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Founder at BrainKraft

I agree with Mary. Data. How you package that data, though, really matters. Some people are swayed by facts, some are swayed by process/method, and some are swayed by stories. Know your audience and package your facts accordingly. 

Head of Product Marketing, Advertising Cloud at Adobe
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...more
Head of Product Marketing at Zapier
One thing I'd add to Mary's response is what I think is the hardest part of your question: identifying the questions that matter most to the business. Getting and using data is critical, but it will fall on deaf ears and undermine your credibility if you aren't getting the right data at the right...more
Senior Director Product Marketing at Skedulo
While I agree with Mary's answer ("data") and the other great points that have been added here, I would caution against taking the exact same approach you would to influencing product as you would to influencing culture. If data were sufficient to change culture, the world would look dramatically...more
GTM Lead at Benchling
This is concerning to hear. Unless you have the next Henry Ford on your design team, this mentality will ultimately lead to a poor product-market fit. That’s not saying that your design team should not have a voice at all – they may have a solid product vision and if they are market experts, the...more
Product Marketing Lead, Square Point of Sale & Directory at Square
To me, it's about creating a customer-centric culture, not just a "market research" culture. "Market research" is a bit of a stigmatized term - most of it is considered not valuable, not actionable, and an expensive "nice-to-have". I'd encourage you to re-orient around building a habit of listeni...more
Director of Product Marketing, Dropbox Core at Dropbox
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 for your externally-facing initiatives. If you have some great market insights in hand, consider these steps: 1. Understand you...more