It’s that time again folks! Week five’s full of tried and tested software suggestions, onboarding experiences, customer persona tips and story-building frameworks.
New to the round-up? In case you’re wondering, it’s made up of questions that are asked in the #pmm-questions group of our slack community - you can get in on the action here.
Q: Does anyone have any research or advice on building customer personas from scratch?
A: Well, this one’s super easy, we’ve covered it in detail here. To give you a snapshot though, here’s a brief outline of the steps:
Step 1: conduct some thorough research
Step 2: understand your aims
Step 3: ask the right questions
Step 4: collate your learnings
Step 5: keep the momentum going.
Q: What tools/software do people like to use to monitor competitor activity for your product set?
A: Here are some tools that have been personally recommended by fellow PMAers:
And here are a couple more options:
1. Ask your prospect-facing teams (i.e. sales), after all, they’re speaking to your target audience every day and they’ll have probably researched your rivals as well as you, so they’ve got a lot of relevant info to unlock.
Tip: instead of relying on your agents remembering tidbits here and there, give them a few conversation prompters and something (even if it’s just an organised spreadsheet, but ideally a CRM) to write their notes down real-time.
2. Take the load off your plate full stop by hiring a competitor intel firm to do it for you.
For 200+ more tool recommendations, check out our Product Marketing Tools of Choice Directory.
Q: Who owns user onboarding as one of the main responsibilities? PMs or PMMs?
A: Although a relatively similar thread runs throughout, this one largely varies from business-to-business. A few common ownership areas include:
- Customer success only
- Customer success + customer support
- Dedicated onboarding teams
- Customer experience
- Product + customer success
We’ve worked in places before where marketing had their hand in it too. The dedicated onboarding team would have the personal over-the-phone introductions, product would run through demos and marketing managed a series of automated emails, like:
Q: Does anyone have any in-app NPS surveying tool they like?
A: Here are the tried and tested ones:
Q: Does anyone use any framework/templates to help develop messaging/build a story?
A: Try this simple three-tiered approach for a bit of guidance:
Phase 1: context
Phase 2: action
Phase 3: results
For more on storytelling, check out these 10 storytelling tips.