Product Marketing
Market Research
Market Research
What are your favorite market research tactics?
Which ones have the highest impact to speed to execute ratio?
ClassDojo Head of Product Marketing • 7mo
My go-to toolkit is all about balancing speed with signal. Some methods are powerful but slow (e.g. large-scale quant), others are quick but shallow. The goal is to balan...
731 Views
ClassDojo Head of Product Marketing • 7mo
The mistake a lot of teams make is treating research as one-off reports. They get filed away, rarely revisited, and the same questions get asked again and again. The real...
721 Views
ClassDojo Head of Product Marketing • 7mo
We always distill research into a 1-page TL;DR with the context, key findings, and (most importantly) implications. Nobody has time to read a 50-slide deck, but everyone ...
568 Views
How have you used market research to influence or develop go-to-market strategy?
Some examples could be increasing win rate against a specific competitor, opening a new market, or influencing the product roadmap
ClassDojo Head of Product Marketing • 7mo
Market research is one of the fastest ways to sharpen GTM because it clarifies who the real buyer is, what drives their decisions, and what narratives you need to win.Two...
564 Views
ClassDojo Head of Product Marketing • 7mo
I’ve always believed scrappy research can have an outsized impact. The key is to tie research directly to a decision the company is already struggling with. If you can fr...
585 Views
Upcoming AMAs
ClassDojo Head of Product Marketing • 7mo
Market analysis and customer research are two sides of the same coin. Market analysis tells you the “what” - category trends, competitor moves, whitespace, adoption rates...
580 Views
ClassDojo Head of Product Marketing • 7mo
The biggest time sink in research is starting too broad or not being clear on what problem you’re solving. The fastest way to save time is to force clarity upfront. I use...
620 Views
ClassDojo Head of Product Marketing • 7mo
Short answer: you shouldn’t. Conversations are how you build real customer empathy and uncover the problems you can actually help solve. Without them, you’re building per...
10758 Views
Guidewire Software VP Product Marketing | Formerly EIS Group, Datasite, Software AG, Microstrategy • 3y
There is an interesting overlap between market research and competitive intelligence. that intersection is market intelligence. strictly speaking CI is only about direct ...
1309 Views
Treasure Data Director of Product Marketing • 7mo
Ok, so something to think about - your ICP isn’t necessarily “the buyer persona," it’s the economic and operational conditions under which that buyer succeeds with you. D...
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164 Views
Adobe Head of GTM Strategy, APAC & Japan • 7mo
I think the main thing here is being front and center around your AI Ethics and Integrity strategy. At Adobe we've always been very forthright in being out front talking ...
3190 Views
Superhuman Senior Director, Head of Product Marketing, Mail | Formerly Google, Plaid, early Venmo • 8mo
The right methodology really depends on the shape of your business and what you’re optimizing for. In my experience, the most effective pricing work usually blends a few ...
1068 Views
What is your approach to a new feature launch and how to price & package it in relation to existing plan tiers?
E.g. Should the new feature be an add-on or bundled? Should there be an increase in price?
Stripe Head of Product Marketing, APAC • 2y
For new products especially, pricing and packaging should inform, and be informed by the broader GTM strategy (it's why I'm so bullish about the role PMMs play in contrib...
8121 Views
ActiveCampaign VP Product Marketing | Formerly Pendo, Demandbase, Conga, SAP • 3y
Definitely check out some of the research resources I've mentioned in previous answers. I would also interview people at your company, salespeople, your CEO, finance, etc...
1604 Views
How often do you talk to customers, or do qualitative + VOC research?
Is it continuous or at specific campaigns?
Salesforce CMO - Next Gen Platform • 3y
Ideally, I think this should be systematic and conducted on a weekly basis in order to keep research fresh. Something Shopify does amazingly well is setting up time with...
1473 Views
Personio Chief Marketing Officer | Formerly Microsoft, Autodesk, Dropbox • 6y
I’m a big believer in customer research as a part of the overall launch plan. It’s tempting to make decisions based on “I think” or “I like” but in most cases, the PMM is...
4709 Views
How does your company define its Ideal Customer Profile (ICP)?
What level of detail or granularity do you include when shaping your ICP?
We are building a market research AI for granular ICP segmentation. Everyone knows their ICP but curious to know how granular it is?
Figma Director, AI & Developer Marketing | Formerly Atlassian • 9mo
In the AI-first era, companies are moving and building extremely quickly. It's easier than ever to create the actual software and features, which means knowing your ICP h...
6448 Views
How can a marketing leader at an early-stage startup effectively gather insights from new market segments when the company has limited resources and no existing relationships with potential customers in those segments?
Company has 100 clients in same segment but wants to venture out into others. So I can interview current clients but I am more interested in how to get info from new segments you don’t have access to (and don’t have a budget to hire an agency / research team).
Box Head of Product Marketing, AI & Platform | Formerly Google Gemini • 2y
Based on your budget, ranging from zero to small, I'd consider the following options:Zero Budget: I'd do a combination of desk research on the industry and listening in o...
3775 Views
KPI Sense Chief Executive Officer • 6y
First off, full disclosure, this is what I do for a living, so it is difficult to answer this in a way that is neither biased nor self-serving.
With that out of the way...
462 Views
Gusto Head of Product Marketing | Formerly Apple, Electronic Arts, Digitas • 3y
I like to think of Product Marketers as co-owners of their product(s). It is PMM’s responsibility, alongside Product Management, to build a successful product and drive k...
3820 Views
Replicant Head of Product Marketing • 1y
There are plenty of ways to do this!Competitor published info: Websites, press releases, annual reports (for public companies), whitepapers, blog posts, and social media ...
1403 Views
Bloomreach VP, Product Marketing • 10mo
It's pretty easy to get sucked into requests for an external-facing 'feature comparison' slide. And it is required in some instances. But for the most part, we focus on r...
692 Views
Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 2y
Prioritizing competitive insights and making research actionable is crucial for product marketing success. Here are some things to keep in mind so your efforts are moving...
401 Views
Norm Ai Head of Marketing | Formerly Galileo, Cresta, Tanium, Zuora • 10mo
In my experience, there are a few key differences between positioning for developers vs. business buyers. While the following aren't hard and fast rules, they are general...
7381 Views
Asana Director of Product Marketing | Formerly Intuit, PepsiCo, Nielsen, Wakefern Food Corp. • 10mo
I always start with my research guidebook template. Here's my step-by-step process:Research Brief development - This is where I get crystal clear on what decision or acti...
977 Views
Asana Director of Product Marketing | Formerly Intuit, PepsiCo, Nielsen, Wakefern Food Corp. • 10mo
I've invested in external research when internal capabilities simply couldn't deliver the scope, speed, or expertise needed. Here are the specific scenarios that justifie...
991 Views
Asana Director of Product Marketing | Formerly Intuit, PepsiCo, Nielsen, Wakefern Food Corp. • 10mo
Market research should always drive specific business decisions - never just generate "nice to know" insights. Here are the key decisions I've used research to inform:Go-...
962 Views
Asana Director of Product Marketing | Formerly Intuit, PepsiCo, Nielsen, Wakefern Food Corp. • 10mo
When facing data gaps, I focus on triangulating from multiple known sources. My approach depends on what I'm trying to estimate:For market sizing - I start with broader a...
967 Views
Asana Director of Product Marketing | Formerly Intuit, PepsiCo, Nielsen, Wakefern Food Corp. • 10mo
The biggest challenge isn't generating insights - it's preventing them from becoming shelfware. Here's how I ensure research drives real business impact:Start with clear ...
2128 Views
Former SVP of Product Marketing at Quickbase • 1y
Survey & Panel Tools:Budget-friendly: SurveyMonkey, Typeform, Google FormsMid-range: Qualtrics, Pollfish, WynterEnterprise: GLG, NewtonX, BridgerVoice of Customer:Sof...
699 Views
Box Head of Product Marketing, AI & Platform | Formerly Google Gemini • 11mo
A powerful practice that the team implemented on the Gemini marketing team while I was still at Google was centralizing our foundational assets into a "Product Marketing ...
5462 Views
Box Head of Product Marketing, AI & Platform | Formerly Google Gemini • 11mo
In sticking with the theme of this AMA being focused on AI, this is where I use Deep Research. Deep Research is an amazing way to supercharge your desk research. The key ...
1169 Views
Ting VP of Marketing • 11mo
The lack of sticker prices and public roadmaps in enterprise software turns “competitive research” into a bit of a scavenger hunt—but you don’t have to don a trench coat....
381 Views
Ting VP of Marketing • 11mo
I lean on market research for every launch, but I never assume we have to start from scratch. First stop is the shared intel repository—usage logs, win-loss notes, usabil...
401 Views
Ting VP of Marketing • 11mo
Absolutely—market research should live in a single, neutral repository that both PM and PMM treat as their “source of truth.” Whether you stand it up in Airtable, a sprea...
392 Views
Ting VP of Marketing • 11mo
I treat research like a layered funnel—first-party is at the core, second-party for calibration, third-party for context—and let AI widen that throat so the best insights...
392 Views
Ting VP of Marketing • 11mo
I apply a very Occam’s-razor rule to market research ops: use the simplest system that still makes the insights searchable, up-to-date, and easy to broadcast. Here's the ...
389 Views
Barracuda Networks Product Marketing Director • 11mo
Customer interviews are hands down the most valuable research method for you to master. It’s an absolute must have to understand buyers’ needs, pain points, and decision-...
2139 Views
Ting VP of Marketing • 11mo
When a launch date is barreling toward us, I don’t skip research—I compress it. First, I map every open question (messaging resonance, pricing, must-have features, likely...
2436 Views
Freshworks Head of AI Product Marketing | Formerly VMware. Automation Anywhere • 11mo
The rise of AI is leading to evolving buyer behavior and new channels. There is a shift in the expectations of PMM vs Growth marketers. PMMs are expected to be fluent in ...
273 Views
How do you plan for the year when marketing multiple products?
Considering that you have to do sales enablement, product launches, events, redoing messaging and campaigns
Adobe Head of GTM Strategy, APAC & Japan • 1y
I think this is the same situation whether it's a big or small company and prioritisation is the most consistent theme here. That and alignment to business objectives or ...
3358 Views
HubSpot Senior Director of Product Marketing | Formerly Intuit, American Express, Sage • 11mo
I rely on alerts and curated newsletters, dedicating early morning hours to focused market intelligence review.I set up alerts for key topics and subscribe to specific ne...
693 Views
Freshworks Vice President - Global Product Marketing | Formerly Klaviyo, Qualtrics, Microsoft, MckInsey • 11mo
Leverage call recording tools like Gong to quickly understand your customers' perspectives.Tools like Gong and Outreach are incredibly powerful for understanding your cus...
410 Views
HubSpot Senior Director of Product Marketing | Formerly Intuit, American Express, Sage • 11mo
We follow an 80/20 rule - 80% DIY and 20% external for strategically significant research.At Hubspot, we use external agencies for research that will drive fundamental, c...
408 Views
HubSpot Senior Director of Product Marketing | Formerly Intuit, American Express, Sage • 11mo
We've focused our automation on competitive intelligence gathering and analysis.We have an agent that collates competitive intelligence for us, which isn't groundbreaking...
376 Views
Airtable Senior Director, Product Marketing • 11mo
While the research is largely the same, there's some specialization in focus - PMs should specialize in users while PMMs focus more on buyers.I agree that if you're not s...
391 Views
Ting VP of Marketing • 11mo
Make your enablement meetings engaging with creative elements to capture attention.I make my enablement meetings engaging by incorporating gifts, visual elements, and int...
400 Views
Airtable Senior Director, Product Marketing • 11mo
You should start with one of the LLMs when thinking about research, as it's a great use case for AI, but understand its limitations.I use AI for market research every sin...
400 Views
Carta Vice President Product Marketing • 11mo
The UX research function is - in my opinion - one of the most valuable functions in software companies. I have formed fantastic partnerships with UX researchers in the p...
422 Views
Carta Vice President Product Marketing • 11mo
I've been doing a bit of this myself lately!Besides the obvious answer of using AI tools that can do much broader research than was ever possible before, the other avenue...
439 Views