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Common Challenges of TAM Research

The ask is simple: Estimate the TAM. The reality? No clear data and no easy answers. Estimating the TAM for a new product or market often falls to the product marketing team. This simple-sounding task comes with many challenges. This article provides suggestions for how to address some of those challenges.

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Designing Semi-Structured Interviews

Before conducting a set of customer interviews, you need to decide how much structure you need to impose on those conversations. Will open, free-flowing conversations yield you with the insights you need? Or do you need to lead the discussion down a specific path? To answer this question, first ask yourself why you are conducting the interviews?

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How much data is enough?

How many surveys do we need for the data to be statistically significant? This is one of the most common questions for B2B product marketing teams when scoping out a quantitative survey project. The short answer is Probably fewer than you assume in most use cases.

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B2B Persona Dimensions You Shouldn’t Miss

This blog post provides tips for creating effective B2B buyer personas, highlighting key dimensions often overlooked by generic templates. As interesting as aspirational persona dimensions be, most B2B marketers need practical, actionable personals that they can directly integrate into their marketing and sales efforts

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Segmentation with Purpose: Aligning Objectives with Market Insights

While AI and LLM technologies are advancing personalization, segmentation continues to be the foundation of effective market strategies. This blog delves into practical insights and recommendations for how to set clear objectives, navigate challenging insights, and get the most out of your segmentation efforts.

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B2B Buyer Journey Mapping: 3 Ways to Improve the Process

Mapping the buyer journey is a powerful tool for B2B marketers. This post provides three recommendations to improve the process: identify your most important questions, utilize internal and secondary research before diving into primary research, and target individuals with the broadest insights into the journey. These steps will help you get the most return on your research efforts.

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Strategic Competitive Analysis: Techniques for Product Marketing Success

This post provides practical recommendations to systematically gather and evaluate critical insights about competitors and rank them by threat level. This can help focus your product, sales, and marketing resources where they matter most. Whether you’re facing new market entrants or reevaluating your competitive landscape, these approaches can help you stay ahead.

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How to identify the right price point in B2B markets

One of the questions in B2B go-to-market strategies is: What is the right price point for our offer? This post provides a high-level overview of standard pricing research techniques that can identify the market’s willingness to pay for your solution.

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Identifying the Best Win/Loss Approach for Your Company

What is the best win/loss approach for your firm’s needs and objectives? Like advertising, there are many flavors of win/loss research. This article provides guidance on how to approach win/loss research based on your objectives, who is driving the research, and the nature of your deals.

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Mastering your B2B ICP

This post describes why an effective Ideal Customer Profile (ICP) enhances sales cycles and conversion rates by helping focus sales, marketing, and product strategies on the companies most likely to buy. It discusses the challenges marketers face when information is insufficient or scattered and offers some suggestions for ways to fill in the informational gaps.

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