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Director of Product Marketing at Iterable
I love this question because I’ve seen many product marketers create positioning and messaging solely based on gut instinct. To truly answer this question though, I think you need to back-up before positioning and messaging is even written. Before writing anything you should ask yourself what dat...more
Product Manager, Video Advertising at Dealer.com
Does this also include interviews with customers?  One of the things I do as a product manager is to create personas by interviewing customers / prospective customers, ask them open-ended questions and listen.  From there I identify the problem statements and pair that with the context of t...more
Vice President of Marketing at Albertsons Companies
Data insights is a critical component of what I like to call “Evidence-based Marketing”. I like to use 3 types of data insights: User Research, Market Research, and Customer Proof-Points. I use User Research data to help guide the user/customer journey map. This data is critical to help you map o...more
Sr. Director Product Marketing at BlueVine
I usually use qualitative insights in two ways: 1) uncover the “so-what” behind good messaging 2) test target response to messaging. Qualitative studies are a great quick way to understand customer or prospect behavior, needs, and pain points, which help you identify meaningful insights that wil...more
Director, WW Services Marketing and Portfolio Management at Lenovo
As product marketing is part of the product organization, we look at data analysis and north star metrics to help in our decision-making process. Customer research and market analysis help to identify the unique pain points to develop the differentiated value proposition.  CRM data analysis, b...more
Senior Director, Marketing at Figma
For me, the most helpful thing is to talk to customers. Here's an example of something I recently did to help inform messaging that hopefully sparks some ideas for you.  When I first started at Figma, I wanted to better wrap my head around what "collaboration" meant. The word "collaboration" i...more
Head Of Product Marketing at SignEasy
From one "non-trained" researcher to another I think that talking to customers (or a representative sample of non-customers) is critical. Absolutely critical. Where us non-researcher researchers have a distinct advantage is that we can go into that situation "outcome-oriented" instead of "process...more
Product Marketing Lead, Square Point of Sale & Directory at Square
1/ always start with what you have. This can include product usage data, user data, customer support calls, sales calls, etc. literally anyone that is customer-facing can provide something of value. 2/ i use research to really undestand that primary motivators and constraints for my audience. t...more