain points, which help you identify meaningful insights that will make customers pay attention to your message. However, since qualitative studies are not statistically significant, they should be reinforced with quant data or insights from your CS and sales teams. Qua ...Read More

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 market analysis help to identify the unique pain points to develop the differentiated value proposition.  CRM data analysis, buyer persona research (interviews with customers and external) and competitive intelligence (with sales, customers, partners and win/loss) help articulate the right value at the right time for the right seg ...Read More