What is your process for developing buyer personas for a new product launch?
Amperity Vice President Product & Customer Marketing, Competive Intelligence | Formerly Amazon, Qualtrics, SAP, DreamBox Learning, Carnegie Learning • 2y
When preparing for a launch, I start by creating personas because it allows me to effectively represent and advocate for the customer's voice. By understanding who the cu...
3590 Views
Dialpad Vice President Product Marketing | Formerly at: GOOG, MSFT, AMZN, SFDC Grammarly + startups • 4y
Start with talking to customers to understand how they buy and their decision-making process. If we are working on a quick-turn launch, qualitative research via focus gro...
1699 Views
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AUGMENTT VP of Marketing | Formerly Instruqt, Mural, Twitter, Anheuser-Busch InBev • 2y
To ensure a successful product launch, it is important to create buyer personas that are tailored to your target audience. Here is a high level process for building these...
642 Views
Box Head of Product Marketing, AI & Platform | Formerly Google Gemini • 2y
cross promoting the playbook for work my team ran on this at a previous company! https://sharebird.com/h/product-marketing/playbooks/how-docusign-increased-their-develope...
1289 Views
Flexera Chief Product Officer | Formerly Rackspace, Dell • 4y
I'd argue you should know the buyer persona early in the process - likely at product discovery. This should be an exercise done with Product Management (PM) at the onset ...
442 Views
Iterable Fmr Senior Director of Product Marketing | Formerly Uber, Twilio, Intuit, Gates Foundation • 2y
Hey PMM tribe - We all know launching a new product without buyer personas is like throwing a party without knowing who’s on the guest list! You can always hire a researc...
4407 Views
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