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Global Head of PMM and Content Marketing, TIDAL at Square

1/ always start with what you have. This can include product usage data, user data, customer support calls, sales calls, etc. literally anyone that is customer-facing can provide something of value.

2/ i use research to really undestand that primary motivators and constraints for my audience. the feature or product should fit in that specific context --> your product should solve for the motivation + constraint. qualitative feedback is particularly helpful here. 

Many people thinking about starting a business turn to Square. Their motivation is something like "I think my idea could be a real business; I want to make it happen, despite what people may say!". The constraint is "I don't know where to start and this is intimidating." So we position our product as easy to use and educational, for this particular audience. Does that make sense? 

Senior Director, Marketing at Figma
For me, the most helpful thing is to talk to customers. Here's an example of something I recently did to help inform messaging that hopefully sparks some ideas for you.  When I first started at Figma, I wanted to better wrap my head around what "collaboration" meant. The word "collaboration" i...more
Director of Product Marketing at Iterable
I love this question because I’ve seen many product marketers create positioning and messaging solely based on gut instinct. To truly answer this question though, I think you need to back-up before positioning and messaging is even written. Before writing anything you should ask yourself what dat...more
Sr. Director Product Marketing at BlueVine
I usually use qualitative insights in two ways: 1) uncover the “so-what” behind good messaging 2) test target response to messaging. Qualitative studies are a great quick way to understand customer or prospect behavior, needs, and pain points, which help you identify meaningful insights that wil...more
Director, WW Services Marketing and Portfolio Management at Lenovo
As product marketing is part of the product organization, we look at data analysis and north star metrics to help in our decision-making process. Customer research and market analysis help to identify the unique pain points to develop the differentiated value proposition.  CRM data analysis, b...more
Vice President of Marketing at Albertsons Companies
Data insights is a critical component of what I like to call “Evidence-based Marketing”. I like to use 3 types of data insights: User Research, Market Research, and Customer Proof-Points. I use User Research data to help guide the user/customer journey map. This data is critical to help you map o...more