Karen Sheffer

Director of Product Marketing, Hibob

Content

Do you have any tips for performing market research with limited resources—both manpower and financial?

Karen Sheffer

Hibob Director of Product Marketing • February 8

Just like everything with limited resources, it's all about prioritizing. First, your resources. Can you take the time to do one deep dive per month? Per quarter? How vital is the research to impactimg your company's bottom line? If you don't have the capacity, or it's not enough consider hiring ......Read More

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What are the best ways to accurately convey what you do to technical buyers on your website? Many technical buyers complain that vendor websites just use buzzwords and don't make it easy to understand how the technology works.

Karen Sheffer

Hibob Director of Product Marketing • February 8

If buyers are complaining you should listen. The art of messaging is not to be flashy or buzzy or trendy, it's to know your target audience and speak in their language. If you've heard some negative feedback take a moment to look into it, find out whether that is the view of the majority of your ......Read More

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How do you prioritize your research - Buyer vs User?

Karen Sheffer

Hibob Director of Product Marketing • February 8

Think about where the bigger pain is for your organization. In product marketing lack of resources is usually the case, so you need to prioritize based on the needs of the company. you have major issues with churn I'd suggest starting with user personas, on the other hand, if sales are struggling......Read More