Greg Hollander

I’ve typically seen segmentation and personas fall flat in one of two ways: either they were purely based on readily available internal data (usually, transaction or p...Read More

This is a little meta, but the best advice I have is to treat your sellers as your customers.  What would you do to try to understand how to get a customer to use your...Read More

For a full answer, check out my response to the question above about approaching segmentation and personas.   Specifically as it relates to launches, I try to keep of ...Read More

I have NOT found success testing messages out of context, like in surveys. It’s hard for respondents to truly put themselves in a buyer’s mindset. I’d recommend puttin...Read More

The best way I’ve learned to think about it is that as Product Marketers you should be focused on researching the buyer, whereas UX researchers are focused on the User...Read More

As they say, the proof’s in the pudding. If you work with folks who don’t see the value, it’s only once you get people using them and benefitting from them that they’l...Read More

  If you’re looking for specific titles, I think the approach you laid out makes sense. The screener survey is super important for making sure you’re find representati...Read More

This one’s all about sourcing. In a survey, I typically ask the “who are you?” question directly, and make sure I get over-sample of each crucial role. In interviews, ...Read More

I don’t have any direct experience in this sector, but I’d encourage you to start by better understanding the segments of your market.  Whether through interviews, sur...Read More

More than one persona can definitely make sense.  It just depends on the business.  Ideally you want to have one persona per “target audience”.  The balance is having ...Read More