Analyst Relationships
Writer Head of Solutions Marketing • 4y
This is a great question and top of mind for me right now.
For your executives, their primary goal may be to get into a Forrester Wave or Magic Quadrant. Yes, that woul...
3948 Views
UiPath Sr. Director of Product Marketing | Formerly Salesforce, Tableau, Microsoft • Mon
Anthony's take is provocative but I've seen the same pattern. Let me add some specificity on what's actually worked across the companies I've been in.The highest-ROI anal...
76 Views
Pomerium Head of Marketing | Formerly Roofstock, Instacart, Uber, Algolia, Google • 4y
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 t...
2267 Views
Replicant Head of Product Marketing • 1y
Even without a Gartner MQ or Forrester Wave, there are a lot of ways to understand the competitive landscape. Take a look at some of my answers around getting competitive...
2176 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.
WalkMe Director, Solutions Marketing & Competitive Intelligence • 8y
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 ...
2284 Views
Square Product Lead, Payments • 5y
This is a really interesting question. Leadership typically look at a number of factors when determining what goes in the roadmap. For example, at Zendesk we look at indu...
1657 Views
How do i use multiple customer quotes and case study stats to create a 2 pager sales enablement asset?
Im not sure how i can structure this document, but i have (numbers) on how our product benefited the customer and why they chose us over a competitor and multiple quotes from different customers. What is the best way to tell a story?
Product Marketing Leader | Formerly Box, Postman, YouTube, McDonald's, Samsung • 2y
Like any other sales enablement asset, a 2-pager asset that incorporates multiple customer quotes and case study stats needs to be clear, concise, and effective. Here’s a...
212 Views
Jellyfish VP of Product Marketing • 3y
Review site such as G2 and TrustRadius are slightly different from the traditional analyst relations program as these companies don't require the same types of engagement...
1391 Views
Jellyfish VP of Product Marketing • 3y
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, Ma...
1845 Views
Pomerium Head of Marketing | Formerly Roofstock, Instacart, Uber, Algolia, Google • 4y
These things are bound to happen, but the good news in today’s world is that customers are likely getting their information from multiple sources. If I were in rapid resp...
1824 Views
ActiveCampaign VP Product Marketing | Formerly Pendo, Demandbase, Conga, SAP • 2y
The first thing to do when trying to get your company into a Wave or MQ is to study the category and find out what the inclusion criteria are. If you don't meet the inclu...
2607 Views
SkyView-Consulting Principal • 4y
An option here also is to really start with a point of agreement around how the market is changing and as a point of discussion. If it intersects with their research then...
6999 Views
Notion Head of Product Marketing • 5y
Align on needs and get buy-in on the program from key stakeholders upfront, otherwise, you will just be reactive and the expectations will be that every request is handle...
3845 Views
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?
BrightHire VP, Marketing | Formerly 1Password, Dropbox, SurveyMonkey, LinkedIn • 5y
Market research is the most powerful tool for influencing product. I recommend applying your marketing skills to your internal stakeholders in the same way you use them f...
10320 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.
Snow Software Director of Product Marketing • 3y
I think your plan is a good way of moving forward. If money is no object, you could obtain a panel, and do a survey, and then contact those who seem to fit the profile fo...
1735 Views
Sirona Marketing CEO of Sirona Marketing: GTM for healthcare and life sciences • 6y
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’...
1081 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.
Sirona Marketing CEO of Sirona Marketing: GTM for healthcare and life sciences • 6y
I think that largely depends on your goal for the CAB. Broadly speaking, I would have multiple CABs depending on how different your customer segments are. I'd also have o...
2124 Views