February 1, 2024

Making high quality product and marketing decisions with customer data

Sebastian Sas

Making high quality product and marketing decisions with customer data

New mobile apps to keep an eye on

Auctor purus, aliquet risus tincidunt erat nulla sed quam blandit mattis id gravida elementum, amet id libero nibh urna nisi sit sed. Velit enim at purus arcu sed ac. Viverra maecenas id netus euismod phasellus et tempus rutrum tellus nisi, amet porttitor facilisis aenean faucibus eu nec pellentesque id. Volutpat, pellentesque cursus sit at ut a imperdiet duis turpis duis ultrices gravida at aenean amet mattis sed aliquam augue nisl cras suscipit.

  1. Commodo scelerisque convallis placerat venenatis et enim ullamcorper eros.
  2. Proin cursus tellus iaculis arcu quam egestas enim volutpat suspendisse
  3. Sit enim porttitor vehicula consequat urna, eleifend tincidunt vulputate turpis

What new social media mobile apps are available in 2022?

At elit elementum consectetur interdum venenatis et id vestibulum id imperdiet elit urna sed vulputate bibendum aliquam. Tristique lectus tellus amet, mauris lorem venenatis vulputate morbi condimentum felis et lobortis urna amet odio leo tincidunt semper sed bibendum metus, malesuada scelerisque laoreet risus duis.

Sit enim porttitor vehicula consequat urna, eleifend tincidunt vulputate turpis

Use new social media apps as marketing funnels

Ullamcorper pellentesque a ultrices maecenas fermentum neque eget. Habitant cum esat ornare sed. Tristique semper est diam mattis elit. Viverra adipiscing vulputate nibh neque at. Adipiscing tempus id sed arcu accumsan ullamcorper dignissim pulvinar ullamcorper urna, habitasse. Lectus scelerisque euismod risus tristique nullam elementum diam libero sit sed diam rhoncus, accumsan proin amet eu nunc vel turpis eu orci sit fames.

  • Eget velit tristique magna convallis orci pellentesque amet non aenean diam
  • Duis vitae a cras morbi  volutpat et nunc at accumsan ullamcorper enim
  • Neque, amet urna lacus tempor, dolor lorem pulvinar quis lacus adipiscing
  • Cursus aliquam pharetra amet vehicula elit lectus vivamus orci morbi sollicitudin
“Sit enim porttitor vehicula consequat urna, eleifend tincidunt vulputate turpis, dignissim pulvinar ullamcorper”
Try out Twitter Spaces or Clubhouse on iPhone

Nisi in sem ipsum fermentum massa quisque cursus risus sociis sit massa suspendisse. Neque vulputate sed purus, dui sit diam praesent ullamcorper at in non dignissim iaculis velit nibh eu vitae. Bibendum euismod ipsum euismod urna vestibulum ut ligula. In faucibus egestas  dui integer tempor feugiat lorem venenatis sollicitudin quis ultrices cras feugiat iaculis eget.

Try out Twitter Spaces or Clubhouse on iPhone

Id ac imperdiet est eget justo viverra nunc faucibus tempus tempus porttitor commodo sodales sed tellus eu donec enim. Lectus eu viverra ullamcorper ultricies et lacinia nisl ut at aliquet lacus blandit dui arcu at in id amet orci egestas commodo sagittis in. Vel risus magna nibh elementum pellentesque feugiat netus sit donec tellus nunc gravida feugiat nullam dignissim rutrum lacus felis morbi nisi interdum tincidunt. Vestibulum pellentesque cursus magna pulvinar est at quis nisi nam et sed in hac quis vulputate vitae in et sit. Interdum etiam nulla lorem lorem feugiat cursus etiam massa facilisi ut.

Product managers and marketers constantly make decisions that directly impact their customers and their product's position in the market. These decisions include identifying which customer problems to solve, determining which features will have the most impact, setting the right pricing, and identifying how best to stay ahead of  competition.

For a product manager or product marketing manager, making high quality decisions relies on a deep understanding of your market, your customers, and your product. Developing a deep understanding and expert knowledge is not easy, it requires looking at a mix of data gathered from various sources to build a high level of empathy and understanding of customers. 

What kinds of data are we talking about? Here's a breakdown:

  • Customer calls and feedback: Listening to what customers are saying about the product, which can provide insights into what's working and what isn't.
  • Product usage: Looking at how people are actually using the product can highlight which features are popular and which may need revisiting.
  • Support requests: Paying attention to the problems or questions customers have can point out areas that need improvement.
  • Customer interviews: Having in-depth conversations with customers to get a deeper understanding of their needs and experiences.
  • Market trends and sales data: Keeping an eye on the broader market and how the product is selling to make sure it stays relevant and competitive.

Product and marketing teams obviously engage in other activities, including product launches, delivery and other execution related tasks. But to win, successful product management and marketing boils down to making informed decisions based on a comprehensive understanding of customer needs and market dynamics. Using data from various sources puts product and marketing teams in a much better position to succeed, and allows them to make high quality, data driven decisions. 

Product and marketing teams can use customer data to drive value in a number of key areas.

The right data drives better decisions for product marketers, product managers, and customer insight teams.

Let’s use an example. Imagine a B2B SaaS company that specializes in providing a project management tool designed for medium to large enterprises. This company engages in dozens of sales calls with new prospects every day, a goldmine of information and insights directly from their target market. Both the marketing and product teams can analyze these conversations to refine their strategy and improve the product in meaningful ways.

Gleaning insights from customer conversations. 

During these sales calls, prospects often discuss their current challenges, what they are looking for in a solution, and their specific requirements. They might mention issues with their current project management tools, such as lack of certain features, difficulty in use, or challenges in collaboration across large teams.

  • Identifying customer problems and pain points: By analyzing these conversations, the product team can identify common pain points among prospects. For example, if multiple prospects mention a need for better integration with other tools, the product team can prioritize where necessary. 
  • Understanding what matters: Sales calls can also highlight which features, challenges or goals prospects consider most impactful. If many prospects ask about real-time collaboration features or mobile app availability, these features, or the problems they solve might be considered more crucial. 
  • Setting the right price and packaging: The marketing team can use insights from sales calls to understand what pricing model prospects expect, prefer, or have challenges with. If prospects frequently balk at the pricing model or ask for custom packages, it might be time to reconsider pricing strategies to better match market expectations.
  • Staying ahead of the competition: Often, prospects compare the SaaS tool with competitors during sales calls. This provides direct insight into the competitive landscape from the customer's perspective. Understanding why prospects might consider or prefer competitors can inform both product improvements and marketing messages to highlight unique selling points more effectively.
Customer data can inform high quality decisions for a number of different teams.

Alongside sales calls, the team can also analyze support requests, structured customer interviews, emails, and other customer interactions for valuable insights. These sources provide a wealth of information on how existing customers use the product, the challenges they encounter, and the features they value. Listening to customers and analyzing this information, ensures that product development and marketing decisions are well-rounded and informed by a complete view of the customer experience.