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Market Research
How do you drive culture change with market research?
I'm hoping to influence Product and Design to talk to users more and build a clear picture of our user. The team will often refer to themselves as "the consumer" when they're not in our target demographic?
10 Answers
Mary Sheehan
Adobe Head of Lightroom Product Marketing • September 13
Quick answer: Data. Bring them snippets of real customer conversations or data points that they haven't seen from customer interviews, surveys, CSAT, NPS, customer service feedback - you name it. This will show the value of talking to customers, and will leave them wanting more. To be even mo......Read More
1929 Views
Can you share your tips on making a great analyst briefing deck?
I'm about to make my companies first analyst briefing deck. I've made them in the past but want to make a really kick ass one this time around.
7 Answers
Steve Feyer
Eightfold Product Marketing Director • January 10
Afraid that this is a confidential item I can't share---sorry! A few thoughts though about how we do this well (and I have to credit a colleague, Michael Dunne, who does this work and is an exceptional AR expert). 1) Sales slides: If they're good enough to sell with, they should be good enoug......Read More
1153 Views
1 Answer
Sharon Markowitz
Zoom Head of Product Marketing, App Marketplace • March 28
The initial focus is to conduct a market assessment. I’d recommend you leverage third-party research and SMEs (subject matter experts) inside the company. When appropriate, you can embark on qualitative research, but there should be significant industry documentation that would be of reference. T......Read More
452 Views
1 Answer
Sharon Markowitz
Zoom Head of Product Marketing, App Marketplace • March 27
This is a great question, and those I’ve worked with, know that I will get on my soapbox any day as ultimately we are in business because of our customers. When I worked at Intuit, I loved that if you encountered founder Scott Cook at the office, he would stop and ask if you had any customer i......Read More
541 Views
1 Answer
Sharon Markowitz
Zoom Head of Product Marketing, App Marketplace • March 27
I have recently published an article discussing Duolingo's expansion from Software as a Service (SaaS) to Consumer Goods. This offers a good example of how a company, Duolingo, can extend its brand to a new vertical. This exploration could be particularly relevant from a general management viewp......Read More
516 Views
1 Answer
Sharon Markowitz
Zoom Head of Product Marketing, App Marketplace • March 27
In my experience across consumer goods and retail industries before transitioning to SaaS, market research played a pivotal role in crafting successful go-to-market (GTM) strategies. The nature of consumer goods and retail, where margins are often lower, requires marketers to function as general ......Read More
565 Views
2 Answers
Bonnie Chiurazzi
Glassdoor Director of Market Insights • September 27
1. Persona frameworks are unique to the organizations and teams who use them. But there are a few core elements that will add some structural integrity to your personas. 1. Context and Market - How do you define the market that this persona is pulled from? Do you need to b......Read More
2414 Views
3 Answers
Agustina Sacerdote
Square Global Head of PMM and Content Marketing, TIDAL • March 24
Frankly, #1 is cost. Industry reports tend to be expensive and often times too generic. I find that they're only worth it when there's a large organizational (wider than Marketing) need for basic industry or segment knowledge, like when the company as a whole is assessing new markets. Start with ......Read More
1595 Views
1 Answer
Sharon Markowitz
Zoom Head of Product Marketing, App Marketplace • March 27
It is important to align with the product team before connecting with customers for input, as they own the product roadmap. This alignment also ensures that stakeholders are brought along the journey of gathering customer feedback effectively. Here are the top 5 ways I’ve found most efficient f......Read More
523 Views
2 Answers
Vishal Naik
Google Product Marketing Lead • November 14
I see generative AI helping marketers understand what options they have for research so that they can ask agencies better questions around what methodologies to use. Generative AI can also help you with desk research as it can point you in the direction of the studies and analyst reports that cat......Read More
2973 Views