Scott Swigart

We're just wrapping up a research project with B2B tech marketing leaders (mostly CMOs) on their use of generative AI for marketing. We haven't done all the analysis yet, but here are some of the clear takeaways. Companies are in various stages of investigation. Some companies are barely touching it, others are exploring with enthusiasm, and most are somewhere in-between. No one (that we spoke to) has operationalized generative AI as part of their workflows. Some are getting close, but so far, t ...Read More

In addition to great advice in other answers, there are a few other things to consider: Most message testing is artificial. People are asked to carefully read and ponder the message before giving feedback. This isn't how people process messages in the real world. There are techniques that can be get at "System 1 thinking" - the automatic and near instantaneous process people will use when encountering your messaging in the wild. This can be as simple as only displaying the message for a few seco ...Read More

You can conduct a "first 30 days" study with new users as follows: First, identify potential audiences who can provide feedback on your new feature. These are: People who are entirely new to your platform. People who have just started using the new feature. The first group is generally easy to identify since the customer signup date is logged. For the second group, there are a couple of ways to identify them: If your product logs telemetry on feature usage, you can pinpoint users who have recent ...Read More

Oh man, the most impactful thing an organization can do is accept bad news. Think of how lucky you are. If you can stop the train, you've only wasted a lot of money on product development. You now have the opportunity to save a ton on launch, ongoing marketing, sales training, sales hours, partner enablement, and more - all of which is doomed to fail if there's no product / market fit. Now it's time for some important questions: What made people think this was a good idea? Something led the prod ...Read More