RESOURCE LIBRARY
Deepen Your Knowledge
Learn more about win/loss and churn/renewal analysis, best practices for a customer research program, and the value of candid customer insights.
In Your 2020 Budget, Consider the Case for Buyer Interviews
Are you knee-deep in budget planning right now? Many of our clients are nearing the end of Q4 and are ensuring they have a budget line for either a one-time study or an ongoing cadence of continuous buyer and customer interview research. The return on investment is significant when you consider higher win rates, higher retention rates, and new revenue from a product launch or acquisition. These tangible outcomes are direct impacts of talking to buyers and customers.
Metrics Are Not Enough – You Need Buyer Stories Too
As a Product Marketing Manager, you want to measure every aspect of your customer’s experience with your product and company. You want to know what’s working and what’s not, so you can improve your strategies, retain more customers, and drive more sales. There’s no shortage of analytics to focus on as you pursue this goal.
Talk to Your Buyers to Understand their Stories and Decisions
How can you truly understand your buyers and customers along the customer journey and the product lifecycle? Alan Armstrong, Eigenworks CEO, was a passionate advocate for one-on-one conversations. "Talk to your buyers - they have so much to tell you," he advised in this article published posthumously by "The Pragmatic" magazine in November 2019. Here, Alan outlined a new approach for gathering and organizing customer stories in aggregate to see over-arching themes.
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