Leveraging Qualitative and Quantitative Research with Alex Lobert, Product Marketing Lead, Measurement at Meta (Facebook)
Alex is a former product manager and consultant who has found his way into the
adtech world, and specifically measurement. This interview is all about how him
and his team leverage research and measurement. When it comes to measurement, he
and his team look at how well advertising is working and ...more
Two mistakes I've seen are:
(1) Not getting on the same page as to the goals for the product. If you don't
have a shared undersatnding with your PM / your product team as to what you are
building and who you are buidling for you are likely going to provide insights
that miss the mark. More hurtf...more
I find diverse experiences to be valuable to product marketing. When I think
about research and influencing the roadmap, what is most important to me is:
* Can this person create a data-driven argument for change? That could be
getting a client to adopt a product or changing an internal proc...more
I find that the key difference between influencing a 3 year product vision vs.
features for the next quarter are about the precision / availability of
The next quarter can typically be assessed pretty clearly. You can talk to
customers / do research into what their needs are now and...more
The first piece of research is typically WITH the product team - aligning on the
key things that we don't know, but need to know to make better product or
Upfront you should lay out that we will try to learn X in order for us to decide
whether or not to do Y.
If you do thi...more
During roadmapping, each product team articulates the "understand needs" for
their product area and what we will do with the information to improve the
product. This process is often led by the PMM.
From there, we work with the product team to document hypothesis to test based
on information we...more
I suggest that you start by taking a step back to really diagnose the problem.
Why is it that the team wants to ship so many features?
I try to always assume good intent. With that in mind, the team's actions are
probably logical, but there is either mis-alignment on the goal they are
I find it both tricky and exciting to share your product roadmap with customers.
I agree it's hard to strike the right balance of specific yet not tie your
hands. But also, it's so much fun to show people the exciting ways you plan to
help people. Some considerations:
(1) Share the overarching ...more