Sources for data to define use cases

I have a platform-type product, that can be used in a myriad of ways, there are some use cases defined, but they are compiled intuitively or from the company perspective rather than the customer (i.e. in terms of the implementation difficulty or product selection). Seems like there can be loads of ways to collect the use cases, based on different prospect/customer sales cycle stages (i.e. prospect gong call analysis vs classifying case study client use cases). What are the best ways to collect use cases, and how would you balance out the quant vs qual research as well as breadth of the audience (all prospects vs best-fit customers)?

Answer

1 Answers

Market Research

Jackie Palmer

ActiveCampaign VP Product Marketing | Formerly Pendo, Demandbase, Conga, SAP • 1y

I've always found use cases extremely helpful for product marketing both for our own use and for us to use both internally during sales and customer team enablement but also externally for driving website content and other assets. Finding use cases is often more qualitative than quantitative as the quantitative data you likely have access to is for use cases that are already well known and might be offered as drop downs in your CRM for example. The best source of current use cases I've found com ...Read More

673 Views