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What are some helpful advice, insights, and tips you can share for effective communication to multiple stakeholders (in different departments) on findings after market research is done?

3 Answers

Katie Levinson

Product Marketing Consultant • February 3

First, stakeholders should be involved in your market research before it is even started. Get their buy-in on what the goal is, key learning objectives, and the questions you’ll be asking / data you’ll be uncovering. If you are doing any qualitative interviews, ask stakeholders to be notetakers o......Read More

753 Views

How do you make decisions about when to do research in-house with your staff vs bringing in a consultant?

2 Answers

Jon Rooney

Unity Vice President Product Marketing • June 8

Having skilled, experience market researchers in-house (whether in PMM or not) certainly makes it easy to take on more projects yourself. No matter how good outside firms are, they'll never be as deep as your team is on company strategy, product portfolio or brand identity. So, all things being e......Read More

686 Views

What are your favorite platforms/vendors for facilitating customer research?

Quickly, accurately, reliably (particularly for smaller organizations and PMM teams)

3 Answers

Lauren Craigie

Cortex Head of Product Marketing • August 30

Customer (as in they’re paying you for your product) research:

Google forms
Typeform (there’s a free edition as well as a super cheap team plan)
SurveyMonkey

347 Views

We don't have a Voice of Customer program. 1. How do you get buy-in and 2. What does an MVP of a VOC program look like?

4 Answers

Sherrie Nguyen (she/her)

Indeed Director of Product Marketing • July 28

You can make the case on paper, but you can also spin up an MVP to affirm the value of a VOC program. 1. In my previous experience, I gained buy-in by outlining all the ways programs like this can drive product feedback, referral of new customers, retention of current customers, and upsell/cross-......Read More

739 Views

Which research activities does your product marketing team do internally, and which research activities do you outsource?

I'm trying to figure out how to structure my team, and what to use external resources for.

3 Answers

Ali Jayson

Matterport VP Marketing • June 23

It's a healthy balance of both. We do smaller, qualitative user feedback sessions mostly internally -- especially with customers who are in beta programs for our new features. But broader market research initiatives that require greater scale, we often bring on great partners like Forrester, ......Read More

696 Views

How do you see qualitative research differently from UX research, if at all, when it comes to product marketing?

8 Answers

Greg Hollander

Novi VP of GTM & Strategy • December 20

The best way I’ve learned to think about it is that as Product Marketers you should be focused on researching the buyer, whereas UX researchers are focused on the User. Sometimes this overlaps and results in different questions on the same content - for example, we might show the same landing pa......Read More

870 Views

How do you create competitive intel that is really beneficial to sales (i.e. they actually read and use it)?

35 Answers

Mary (Shirley) Sheehan

Adobe Head of Lightroom Product Marketing • September 13

I’ve had the best success with easy to digest “competitive battlecards” for sales. The simpler, the better. They should give basic company info, pricing, and how to handle objections. For larger sales teams, these are a great reference point for them to use on the phone. The ultimate goal of ......Read More

2277 Views

What's your best practice for making sure competitive, personas, and market research info is always up-to-date, moving from product marketing to sales materials?

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

1193 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

708 Views

Before the product development stage, how do you present market and buyer insights to product? What documents does the PMM own at this stage?

5 Answers

John Hurley

Notion Head of Product Marketing • February 3

I like to create what I call an Opportunity Assessment. Here is the general table of content for the presentation: - Problem Hypothesis - Target Market - Market Opportunity - Business Metrics / Revenue Strategy - Competitive Landscape - Our Differentiated Solution - Basic Solution Requirements ......Read More

1698 Views