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Agustina Sacerdote

Global Head of PMM and Content Marketing, TIDAL, Square
Agustina Sacerdote
Global Head of PMM and Content Marketing, TIDAL, Square
Agustina Sacerdote
Global Head of PMM and Content Marketing, TIDAL at Square
December 23, 2020
Market ResearchFollow Agustina
How do you manage internal pushback against data from your market research efforts? Ie other groups that want data to prove a point (product manager or engineer), but then don't trust the data you bring back?
Global Head of PMM and Content Marketing, TIDAL at Square
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
Market ResearchProduct LaunchesProduct MarketingFollow Agustina
How do you use market research to inform priority verticals to go after in your go to market efforts?
Global Head of PMM and Content Marketing, TIDAL at Square
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
Market ResearchFollow Agustina
What is your philosophy when it comes to competitors? What constitutes a competitor, and what is the goal you have in mind when you conduct competitor analysis?
Global Head of PMM and Content Marketing, TIDAL at Square
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
Market ResearchProduct MarketingFollow Agustina
Can you outline the best structure and format for user personas that are useful across the org?
Global Head of PMM and Content Marketing, TIDAL at Square
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
Market ResearchFollow Agustina
What tools do you use to drive market research and competition research ?
Global Head of PMM and Content Marketing, TIDAL at Square
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 [https://www.facebook.com/ads/library/?active_status=all&ad_type=all&country=US&impression_search_field=has_impressions_lifetime] to look up ads runni...more
Market ResearchFollow Agustina
What tools do you use to drive market research and competition research ?
Global Head of PMM and Content Marketing, TIDAL at Square
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
Market ResearchFollow Agustina
How do you delineate the responsibilities of market research between PMM and User Research? How can these teams best work together?
Global Head of PMM and Content Marketing, TIDAL at Square
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
Market ResearchFollow Agustina
How would you go about conducting market research for potential clients of a new feature? You've already got your core clients, but are launching a new feature and are looking for unbiased feedback from people net new to your platform/service/offering.
Global Head of PMM and Content Marketing, TIDAL at Square
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
MessagingMarket ResearchFollow Agustina
How do you leverage qualitative insights and data to build out a product messaging?
Global Head of PMM and Content Marketing, TIDAL 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