Turning customer interviews into messaging gold 💬✨ | Ep. 250 with Shoshana Kordova

The customer insights are what is really the foundation of building a good, deliverable.

Hey everyone, Matt here, head of community at Exit 5. In this episode I talk to Shoshana Cordova. Shoshana is a three times founding product marketer and former journalist who specializes in launching what she calls customer infused messaging for B2B tech startups.

One of the overlooked places to get competitive intelligence is is actually talking to your current customers because they're the ones who know best what the differentiator is for your product that compel them to buy.

She now runs a product marketing consultancy called Peel Product Marketing and in this episode she walked me through the six steps that she takes to start a customer insights program from scratch and how to infuse that into your messaging.

Another thing that people often do is when they're talking to customers, they focus on talking about the product, how the customer is using the product, what they like about it, all that kind of thing. Now that's important, but it's really the middle of the story and we really want to focus on much more on the problem than on the solution.

We talked about the benefits of starting a customer insights program, how to get company buy in before starting a program, and some of the biggest challenges that marketers face when starting a program and how to overcome them.

Set goals that align with your stakeholders needs.

I'll see you inside the episode.