Jennifer Kuvlesky

Director of Product Marketing, Snow Software

About

I've worked in the B2B IT industry for over 15 years and have had the good fortune to have a varied career having experiences in product management, product marketing, and customer success and services teams.

Content

What's your best practice for making sure competitive, personas, and market research info is always up-to-date, moving from product marketing to sales materials?

Jennifer Kuvlesky

Snow Software Director of Product Marketing • November 17

The good news is sales people notice when materials are out of date, and will let you know it is time for a refresh. :) Joking aside, here are some proactive tips on how to keep materials up to date. Market research: With Google alerts, you can capture trends, survey results and news for the t......Read More

1732 Views

I work for an early stage professional services app startup. How should i think about conducting market research, given our space?

Jennifer Kuvlesky

Snow Software Director of Product Marketing • November 17

In my response, I'm assuming your company will be selling to professional services firms. I'd start with these questions: * Where are the dollars spent for professional services? What are the segments/industries/geographies/largest firms? * Who is serving those segments? How are they solv......Read More

916 Views

What are common mistakes that you see product marketing teams make when starting a VoC program in their company?

Jennifer Kuvlesky

Snow Software Director of Product Marketing • November 17

The most common mistake I've seen in developing VoC programs is thinking too narrowly about the customers' voice. Often, VoC programs start with marketing or customer success with the goal of obtaining advocates for case studies, reviews and references. Advocates can be leveraged for so much more......Read More

774 Views

How have you historically sourced people to interview while developing personas?

Jennifer Kuvlesky

Snow Software Director of Product Marketing • November 16

I think your plan is a good way of moving forward. If money is no object, you could obtain a panel, and do a survey, and then contact those who seem to fit the profile for a deeper interview. I've used LinkedIn for reaching out to target personas and asking them for 30 minutes of their time t......Read More

588 Views

Are you always aiming for a single persona? Or are there situations where two or more make more sense?

Jennifer Kuvlesky

Snow Software Director of Product Marketing • November 17

There are situations where multiple personas might make sense. If you are just getting started, I'd focus on your primary persona and get that right. Does your product solve problems that multiple personas have? If so, you could extend your messaging to that persona. But don't assume the same mes......Read More

519 Views

How do you ensure your research is inclusive and representative of the audience you serve?

Jennifer Kuvlesky

Snow Software Director of Product Marketing • November 17

This one is tough because it is a lot easier to speak to people you have a relationship with than total strangers! We speak to our customers a lot but they are biased with how we solve their problems. We can also rely on speaking with 'friendly' customers and avoid speaking to customers who are n......Read More

515 Views

How do you create competitive intel that is really beneficial to sales (i.e. they actually read and use it)?

Jennifer Kuvlesky

Snow Software Director of Product Marketing • November 17

In my experience, the best way to communicate with sales people is to speak with them. They are so busy, and I find they don't read emails from PMMs, especially emails not directed to them personally. In my opinion, the best way to share competitive materials is in a short team meeting, throu......Read More

475 Views

What ways do you use your Voice of Customer insights / data internally?

Jennifer Kuvlesky

Snow Software Director of Product Marketing • November 17

I've used VoC insights to improve marketing messages, campaign focus and customer experiences. Here are some examples. * Customer onboarding: Analyzing support case trends and feedback from product reviews helped reveal where customers were getting stuck on thier journey. Using this info......Read More

441 Views

I'm looking for tips and advice on building an effective buyer journey: Do you have any insights on how to effectively map and orchestrate a learning->buying cycle, considering a B2B Saas Product?

Jennifer Kuvlesky

Snow Software Director of Product Marketing • November 17

I'd first understand the personas you are targeting-what problems do they have, how do they like to consume materials and find answers to their problems. You can have multiple personas, but for your home page, I'd stick to just one clear message that describes what problem you solve for your targ......Read More

421 Views

How do you convince your company that it's worth the time to invest in researching and making buyer personas?

Jennifer Kuvlesky

Snow Software Director of Product Marketing • November 17

Understanding your buyer persona, and their priorities will help you better understand your ideal customer profile. Your marketing team does not want to waste $ on generating leads that go no where, and your sales team wants leads they can easily convert. Are these complaints that exist at your o......Read More