Agustina Sacerdote

Agustina Sacerdote

Global Head of PMM and Content Marketing, TIDAL, Square

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Agustina Sacerdote
Global Head of PMM and Content Marketing, TIDAL
sharebird
Agustina Sacerdote
Global Head of PMM and Content Marketing, TIDAL
Agustina Sacerdote
Global Head of PMM and Content Marketing, TIDAL
Involve these functions in the actual development and execution of the research. the worst you can do is give the impression that research is a "black box" out of which slides with percentages come out!  This means make them part of identifying the key questions, reviewing whatever instruments...more
Agustina Sacerdote
Global Head of PMM and Content Marketing, TIDAL
I don't actually use market research for that, is the short answer. If we believe that our solution is well suited for a particular vertical, we have the budget to invest in GTM to capture business in this vertical, and the vertical is fragmented / doesn't have a real clear winner, we will go for...more
Agustina Sacerdote
Global Head of PMM and Content Marketing, TIDAL
The competitive set is defined by your audience, not you. And it changes all the time. At Square, we compete against anything that enables anyone to participate in our economy, not just other POS companies. The "Jobs to be Done" framework is helpful here - anything (tool, company, resource) that ...more
Agustina Sacerdote
Global Head of PMM and Content Marketing, TIDAL
This is a great question. A couple of tips -  The #1 way of making sure that personas will be adopted and used as a resource across functions is to make sure you're including variables that these particular functions care about. So Finance for example, will care about something like Average Re...more
Agustina Sacerdote
Global Head of PMM and Content Marketing, TIDAL
You can check out Moat.com to look at display ads for free - if you pay for an account, you can look at all channels. And check out FB Ads Library to look up ads running on FB and IG. I find that looking at creative gives you a very good picture (no pun intended) of the value props and benefits c...more
Agustina Sacerdote
Global Head of PMM and Content Marketing, TIDAL
I've used a ton, mostly correlated with my budget :) On $0 budget you can always use Google Forms to send to current / former / prospective customers and export answers to a Sheet.  I like the ease of use of Survey Monkey and GetFeedback for quant.  I like Crayon for competitive analysis on...more
Agustina Sacerdote
Global Head of PMM and Content Marketing, TIDAL
This is an awesome question!  I think PMM has a responsibility along several stages of market research development. At a high level, User Research experts know what methodology, stimuli and structure to use for reseach - aka, they should take over once the need for research has been establishe...more
Agustina Sacerdote
Global Head of PMM and Content Marketing, TIDAL
I'd make sure I have crisp answers to the following -  1/ Re-visit the "why" behind the new feature. Why did you develop it? What is it supposed to solve?  2/ Who has this need, more than any other segments?  3/ Who are these people (from #2) already turning to to solve this need?  4/ How wel...more
Credentials & Highlights
Global Head of PMM and Content Marketing, TIDAL at Square
Top Product Marketing Mentor List
Product Marketing AMA Contributor
Lives In San Francisco, California