Sherrie Nguyen (she/her)

Director of Product Marketing, Indeed

Content

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?

Indeed.com Director of Product Marketing • July 29

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

1479 Views

We don't have a Voice of Customer program. 1. How do you get buy-in and 2. What does an MVP of a VOC program look like?

Sherrie Nguyen (she/her)

Indeed.com Director of Product Marketing • July 29

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

1201 Views

How do you approach creating personas at Indeed? Do you have personas that the business-at-large uses versus personas just for launches? How often do you create/refresh the two?

Sherrie Nguyen (she/her)

Indeed.com Director of Product Marketing • July 29

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

863 Views

Any tips for recruiting good enterprise decision maker interviewees for persona interviews? Where do you hunt? Do you compensate them?

Sherrie Nguyen (she/her)

Indeed.com Director of Product Marketing • July 29

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

854 Views

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

Sherrie Nguyen (she/her)

Indeed.com Director of Product Marketing • July 29

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

652 Views

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

Sherrie Nguyen (she/her)

Indeed.com Director of Product Marketing • July 29

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

602 Views

Can you share your experience or advice about buyer research? I'm thinking of what you could learn from decision makers before they've become customers.

Sherrie Nguyen (she/her)

Indeed.com Director of Product Marketing • July 29

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

556 Views

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

Sherrie Nguyen (she/her)

Indeed.com Director of Product Marketing • July 29

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

480 Views

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

Sherrie Nguyen (she/her)

Indeed.com Director of Product Marketing • July 29

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

370 Views

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

Sherrie Nguyen (she/her)

Indeed.com Director of Product Marketing • July 29

I'd say, start asking questions, especially of the leaders and sales team. Depending on the answers, you may have a really good start to building some personas already. Or you may validate that you don't really know your target audience, and in this case, it would be worthwhile to arm teams with ......Read More