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
Jennifer Kuvlesky
Snow Software Director of Product Marketing • November 16
The good news is sales people notice when materials are out of date, and will let you know it is time for a refresh.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
696 Views
Jennifer Kuvlesky
Snow Software Director of Product Marketing • November 16
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
621 Views
Jennifer Kuvlesky
Snow Software Director of Product Marketing • November 16
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
498 Views
Jennifer Kuvlesky
Snow Software Director of Product Marketing • November 16
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
484 Views
Jennifer Kuvlesky
Snow Software Director of Product Marketing • November 16
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
397 Views
Jennifer Kuvlesky
Snow Software Director of Product Marketing • November 16
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
361 Views
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
353 Views
Jennifer Kuvlesky
Snow Software Director of Product Marketing • November 16
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
338 Views
Jennifer Kuvlesky
Snow Software Director of Product Marketing • November 16
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
312 Views
Jennifer Kuvlesky
Snow Software Director of Product Marketing • November 16
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
307 Views
Credentials & Highlights
Director of Product Marketing at Snow Software
Product Marketing AMA Contributor
Lives In Austin
Knows About Platform and Solutions Product Marketing, Sales Enablement, B2B Product Marketing KPI......more