All related (9)
Alex Lobert
Product Marketing Lead, Creator Promotion, SpotifyMarch 16
The two biggest mistakes I see are (1) not having a clear goal as to what you want to learn from customers and how this will inform product / go-to-market strategy, and (2) not truly prioritizing or resourcing the effort.  With regard to (1), I find it's really important to be clear about what you are trying to learn from Voice of Customer. Don't get me wrong, it's important to have broad discussions with customers that raise topics you may not have thought... however, I suggest gathering these type of insights should be 20% of the effort not the 80%. I recommend guiding the feedback you...
Nikhil Balaraman
Director, Retailer Product Marketing, InstacartMarch 22
I think the easiest thing to miss when setting up Voice of Customer programs is alignment cross-functionally on the purpose of these programs. As product marketers, it’s easy to drive towards your goal of turning your customers into heroes and heroines via case studies and testimonials for your site. However, a strong VoC program needs to do more than just build a pipeline of case studies. You need to be able to infuse the customer voice back through all facets of the organization. So I think the best way to avoid common mistakes when building one from scratch is to: 1. Align with sales,...
Abdul Rastagar
GTM Leader | Marketing Author | Career Coach, May 7
I think the biggest mistakes with starting a formal VOC program are 1) to do it without truly knowing what the goal is, and 2) to not secure CEO-level buy-in. If you don’t do the first one, then how will you know where to focus or how to measure the impact? And second, if you don’t get that commitment from the CEO, then you risk turning it into a temporary pet project that ends as soon as the exec sponsor departs the organization. I’ve seen it happen first-hand.
Ajit Ghuman
Director of Pricing and Packaging, Twilio Flex, Twilio | Formerly Narvar, Medallia, Helpshift, Feedzai, Reputation.comMay 5
I have been a Product Marketer since 2013 and have built numerous VoC programs back when I worked at Medallia.  For one, generally speaking, PMMs don't always own the VoC program.  That being said, there are some common mistakes some companies make with VoC programs: 1. Score Watching: They only look at the NPS score and don't take any action. 8/10 companies will do this. The NPS or equivalent north star metric is only useful if the action is taken on the qualitative feedback and improvements made accordingly.  2. Surface Level Only: They don't measure key drivers of satisfaction i...
Abdul Rastagar
GTM Leader | Marketing Author | Career Coach,
Measuring effectiveness around anything, including personas, starts with knowing what the goal is. Why are you building personas in the first place? Some common uses for personas tend to be for message development, sales training, product design or campaign creation. But there are plenty of other reasons as well. Knowing what the goal is leads to measuring effectiveness, which usually has a process component and an outcomes component. The former can be somewhat qualitative but the latter almost always requires some type of data-driven A/B testing. For example: • in product development, did...
Greg Hollander
VP of GTM & Strategy, Novi
I’ve typically seen segmentation and personas fall flat in one of two ways: either they were purely based on readily available internal data (usually, transaction or product-focused), or they were purely based on external interviews and didn’t come with a perspective on how representative they were of our customer or prospect base.  The result: Sales uses one, Product uses another.  To drive towards maximum alignment of “who is our customer, and what do they care about”, it’s important to merge both of these approaches.   My recommendation would be to start with one or the other, depending...
Nikhil Balaraman
Director, Retailer Product Marketing, Instacart
Depending on your target marketing and how active they are on these type of review sites, you may end up finding that G2 and TrustRadius are actually more effective than analysts. This is more likely to be the case if your economic buyer and your user personas line up more often than not, as it is not uncommon for buyers, especially of single seat tools or point solutions, to buy that software similar to how one might choose a restaurant for dinner in a city they’re visiting. As you start to move upmarket and your buyer personas turn into committees it does become less likely that G2 and...
Alex Lobert
Product Marketing Lead, Creator Promotion, Spotify
When testing messaging, I like to start simple and practical by first talking to the people closest to the customer. That could be a sales team or a partnerships team. I typically bring hypothesis messaging to these experts and evaluate if changes need to be made for a given customer segment.  After working with internal experts, it is usually time to bring messaging to customers. This often takes the form of interviews with target customer personas to get reaction to website / product copy. If your product has a B2B sales component, you can also do live testing of messaging in a set of ...
Sherrie Nguyen (she/her)
Director of Product Marketing, Indeed
I'd say, start asking questions, especially of the leaders and sales team. Depending on the answers, you may have a really good start to building some personas already. Or you may validate that you don't really know your target audience, and in this case, it would be worthwhile to arm teams with better information. Report back your findings and collaborate with stakeholders to decide whether it's good enough or needs more.