Agustina Sacerdote

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Global Head of PMM and Content Marketing, TIDAL, Square
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Agustina Sacerdote
Global Head of PMM and Content Marketing, TIDAL at Square
sharebird
Agustina Sacerdote
Global Head of PMM and Content Marketing, TIDAL at Square
Agustina Sacerdote
Agustina Sacerdote
Global Head of PMM and Content Marketing, TIDAL, SquareMarch 24
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 you are using (to a certain degree, make sure you're not violating any best practices in the spirit of inclusion) and get a sense BEFORE launching what success looks like for a particular research intiative. Also, see my answer for creating a "customer-centric" culture! Helpful tips there, hopefully! 
Agustina Sacerdote
Agustina Sacerdote
Global Head of PMM and Content Marketing, TIDAL, SquareMarch 24
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 it.  Additionally, you should look at your own customer data and overlay it with your product. For example, if Square is has developed a number of features that are suited for Restaurants, we will prioritize this vertical. If after a couple of months we are not well penetrated here, we have a pr...
Agustina Sacerdote
Agustina Sacerdote
Global Head of PMM and Content Marketing, TIDAL, SquareMarch 24
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 enables one of these critical jobs, or COULD, enable it in the future is a competitor. Make sure you look at your audience and what they are trying to achieve from different angles, not just from a "share of wallet" or "share of mind" standpoint. In my experiences, these blindspots are big opportuni...
Agustina Sacerdote
Agustina Sacerdote
Global Head of PMM and Content Marketing, TIDAL, SquareMarch 24
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 Revenue or Average Ticket Size. Brand will care about "Key attitudes and motivators". Customer Success will care about "How do they ask for help". Sales will care about "How do they make decisions". Align your descriptions with what they care about.  2/ Use actual customer examples as a way to brin...
Agustina Sacerdote
Agustina Sacerdote
Global Head of PMM and Content Marketing, TIDAL, SquareMarch 24
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 competitors are anchoring on.
Agustina Sacerdote
Agustina Sacerdote
Global Head of PMM and Content Marketing, TIDAL, SquareMarch 24
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 execution. Really Good Emails is an unexpectedly helpful and free way of looking at what companies are doing on email (if you're at a large company). 
Agustina Sacerdote
Agustina Sacerdote
Global Head of PMM and Content Marketing, TIDAL, SquareMarch 24
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 established and agreed upon cross-functionally (PM, PMM, Design).  I expect PMMs on my team lead the following:  1/ Validate the need for research. Do we have this data elsewhere? Have we conducted an extensive audit (covering competitors, experience, etc.) 2/ Define the sample. Who should we talk to? Cu...
Agustina Sacerdote
Agustina Sacerdote
Global Head of PMM and Content Marketing, TIDAL, SquareMarch 24
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 well does our feature meet the needs of this new audience relative to the tools / companies identified in #3? What are these specific gaps? 
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
Knows About Competitive Positioning, Market Research, Analyst Relations, Customer Research, Platf...more
Work With Agustina
Product Marketing Manager, Team Management
San Francisco, CA or Remote - US
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