Daniel Palay
Head Of Product Marketing, 3Gtms
I help b2b SaaS companies develop buyer-specific business cases by combining a
3D approach to segmentation with primary market research that follows my
philosophy on what must be conveyed to each r...more
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Video: Adventures in Messaging: E12 with Dan Palay, Head of Product Marketing at SignEasy.
Head Of Product Marketing
Unfortunately, I'm probably not the best one to query about various tools for
this - I'm the guy who still takes all his notes with a pen, has a total of four
apps downloaded to his phone and refuses to own a watch with a battery, let
alone a touch screen. My market research is similarly very old...more
Head Of Product Marketing
The problem is that there still aren't too many good entry-level PMM roles out
there (assuming you're talking about coming out of undergrad). My best advice
(as someone who didn't come to PMM until they were in their mid-30s) would be:
Find a role that allows you to develop the skills PMMs ultima...more
Head Of Product Marketing
Interesting question about how I define "compeititor" in and of itself. I tend
to look at competitors as barriers that keep people from buying the product I'm
selling. Sometimes its a comparable product, sometimes it's an alternate type of
solution and sometimes it's nothing at all. The question ...more
Head Of Product Marketing
The part I am most experienced with is the business case justification. Indeed,
I tend to build business case justifications and personas into a single
narrative in order to make my story lines speak to the issues most important to
each stakeholder. Primary market research (1:1 interviews) is the...more
Head Of Product Marketing
Voice of Customer insights are a great way to 1) see trends among customers (if
enough are saying the same thing) and 2) check our own collective understanding
of what we do. Sometimes, VoC will suggest that our customers are seeing
something differently than we intended. It may be a single inter...more
Head Of Product Marketing
There are two parts to this: That research which I actually conduct, and that
which I lean on from elsewhere. Typically, the only research I ever conduct
myself are 1:1 interviews with either customers or other relevant stakeholders.
This is what I use to build my stakeholder profiles (buyer pers...more
Head Of Product Marketing
In the "real world" this is a function of whose responsibility sales collateral
is. If it's product marketing, the answer is simple: Supply new collateral when
it's time for an update. However, if product marketing is responsible for
informing, and letting sales create its own materials, then it ...more
Head Of Product Marketing
First things first, I believe that a representative sampling of non-customers
can actually be a better source of information than current customers, so you're
in a good position there. However, I wouldn't start with a survey. I would
instead start internally (product and sales) to understand who ...more
Head Of Product Marketing
I love this question, partly because it allows me to address what I consider to
be one of the great misconceptions of product marketing-related research. In my
opinion, and experience, your engagements need not be with existing customers
and, in fact, sometimes it's better if they're not. When I ...more
Credentials & Highlights
Head Of Product Marketing at 3Gtms
Top Product Marketing Mentor List
Product Marketing AMA Contributor
Lives In Chicago, IL