Sherrie Nguyen (she/her)
Director of Product Marketing, Indeed
Content
Sherrie Nguyen (she/her)
Indeed.com Director of Product Marketing • July 28
You can make the case on paper, but you can also spin up an MVP to affirm the value of a VOC program. 1. In my previous experience, I gained buy-in by outlining all the ways programs like this can drive product feedback, referral of new customers, retention of current customers, and upsell/cross-......Read More
606 Views
Sherrie Nguyen (she/her)
Indeed.com Director of Product Marketing • July 28
At Indeed, we segment employers by small, mid-sized, and enterprise, and we also look at specific industries/verticals that make up a bulk of our users. We also do this for job seekers, so it's a very B2B2C approach. For launch, we should identify which persona we're targeting before we even buil......Read More
506 Views
Sherrie Nguyen (she/her)
Indeed.com Director of Product Marketing • July 28
I love this question. I've done this in a really scrappy way at a start-up and then approached this with significant budgets at a larger company. The scrappy way was to identify a couple leads, reach out with a request to learn from them to influence your product roadmap, and bring them swag. Thi......Read More
486 Views
Sherrie Nguyen (she/her)
Indeed.com Director of Product Marketing • July 28
Great question! You actually squeezed 3 topics in here, which are all inter-related and important to buyer journey maps. In my experience, I start with segmenting my audience (total addressable market by country, company, vertical/industry, etc), identifying personas within my target audience (bu......Read More
469 Views
Sherrie Nguyen (she/her)
Indeed.com Director of Product Marketing • July 28
Such a wonderful question. I'm a big proponent of doing this. First, identify your target market and job titles of your target buyer. Then interview them to get a good understanding of the problems they face, uses cases they may have, and how they search for solutions. Your goal is to get a robus......Read More
441 Views
Sherrie Nguyen (she/her)
Indeed.com Director of Product Marketing • July 28
I first start with really solid positioning, which should clearly identify how your offering is differentiated from other competitors in the market and lean into that. Second, I listen and shadow sales to see how often/why competitors come up in conversation. Then I can create appropriate messagi......Read More
359 Views
Sherrie Nguyen (she/her)
Indeed.com Director of Product Marketing • July 28
As a leader for Indeed's Parents and Caregivers Inclusion Resource Group, I have to talk about this topic! There are a couple ways to approach this. 1. Add self-identifying optional fields so you get a better picture of your audience's demographics. This can be useful for a survey and can be an......Read More
341 Views
Sherrie Nguyen (she/her)
Indeed.com Director of Product Marketing • July 28
I work with market researchers to understand higher level problems, use cases, personas, customer journeys, brand consideration, preference, trust, etc. for my company and product as a whole. Buyers/users don't need to have actually used our product but should be a target persona or have a use ca......Read More
286 Views
Sherrie Nguyen (she/her)
Indeed.com Director of Product Marketing • July 28
This is a great approach. It's best if you get as specific as possible to identify prospects (ie. country, company size, verticle/industry, job title) and get clear on where you want to focus. I shared in another answer that we partnered with a leading thought leader for a specific vertical (re......Read More
285 Views
Sherrie Nguyen (she/her)
Indeed.com Director of Product Marketing • July 28
Always aim for as many personas as you encounter, but see above for my explanation on identifying a target segment and then choosing the personas you want to go after. It's important to stay focused on key decision makers, budget holders, and influencers. Part of this may be trial and error with ......Read More
285 Views
Credentials & Highlights
Director of Product Marketing at Indeed.com
Product Marketing AMA Contributor
Lives In Austin, Texas, United States
Knows About Competitive Positioning, Platform and Solutions Product Marketing, Analyst Relationsh......more