Market Research
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
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
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
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
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
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
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