How do you incorporate voice of the customer into positioning and messaging?
Curious to know how customer research works best in your experience and how to drive to actionable outputs like positioning and messaging.
6 Answers
Triple Whale 🐳 VP of Marketing | Formerly Klaviyo, Drift, Dropbox, Upwork • 4y
It’s so important! I like to do some exploratory research before I draft anything — both quantitative and qualitative if I can — to hear in an unbiased way what our targe...
1285 Views
Arcade.dev Head of Marketing • 4y
I love bringing the voice of the customer into messaging! It's one of the most powerful inputs you have. Nothing beats actually talking to or hearing from customers. Shad...
818 Views
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CData Software Chief Marketing Officer • 4y
Any work on messaging needs to incorporate customers! When we're working on messaging for a campaign or a broader shift in messaging, interviewing customers and getting ...
537 Views
Circana Chief Strategy Officer | Formerly Microsoft, SAP, McKinsey • 4y
We collect and incorporate the voice of the customer in a few different ways: First - the sales team tends to be a great proxy as they are on the front lines and can prov...
579 Views
AlertMedia Vice President Product Marketing | Formerly TrustRadius, Levelset, Walmart • 4y
Great question. Bringing in customer voice is not optional for marketers anymore. People just want to self-serve when they buy anything, and they dont trust what us marke...
409 Views
ESO Director of Product Marketing & Demand Generation | Formerly Fortive • 4y
Voice of the customer is one key component of great positioning and messaging. It's important to gather the information first-hand. At a minimum, product marketers should...
378 Views
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