Shaping product and marketing with customer insights- Part II
How Loom, Duolingo, Uber, DocSend, and Webflow leveraged user insights.
Hello, I’m Hema, and welcome to my newsletter First Impression. I help early-stage startups with their positioning, brand, and GTM strategy, and I also write about these topics.
In Part I of this newsletter, I wrote about how to listen for what your customers are not telling you, and in today’s post, I will cover the following:
What is an insight?
How to identify it?
Examples of products shaped by user insights
Examples of marketing shaped by insights
Note: I’m only using B2B SaaS examples here as I primarily work in that space. I have helped/advised some of the startups mentioned in this post.
What is an insight?
It is common practice for product and marketing teams to get direct feedback from customers through interviews, surveys, and social media, as well as gather indirect feedback from behavioral data. But many times, I’ve noticed teams acting on what they mistake as insights when in fact, it’s one of these:
A data point (x% said they did not want to talk to a salesperson)
An observati…
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