Analyst Relationships
16 Answers
Abdul Rastagar
GTM Leader | Marketing Author | Career Coach • May 7
This really requires a dedicated effort and should be owned by Product Marketing. Different industries change at different paces – in some cases, a quarterly review process is needed, in other case, it might be less frequent. It really depends. Product Marketing needs to keep a close pulse on cus......Read More
1156 Views
How have you historically sourced people to interview while developing personas?
Especially if you don't have any customers that fit the bill my current plan is to assemble a list of possible titles and have my virtual assistant company prospect for and find contact details for them then probably send out a survey to validate if they're the right people to talk to and reach out individually to the ones that fit the bill.
10 Answers
Greg Hollander
Novi VP of GTM & Strategy • December 20
If you’re looking for specific titles, I think the approach you laid out makes sense. The screener survey is super important for making sure you’re find representative folks to talk to (based on your customer base or intended customer base), and not wasting your time. For sourcing the initial ......Read More
705 Views
4 Answers
Nikhil Balaraman
Roofstock Senior Director Product Marketing • March 21
Well first of all, it’s always tough to be a team of one. You are definitely going to have to ruthlessly prioritize and as a team of one, it can be easy to get stuck as the sales content/collateral & product launch factory. So with the spare time that you have, I think a few things that can help ......Read More
452 Views
6 Answers
Daniel Kuperman
Atlassian Head of Core Product Marketing & GTM, ITSM Solutions • December 20
The MQ, or "Magic Quadrant" report is what Gartner calls their comparative report for specific markets. Each major analyst firm has their own comparative report (Wave, Marketscape, etc.). The existence of this type of report indicates the maturity of the market and number of vendors addressing it......Read More
562 Views
4 Answers
Christine Tran
Quantum Metric VP, Product Marketing • July 28
In general, a good flow for an introductory briefing deck is: 1. Introductions, and why you're here: I always like to start the conversation with a little context on why you've requested a briefing with the analyst. So I'll have a slide or just a few talking points on their specific re......Read More
1539 Views
6 Answers
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 commi......Read More
814 Views
4 Answers
Anthony Kennada
AudiencePlus CEO • January 28
It may be a controversial pov, but my perspective is that the analyst community is getting disrupted by DTC user review sites like G2, TrustRadius, and the others. Customer voice is just as powerful as it's ever been, but now, there are increasingly more and more ways to access that customer voic......Read More
1581 Views
4 Answers
Christine Tran
Quantum Metric VP, Product Marketing • July 28
This is the situation we're in right now. Our AR program is three years old and it's an ongoing initiative to identify and vet the right analysts, build relationships, and education/inform/influence their research roadmap. Here are a few tactics I'm using: 1. Identify the analysts who (will) wr......Read More
646 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.
6 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
795 Views
What role should a customer advisory board have in influencing your product roadmap, and why?
Product marketing owns the customer advisory board but product management owns the roadmap.
7 Answers
April Rassa
Cohere Marketing Executive • April 2
CABs are great. Customer advisory boards have several common objectives in mind, including: - To create champions for the brand - To validate product ideas and guide the product roadmap - To help shape marketing messaging - To gather market intelligence - Understand the buying triggers of the c......Read More
869 Views